Personal branding describes the process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal. In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence. The Real Definition of Personal Branding
All successful companies brand themselves.
So do successful blogs.
And so do successful employees.
It’s all part of being the CEO of your own destiny.
Here’s a list of simple steps to help you design your brand.
But first, BMW.
BMW developed a couple of mantras to represent its mission. “Sheer driving pleasure” and “the ultimate driving machine.”
What emotions do you feel when you see a BMW? What does BMW do differently? What target audience does it have in mind?
The slogan “Sheer driving pleasure” originates from 1964 and still holds true for all BMW brand models.BMW also uses “The Ultimate Driving Machine” slogan. That campaign helped define a decade of conspicuous consumption,particularly in the 1980s.
The campaign focused on BMW’s performance and was unashamedly elitist. The ads targeted the affluent and successful professionals who responded
to advertising that tapped into their sense of superiority. True Kolor
Write your business mission.
Have you written your personal mission statement? If not, read my article on how to write it. Then write your business mission using the same steps.
Make it into a business mantra.
Next, boil your personal mission down into 3-4 words. These words should capture the essence of what prospective customers to know you for.
Your mantra is the heart and soul of who you are and what you have to offer.
For example, Farnoosh, at Prolific Living, http://www.prolificliving.com: Smart Habits for Rich Living
Leo Babauta at Zen Habits, http://www.zenhabits.net: Breathe
Michael Hyatt, http://www.michaelhyatt.com: Intentional Leadership.
Here are some company examples:
Federal Express: “Peace of mind”
Nike: “Authentic athletic performance”
Target: “Democratize design”
Mary Kay “Enriching women’s lives”
Make three lists.
In The First Step to Building Your Personal Brand, Megan Marrs lays out some simple steps to coming up with your mantra.
The First List: Emotional Appeal
How do you make, or want to make, other people feel?
What themes have you discovered in your personality? (Take some of the personality tests I laid out for you in this previous article).
Ask yourself the following questions:
How do you make or want to make people feel?
How do other people benefit by working with you?
What words do others use to describe you?
The Second List: Determine Your Description
Your description clarifies the emotion word from the first list. For example, Farnoosh picked Smart and Rich to describe habits and living. BMW’s campaign mantras used “sheer” to describe “pleasure” and “ultimate” to describe “driving machine.”
Answer these questions:
What field or industry are you in (or do you want to be in) ?
What words describe your work?
Who is your target audience?
List Three: Determine Your Function
Write down exactly what you do. Are you a manager, a creator, or an organizer? A connector of people?
Check out my article about discovering your strengths get a clearer focus.
Answer these questions:
What service do I have to offer people?
What do I do that makes me stand out from everyone else?
In Tremors of Psychitude: One Little Trick to Find Purpose and Motivation, Leo Babauta recommends instead of asking, “What should I be doing?” or “What could I do to give my life purpose?” … try asking:
•What could I do to help people in need?
•What pain are other people feeling that I could help with?
•Who do I care most about, and what problems do they have?
•Who are my current customers, and what can I do to help them more?
•What problems are out there that strangers might have, that my particular skillset could solve?
Combine All The Ingredients Into Your Business Mantra
Review your business mission.
Review your three lists.
Write down a 1-5 word phrase (take a word from each list) that captures the soul of who you are and what you do.
Try this several times. Sleep on it. Run the phrases by a close friend or business partner.
Then pick the one phrase that rings true.
Have you written your business mantra? Feel free to share it with us!
Image credit: samuiarzt / 123RF Stock Photo