Do you know what void your brand fills?
The more that brand fills a void in our lives, the more impact it will have.
For instance, if we need a little push, all we need to do is connect with Nike with its message of “just do it” .
Crafting a strong brand like Nike’s takes some doing. Being able to be recognized by a few words is a tough challenge.
This was a challenge that Elizabeth I mastered like no other. She branded herself as the Virgin Queen. I’d like to share with you a few reasons why she chose not to marry and then how she created a masterful brand around that theme.
Reasons for not marrying
- She was possibly terrified by marriage since her mother (2nd wife to King Henry VIII) and cousin (4th wife to King Henry VIII) were executed by her father.
- If she married, this would mean giving up her power as a ruler, giving her husband the leading role. Elizabeth was born to rule.
- Marriage was complicated. If she married a foreign Prince it would most likely lead to involvement in foreign wars. If she married an Englishman, this could cause rift between the noble families.
Now that she had made a decision to never marry, the label Virgin Queen could stay with her forever.
Her Mastery in filling a void
At that time 75% of England’s population was still supportive of the Catholic faith. The Church of England was Protestant and although the Virgin Mary was venerated she was not worshiped. Elizabeth capitalized on this void and encouraged poets and writers to strengthen her brand. She was able to masterfully transfer the Virgin Mary worship to herself meeting the needs of her people.
A good brand uses symbols
In addition to words, a brand needs a symbol that supports the message-whether it’s a logo or various objects that are easily identifiable. If you notice the painting above, Elizabeth carries a sieve. The sieve is a Roman symbol for virginity. Not a detail went unnoticed in how it was all put together and she was able to solidify her power base by the clever use of personal branding.
Your Thoughts and Insights
- What’s behind your brand?
