Who Are You?

Now we continue the journey by discussing key elements to developing a compelling ‘personal brand.’ This goes hand-in-hand with attracting media and marketing exposure. When you have a compelling ‘personal brand’ the media, customers and clients take you more seriously, which thereby increases your ‘value’ and your business’s by association, i.e. influencer or celebrity endorsement. It doesn’t matter what industry, sector, niche or business you’re in, people buy from people. Putting yourself in front of your business will only boost it and attract new clients and customers.

If you’re familiar with Sam Horn’s bestselling book, ‘POP. Stand Out From The Crowd’, then you will have a head start on appreciating the kind of ‘POP culture’ we’re about to explore together.

An influential personal brand is a heady and unpredictable mix. If it were a recipe, I’m convinced it would be one of those fiercely guarded family secrets dating back hundreds of years. For this reason, while many have tried, few succeed in capturing in writing the essential X-Factor elements for success. It’s a big ask, but I hope I’ve put together some great starting points for you.

The exact measurements of business ‘rockstars’ are down to their own unique style of course, but here is a guide for your delight and delectation designed to stir (sorry, steer) you in the right direction for creating an intoxicating personal brand for yourself or your spokesperson to serve up to clients and customers.

What can you do today?

Define your personal and consider giving yourself a title.

While a spicy title isn’t essential to making you POP, a well-defined niche definitely is. What a great title (e.g. ‘ Ms Megabyte ‘) does is suggest that a niche exists to be catered for in the first place (tech knowledge delivered with a woman’s personal touch). Although Peter Shehan does not use a stage name exactly, he did carefully define his niche by self-branding as the leading thinker on an emerging trend, namely Gen Y. The more specific you can be, the more inclined people are to view you as ‘The expert in…’

Same niche, New angle

What you first set out to be known for (‘The Results Guy’, for example. PS Already taken by a coach I know, so you can’t use that one), will inevitably evolve over time as your customers do. This is a journey you embark on together, with you acting as the tour guide. Get known for your expertise by approaching your niche from one angle and then expand over time to reinforce your message in fresh and engaging ways. The idea is to keep people guessing as to what brilliant new angle you’ll come up with to help them understand more about the niche next (e.g. my next book might be called, ‘You’re a Business NOT a Charity’. Hey –  that’s pretty good, I like that!)

Name a list of other industries you can source inspiration from to add colour to your expertise, look in places you typically wouldn’t dare tread:

Industry #1:

Industry #2:

Industry #3:

Industry #4:

Industry #5:

Industry #6:

By expanding your knowledge across other areas you add a unique twist to your niche, a twist that keeps you ahead of your competitors.

Write your title that you use for media and marketing…

Is it compelling enough or does it need some work?

A great title simplifies your introduction and gets the conversation flowing in specific environments. Spend as much time on this as you need to ‘Package’ yourself up for great appeal.

“You bloody LEGEND!” 

Every industry has its idols. The only question is: do you want to be one, or follow one?

Societies the world over revere their leading thinkers (Einstein), activists (Mandela) and troublemakers (Darwin, Gandhi) in religion, politics, business, music and so on.
It takes guts to pave the way and be ahead of your time, though. Most of these figures’ true worth is celebrated in retrospect when the enormity and value of their contribution are borne out in the decades that follow. But if you have the potential to become a leading light within your industry, my advice is: go for it!

All you need is a willingness to change what’s not working and the wherewithal to stand by your message regardless of the temporary backlash.

Write a quick note here, on how you will pave the way in your industry…

Amplifying your personal expression

Personal branding is self-expression amplified to influence and command attention. So walk into a room with your head held high and invite others to connect with the ‘real you’. Turn it up or tone it down to reflect the environment you’re in, but for heaven’s sake, make sure you get noticed!

Express your sense of humour, incite emotions, and create a stir. You’ll soon learn to gauge when you’ve gone too far… or not far enough.

Which aspects of your personality do you dull down in your professional life that could potentially set you apart from the rest?

List them here…

Amplifying your personal expression

Personal branding is self-expression amplified to influence and command attention. So walk into a room with your head held high and invite others to connect with the ‘real you’. Turn it up or tone it down to reflect the environment you’re in, but for heaven’s sake, make sure you get noticed!

Express your sense of humour, incite emotions, and create a stir. You’ll soon learn to gauge when you’ve gone too far… or not far enough.

Which aspects of your personality do you dull down in your professional life that could potentially set you apart from the rest?

List them here…

CRITICAL QUESTIONS

For today’s task, I want you to think about how you are potentially being perceived in the marketplace. Visit your business website and promotional material as if you have never seen it before and answer the following questions:

  • Do I look credible?
  • Do I sound credible?
  • How am I different to others that I share this market space with?
  • How could I differentiate myself even further?
  • What is it that I am missing to ‘truly’ make the impact in my market required to ‘dramatically’ boost sales?
  • What does my personal brand stand for?

Answer these questions and you’ll put yourself well ahead of your competitors that are still struggling to answer them.

This is a never-ending process. You should look at them every month, 3 months, 12 months…