Personal BrandingYour personal brand is becoming increasingly important as web trends are more and more driven by social networking platforms. It’s no longer enough to rely on your website to share your message with the world. Other people are sharing things about you, videos of you, articles written by you day in and day out. There’s no way to really know who’s being exposed to you and your work.

Think of your personal brand as the most important investment you’ll make in your business. You need to put time, money and energy into this investment and continue to keep it up to date.

If you take the time to invest in yourself, you will ultimately have easier access to referral partners, clients will seek you out, joint venture partners will come to you and in general, your business life will flow with much more grace and ease.

Here’s how to build your personal brand.

Clarifying Your Brand

Before “publishing” your brand to the world, you first need to get clear on what exactly your brand means to you.

Ask yourself:

  1. What unique value do you bring to the table? This should be something that you alone can provide. It can be a unique twist on something already existing, or it could be something completely brand new.
  2. What problems can you solve better than anyone else? Specialising is essential to differentiate yourself. For example It’s better to specialise in “selling to IT companies” than to specialize in “sales.”
  3. What are you deeply passionate about? Pick a topic that you could talk about and never run of things to say. Clients and business associates can instantly sense passion or lack of passion in your voice.

Conveying Your Personal Brand

Once your personal brand is established for yourself, the next step is to convey it to the world.

Step one is to express your brand in a clear and concise way. What you do and who you are should all fit into one clear sentence.

For example, “I help inventors sell their inventions to investors” is a great pitch. Another example is my own, “I help women entrepreneurs charge what they’re worth and get it”. What you do should fit in a short, easy-to-convey sentence.

This makes it easy to remember who you are. If they know someone who can use your services, it will pop into mind immediately. If you take too long to explain what you actually do, they may not actually remember or be able to tell others what you do next time it comes up.

Once your branding and messaging are clear, put it in everything. Put your branding on your business cards, on your website, on your stationery, on anything that’s associated with you. Make YouTube videos, post articles about the subject – even give talks, podcasts and speeches, whenever you can.

The secret to growing a strong personal brand is to first come up with a crystal clear value proposition, then refine it into an easy-to-convey idea and finally to push that brand into the world in every conceivable channel.


Marketing SuccessIf you are one of the growing number of passionate entrepreneurs determined to make your mark on the world and change your clients’ lives for the better you will have faced the challenge of identifying what sets you apart from your competition.

Why should someone do business with you? And just as important. Why should they choose you over someone else?

In marketing terms this is called identifying your unique selling proposition or USP. It is derived by thinking logically about what you and your competition offer and uncovering points of differentiation. This is crucial if you want to achieve marketing success.

Now, while there is obviously a place for this logical, thinking process it does leave out the most potent element of all. And that’s the YOU in the mix. Do this at your peril, especially if you are a client based service provider. Your clients are buying you – and the better you shine through the more ideal clients you’ll attract. And the better results you’ll both get.

Staying in your head and not tapping into your heart can never unearth that deep down innate quality that is uniquely you.

The answer lies in your heart not in your head.

It’s not your unique selling proposition but your unique brilliance that will turn heads and hearts in your direction so that’s why discovering your unique brilliance is fundamental to your marketing success.

Here’s a few quick tips to get you started on that path of discovery!

Tip #1
Toss out your fear that you are not good enough. I hope not because good enough is just not good enough! Know and acknowledge to yourself that you are brilliant and have a unique gift that only you can offer the world.

Tip #2
Tap into your heart and listen to your higher self to discover your unique brilliance. It’s not a skill like playing the violin but nor is it a mission statement that is outside of yourself and more about others. Your unique brilliance is inside every cell of your body or your core essence. Get in touch with what you love to do and do extraordinarily well that it comes so naturally to you whether you’re working or playing.

Tip # 3
Don’t compromise. Once you have discovered your unique brilliance – use it exclusively. Play in your own sandpit doing what you do best and let go of everything else. Hire an employee or outsource the tasks that don’t fall within your unique brilliance.

Tip #4
Be confident that whatever you tackle, using your unique brilliance cannot fail. Whatever you create will naturally be brilliant too.

Never forget – your unique brilliance is your core essence. It’s what you do automatically and brilliantly no matter what you are doing. In fact you were born with it and probably take it for granted and so have never recognised or acknowledged it as the powerful compass that it is.

Time to change that and bring your brilliant self forward and incorporate it into your brand to power up your marketing and achieve massive marketing success.

If you’d like to know more about creating your own brilliant business brand – click here to book your free branding breakthrough session with me.

I know many business owners struggle to differentiate themselves in the market place and that’s not surprising as there’s so much competition out there. But it doesn’t have to be that hard either. Whether you’re just starting out and don’t have a business brand or you’re ready to up level your business brand there are some fundamentals you need to be across to ensure that you stand out with your own unique powerful brand.

You see, creating a business brand is one thing, but creating a powerful business brand is another. Every entrepreneur needs to be aware of the fundamentals involved in creating a business brand that will enable your service or product to not only succeed but to excel in the market.

Don’t be afraid of this process. Instead, try to enjoy building your brand by creating one that you can be proud of, that truly represents who you are and what you stand for and one that your customers will love.

Focus on the Business 

Before thinking of a brand, think first of your business. After all, the brand is merely a representation of your business. So, avoid focusing too much on developing an effective brand without giving attention to your business. Your brand must come as a result of your business, not the other way around.

The brand you develop depends on these 3 key factors:

1.    Nature of your business
2.    Type of service you offer
3.    Distinction from your competitors

Nature of Your Business 

One of the main purposes of creating a brand is to communicate to prospective clients is what your company does. Therefore, take time to evaluate the nature of your business and the distinct attributes and images it conveys to the market.

If possible, try to produce your brand according to the specific target market of your business. Is your business catering to doctors, six-figure female entrepreneurs or children? This will help establish the name and image for your business.

Once you increase awareness of your brand as a representation of your company’s products or services, only then can you expect to experience increased sales. Creating a powerful brand that will be easily remembered and distinct will enable you to create a loyal customer base who will continue to buy from you and refer you to others.

Type of Service You Offer

The elements surrounding a brand name—such as a logo, mission or vision statement, or color scheme—are just abstract concepts.

What establishes a brand as a concrete representation of your company and business is the promise of the experience that your customer has with your product or service. Therefore, you need to establish that relationship between your customer and the kind of service you bring to them.

The perceived value of your company is a vital formula that will produce a powerful business brand. It is not all about images, but includes delivering results to the emotional and physical needs of your customer.

Distinction from Competition

Although examining the type of brands that are utilised by your competitors will help you establish your own brand, you need to differentiate from them while exceeding them at the same time.

Distinction must not only arise from the business name or logo itself, but from the quality of service that you deliver and the outcomes your clients get. What can you offer that your competitors do not and cannot offer?

Then, incorporate that into the creation of your brand so you will easily be able to capture your clients’ attention and open them to the possibility of doing business with you over anybody else.

In a market that is flooded with other similar businesses, making yourself unique and distinct from others is one way to establish the reputation of your business. Couple that with a passion for delivering top-notch customer service and you are sure to establish a powerful business brand that will help your company achieve its goals.

No branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products or services, they are loyal to brands. If you want to attract and keep loyal clients you must build your know, like and trust factor through your brand.

Your Business Brand is a critical part of your marketing mix and done well will shout out to the marketplace at every touch point so that your potential clients get a real feel for who you are and what you are about. Not just a mental image but a heart felt emotional image and one that invokes a response.

There are 5 key phases to achieving a successful business brand and skipping any of them can sabotage your results. It’s not enough simply to create a business brand and launch it into the market place because there’s so much competition out there. You’ll have to be strategic, persistent and consistent if you want to stand out in the crowd.

And it makes no difference whether you are a solo-preneuer, a small business or a large corporation you still need a company brand or personality that expresses your uniqueness so you can differentiate yourself from the competition.

Here’s the 5 key phases to achieving a successful business brand.

 1. Brand Preparation

Remember, your brand is the promise of the experience your clients will have when they use your products or services. And it is this promise that you want to infuse into your brand.

You must begin with you and do the inner work to discover

    • Your unique brilliance which is the core or the essence of you and what you bring to everything that comes so naturally to you that you don’t even have to think about it.
    • What you and your company are a stand for – your brand promise that your clients can always depend on when they engage with you.
    • Who your choice client tribe is so your brand promise speaks to them directly.
    • What you are an expert at or in or have a specific skill or talent for.
    • Your brand’s key emotions.  How do you want your clients to feel when they engage with you or use your services?

2. Brand Trademarking

Here’s a step that many business owners leave until last if they consider it at all, at their peril. When you’re about to invest a lot of time and money to create a business brand it’s imperative that you own the trademark.

Without a valid trademark protecting your business or brand, there is nothing to prevent competitors from trading off your reputation and hurting your business.

On the other hand you could be using some other company’s registered trademark and risk being shut down or even sued. Getting a registered trademark at the outset is the best way to protect your business name and reputation. Here’s a valuable resource from Pinnacle TMS you might find useful.

3. Brand Creation

Now that you’ve done the preparation and taken steps to secure your trademark the creative process will be easy and fun especially if you provide your graphic designer with a well written design brief that includes:

    1. Short summary of your brand and business
      • Target audience – ideal clients
      • Values to communicate with your design
      • Feelings and emotions to evoke
      • Stylistic preferences
      • Colours that you like and dislike
      • Examples of images that you like
      • Anything else you want the designer to know

4. Brand Implementation

Now that you have your creative design completed it’s time to print your collateral, like letter head, business cards and brochures as well as any other itms you have in your marketing arsenal. Do a comprehensive stock take and make sure to replace all old branded items simultaneously.

Likewise for all your on-line platforms such as your website, blog and social media – .roll out your new branding at the same time.

It’s a great idea to start with a launch to create some buzz – be creative, run a competition or hold an event to make a splash!

5. Brand Building

Now that you’ve launched your brand, the real work begins.

Building your brand involves the continuous and consistent application of your brand’s image in all areas of your business, communication channels and media.

Brand building is a continuous process and thanks to modern technology smart brands can take advantage of new tools and rocket up there, even globally, really fast.

Consistency and persistency is the name of the game. It takes years to build a successful business brand and seconds to destroy it. Whether you’re writing or speaking, stay on message and stay on brand and reap the rewards.