What would you like people to say about you?
As Jeff Bezos (founder of Amazon) famously said, “Your brand is what people say about you when you’re not in the room.”
Your personal brand is the sum total of what you do, how you do it and why you do it. It’s not something you can fake. It’s authentic and deep-seated.
If you get it right, your personal brand will make you stand out from the crowd, shine a spotlight on your expertise and enhance your value. You’ll have an energy and a buzz about you that people can’t help being drawn to.
So how can you build your personal brand?
For starters, don’t make the mistake of thinking your personal brand is all about you. It’s not. Your personal brand is not about your work experience or your personal accomplishments. Your personal brand should be about other people, specifically what you can do for other people.
Start by asking yourself a few questions: What needs can you address? What are the areas where you can offer the most value? What makes you different from the rest?
With a little thought and planning, you can build your personal brand from scratch. Just follow these five steps:
1Discover your opportunity
Passion is not enough. You might have a passion for rock climbing, or playing the ukulele. But having a passion does not automatically translate to recognition and success.
Instead of focussing on your passions, study the needs of the people in your circles. What are they trying to achieve? What are they struggling with? What are their frustrations?
Think about how you could best help these people.
Dig deep into who you are. Identify what you can bring to the table. Evaluate not just the skills and experience you’ve acquired but also the values that guide and inform you.
Study your competition. Can you serve a need that in an area that doesn’t have lots of competition?
If there’s lots of competition wherever you look, don’t be discouraged. Can you serve a need in a way that’s distinctive and noteworthy?
You’ve identified your opportunity when you’ve found a significant need that you can serve, in a way that sets you apart from the competition.
2Know your audience
Everything starts with your audience. Find out as much as you can about them. This includes standard demographic data such as what jobs they do, how much they earn and where they live.
Equally, if not more importantly, you need to know what their beliefs and values are, their hopes and dreams and the challenges they are facing.
Talk to your audience. Take them out for a coffee or set up a Skype call. Study them by reading what they’re saying on relevant social media, forums and review sites.
Is your audience more interested in quality or value? What’s more important to them, making a difference or making money? What public figures do they admire?
How much do your audience know about what you can offer them? Will you need to educate them for them to appreciate your value?
Identify who your core audience is. Don’t try to appeal to everyone. Identify which audience segments are most likely to become long-term customers and advocates. These are the people you should focus on.
3Craft your message
In Hollywood, budding filmmakers learn to prepare an “elevator pitch” to sell their movie ideas to busy studio executives. The key is to summarize their idea in a short, memorable phrase that could be pitched even if they had to do it in an elevator.
For example, the movie Alien was initially pitched as, “Jaws in space.”
You want to tell your audience about what you do, about what makes you different and exciting. But they probably won’t have time to listen to your life story.
Instead, you should create a short message that sums up what you’re about in a way which connects with your audience. Keep it simple and memorable. Think of it as your elevator pitch. Your message should reflect the people you serve, the values that you embody and the results you achieve.
If you have any testimonials, study them. What were the things about you that people valued the most? Observe the exact phrases people use when talking about you. Often, these are the precisely the phrases you should use when describing yourself.
Use your message to brand yourself on your professional profiles. Most importantly, embody it in everything you do.
4Hone your uniqueness
Maybe you can do something highly useful that very few people can do. Well, that’s your unique quality, and you should tell your audience about it.
But perhaps there are plenty of people who do what you do, and you’ll be competing for the same audience. Being able to demonstrate a point of uniqueness is your key to success in a competitive market.
The most obvious point of uniqueness is to be the best. There are many ways of being the best. Find out which way plays to your strengths. Are you the most experienced, most creative, most efficient? Do you excel at customer service?
If you can’t be the best in some way, becoming more specialised can make you unique. For example, instead of offering a marketing service to small business owners in general, you could offer a marketing service targeted at chiropractors.
And don’t be afraid to be controversial to stand out. If you hold different opinions from the others, don’t be afraid to voice them. Just stay away from topics that are likely to cause offense, like religion and politics.
5Define your values
Authenticity is the cornerstone of personal branding. Your authenticity is what allows your audience to trust you, to engage with you, to tell their friends about you. Being authentic is about having stated values and being true to them.
So what are your values? You should include business values, such as driving innovation or personal accountability. You might also add ethical values, such as care for the environment.
How you speak and write is also a reflection of your values. Are you serious or informal? Do you address the layman or expert? What are your cultural reference points?
Guard against inconsistency, such as saying one thing and doing another, as this will cast doubt on your values and undermine your brand.
Keep your values at the heart of everything you do, as you interact with people, network on social media, or publish blog posts. Wherever and whenever you engage, ensure you do so in a way that shines a light on your values.
This article was originally posted here on Entrepreneur.com.
The Real Value Of Building A Brand
Young people today are likely to join or stay with a company, even if the pay is less, if they feel they belong and are part of the team.
What is your company’s brand? That may sound like a strange question and the answer could range from thinking about your logo or colour scheme, or the values you frame and put on the wall in your reception area. But that is not what your brand is.
Let me ask you another question: what do customers and employees think when your company’s name is mentioned? Do they think you are a great bunch of people who go the extra mile to deliver on your promises, or do they think you’re a bunch of incompetents who always deliver late and below standard? Do employees think their company is money driven and couldn’t care about people?
What do these people feel when your company is mentioned or when they see your logo? Do they have positive feelings about the company and certain employees they deal with, or do they cringe and hope not to have to deal with you again?
The answers to those questions is your brand. It’s the ability to articulate and deliver on the promise your company makes to the market. It is the integrated result of the values the company leaders hold and the values they inculcate into their employees through their actions. It’s the quality and usefulness of your products or services, and how you deal with customers. And it’s how you promote and operate the company. All these things are your brand.
While the company’s executives are key to developing the brand and all it stands for, the brand promise is the who, what, where, when and how of all you do; the sum of all the company’s interactions with the market and internally with each other. Gartner indicates that companies that prioritise the customer experience generate 60% higher profits than their competitors.
Who you are and what you stand for is critical to companies in today’s market where trust is a rare commodity (86% of US and European customers says their trust in corporations has declined over the last five years). Your promise to the market and your ability to fulfil it again and again engenders that trust, which puts you at the top of the pile when it comes to competition.
Related: Are You A Commodity Or A Brand?
When it comes to your product or service, are you the first name that comes to mind because you are a trusted partner? Do your employees deliver on time and to or above the standard expected as far as is possible? Do your employees represent the company in a natural, proactive manner because they are invested in the company and its culture? Or do they do the minimum to get by and collect their pay at the end of the month?
There’s much talk about company culture in the media, but most of these articles miss the most important aspects of culture, buy-in and commitment. When your employees value the culture they are part of, when they feel they belong and are valued, it shows in their commitment to the company, each other and to their customers. Did you know that between 60% and 75%of customers will do business with a company again if it deals with a customer service issue fairly, even if the result is not in their favour?
In fact, young people today are likely to join or stay with a company, even if the pay is less, if they feel they belong and are part of the team.
Customers are the same. While everyone wants to pay the least possible for a product or service, your brand and the associated value (and positive feelings) customers associate with you means you don’t have to cut margins to the bone to get the job. Customers will pay a bit more (within reason) to ensure they get the full package – product, service, support etc.
So your brand, its value and standing in the minds of people includes the marketing and brand building you do, but the promise you make (sometimes unknowingly) to each customer and each employee is what is critical to success. That promise is made up of the products and services you have on offer, if you are meeting the real needs of the customer. It depends on your culture and how valued and appreciated your employees feel, which extends to how they value and treat your customers. And finally, all that impacts customer service, how you react when there is a problem and what you do to keep your promise and develop and maintain their trust in good times and bad.
Brand enthusiasts are welcome to follow Kyle Rolfe’s latest thoughts on brand building in South Africa and his analysis on relevant global trends and issues via Twitter @kylerolfeSA or on LinkedIn at linkedin.com/in/kyle-rolfe-brand-engineer.
Why You Should Prioritise Brand Image
Just because you’re a start-up doesn’t mean you can ignore the importance — and power — of brand image. Here are four simple and cost-effective ways to get noticed in a competitive space.
It’s surprising how many entrepreneurs pay very little attention to their brand image even though the image is the first thing that customers see.
For most start-ups, the focus is the quality of their product or service — as it should be.
However, awareness is critical during the start-up phase of a business. Awareness is made possible through marketing that focuses on the brand image of the company. During the start-phase, entrepreneurs often exclude the marketing function because they perceive it to be a luxury expense only enjoyed by medium and large enterprises.
The problem is that many entrepreneurs have a limited view of marketing and believe that it must include extravagant television, radio and print campaigns. This is especially true for companies that provide more scientific products or services; those operating in accounting, IT, engineering or similar practical fields. Owners in these fields are usually not familiar with the benefits of marketing or how to effectively critique and implement their marketing plan.
On the other side of the coin, marketing or public relations firms tend to neglect their brand image despite it being their core function. Often, marketing specialists are so focused on the work they are doing for their clients, they forget that how they market their own company is the billboard for what they can offer clients.
Here’s how to get started.
A good quality logo is the starting point for the marketing of any business. Entrepreneurs often tend to put the logo on the back burner.
Your first logo will not be your logo forever. Throughout the lifespan of a business, the logo will probably go through multiple amendments.
A good quality logo is worth investing in. It’s your business signature, and will be used across all marketing collateral. The logo should be visually appealing, versatile and memorable. The best logos are clear, simple, easily recognisable, and unique to the business.
Once the logo is developed, the other basic marketing collateral can be designed, including the e-signature, business card, letterhead, social media graphics with a cover photo and profile photo for all social media accounts, as well as website graphics. These are the only items required in the start-up phase to launch the business with a professional and cohesive look and feel across all public platforms.
2. Social Media
Social media is an opportunity for businesses to become part of their audience’s lives by engaging with them. Business owners know their company needs to be on social media, but simply having a profile and cover photo on multiple social media platforms is not effective.
There must be a social media plan that details the platforms that will be used, the objectives for each profile, the type of content that will be shared on each platform, and how often and when content will be shared.
Business owners often make the mistake of being on every social media platform — this is not necessary. It’s important to select platforms that are used by the company’s target audience and which complement the company’s brand personality.
For example, there is probably not much benefit for an insurance company to be on Instagram, which targets a younger market, but it would make sense for a clothing company to be on Instagram as their product is visual and fashion is of interest to the youth market.
Social media should help the company achieve one or more of its overall business objectives. For example, if the business goal is to reach a new audience, then the social media content must be of interest to this audience.
Social media can be time-consuming, and once the platforms have been selected, companies will have to create tailored content for each platform and have a consistent weekly schedule. Business social media profiles that are rarely and inconsistently updated can do more harm to a brand than no profile. There are many free and affordable social media management tools that can help entrepreneurs easily manage their accounts.
3. Personal branding
When a new business is launched, trust will drive the business forward. With few or no employees in the start-up phase, the entire business is run by the founder and the founder automatically becomes the face of the business. The credibility of the business is therefore initially determined by the credibility of the founder. Many entrepreneurs grapple with the task of marketing themselves and focus solely on marketing the business.
Below are some cost-effective techniques that you can use to boost your personal brand:
Optimise personal social media accounts
Share your constructive opinion on your personal social media accounts. Some people find it difficult to publicly share their opinion, especially with the legal liability that comes with using social media. Courage and responsibility are required to publicly share thoughts and ideas. Both are sought-after characteristics of entrepreneurs.
Entrepreneurs can educate their target audience and peers by contributing to their industry as guest bloggers, speakers, vlogging, contributing to academic research and blogging on their company website. By sharing your unique insights, you can prove that you are knowledgeable about your products or services.
Seek organic word-of-mouth
All client projects must be treated like gold — word-of-mouth about a start-up’s work is invaluable. Be bold and ask for recommendations after the completion of a project.
Ensure that the projects you say yes to complement your brand image, and be willing to say no to projects that don’t, despite the financial loss. There is power in the word no. Saying no can help to differentiate your company from your competitors.
4. Direct marketing
Nothing can replace the value of face-to-face communication. List the companies you want to work with and where you have identified a need that your company can address. Contact them, set up a meeting and tell them about your business. Even if the companies visited don’t signup, awareness has been increased and it will help you to become comfortable marketing yourself and your business.
Pulling it all together
These are just a few of the cost-effective marketing tactics you can use to increase awareness about your business. When meticulously executed, these marketing basics can help a start-up enjoy growth and success.
Smart and free
The truth is that marketing does not need to be an expensive exercise. Here are four marketing basics that can be implemented by every entrepreneur to give their business a solid foundation from which to grow, and which require limited or no funding.
The 3 Biggest Mistakes CEOs Make With Their Personal Brand (And How To Turn Those Mistakes Around)
Don’t wait until you’re managing a crisis to decide who you want to be and what values you want your company to espouse.
The term “personal brand” denotes the phenomenon of people marketing themselves and their careers as brands. I know, because I’ve spent a number of years perfecting mine.
I wear jeans and cowboy boots at every event I go to, for example – no matter how fancy the occasion. That wardrobe choice is just another way I present my brand, the C-Suite Network, as being brash and bold – like me – and refusing to do things a certain way just because they’ve ways been done that way in the past.
But what about other CEOs? Do they “own” their own brand? Should a CEO cultivate his or her own brand, separate from the company? The short answer is … yes!
There are good reasons why: A study by Burson-Marsteller concluded that 48 percent of a company’s reputation can be attributed to the standing of its CEO.
These leaders represent their company’s vision, so both should exemplify the same traits and values. However, a CEO won’t stay CEO forever of that same company. That’s why it’s essential to create a brand identity CEOs can own – a parallel brand of sorts.
A personal brand will travel, in other words. And while the public may have a fascination with a particular company, it’s the people in that company they feel the biggest connection to.
So, why do as many as 61 percent of CEOs, according to CEO.com, lack a personal brand because they have no social media presence? Because they don’t think that move will have an impact, personally or professionally. They couldn’t be more wrong.
A study by Weber Shandwick and KRC Research estimated that 44 percent of a company’s market value can be directly linked to the CEO’s reputation. The same study highlighted other benefits when CEOs have a positive brand reputation, including: Attracting investors (87 percent), positive media attention (83 percent), crisis protection (83 percent) and [the ability to] attract prospective employees (77 percent) and retain employees (70 percent).
The takeaway here, of course, is that more CEOs need to own their brand. So the next question has to do with personal branding mistakes.
Here are three common ones:
1. Thinking you don’t need a personal brand
If this phrase describes how a CEO thinks about his or her personal brand, that person has no business being CEO of anything. This isn’t about “I don’t want to” or “I hate talking about myself.” This needs to be about what defines you as a leader and what defines you outside of your day job. What are your beliefs and values? How do you want to drive growth and innovation? Basically, this is anything that makes you, you.
Dave Newman, founder of Do It! Marketing, told me once that when a CEO “doesn’t own their brand, they lose control of the company’s story.” Therefore, “no story, no distinction.”
I stated before that your personal brand is forever yours, so it’s your responsibility to create one that blends your leadership style, ideals and values with your company’s brand. Together, these two brands should comprise the perfect complement, but should also be able to exist separately. Remember, you won’t always be the CEO of that company.
2. Thinking you can delegate your brand
I get it: As CEOs, we’re busy people, but that doesn’t mean you can tell your PR or marketing team to “create” a brand for you. There’s no shame in using your PR or marketing team to help you craft aspects of your brand, such as talking points, content or a new, improved bio. It’s just that shaping and creating are two different things.
Many executives believe that the hardest part about building a brand is not knowing what to write about and that that’s something your team can help you with. However, if you don’t know who you are by now and or what you stand for, no PR team can help you.
Sure, they can create a persona for you, but what comes through won’t be authentic, and it will cause irreparable damage, not just to your personal reputation, but to your company’s, too. Creating a brand persona shouldn’t be transactional; it should be (and feel) incredibly personal.
3. Thinking you don’t need a social media presence
Again, wrong! A 2016 report by BRANDfog said that 75 percent of those surveyed believed the executive leadership of a company is improved by those leaders being active on social media. If you’re a leader yourself, you don’t have be present on all platforms, but you should be highly present where most of your target audience lives; and you must use that platform well.
If you’re a strong writer, think about writing a blog – either on your company’s website or for a magazine that covers your industry. Also share the published article on your company’s platforms, including LinkedIn. The content you write doesn’t have to be lengthy or overly technical. It has to be accurate, thoughtful (or thought-provoking), entertaining and educational.
Think of the different social platforms as TV channels; you don’t have to watch all of them, but you do need to present in several mediums to get your message across.
Here’s the good news, then: It’s never too late to turn the ship around. Here are some steps you can take to do that.
Think about claiming your URL. Sounds simple enough, but we still sometimes forget to do it. I have my very own – which includes a small bio, social media information, TV interviews I’ve done, a link to my podcast, listings of my books and more. That’s mine and mine alone. No one can claim to be me (as they do on other platforms).
It is also through my social channels that I get more “personal” with my followers. Dave Farrow, CEO and founder of Farrow Communications, told me, “Your brand is just an image of who you actually are. Today, any difference between the two is seen as a betrayal.”
The message here is that people make connections with people. So, give them an insight about your thoughts, opinions and style. Everyone I do business with knows what I’m about. I live my brand 24/7. Everyone should.
As Hall of Fame speaker Mikki Williams said, “Don’t be different; be unique. Anyone can be different, but no one can copy ‘unique.’”
Get in front of the media. This is the part where your team comes in handy. Its members should have the connections to get you in front of a camera. I have been a frequent guest on several national shows and networks. One thing I used to do at one of those networks was have my team look at the “news of the day” and then pitch me to the show.
The producers knew I could be ready in a pinch, so it was a quick turnaround between prepping and going on air. In short, staying on top of the news is critical to getting yourself out there. CEOs need to be topical and, according to Linda Popky, president of Leverage2Market Associates, “use situations as they arise as an opportunity to reinforce the brand and tie the brand to what’s happening on a day-to-day basis.”
Related: They’re Your Rules, Break Them
Write a book: I’m now writing my fourth book, The Hero Factor: How Great Leaders Transform Organizations and Create Winning Cultures. As any author can tell you, books are a long, drawn-out process, but one that should help establish you as a knowledgeable and credible source.
In short, we live in a world that’s connected all the time. One simple click of a button can tell people nearly anything they need to know about you. So, in that kind of world, having a strong CEO brand is no longer a luxury, it’s a necessity. That’s why you should get on this.
Don’t wait until you’re managing a crisis to decide who you want to be and what values you want your company to espouse.
This article was originally posted here on Entrepreneur.com.
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