I've worked on multiple projects and sometimes I struggle to communicate my brand. It's easy to explain what you are if you've been doing that one thing all the time, but what if you have worked in different industries, in different countries, and as a result have expertise in multiple fields? What's your advise?
While you may have diverse experience in different sectors, industries and/or clients - your personal brand can be synthesized so that it captures your zone of genius... the thing you are know for.
In my case, I worked in consumer packaged goods and consumer brands... but when I went on my own in 2013, I thought the same... how can I get into this entrepreneurial space with what I know?
What I found is that strategy is my "zone of genius" and I'm proud to have diverse experience because I bring a breadth of knowledge from Fortune 50 to small business...every business needs strategy.
So now back to you... focus on the "zone of genius" value you bring to the table.. the mindshare you capture in your prospect's mind.
The goal is to be known for one thing... niche down as a matter of strategic advantage so that you can be known as "the one" to go to for that niche.
Create your unique mechanism for delivering that "one thing" and position yourself uniquely in your space.
For more information on your personal brand - feel free to check out my "Personal Positioning" mini-course:
yours for "prolific positioning" greatness, Patty
Start with a website. A website of 5 pages communicating your portfolio, experience, and passion will strike the right chords.
Secondly, move ahead and streamline your social media. Pick 3 social media platforms that are most relevant for you and churn out the right content from them. There are agencies that can help out with this.
Thirdly, get your interviews published on a couple of sites so that they pop on Google when someone Googles your name. If you can become a contribute to few top media sites, that's simply gold.
These three are ideas on top of my head but there's a lot that can be done to position your personal brand strongly on the internet.
Reach out if need help with anything above mentioned. I know people who can do amazing things.
Great question! I can relate to this from my own personal experience.
Back in 2010 I started my marketing company, and we worked with everyone from mom & pop restaurants, to professional services (lawyers, chiropractors, financial advisors, etc.), to non-profits, to thought-leaders.
We had lots of different projects, and enjoyed the diversity and novelty of our clients, but we were not strategic with who we brought on as clients. Basically anyone that was willing to pay us, we brought on as a client. And at the beginning, you need to do that to survive. But, you also have to know that will not scale, and you will not build a brand that way. It was a complete nightmare from a management and growth side...
Strategies, tools, and tactics that worked well in one industry, were against regulations in another, or didn't fit that business model, etc.
The goal of a personal brand is to build a magnet, a reputation in the marketplace, that attract clients to you, rather than you having to chase clients, and take whatever type of client will pay you.
People pay a premium for people who specialize.
The medical space is a perfect example of this.
Your general doctor, or urgent care physician serves a purpose, but they don't make heart surgeon, or brain surgeon money. And, people aren't flying across the country or world to see the top urgent care physician/doc.
So it depends on what your goals and ambitions are to determine what steps to take for your personal brand.
The basics are:
Find a growing trend/industry. Plant your flag. Specialize your skillset, team and processes to where you can get predictable, and repeatable results for your customers and clients. Build a company and a brand by creating raving customers, and being the go-to solution in that industry.
Hope that helps!
Michael R. Hunter
What is true across all those different experiences?
A personal brand means what is it about YOU, rather than you business, that will stand out.
Focus on the constants for you, regardless of industry or country or job. Consider these questions:
- What motivates you?
- What do you take pride in?
- How do you want people to think about you?
- How do you describe "quality"?
Use these sorts of questions to build a description of how you act, interact, communicate, and prove your value. And that will be your personal brand: constant truths.
I started a global marketing and branding firm 18 years ago and believe personal branding is very important to growing your business because if you do not brand yourself then the market will brand you instead. The single most important ingredient to creating a great brand is authenticity and ˙here are a few tips from my experience to help establish an authentic brand without spending a lot of money:
Be original. What makes you unique or special?
Be creative. How do you want people to think & feel after interacting with you vs. your competition?
Be honest. Let your brand be known for speaking the truth, and you become the trusted advocate and go-to source.
Be relevant. Brands aren't created in a vacuum.
Be consistent. Develop a cohesive message, and live it every day.
Be passionate. Everyone loves to work with people who are passionate about what they do; it makes life much more fun and interesting.
Authentic relationships beat marketing automation every time. Technology runs our lives more than ever but it is relationships that drive business and commerce so people will find more ways to connect in person to build trust and strengthen connections. Make sure you offer several ways to talk with them and get to know them. Algorithms can only tell you so much about a customer, transactions are driven by relationships. Use automation where you can but do not ignore the power of the personal touch.