Posts Tagged ‘branding’

3 Rs of Personal Branding

Saturday, January 9th, 2010

Can everyone you meet receive, retain and repeat your personal brand message?

That’s the goal of all your personal branding work: your audience being able to

Receive: Understand who you are and where you add value in their world

Retain: Get your name ingrained in their brains so they can “store” you

Repeat: Be able to recall what you do and refer business to you when an opportunity pops up that you’d be interested in

Your position in the minds of your market is what connects your next highly desirable job, project, partnership, investor – or whatever it is that’s driving you to create and grow your brand image.

MegaphoneSo, once you have framed your personal brand (no small feat), your next step is to relentlessly deliver a clear, consistent and compelling message. Every communication tells people what you do – and describes how you benefit the people who know you and work with you.

You must relentlessly get out the word – in every form of social media, with cold calls, your website, networking at events – and yes, even wearing a T-shirt with your name or company name on it when you go out for a run.

What are you doing so your audience can learn the 3 Rs of your personal brand?

Receive: Frame an image of what you do

Retain: Keep that image alive in their minds

Repeat: Have you top of mind when anything related to your brand pops up

Before you start your day, everyday – here’s 3 questions to ask yourself:

  • Who’s going to receive a personal brand message from me today?
  • Who should I touch back with today, so they retain my brand image?
  • What can I say, that my audience will want to repeat or retweet?

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Ten Commandments of Personal Branding – #10: It’s All About 30 Seconds

Thursday, January 7th, 2010

“With one look, I can break your heart.”

“With one smile, I’m the girl next door.”

“Watch me when I frown, you can’t write that down.”

“With one look, I put words to shame.”

SBI particularly like these lyrics from the hit Broadway musical Sunset Boulevard. I like them because I earn a living with words, and the song — delivering the thoughts of a silent movie queen — challenges my very existence. In her mind, words don’t come close to being as effective as her ability to sway her audience with one “look.”

Which gets me to the 30-second rule, or nearly there. It took you just under 30 seconds to get my point to this point, which is:

In reality there may be two points of view: words either do or don’t matter. But they certainly matter to me. And, it’s my life’s work to get yours to matter to the audience you need to influence.

In the 1970s, Milo Frank put forward the concept of the 30-second rule. If you can’t say something in 30-seconds or less, your reader or audience can’t get it. Not that you have to deliver the whole Gettysburg Address in 30 seconds, or describe why you are the single most qualified candidate for a job in 30 seconds. It’s just that the human brain probably can’t hold more information in its RAM than you can cram into 30 seconds of speech or text. So, you must string together points of information and generate emotional response, in 30-second increments.

Go ahead and try to use only 30-seconds you make a point. Pick the subject: “What’s the coolest thing about me and why.” Stopwatch application in hand: Go!

How did you do? Not easy, is it? That’s why successful personal brands demand intentional wordsmithing, just like big brands do. On TV, brands make a whole movie in a 30-second commercial. You laugh, you cry, you buy!

Remember, as a personal brand you can (and often need to) build a longer case. But do it in 30-second bits so your audience’s brain can take a brain breath or re-boot. Your audience’s brains are actually working on your behalf: associating what you’ve just said with something else that’s in storage. Keeping talking and you risk your audience freezing up, or checking their smart phones. They mean no insult. They just need a break, every 30 seconds or so.

Gold FishGoldfish have a 7-second memory, and there’s some evidence to say our species is moving in that direction. Actually, if you understand the theory of evolution, we likely started in the ocean, so ending up in bowl of water isn’t so far fetched.

When I was a marketing executive at Coke, working with franchisors and Zs, they stressed us pretty hard to speak in 7 words or less. That way, ANYONE could receive, retain and repeat your message: the CEO of Coke and the guy delivering cases of it. One relentless, unified message-making machine is the underpinning of the world’s most recognized brand.

You might take a lesson from Coke when you first introduce yourself or a new concept. Deliver a great 7 seconds. Here’s my company’s description in just about 7 seconds.

“Everyone has an expert hiding inside of them. Pegasus Media World finds the expert in you and brings out the media darling you’re meant to be.”

If your audience “bites and chews” your first tidbit, you should see a “look” that says, “Tell me more.” Those are the 3 sweetest words in business communication. Save the “I love you” for personal business, although I must admit that both 3-word expressions reflect how I feel in business (you know who you are).

In 30 seconds or less, the 10th commandment of personal branding is:

Crisp up your personal brand’s communication so everyone in your audience receives, retains and repeats:

How wonderful you are

What wonderful things you’ve done

When your next wonderful opportunity to invest, buy or hire is

Why you are the most wonderful person for the job, project or partnership

Now, go!

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You Are a Global Brand

Monday, October 12th, 2009

You are a Global Personal Brand from PegasusMediaWorld on Vimeo.

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Write Your Will and Start Your Life.

Tuesday, August 25th, 2009

My Tuesday Syndicated Column on  Write Your Will and Start Your Life.

Great athletes start with the finish line in mind. Lance Armstrong doesn’t hop on his bike and wonder where he’ll end up. Michael Phelps doesn’t jump in the pool and paddle around. Why would you take to the open road of your career or business without a destination in mind and expect to wind up in the ideal place?

Clearly, this is a time for you to have a clear outcome in mind for yourself, your career or business. Part of your brand is who you are, but a more present part of it is: who you are becoming?

Read the entire post at the Personal Branding Blog.

Write Your Will and Start Your Life

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First Column on Syndicated PersonalBrandingBlog

Tuesday, August 4th, 2009

Employers Reward Savvy Networkers Who Don’t Fear Strangers

The quality of your posts influence the size of your compensation! Read more on my first post for Dan Schawbel’s amazing publication and empire: A shout out to my predecessor Beverly Macy and the dozens of people who read it early on Tuesday AM and tweeted it around the world – and to the bloggers and media who brought the story to a gob-smacking amount of sites. Read the full article Employers Reward Savvy Networkers Who Don’t Fear Strangers on PBB.



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