You goal in personal branding is to get your target market to see you as the preferred choice. You can do this by telling the world what you do differently from everyone else and why that difference is better. Sounds simple, right? You tell everyone why you are different and then you get them to see that difference as being better than what your competition has to offer. Making the promise –articulating the difference – is only half of the bargain. You must deliver on that promise – each and every time. Don’t write checks you can’t cash.
There are five things to remember as you begin the process of developing your personal brand. They are:
- You are what you are. Popeye would be proud. Any time you represent yourself to be something that you are not; you run the risk of losing a customer forever. I can guarantee that you have some great qualities that can position you as different and valuable. You must be honest with your customers – and with yourself.
- Consistency is critical. People must be able to count on you. This is true no matter what your business or your relationship with other people in life. If you want to impress your boss don’t complete an assignment early one time. Complete your assignments early every time. The boss will know that you are the person to go to if she must have the critical project completed on time.
- There are no “do-overs”. First impressions are critical. You can’t take back something you said to a customer. Everything is on the record. You should be yourself, but always remember that your reputation takes a lifetime to build and just a few minutes to destroy. Follow the golden rule in every interaction; “Do unto others as you would have them do unto you”. No one every truly wins an argument with a customer.
- Clarity is a gift. Too many people use complex language to appear intelligent. This just ends up confusing people. Often it can make the speaker seem pompous and condescending. Keep every interaction and every point of contact clear and simple. Be transparent. Communicate simply and directly.
- Show don’t Tell. If you explain something to a person, they may get it intellectually. If you tell them a story, show a picture or do a demonstration, they will make an emotional connection to the event, to the experience and ultimately to you. The more senses (see, hear, smell, taste and touch) you can involve, the stronger your impression will be.
All components of your personal brand strategy should comply with these five rules. This will help you stay on track as you develop a powerful personal brand.
More on this topic next week.
As always, please e-mail me with any questions or comments: dlorenzo@dlorenzo.com or even better – post them below and let everyone benefit.
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