Building Your Personal Brand Show Notes
On this weeks show we are going to discuss Building Your Personal Brand
- What is personal brand?
- Why is it important?
- How to do it
Is a brand different from a personal brand? It depends Solopreneur vs Corporation
Steve Jobs, Bill Gates + Apple, Microsoft vs Delta United, Coca Cola
Steve Jobs could sell stuff that Apple couldn’t. Brand image vs Company image
What happens under your name, vs what happens with your brands. Apple’s brand has been crafted to exclude some of Steve Jobs’ eccentricities (microsoft too)
What does the public image project?
Why is it important to understand personal branding?
If you don’t control and manage your reputation somebody else will.
In the digital age your reputation and image becomes who you are and establishes the expectations of others
You will be able to make decisions and take actions considering how it will impact your brand
You will be able to teach and train employees according to the brand image you want to project
Will you sell your business? Can you separate your brand from you?
How to create your brand
Create a logo – colors & Design matter
Other things to consider: iterations, marketing materials, profile, hashtags, images, fonts, website, blog, tone, voice,
mission statement – write it down for yourself and your visitors
social media accounts – CHECK BEFOREHAND for availability! (my mistake)
figure out and write down your vibe, schtick, theme
How does your brand interact with customers –
Easier to bring personality into brand than ‘make something up’ It’s easier to be you than trying to channel somebody else
chip away from a sculpture rather than create something completely new
what makes you unique
Understand who you are and bring your personality
Example Jim is a geek, likes to help people be successful, likes to learn practical applications of technology and share them with others, news junky, business junky, coach, mentor, and I work to bring all of these into my personal brand.
- Nathaniell picks parts of his personality that are suitable for business. Remember, this is a business, not just a place to ‘hang out'
Be bold, be crazy, tap into an extreme part of your personality if that’s what you chose to do. It can work. Own it.
Use the internet and social media to establish your authority and share your expertise. This becomes your brand
Create a business plan
Keep it simple, especially if you do not intend to seek funding
where do you want to be in 10 years?
You will change, do you want your brand to change?
what needs to be done today?
change of me and one more cup of coffee
When your personality gets in the way of your brand
Which part of your personality should you tone down?
Manage the business and take your personality out.
Internet You vs IRL You?
Be strategic especially with controversial aspects of branding
You can be true to self, but realize that you will alienate parts of your audience. Own It
having other people work under your name
Be vigilant about checking work of outsourced material
How can employees save you time without tarnishing your rep?
Hiring employees is an important process. Remember that they don’t care as much as you. Implement incentives
Make sure you hire the right employees and train them properly. Their mistakes become YOUR mistakes
Being in control of EVERYTHING
Advantages: you have control of your brand, oversight
Disadvantage: Burnout, you can’t do everything awesomely, lose the bigger picture and tarnish the brand
Your Brand is your reputation
Be yourself, have fun, be careful – What you put out there on the internet never goes away
Myley Cyrus is a pop star. The VMA madness worked for her on some level but she can afford to be outrageous
You can be unique & controversial, but do it strategically. Own it. Manage it. Don’t regret it.
How do deal with changes
Do we need to talk about pivots here?
Hannah Montana to the VMA’s. It worked, but it was strategic.
When You pivot you will probably lose some of your audience, but hopefully gain another one
JC Penny’s brand change failed. Had to back track. Netflix business model fail, then repivot and got back on track
Take Away – Understand that you are a brand whether you manage it or not. Best to be proactive and have a plan and a strategy. You can include it in your business plan or keep it in your end but it’s easier to manage if you document it somewhere – ie Google Drive