Your Personal Brand is Important

Why do you need a Personal Brand?

If someone asked you to quickly identify your unique contributions to your business, backed up with supporting evidence, would you be able to do that without batting an eye?

Most people can see the importance of branding in regards to their business. It’s obvious that creating a strong brand is vital to every business. A well-built brand strategy can give you a huge advantage over your competition. However, people often miss the mark when it comes to clearly identifying who they are, what their values are, what they stand for, and how they are uniquely skilled and equipped to help a business grow.

Personal branding may seem odd, uncomfortable, or even vain – but the practice of building a personal brand should not be overlooked by any entrepreneur, professional, or aspiring leader. If approached properly, the process of creating a personal brand can give you a calm confidence as you establish priorities in your life and career, and plan out the journey ahead.

Creating a personal brand can give you a calm confidence as you establish priorities in your life, and plan out the journey ahead.

The fact of the matter is, you’re going to have a personal brand – whether you’re in control of it or not. Your personal brand is shown in every blog post you write, every twitter post you share, and every email you send. If left unclear or undefined, people will make their own assumptions about who you are, why you do what you do, and what you represent.

However, if you can take control of your own personal brand you’re the one writing the story. You decide the narrative. You are the one with the pencil and paper – sharing only what you want your audience to see. Wouldn’t you rather be the one in the driver’s seat?

If that fact alone isn’t enough to convince you, here are some other benefits to expect when building a personal brand:

  • Establish your value outside of your current career or job title
  • Pinpoint how to present the best you
  • Appreciate your strengths and weaknesses
  • Create a following of others who share common values
  • Gain confidence
  • Show your value through your efforts
  • Clearly define your niche
  • Lay a foundation of credibility
  • Position yourself outside of the norm
  • Impart your values with clear messaging

How do you create a personal brand?

So you want to start creating a personal brand; where do you begin? Well for starters, you’ll need to set aside enough time in a distraction-free environment. Be committed, and ready to focus on diving deep into your own understanding of yourself. Turn off your phone. Put away the computer. All you need is a pencil and paper.

It’s worth noting that as you begin constructing your personal brand, you need to be sure that you’re being honest with yourself. You are the one that has to live up to your personal brand. If you aren’t honest with yourself, it’ll lead you to live a life that isn’t authentic, which will result in sending mixed signals to others. This forces you to live a phony life and does great harm to your brand.

You are the one that has to live up to your personal brand.

1. Writing Your Vision Statement

Ask these questions separately for work and personal:

  1. “At my core, what do I value most?”
  2. “What interests me the most and what am I most passionate about?”
  3. “Where does my motivation come from?”
  4. “What makes me the happiest?”

After you’ve written these answers down, next write out a personal vision statement. It should be concise, strong, and true. This will statement will only be seen by you and may change over time, so don’t spend too much time waxing eloquent.

Here is an example of a personal vision statement:

Personal:

“My personal vision… is that my life is one of intentional purpose – for myself and others. It’s important that I live a life of kindness, love, compassion, and concern for others. By listening to others, and serving others, I want to gain new insights, learn new things, and gain an understanding of different perspectives.”

Career:

“My vision for my career… is one of constant improvement and continual learning. I want others to feel confident around me and yet challenged to do better when they are with me. I want to work with people who share similar ambitions, and values. Most importantly, I want every person I interact with to feel like I’ve helped them in some way. I never want to be a dead end for anyone. I want to be thought of as thoughtful and wise.”

2. Planning How to Reach Your Goals

Now that we’ve defined who you are and what you value at your core, it’s time to define some goals and outline how you’re going to achieve those goals. These next steps will guide you through creating the goals, and then deciding what you need to do in order to reach those goals, what you should be focusing your energy and effort on, and who you should be surrounding yourself with.

To discover your goals, ask yourself these questions:

  1. “What do I need to achieve in my life/career?”
  2. “What do I want to achieve in my life/career?”
  3. “Being successful in the short-term, what does that look like to me?”
  4. “Being successful in the long-term, what does that look like to me?”

As you write these down, you may find that many of these goals may not be connected to wealth or status, but rather happiness and fulfillment. That’s a good sign. It means that you’re being authentic, and honest.

Now that you’ve listed out your goals, you need to determine how you will achieve them. So next ask:

  1. “What are my best strengths?”
  2. “What are my worst weaknesses?”
  3. “Why am I unique?”
  4. “What are certain characteristics or competencies that make me stand out?”
  5. “Who are the people that energize me, bring me joy, and challenge me to do better?”
  6. “Who are the people that drain me, stress me out, and bring only strife?”

After you’ve taken inventory of your skills, expectations, and abilities, now you can prioritize the various pieces and types of people that will help you reach your goals – and also understand who and/or what you should avoid that may hold you back from reaching these goals.

You may find it hard to answer honestly or feel strange about some of your answers. If so, you may think about asking a close family member, or friend to help you answer some of them in an honest way. Ask them to be brutally honest. If they are sugar-coating the answers, it will just further complicate the process, and lead you down the wrong path.

The Evolution of a Personal Brand

Creating your personal brand takes time, effort, and constant evolution. Your personal brand must evolve with you – through life changes, career changes, or changes in your ambitions.

Personal branding isn’t a one-time event. You don’t simply wake up one morning with a personal brand that is well-established and respected. Instead, it’s an ongoing task that takes commitment, tons of effort, and requires consistency. But, it’s the best way to tell your story and cultivate the reputation you want.

At the end of the day, curating your personal brand is a continuous journey of defining your mission and vision, and ensuring that your sights are aimed in the direction you want to go.

So start the journey.

[Survey] How Strategic is Your Brand?

In a recent survey of small business owners, we aimed to find out how many businesses truly have a strategic brand. Some of the responses were troubling.

  • Lack of brand values. Almost 40% of businesses didn’t have clearly defined brand values or were unsure about what that even was.
  • Confusion. Over 30% of businesses thought that people were confused about what their brand represented.
  • Better than your competition? 1/3 of businesses couldn’t clearly define what made them any better than the competition.
  • Internal brand guidelines. Almost 70% of businesses had no internal document for their brand guidelines, to help them maintain consistent visuals and messaging.
  • A brand that attracts a buyer. Over 60% of businesses weren’t confident that their business’ brand was powerful enough to attract a buyer for their company.
  • Brand audit. 70% of business owners say they’ve never done an internal audit of their brand.
  • Customer surveys. 70% of businesses said they had never surveyed their customers in an effort to better understand and connect with them.

And the most alarming stat we found…

  • Ineffective marketing efforts. 100% of businesses said that they felt like their marketing efforts aren’t as effective as they could be…. 100%. 10 out of 10 small business owners. Crazy, right?

(Want to see how your brand ranks? Try the Brand Evaluator tool)

Weak Foundations Will Crumble

Our findings seem to fall in line with our own anecdotal evidence we’ve seen first hand over the years. Business owners are struggling. Many of them don’t have defined values, leaving them in a constant state of confusion–with no identity to align with. They’re causing confusion in the market and don’t know how to relate with their audience.

The reason it’s so troubling is that the very struggles that many business owners have can be easily traced back to a lack of a brand strategy. When you inject a strategic framework into your business, which gives you tools to make more informed and thoughtful decisions regarding building your brand – many problems that you once had, seem to fade away.

Having a strong and strategic foundation simplifies everything.

In fact, this has been echoed by a number of our BrandGPS customers. After guiding them through our process, our customers can’t believe the improvements they see to their business. Often times, almost immediately. Having a strong and strategic foundation simplifies everything. Decisions that once seemed difficult, now have an obvious answer. The feeling that you’re wasting money on marketing efforts starts to fade.

Garbage In, Garbage Out

You’ve probably heard this said before – garbage in, garbage out. The time, effort, focus, and money that you put into something will be directly tied to the results that you get out of it. This principle manifests in our personal lives, as well as the business world.

If I told you that I wanted to have a six-pack, and a chiseled beach body in 3 months, but then proceed to tell you that my diet would consist of pizza and chocolate shakes, and my exercise would be doing 1 push-up each day – you’d probably laugh at me, wouldn’t you? It would be absurd to expect such great results while putting in such minimal and pitiful effort.

It would be absurd to expect such great results while putting in such minimal and pitiful effort.

How often do our actions not align with our expected results?

  1. You’ll pay your buddy from college $100 to design your logo, and then expect to reap the benefits of a world-class brand strategy.
  2. You won’t spend 30 minutes to create a basic survey to send to your customers to better understand them, and then wonder why your messaging and communication isn’t connecting with your audience.
  3. You’ll wonder why you don’t seem to be attracting as many customers as you thought when you slap your $100 logo on a $10,000 sign.

Whether it’s a priority to you, or not… whether you are intentional about it, or not… whether you think it’s important, or not… you will have a brand. That brand is your reputation. If your reputation is causing confusion, and sending the wrong message to customers, there’s no amount of clever marketing tactics or catchy advertising campaigns that will save you. And as you frantically try and figure out a solution to why your business is slowly slipping out of your control, you’ll waste a lot of time and money along the way.

Branding on a Budget of $0

We hear this a lot. “Your BrandGPS process sounds awesome, and I can really see the value and how it could help my business… but…”

  • “We just can’t afford it.”
  • “We have other priorities right now.”
  • “Maybe it’s something we can implement later on.”
  • “We really just need a logo right now.”

These are not good reasons to give up on branding for your business. Even if you can’t afford to hire a professional branding agency like Longitude°, you can still be strategic in your branding. We’ve written a number of articles that could help get you started on the right path, as well as published a free guide called “The Business of Branding.” These types of resources should be utilized and implemented in your business.

There’s plenty that you can do to grow your business into a powerful and profitable brand. Don’t give up on building the brand you want, simply because you don’t believe you can afford it.

Ready to Talk? Send a Message

Or just email us at info@longitudebranding.com