What is your 'Identifier'?

Most people think that social media marketing is all about the product. If you nail that, then people will come. Right?

Not quite.

You see, before people even know how hot your shit is, first they need to buy into you as the person attempting to sell said hot shit. To help them do that, you need an 'Identifier'.

"But surely just being myself will be enough, Andy. I'm quite nice when you get to know me."

Whilst this is important, there are millions of nice people in the world all trying to sell things through the power of social media. They all claim to have the best products, the best service, the nicest people and the cheapest prices so why is anyone going to remember you over the other 7 million businesses selling the same hot shit?

What's an Identifier?

Think of your favourite creators on social media and ask yourself...

"Why do I remember them? What reminds me of them every time?"

I can guarantee that in most cases, the 'thing' you remember isn't their product or service, but rather something they say or do. It may be a hobby or a style of content that only they can deliver. It can even be something as simple as a colour.

An identifier is synonymous with you, helping you stand out in the minds of the people you are trying to attract. It is often something far removed from the service you provide, allowing people to connect with it on a human level.

And when people connect on a human level, they connect on a deeper level.

Examples of Great Identifiers

Most of you reading this will know that our unique identifier is Lego. I've personally had countless messages and comments saying that whenever people see Lego in their feed, on any platform...

They think of me.

This means Lego has become quite a powerful tool for me, not only making me hugely memorable but also helping me attract the right type of client to Think Unconventionall .

The thing is though, Lego is quite expensive, so not everyone is going to all of sudden start spending thousands of pounds on small plastic bricks just to become memorable.

So, another option might be colour. Amy Polly is a great example of this with her 'Pink Themed' world, consistently ensuring people see her in pink, making it a permanent feature throughout her content. This level of brand colour consistency takes huge commitment when you are on camera as much as Amy is, but it has been a hugely powerful tool throughout her growth.

Another great example would be Steve Ware . A morning video (still not enough people doing this), on a dog walk, asking a very powerful question with a huge scope for conversation. Steve rarely misses a day and it has fast become his 'Identifier', standing him above his competition who in most cases, simply refuse to go on camera.

Lastly, I'd like to highlight Toby Swallow who has produced a series of videos demonstrating what a man in his 40s can achieve with the right support. Toby's videos are a mixture of comedy, education and enlightenment, clearly showing he can 'walk the walk' and making his extremely memorable in his sector.

All 3 of these people do such a fantastic job with their 'identifiers', that I would only ever think of them in their specialist areas.

Whilst I have you...

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Why is an Identifier Essential?

Put very simply, you need something to help you stand out in the biggest crowd on the planet. Social Media consists of millions of people all trying to step on your toes and see you fall. It's a dog-eat-dog world where if you aren't carving out a niche for yourself, your competition will be.

On any given day, your target audience will be bombarded with post after post. Sales pitch after sales pitch. Boring story after boring story. It's enough to send even the most controlled of individuals right over the edge.

The continuous barrage of blunt force digital trauma is more than enough for people to go 'banner blind'. Or in this case, content blind. That is until something catches their eye and wakes them from their content-induced coma.

That something is you and your identifier.

I cannot stress enough the importance of figuring out an angle that isn't already being explored and going all in on it. Know your competition and decide how you're going to ensure that in a sea of people all doing the same thing, you're remembered for something people connect with.

What's your identifier going to be?

Stay Unconventionall.