Last updated on September 22nd, 2017 at 11:03 pm

Faster than a speeding bullet! More powerful than a locomotive! Able to leap tall buildings at a single bound! (“Look! Up in the sky!” “It’s a bird!” “It’s a plane!” “It’s Superman!”)… Yes, it’s Superman … strange visitor from another planet who came to Earth with powers and abilities far beyond those of mortal men! Superman … who can change the course of mighty rivers, bend steel in his bare hands, and who, disguised as Clark Kent, mild-mannered reporter for a great metropolitan newspaper, fights a never-ending battle for truth, justice, and the American way!

One of the powerful appeals of the Superman brand is the fact that the character has two separate and distinct elements, the uber-powerful hero, Superman, and the nerdy Clark Kent. Not only does the character have the attraction of being the world’s greatest hero, but he also represents the idea that underneath a less than perfect exterior can lurk a powerful hero.

The thing is that both Clark Kent and Superman are the same person. So how does this differentiation occur? Branding. The simple act of putting on the blue suit, red tie and glasses changes the superheroic icon to a nebbish. The changes are superficial, but the perception change is profound.

What this tells us is that you can have a personal or corporate brand that is fluid, depending on the audience. For example, you may have a client base which spreads between several economic levels. In that event, it is possible to present a different incarnation to each of the individual levels. Automobile companies do it all the time, offering lower priced vehicles as “smart choices” to their less wealthy customers, while presenting luxury automobile alternatives to their customers in a higher income bracket.

The key is to discover both the Clark and Superman elements in your brand. You can be different things to different people without sacrificing your core persona and personal or corporate brand.

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