Who Are You? What Do You Do? (And Does Anyone else Know?)
       By: Peggie Arvidson-Dailey
Posted: 2007-05-29 10:39:58
Who are you?What do you do?What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.
Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
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