Maximizing Brand "You"
Maximizing Brand "You"
A cutting-edge product, flawless portfolio or terrific
credentials can only take you so far. Building brand equity is
about identifying what makes you a valuable asset or a "go-to"
person. Branding is differentiating yourself--finding ways to
distinguish you and the product and services you can
provide--from the competition. Branding transcends sales and job
lines. Developing your own personal stamp is valuable in every
market and profession. It also enables you to make or charge
more for what only you can uniquely deliver. So just how do you
establish and keep brand loyalty? How do you go from no-name
cola to the drink of choice? Let me show you how...
Coach Nick's steps to building your brand equity: * Be
introspective. Creating your own brand requires personal
reflection. Spend time thinking about what you stand for, what
you want to accomplish and how you want others to see you. Avoid
trying to shape your brand to fit a specific bidding situation
or fill a void in the company. Drawing on energy from within
gives your brand its own personality, rather than creating a
copycat version of someone else's. * Take an informal poll.
Still puzzled about what your brand is all about? Ask
colleagues, customers and friends what adjectives they would use
to describe you and to recall their first impression of you.
Getting straight feedback from people you trust can help better
define your brand and improve upon it. * Draft a brand mission
statement. Write down three or four key elements that best
describe brand "You." Your statement should identify your
talents, assets and values as well as who you strive to be. By
weaving them through everything you do, these truths become part
and parcel of your brand image. The mantra that results from
your mission statement is your brand's tag line, the impression
you create and what sticks in people's minds long after you've
met them. * Stimulate brand loyalty. What makes your personal
brand better than someone else's? Strong connections. We've seen
it with products made with virtually the same ingredients, yet
one seems to taste better because of the image it evokes. Making
your own brand personal is what makes it distinctive. Sharing
who you are is the first step in creating a brand image that
triggers lasting relationships. When you become a well-known
brand, clients, customers or senior executives seek you out
again and again, the same way they loyally reach for a favorite
product off the shelf. All things being equal, people choose to
do business with people they feel comfortable with and truly
like. * Be anything but bland. There's nothing exciting about
picking up a generic product. For individuals, branding works
the same way: Rather than just being the person who shows up to
work and does a good job, you need to develop a clear-cut
identity that leaps into people's mind. Make sure you are known
by something other than the location of your desk. Distinguish
yourself through words and actions, so after you've made contact
and walked away, people make a point to remember your name.
* Shamelessly self-promote. No advertising is better than word
of mouth, so treat every encounter as an opportunity to sell
your brand. When you network, leave new acquaintances with a
vivid verbal snapshot of who you are, rather than just a
business card. Treat sales presentations as your own personal
infomercial, making sure the executive not only knows your
background, but what makes you tick, too. Brand recognition
builds and is strengthened through repeat exposure (i.e. regular
communication with your clients or associates through phone
calls, networking meetings, emails, presentations, etc.). * Be
consistent. People buy the same brand because they know they'll
get exactly what they expect. Even if you're just returning
e-mails or sending off a quick memo, treat small tasks with the
same attention you would a major presentation, sales call or
report. People seek out brand "You" when they've come to rely on
consistent satisfaction from you on all levels. * Flaunt it. A
winning smile, a great sense of humor, or a personality that
makes others feel at ease--these are likable, marketable
qualities you shouldn't save for family and friends. Make sure
the moment you walk into a room, you showcase your best assets
and exude the persona you want to project. * Make it fun. Your
brand emerges and becomes better defined when your real
personality comes through in your professional encounters. Being
able to reveal your true self and deliver what you promise is
the reward of developing your brand. There's nothing more
satisfying than knowing who you are and being valued by others.
Maximizing Brand "YOU": THE NEXT LEVEL Once you've done the work
to establish a personal brand worth selling, it's time to take
brand "You" to the next level... Coach Nick's strategies for
guerilla branding:
* Protect your brand. Great brands have gone down the tubes
because of bad associations or products that don't deliver on
their promise. Building brand "You" requires diligence and
attention to detail. Every action should polish, rather than
tarnish, your brand image. Don't risk disappointing clients in
any way and avoid projects or alliances that ultimately don't
serve your brand integrity. * Extend your brand. When your
personal brand grows, clients and customers expect the same
level of brand satisfaction from your partners or support staff
that they do from you. Make sure everything, from your answering
machine message to the appearance of your workspace, reinforces
the brand image you've created. If you have a personal
assistant, he or she should reflect and positively reinforce
your brand image during any and all contact with others.
* Update your brand. Having a killer brand means never resting
on laurels. Set goals for your brand so you'll always have new
accomplishments to promote. Accept challenging assignments that
enhance your brand image. Find ways to highlight your skills and
increase brand-name recognition, such as joining committees,
writing articles for newsletters, or taking on any leadership
roles. Use names culled from networking to develop new,
beneficial relationships. Periodically rewrite your executive
profile and brand mission statement to keep it current. * Expose
your brand. Utilizing internet tools, such as creating a
personal website, contributing to discussion forums, engaging in
e-mail networking, or pursuing online media coverage, can give
you added exposure. * Hone your brand. You don't have to sell to
everyone to be a successful brand. For instance, if you're an
event planner, handling only corporate functions or large-scale
gatherings lets people know you're a specialty brand. By
becoming an expert, you can take your brand to a level not open
to those perceived as "jacks of all trades." * Create
sub-brands. A brand identity that displays all your interests
and skills can sometimes lead to confusion. To pursue work in
different specialties, start a new brand separate from your main
identity. This can be as simple as setting up a separate phone
line or website to prevent overlap. Even if people discover your
other "brand," you appear more professional and impressive as a
result. * Remember, the key to a great brand is that the
audience has a developed sense of attributes in mind for a
product - they don't have to do a taste test. Whether you're
networking or selling the next "killer app", most contacts and
buyers are inundated with choices. Anything that makes you both
easily identifiable and desirable gives you a decided edge over
the competition. And that's exactly what developing your
personal brand will do for you. Please remember, "All things
being equal, people choose to do business with people they feel
comfortable with and truly like."