Do You Express Your Personal Brand with Aloha?

1 Jul

This article is number 1 in a series of 2. Stay tuned for the companion piece in tomorrow’s post.

The idea of a “personal brand” is something we all understand…at least as it relates to celebrities. Figures like Madonna, Martha Stewart and Lance Armstrong can craft and maintain their brands as methodically as the Startbucks and the Nikes of the corporate world.

But a personal brand for you and me? Absolutely, says personal branding guru Peter Montoya. The issue, in fact, isn’t whether to create a personal brand, but how to create the most effective and authentic one you can.

“Everyone has a personal brand, whether they like it or not,” says Montoya, author of The Brand Called You and The Personal Branding Phenomenon. The idea is to craft that brand so that it creates a clear and memorable impression about who you are and what you do—whether you are a small business owner, a solo entrepreneur or even a visionary artist.

A personal brand is “the powerful, clear, positive idea that comes to mind whenever other people think of you,” Montoya explains. It’s the values, abilities and actions you stand for, or, as he puts it, your personal brand is “who you are, what you do, and what makes you different or how you create value for your target market.”

In that sense a personal brand is a little broader than a corporate brand, but it’s not just a synonym for professional marketing. In fact, most personal branding experts say the process of developing a personal brand turns the typical marketing process on its head. Instead of starting with segmenting, targeting, product, price, etc., you start with…you.

You define who you are, what is truly important to you and what makes you unique—that special something that I call your Fundamental Radiance™ – and then you build your brand around that core set of values. In marketing speak, you uncover your “unique promise of value” aka as your “unique selling propositon”. From there, you identify exactly what segment of the market you want to serve and how best to do it.

Effective branding often means targeting a smaller, better defined market with a much more focused message, says William Arruda, head of the personal branding consultancy Reach. “Although it seems counterintuitive, the smaller you make your target market, the greater your chances of success.”

Tomorrow I’ll share Part II of this article and for those of you looking to clarify, craft and embody your Personal Brand of Brilliance so that you make a bigger impact with your mission, your message and your sales email me at support@dewimailelim.com to set-up a complementary 60-minute exploration session.

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