7 Ways to Create a Brand

Branding is the tangible way you reflect personal philosophies and personalities. Essentially, brands are the external representation of your inner self. They reflect your values, perspectives and interests.


7 Ways to Create a Brand



  1. Birth Identity. Manufactures produce motorcycles, each trying to create a unique identity. As soon as you hear BMW, Yamaha, Honda, Harley-Davidson, or Ducati, a specific image comes to mind. You form opinions of the bike and the person riding it, depending on the logo it sports.You were born into a culture with specific values, communication patterns and behavioral expectations. You come in different sizes, shapes and colors. Right or wrong, you make judgments and form expectations of others based on those attributes.


  1. Purpose. Bikes come in different styles, depending on their purpose. Thus there are models suited for touring, off-road riding, cruising, sport riding, dual-sport and racing, each designed for a specific type of riding.You were born with a unique purpose, interests and talents. Developing those attributes equips you for your journey. You are not meant to be all things to all people, although it’s a trap many fall into. Listen to your heart, follow your passion and do the thing you’re here to do.


  1. Authenticity. After being away from the market for a while, I’d lost touch with what was available and ended up purchasing a cruiser-style motorcycle. Although it served its purpose, it was not suited to my style and after two seasons, I traded it for a naked bike, much more my style. (Note: Naked refers to simplicity of design, not literally naked. They also tend to be versatile, utilitarian and sporty).Sometimes you put yourself in the wrong role and it just doesn’t work. It’s uncomfortable and drains your life energy. It may be a temporary fix, but eventually, you make adjustments to something more in line whom you are. Your styles often evolve over time.


  1. Remodelling. When selecting a bike, you narrow down your choices and select the bike that’s just right for you. However, rarely does it remain untouched. You express your personal style, preferences and physical attributes through customized paint, alterations and accessories.As you grow, gain self-awareness, understand your role and power, you adapt your lifestyle accordingly to best suit and reflect your purpose. When there is harmony between your personal brand and your outer style, it reinforces your brand.


  1. Uniqueness. Motorcycles are designed to serve a defined purpose – and to do it well! That’s not to say you can’t adapt it but generally speaking, it’s not a good idea to push a bike for a purpose it wasn’t designed for. For example, cruisers are great for back road excursions. They’re not good for trail riding. And vice versa. Bikes designed for off-road riding aren’t meant to travel highways.Do the thing only You can do. A dirt bike isn’t meant for touring, nor a cruiser for trail riding

    . Click to tweet quote. You don’t need another Mark Zuckerberg, Meryl Streep or (insert your favorite person). Those roles are already taken. You each have a unique purpose that only you can fill.


  1. Promotion. Manufacturers spend millions to create an image through advertising, PR and sponsorship. And the job is never done. To keep their brand front and center, they need to be out in public, with a consistent message and creative new ways to keep awareness high.Your words and actions speak volumes about your brand. It’s an asset to be proud of. Use your voice to express it!


  1. Protection. Organizations go to great lengths to establish and protect their image. This extends to how and where logos are shown, corporate colors, the type of people they hire and the activities they support.Just being a rider brands you as an adventurer, risk taker, fun lover, free spirit – with a touch of rebelliousness. Your brand is how you’re defined; who you are; or more accurately, the perception of who you are. And it’s one of your most valuable assets. Stay true to it!


What brand do you see in yourself? How do others view your brand?



photo credit: Karen A. Scofield (sari0009 on yahoo) via photopin cc


Healer, author, and motorcycle aficionado Liz Jansen combines her artistic mediums to create stories that inspire readers to embark on their own journey of self-discovery. No helmet or jacket required.

6 Comments on “7 Ways to Create a Brand

  1. I love the motorcycle analogy as well. My brand is contrast, feminine and masculine combined…leathers of fashion and function.
    I did not totally define or understand it until looking at myself as my brand and not the product….for me a feminine woman that embodies what a woman represents and rides a motorcycle is a perfect contrast.

    Love your posts, Liz!

  2. I like this. I need to spend more time concentrating on my individual and business brand.

    I am passionate about mototouring and sharing it with others. Travel expands us all. I strive to be the best I can be at what ever I involve myself with. I also care deeply about motorcycle safety and both the image we as motorcyclists project to others and their perception of us.

    • Thanks Karen. It’s a good exercise to take a step back and consider what we want to project and what it is that we are projecting. Not easy. I need to do more of it myself.

      I believe your brand shines through!


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