Everyone Needs a Bat Signal

This piece was originally posted on 'The Business of Value'

Hey!

In The Batman, Batman and Lieutenant Gordon use the Bat Signal as a code to indicate that “I need to talk.”

An underlying benefit of the Bat Signal is that it acts as a warning to Gotham’s criminals.

Batman could be anywhere.

A third benefit to the Bat Signal is that it tells the citizens of Gotham that someone is out there, keeping an eye on things, and protecting them.

You need a Bat Signal as well.

What do I mean?

A calling card.

An impression.

A brand.

A brand is a symbol.

It tells the world what they can expect from you.

You might tell the world that you are stable.

You might tell the world that you are innovative.

Or, like Batman, you might tell the world different things at different points.

The meaning of your brand is important because in most cases, we have a maximum of 3 seconds to make an impression.

The default setting is no one pays you any attention.

That first bit is your message.

Second, you need symbols.

Batman has it easy, his logo is very distinct.

That logo is just one type of symbol.

I have ideas that you repeat back to me when we meet out in the world such as:

-????? “Discounts are for dummies!”

-????? “Strategy before tactics.”

-????? “Lovingly steal.”

These are symbols.

Seth Godin’s bald head on his landing page.

A symbol.

Steve Jobs’ jeans and black turtlenecks.

A symbol.

Your symbol acts as a tool to help people remember you.

Do the symbols matter?

Yes and no.

Yes, because you need something to capture people’s imagination.

No, because there is no perfect symbol for every person or business.

When I work with big brands, I tell them you need a logo and 4 or 5 other “codes” that you use on everything.

You can pick 1 or 2 things you want to use as symbols for people to remember you by.

Start small.

Don’t overwhelm yourself.

Just get started.

A word. A color. A phrase.

Finally, your Bat Signal doesn’t stand out all at once.

Like magic.

“Poof!”

Now you are Batman.

Instead, your signal takes time to establish its roots in people’s minds.

My research with partners that salespeople need 12 or more touches, on average, to make a sale.

How many times does the average salesperson contact a prospect?

In many cases, once.

A lot of salespeople get to 2 or 3 times.

The salesperson that goes 13 or 14 touches deep, is rare.

The same idea works for your brand.

You must show up consistently over time.

The myth of the “everlasting” first impression won’t die.

First impressions count.

The issue is that the first impression doesn’t always come on first contact.

Often, your first impression happens much later.

Do we know when the first impression happens?

No.

No one can tell us.

That’s why we must show up, over and over.

Because we don’t know when we will get the chance to make a first impression.

We only know that the first impression matters.

How does the Bat Signal play into your strategy?

It needs to help push you toward your definition of “success”.

Your Bat Signal should be something your buyer will notice.

The best symbol will reinforce your “Why You?” answer.

These ideas are for another day.

Today, know that the formula to create your own Bat Signal is:

Message + Symbol + Consistency

Does this help?

Hit reply and let me know. Or, leave a comment below!

Dave

P.S. Do me a favor and share this newsletter with one person that you think should have their own Bat Signal.