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Interview with Jon Christoph Berndt

Leading image professional and marketing expert Jon Christoph has a passion for helping companies and people distinguish themselves and present themselves convincingly. In this insightful interview with A-Speakers, he reveals where he finds his inspiration, and gives his best tips for entrepreneurs who want their brands to stand out in an authentic and convincing way.

Who or what inspires you most?

Primarily, I am inspired by human beings who have a vision and are willing to implement it against resistances and never lose sight of their goal. It is not just about famous people like Steve Jobs, but primarily about the visionaries I meet every day: Whether it is an artist who made the conscious decision not to become a lawyer, the friend who quit his job and travels the world, because his vision is to be in Patagonia once in his lifetime, or entrepreneurs like the German Christian Vater who stopped being the Manager of Robbie Williams to found the charity foundation “Deutschland rundet auf” instead – an organization which says something like “Germany sums up” at the checkout in the supermarket and invests the raised money to help making the world a better place.

What is the most unique experience you have had as a result of your profession?

At an event of a client, a very successful and long-standing family company, father and son made their peace with each other after decades of separation: They hugged and kissed each other on stage, while their 500 employees were watching them, which was very moving for the crowd and for me. It showed me once more, that branding and positioning are all about the human being – whether we are talking about Human Branding or classic brand work.

What types of results do clients experience after your keynotes and presentations?

Clarity. Many customers tell me, that for the first time in their life they really understand the meaning of positioning and branding and what their own distinct company and personal brand can actually do for them. Everyone is communicating all the time, even without wanting to. When they know how to use and control this form of communication with the tools I provide them with, they become more successful, more save and therefore, more free. And they get what is so hard to get and to keep: real, long-lasting, and useful attention.

What does Human Branding entail, and how can businesses benefit from it?

The human being is the most important link in the communication chain. There are no exceptions. If your employees are strong ambassadors for your brand, the company can develop. Because then the whole team stands for the same purpose: many well profiled individuals with a common goal under a strong umbrella brand – the well profiled company. At the end of the day, it is always the human being who makes a business successful and closes the deal. Human Branding makes the people and therefore, the business successful.

Can you give 3 tips for budding entrepreneurs wishing to create an authentic, meaningful and successful brand?

1. Have a strong Emotional Selling Proposition (ESP) for your target group that makes immediate sense.
2. Break the standards that are determined by the competitors.
3. Provide a strong and helpful contribution to society that is unquestionably desirable.


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