According to PersonalBrand.Com, ‘A “Personal Brand” is the objective, whereas “Personal Branding” is the process and strategy by which to achieve the objective. You establish a personal brand through the process, and strategy, of personal branding.’
Therefore; “A personal brand is a widely-recognized and largely-uniform perception or impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large.” source [personalbrand.com]
…and ” The conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, increase their circle of influence, and have a larger impact.” -source [personalbrand.com]
There are countless reasons why personal branding is important; it’s one thing to have any brand, and a different thing to brand yourself after ‘you’ altogether.
In my efforts to work on my brand, establish myself as a credible professional /writer and entrepreneur, I do make an effort to read a lot on entrepreneurship, business management, or what it requires to establish a brand that works.
This week, I have been reading two books. One is ‘Nice Girls Don’t Get Rich’ By Dr. Louis P Frankel. And another is ‘The brand Called you’ by Peter Montoya with Tim Vandehey. The lessons I am sharing today are inspired by especially Peter’s book. Cheers, and enjoy your read!
1. A personal Brand helps you convey your unique skill set and style thus a faster way to way to broadcast who you are to your target market quickly and efficiently.
In the introducing chapter, Peter quotes Rick Haskins saying; “Developing a strong personal brand can be the key to rising above the competition. It serves as shorthand to convey your skillset and style—whether you’re a coordinator looking beyond your current job responsibilities or a midlevel network executive aiming for the presidency. Branding gives you an exceptionally effective way to broadcast who you are to your target market quickly and efficiently.” —Rick Haskins, Multichannel News
The chapter further demonstrates how eight out of ten global brands, most-prosperous are out of personal brands, all having come out of someone’s name. In this chapter, Peter describes your personal brand as ‘you, enhanced and expressed using polished, well-crafted communication methods. It is designed to convey two vital pieces of information to your target market:
1. Who you are as a person
2. What you specialize in doing
Your Personal Brand is the mental picture your prospects get when they think about you. It represents your values, your personality, your expertise, and the qualities that make you unique among your competitors. That’s why it’s so important to remain authentic to yourself as you create your brand. People want to work with you, not with some slick marketing creation.
2. A personal Brand is a Promise.
It tells prospects what they can expect when they deal with you. It’s an implied covenant between a service provider and a client that makes the client believe, “Every time I see this person, I will receive a certain quality of service and care.” A Personal Brand creates expectations in the minds of others of what they’ll get when they work with you. If you can figure out what your target market values and create a brand that promises to deliver that value, again and again, prospects will beat down your door and burn up your phone lines. The catch: you’ve got to deliver on that promise 100 percent of the time.
3. Personal Brand is a relationship that wields influence over prospects and clients.
The attributes of your brand will determine how much influence you have. For example, if your best friend the carpenter tells you that you need to stop smoking and lose weight, you’re probably going to scoff, but if your personal physician tells you the same thing, you’re going to take it more seriously. The attributes of the relationship give the physician more authority in his or her area of specialization.
A personal brand will also help you to;
1. Attract more new clients more easily
2. Increase your prices or fees to increase your income
3. Create client delight and generate a steady flow of referrals
Here are a few things the chapter suggest you can do in the meantime
- Quit using your cheap brochures and promotional items.
- Begin the process of changing the name of your business to your name.
- If you haven’t done it already, reserve the Web domain name. www.yourname.com. It costs about $8.99 a year.
- Write down the qualities that make you unique.
- Write down your goals for income earned and hours worked 1 year, 5 years, and 10 years from now.
- Write a description of your ideal client. This is the person you’re going to target with your brand.
Thank you! These lessons are extracted from ‘The Brand Called You – create a personal brand that wins attention and grows your business.’