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"Impossible: Elements of Professional Close-Up Magic" by Mitch Praver

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Intersection #1 of 10: To clearly describe your brand, differentiate it, and create perception of value.

Jul 5, 2023

Intersection #1 of 10 – To clearly describe and differentiate your brand.

How much overlap is there at the intersection between the underlying principles of successful business and the underlying principles of successful magic? There is surprisingly much more than most people would suspect. In future Magi-Grams, we’ll spotlight one success principle each month to help elevate your magic.thepolarispetsalon.com villapalmeraie.com vm 1986 trøje villapalmeraie.com vm 1986 trøje thepolarispetsalon.com villapalmeraie.com vm 1986 trøje wiener-bronzen.com teplakova suprava panska tutobon.com vm 1986 trøje stenyobyvaci.cz villapalmeraie.com pánský náhrdelník kůže zub

Let’s start with Principle #1: brand (eg. character) clarity, brand differentiation, the perception of brand value and degree of resonance with audiences to make the brand truly magical. In magic, it then becomes easier to establish a unique identity and position themselves apart from the competition. This character definition and differentiation is a major part of creating the frame of reference and context for your routines, mannerisms, choice of effects, and scripting.

Clear brand or character definition and differentiation is a clear understanding of what the brand stands for. This helps to create more engagement and interest and value relative to price. Magicians who consider this approach are more likely to set themselves apart from the competition – and communicate a distinct style, personality and approach to cultivate loyal fans, get more word-of-mouth referrals, see repeat bookings, and command premium prices.

Think about some of the distinctive brands/characters/approaches in professional magic and how it is easy to describe them and their magic to others: Mac King, Max Maven, David Williamson, Dani Daortiz, The Great Cardini, Eugene Burger, David Williamson, Jeff McBride, Rob Zabrecky, etc.

In successful businesses, too, effective brand definition and differentiation provides the strategic framework for decision-making across virtually all aspects of the business: product and service development, marketing, customer engagement, recruiting, and sales – as it helps align business objectives with the unique value proposition, ensuring consistency of the company’s actions.

In successful businesses, good examples brand definition, differentiation and distinction:
Nike (to encourage individuals to push themselves beyond their limits to achieve their goals); Dove (to celebrate the diversity and beauty of real women);

Airbnb (to encourage authentic travel experiences that allow customers to immerse themselves in the culture and community they visit in ways traditional hotels cannot;

Apple (to focus on innovation and quality creating a perception of premium products and exclusivity worth the price);
Coca-Cola (to create a strong emotional connection with its customers, encouraging sharing a Coke with friends and loved ones);
REI (to get you ready for your next adventure to rise above the daily grind), and

Starbucks (to create a third place between work and home);

In my own business experiences:

While working at Discovery Communications as head of digital media distribution, I distinctly remember the Chairman/CEO calling an all-hands meeting to specifically talk about the need for consistent brand definition and positioning of Discovery Channel, The Learning Channel, Animal Planet and ALL of the networks under the Discovery Communications umbrella. This even trickled down to clarification on the wording of each of the network’s (Discovery Channel, not The Discovery Channel), taglines (eg. Explore Your World, not Discovery Your World) and even the three letter abbreviation for each network in the on-screen and off-screen viewing guides (the abbreviation would be DSC not TDC).

At Lifetime Television, as head of programming acquisitions, scheduling and planning, it was no secret that we aimed to appeal to women. However, the ad sales and affiliate sales groups, at that time, were very concerned that if they created more clarity in our brand – as Television for Women – this would alienate advertisers targeting either men or, more broadly, adults 18-49 and 25-54 years old. In fact, the opposite occurred: with clear brand definition and differentiation, a) viewership improved; b) the most talented actresses and female writers and producers wanted to be associated with the network; c) advertisers flocked to the network, and c) Lifetime became a must-have network on cable and satellite systems.

It took me many years to decide to move forward, professionally, with magic because I just didn’t see how I’d be distinctive from all the other magicians out there. In developing the premise, context and character of The CEO Magician, this combines passions for successful business and successful magic to create a unique, entertaining, insightful, and engaging approach to help businesses think differently, adopt best practices, and unlock potential at a time of accelerated change.

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