The Soul of Your Brand -
Part 1
Make Your Mark in Business
Just By Being You
By Brad Stauffer, CPPC, CDC - On The Mark Branding
Personal branding is the new pink!
It has become so well known and popular, that personal branding is like a hot fashion trend. Business books emphasize individual branding more than ever. Celebrities are noticing the advantage of branding. Career counselors push job seekers to claim a personal brand. However, branding is not a new strategy. "Why now? And do I need one?" you may ask.
The combination of the popularity of social media and the swell of entrepreneurship is bringing personal branding to the forefront. The economy and job market have created a tsunami of entrepreneurs and small business start-ups more than ever before in US history. Fed-up corporate-types are also abandoning their cubicles for a business start-up in their back bedroom. With more and more individuals embracing entrepreneurship, especially in industries like coaching, it becomes more important to be able to differentiate yourself from other coaches. That is where personal branding comes in. And, that is why you need one. It is how you can make your mark in business.
Is Lindsay Lohan a Brand?
I have always been fascinated with branding, and especially personal branding. I spent my publishing career positioning brands and then got hooked on personal branding after I read Tom Peters, 1997 Fast Company cover story, "The Brand Called You." Since then I have followed the books, the research and the various processes of personal branding. However and most importantly, as a branding coach, I have worked with many individuals to discover and design their personal brand. Through all of these case studies, I have witnessed many times what happens, and what changes, when individuals connect with their personal brand. Suddenly (well, actually it's a process, not the wave of a magic branding wand), individuals begin to see their business very clearly, are able to more easily nail a niche and realize the specific offerings that they enjoy most. They stop being available for anyone with a credit card, and start being true to their self, and lead a more fulfilling business life. It is about stepping into one's own true essence from the inside out.
I have read, heard and seen many different perspectives about a personal brand. Some writers define it as simply the "look and feel" of your website, business card and marketing materials; or even just your logo. Others promote a more expanded definition that includes one's niche and key messages. In addition, many are indeed including values, passion and purpose of the individual, as part of the brand message. In truth, it is all of the above. What it is not, is hype.
Know This:
Gone are the days of spin, hype and trickery in branding, marketing and advertising. Today, it is all about authenticity, transparency and realness. (After all, how can you spin your brand around sustainability, for example, if you have a picture of your gas-guzzling SUV on your Facebook page?) From Starbucks to Lindsay Lohan to my dentist, personal branding is about "being real," with all of your greatness and quirks...beauty and blemishes...savvy and sassiness. It is about being you, from deep within your soul to the height of your biggest dream.
In two weeks, Part 2 of this series will dig deep into the soul of branding, and offer a step-by-step approach to getting clear on your personal brand.
About Our Expert
Brad Stauffer, CPCC, CDC, is a branding and publishing expert, certified coach, speaker, trainer and publisher. His company, On the Mark Branding provides personal branding, publishing and PR services for coaches, speakers and authors. He is co-founder of Inspired on Demand, a business development program for coaches, was also co-owner and publisher of choice Magazine and now serves as their business coach and publishing consultant. He is a certified coach through the Coaches Training Institute, and, is a Certified Dream Coach® through Dream University®. Brad has been a Toastmaster and speaking professionally for over eight years. He is Immediate Past President of the Western Publishing Association, a member of the International Coach Federation and Program Director for ICF-Los Angeles.
Visit: www.OnTheMarkBranding.com
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