DO YOU HAVE A CAPTIVATING MISSION AND MESSAGE THAT’S RELEVANT NOW?
STOP LETTING OTHERS DEFINE YOU. IT’S TIME TO BUILD A CAREER OF INFLUENCE & DISTINCTION THROUGH A PERSONAL BRAND.
With so much competition and change happening in the market, it’s more important than ever to create a personal brand. Yet, personal branding is so overlooked and misunderstood. Without a solid and relevant personal brand, you are just another little silver fish in a sea filled with little silver fish.
It doesn’t matter how good you are at what you do, or how amazingly superior your work performance is compared to others inside and outside your company – if you are not the person who comes immediately to mind when a new position opens or a key project requires exceptional talent, then it’s imperative that you become both visible and relevant with a strong personal brand!
By creating an authentic and meaningful personal brand you will be:
● Valued for who you are professionally and personally
● Attract the promotions and projects you desire
● Create new opportunities and demand for your talents
● Walk your career path with integrity
● Distinguish yourself in your company and your field
● Command more money while doing what you love
In this month long course on branding process you have 1 video per day as well as a workbook with daily exercises that will help you reveal the soul of your brand so that you can craft a mission statement, tagline, face barriers to your career goals and attract clients.</p></p>
Think of Yourself as a Brand.
What are people saying about your brand? What is the meaning beyond your name? Did you know that you can actually plant ideas in their hearts and minds to create a positive, lasting impression?
That's right; people can be brands, too.
Ask yourself, if I were a product, what would I be, and why? Would you be Apple because you “Think Different”? Would you be Nike because you like to “Just Do it”? Would you be Lexus because you’re obsessed with the “Relentless pursuit of perfection”?
If you were a brand or product, what would you be and why?
What really makes you happy? What do you love to do? Who you are can be inferred from the things that interest you the most. These may overlap with some of your values. For example, someone may value courage, and identify skiing, surfing, and rock climbing as passions.
To find the courage to be exactly who you are and reach your potential, it’s important to look back and see how fearless you’ve been in your life. From there, you can begin to define your mission and blue sky your goals and aspirations.
Today you are going to shine a light on what makes you positively different from the competition. In order to reveal your true value and potential in business and life, you need to consider what makes you unique.
To truly succeed, you must become a specialist. Being a generalist is very old news. What you call your specialty is of major importance to your brand’s success in the workplace. No matter the type of business, the specialist always makes more money than the general practitioner. Your area of expertise — your specialty — doesn’t have to be an art or science. It may be a factor of your personality or one of the prized attributes you’ve already identified. You might be someone who has developed a reputation as a skilled listener. You might be a researcher with an expertise in the Hispanic market, or a screen writer specializing in romantic comedy. Identify the strengths and/or passions and talents you possess that have money-making potential. Then, narrow your focus to an area you can develop as your niche or specialty.
Dreams come true when we take responsibility for the things we want. When you finally uncover, and get serious about your heart’s desire, the universe starts listening. Begin thinking about your personal mission. Listen for trumpets in the background, imagine a drum roll. Companies with powerful mission statements, and employees that embrace these statements, walk the walk and talk the talk. But, before you can craft your mission, you need to define your dreams. When you commit your dreams to paper, you release them out into the world. Then when you speak of your dreams, you move them another inch closer to reality.
You are now ready to articulate your mission. Think about what you’re really good at and compose a short statement that contains what matters most to you, your purpose and what inspires you. It should incorporate your values, talents and strengths, while communicating your “essence” and purpose in the world. In the beginning, you can make it as long as you like, but then you will have to boil it down to seven words or less. Your mission statement is the foundation of your brand strategy, but remember, it is not cast in stone. It will continue to change and evolve as you gain insights about yourself and what you want out of life.
Your brand is like your thumbprint: something absolutely, individually yours.
You know your brand’s mission, and have created a mission statement. And because you’ve recognized what makes you one of a kind and chosen a specialty, you have in effect your brand’s raw definition. It’s time to write it out in a brand description that evolves the world’s perception of you while deepening your value.
Your brand description conveys what exactly it is that you do, how it’s different from what everyone else does, and why it is crucial that people do business with you. It always answers their key question, “What’s in it for me?” If you were in an elevator with a member of your target audience and you only had 30 seconds to make an unforgettable impression, what exactly would you say about yourself?
You’ve identified your particular skills and best qualities, and accumulated a list of descriptive words and phrases that correspond to your professional self. You’ve recognized what makes you one-of-a-kind, and chosen a specialty. You have clearly defined yourself in your brand description. Now it’s time to refine it down to its essence with a tagline.
No matter your position, mission, financial goals or personal dreams, identifying and earning the devotion of your target audience is the interlocking and necessary means to reaching your objectives. But don’t be unreal. Don’t try to be what you are not.
With a new awareness and appreciation of your talents, a powerful mission and a clear understanding of your target audience, your brand’s on the launch pad with both engines firing. So what’s stopping you? Could it be the uncharted territory ahead, or those meteors you can just barely see off in the distance?
It’s not a question of if you’re going to run into a problem, it’s only a question of when.
We’ve already established that your brand goes nowhere when fear rules. You’ve got to get on top of your fears, or through them, or past them into a place called the No Fear Zone. This is a great place to be—and your brand will flourish here — but it’s not easy to get into, and it’s definitely not easy to stay in once you’re there.
You Gotta Have Friends
The road to success is a lot smoother when it is lined with cavalcades of supportive colleagues and zealous mentors to sing your praises, open doors for you, and provide sage advice. Look for guides, teachers and promoters among your friends, your family, and your colleagues to smooth your path and to help create an atmosphere for your success.
Dressing for success today means reflecting your authentic self in a way that attracts your target audience.
In any business situation, appearances count big-time. Your challenge is two-fold: to make your exterior appealing to your target audience, and to make sure your exterior is as much a genuine reflection of your interior as possible. What does your audience want to see? What kind of package do these people respond to, feel safe with, understand, respect, admire? What kind of package can you put together to motivate, or even excite, your audience?
So you’re flawed. Who isn’t? Cultivate a personal style, identify your own personality, accept its markers and integrate them into your brand strategy. Do you sparkle? Do you demonstrate your creativity or your competence in action and word? Are you curious, earnest, self-deprecating sure of yourself, steady, clever, or adventurous — and how do you show it? A lot of people think charisma is something you are born with — and they’re right. But what not everyone knows is that we’re all born with it. Whether or not we all use it is another question.
Charisma can be thought of as a magnetic element of the authentic self. When you allow your true self to open to your audience your magnetism draws them to you. It’s not so much a matter of your putting something across to them, but of your being open to receiving something from them — mainly their interested attention and positive response, even their admiration and love.
So how do you connect with your target audience?
Any advertising you do to promote your brand should strive to accomplish the following:
• Communicate your promise and mission
• Address your key benefits
• Cut through the clutter with strong message and visuals
• Efficiently and effectively reach your target audience
• Make a positive impact and invite action
Creating an event around your new brand will help people see you in the new light you’re casting. My company hosts a girl’s night out for our female clients from different cable networks. It’s always an unforgettable evening – a feast of great dishes and great “dish.” You could host brown bag lunch sessions at your office to share your expertise or have the boss over for dinner and show him or her how you can put together a great evening. Can’t cook? Bring in the food and serve it on beautiful dishes. Let them see who you really are outside the office.
Promotions are a great way to get people through the door, to sample your product or service and to stay loyal to your brand. When you set out to develop a promotion for your brand make sure that it gets you noticed in the right way. Each promotion that you execute on behalf of your personal brand should generate brand awareness and build brand equity, reflect your brand’s value proposition and reinforce your position in the market.
Don’t let a lack of money be an excuse for not jump-starting your dream. It’s time to muster the courage and take the necessary action to show the world what you’re made of! If you’re just cruising at your company, work towards getting out into a new job or go for that promotion. Don’t just languish thinking that someone is going to save you. Crunch the numbers to see what it will take to make your big move.
As Founder and CEO of Big Fish Marketing, Robin has launched and reinvented brands such as A&E, AMC, Aon, Bloomberg, CB Richard Ellis Investors, CNN, Comedy Central, Discovery, Disney Channel, History, Lifetime, MTV, Oxygen, TBS, TV Guide and wet n wild cosmetics.
Her expertise has contributed to the visionary launches of domestic cable networks such as Animal Planet, FX, GSN, Hallmark Channel, TLC and TNT as well global brands like action/adventure channel AXN, general entertainment network SET in India and Latin America, Cinenova, a Dutch movie channel and ANIMAX, an anime channel in Japan.
Drawing on her experience in creating some of the world’s leading brands, in 2001 Robin became the pioneer of personal branding when she penned her first book MAKE A NAME FOR YOURSELF: Eight Steps Every Woman Needs to Create a Personal Brand Strategy for Success. The critically acclaimed book guides readers to build a concrete plan to find professional success by applying tested branding principals to personal image, enabling them to hone themselves as their own best asset.
THE FEARLESS FISH OUT OF WATER: How To Succeed When You’re The Only One Like You shows professionals how to stay connected and relevant at work while maintaining a unique identity, how to fit in without blending in, and how to transform what’s different about you to your advantage.
Robin’s latest book REINVENTING YOURSELF: 10 Steps To Shifting Your Career Into High Gear, is a “Vook” (video book available in the iTunes apps store). It’s the definitive guide for professionals and business owners who want be valued for their true talents, reach their highest potential and make more money.
Utilizing material from her books, Robin develops and leads corporate training programs and workshops for top potentials and sales teams at powerhouse companies like Philips, Mattel, Cox Media and UBS. The programs teach executives how to build their own personal brands to create lasting impressions and increase revenue.
An acclaimed speaker and media personality on the topics of career reinvention and personal branding, Robin often keynotes conferences for major corporations, business organizations and universities. She appears as a career expert on national TV and radio shows, and is a contributing career writer for Martha Stewart’s Whole Living magazine.
Robin’s core belief is that entertainment should be leveraged for a greater good.
She has received accolades for developing community outreach programs like Lifetime’s “Women Rock” a concert event designed to raise awareness for breast cancer issues; CNN’s “Your Choice Your Voice” high school-based election promotion; FSN’s “Reading All-Stars” literacy campaign; “History’s “Save Our History” which raised money and awareness for the World War II Memorial; and Comedy Central’s “Comedy RX,” a hospital-based program promoting the healing powers of laughter.
Prior to Big Fish, Robin was Manager of Creative Services for TNT. There her education in branding went into high gear as she crafted advertising campaigns designed to create awareness for TNT's original movies. Later she directed affiliate-aimed advertising and promotion for CNN, Headline News, TNT and TBS.
Robin lives in Santa Fe, New Mexico where she works with her husband and partner Steven and cares for the apple of their eye, daughter Roxy.