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.

This article is continued in Part II:
Maximizing Brand "YOU": THE NEXT LEVEL
 

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