Sue Currie Blog

I’m going to a function next week at the Pineapple Hotel, Kangaroo Point – where else but Queensland. Which got me thinking, aren’t they great names? Perhaps a bit kitsch and quirky but certainly memorable.

So what’s in a name?  A lot I’d say.    

I read in one of Scott Ginsberg’s books about the trend at the moment toward unusual names.  There’s Google, Bing, Ning, Yahoo, Nike, FedEx, twitter amongst others. These are not regular names but because of branding and positioning have become part of our language.

Can you come up with something for your business? Of course I know you wouldn’t dream of being J & K Associates or P.T. Brothers because you would just blend in. Wouldn’t you rather stand out and be known for something?There are lots of successful brands that use their own name. You don’t have to be a movie star, famous business person, Tiger, Trump or Oprah to create a strong reputable (or disreputable) brand using your own name.

I like the name Shine – it has been my business name for quite some time and I think it sums up what I do – helping others to shine through establishing their personal brands. Shine is my product but may change over time.  I might add other products or services. Sue Currie is who I am though and the name I choose to build my personal brand.  What do you think?  Are personal names the way to go or unusual names?

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Do you have a well known tag line, wear an item of clothing or have a memorable persona? Perhaps if you did it would set you apart from the others in your field.

To become top of mind, you need to create or craft something that highlights you and only you. It becomes your signature, your logo, your swing-tag, your brand. Something about yourself, your message or business that is easily identifiable that says, that's you.

Jeanne Little in Australia is well known for the saying, "Hello daaaaarling!" and for over-the-top false eyelashes, plus a flamboyant fashion sense. She has been known to craft an outfit out of garbage bags.

Maggie Tabberer a fashion icon known for her elegant style, large figure, loose unstructured style of dress and signature colours of black and white.

Well-known business consultant and speaker Winston Marsh whose signature phrase is f-a-n-t-a-s-t-i-c.

Aussie homeloans guru John Symond for the phrase “We’ll save you!”

My friend Narelle “the tropical princess of the north” who always wears colourful clothes and amazing  beaded neckpieces that she designs herself.

N is for niche.  What is your market niche or point of difference? How do you stand apart from the rest? A focused brand concentrates on owning one thing in the mind. Volvo is safety. Sure there are lots of other safe cars, but Volvo owns that space.  

An example of a strong personal brand is Robert Kiyosaki – he is money.  Another great personal brand example is the “name tag guy”, Scott Ginsberg who has made a name for himself by wearing a name tag 24/7.

So you need to differentiate yourself from the others. If you are not different or are unique and don’t stand out, the only point of difference will be the price and often customers will go for the cheapest price. It does take a while to really work out what your uniqueness is but you do need to be unique, can you identify that?

A short exercise you can do is to ask someone who doesn't know you or what you do to explain everything they can about you or your business simply by looking at your business card. What do you stand for? Is the personality of your brand coming through? Are you communicating a clear brand?

I appeared in print today. Take a look and let me know if any strong brand attributes are present.

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