Branding Part 1: Crafting a Personal Brand that Resonates and Engages

What if your personal brand could be the key to unlocking long-term business growth and unwavering customer loyalty? Join us in this enlightening episode of Scale Up Strategies, where we dissect the essence of personal branding and its distinct difference from marketing. Learn how iconic brands like Apple have harnessed brand consistency to foster unbreakable customer allegiance. We’ll take you through the fundamentals of personal branding, unveiling its role as the "why" behind your professional endeavors, and demonstrate how it sustains your identity through all career transitions and business pivots.

Discover the tactics to make your personal brand both approachable and engaging. We'll spotlight Amy Porterfield’s relatable online persona to illustrate how one-on-one engagement can fortify your brand’s authenticity. We emphasize the necessity of clear brand values, sharing insights from Patagonia's commitment to environmental sustainability. Reflecting on our own brand values and mission statements, we'll guide you on staying true to yourself while advancing professionally. Wrap up the episode with actionable tips for crafting a compelling personal brand statement that resonates with your audience and encapsulates your unique identity.

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Transcript

Speaker 1: 0:03

You're listening to Scale Up Strategies, the business growth podcast for coaches, consultants and speakers. We're your hosts and business coach experts Mary Fane Grant and Laura Bay Shore.

Speaker 2: 0:16

We're sharing all our insider tips from 20 plus years in business, including how we successfully scaled our businesses without losing our minds or our husbands.

Speaker 1: 0:27

Sure, you can piece it together and try to DIY your way to success, or you can listen to us every week and learn the shortcuts, because we promise they're really awesome, so grab your favorite cup of coffee, tune in and let's start the show.

Speaker 2: 0:42

Welcome to another episode of Scale Up Strategies, the business growth podcast for coaches, consultants and speakers. Question do you know what personal branding is? Hint, it's not marketing. It's more than what you do. It's who you are and what you want to be known for. So today we're going to touch on what branding is and sometimes, more importantly isn't, why it matters and how to start defining your personal brand. And I said personal, so let's get into this. I'm Laura Bayshore.

Speaker 1: 1:21

And I'm Mary Fane Brandt, and this is one of my favorite topics. Laura, did you know that, according to Forbes, consistent brand presentation across all platforms increases revenue up to 23%, just by being consistent with your brand? That's pretty amazing. I want to start this, right. I want to start this episode off with talking about some of our favorite brands, right, Is that cool? Can we do that? Sure? So what are my favorite brands? You either love them or hate them. There's really no in. I am an Apple gal, 100%. So MacBooks, ipads, iphones, mini Macs everything in our house is Apple, even the Apple TV. I think we have two. I love Apple. I love what Apple stands for. It's really, if you think about it, sleek, simplistic and reliable. I used to be a PC girl and when I went back to college, I think it was 2008. I was tired of all the viruses, so I said bye-bye PC and I bought my first Apple. And the other thing I was waiting because you didn't have um. You didn't have, like, excel and word on Google or on um.

Speaker 2: 2:42

I didn't buy it.

Speaker 1: 2:43

Yeah. So I was like no, I can't go to college and I can't use it. And then they got it and I was like snap, I'm in. So I bought my first really big desktop Apple. There's no hacking, no viruses. All my devices talk to each other, which I love, you know the airdrop, the FaceTime. I won't even look at a Google phone, although my friends have them and their pictures are amazing. I wouldn't switch. I am 100% an Apple, loyal Apple client because of what they stand for. And at one point I bought uh, what were they called? The iPod? The um, yeah, the music, yeah, yeah, ipod. I mean we don't use, use them now. But they actually had like a give back component, like if you buy the red brand, we're gonna give money.

Speaker 1: 3:30

So we have ipods yeah, I love anything that has that, and they give a discount to teachers. So you know I love apple um products. So that's my favorite brand, one of my favorite brands. So we're going to get to Laura's. I think we're going to get to yours in just a little bit, or do you want to share it now?

Speaker 2: 3:54

No, we can get to mine in a little bit, but I just wanted to say, with Apple I'm a PC girl, but I'll tell you, my first computer was the 1984, all built in, like. I have one of the originals back at home For all of you not here right now. Mary is having to let in an HVAC person to help at her house, so we're taking a quick pause right here and when she comes back we'll get started. But that's what is for, so we know when we start and when we stop. She has no idea that I'm talking to you right now, but I think it's funny and you got to stay cool out there in Arizona, so we'll let her handle that and then we'll be back. I heard you in my ear.

Speaker 1: 4:42

Okay, yeah, hey. So let's start with what personal branding is. Branding is the why, where marketing is the how. Branding is long-term. Branding is macro. Branding defines the trajectory, why. Marketing defines the tactics. Branding builds loyalty and marketing generates a response. Branding creates value, while marketing extracts the value and branding is the being, why. Marketing is the doing.

Speaker 1: 5:18

They're very different and I feel that people put branding and marketing in one bucket and shake it up and throw it out and think that's branding. Branding is not. It's more than just colors and logos. Those are your branding assets. I think people get that confused and branding, in my opinion, is, in part, what people know you as the go to person Right, part, what people know you as the go-to person, right? So I just wanted to start today's episode off with some definitions of what branding is and kind of what marketing is.

Speaker 1: 5:53

So, personal branding, laura. As we know as previous career coaches, personal branding is a newer term to career professionals, right, yeah, and I feel for, like, some business owners are like well, my company has a brand. Well, you have a personal brand. It's where everything is online these days, right, you can find the good, the bad and the ugly, as I like to say and everything lasts forever. I really feel that your personal brand carries you through all seasons. So if you have a business as a career coach and then you pivot to an AI strategist, your personal brand is still who you are and what you're bringing to the table Not necessarily the exact service, but personal branding will carry you through all seasons if done right, all seasons of your career or business. Would you agree with that, laura?

Speaker 2: 6:48

Yeah, I would agree with that. I mean, I think, even if you're pivoting into something that maybe more of like a 180 for it, you need to have something that people can cling on to. It's what we've always been talking about in social selling People want to know you, know the brand, before they do business with you. So it's even more crucial, if you're just starting out your business or changing a major offer in your business, to go ahead and make sure that people can identify with you and then your brand.

Speaker 1: 7:25

Exactly so. For example, it's the way you come across, the way others perceive you, your style, your intentions, your persona. It's what you say and do Again, not necessarily what you're providing the service. These are the ingredients that make up your personal brand and, ultimately, the lens that others see you through, both personally and professionally. And you know what I missed in my rebrand that we did about I don't know three and a half years ago.

Speaker 1: 7:52

I feel like I do a rebrand that we did about I don't know three and a half years ago. I feel like I do a rebrand every three years or so. Yeah, like new websites and stuff like that. And what I did this last time is I tried to be, I think, too corporate-y, which is not me, right, I forgot, part of my brand is giving back.

Speaker 1: 8:10

Part of my brand is giving back, and that is I mean that is like the foundation of why I started my business is because my mom was sick with Alzheimer's and since her passing I have donated to the Alzheimer's Association. I have walked in the walk and made a team and raised money for them. I continue to give back where I'm at now to senior services and resources, and that is part of my brand giving back to Alzheimer's. So anyone who knows me understand that I'm a champion for nonprofits and giving back has been embedded in my business and I didn't even talk about that on my last website. I missed a critical component of my personal brand. Shame on me. Don't worry, folks, I'm fixing that.

Speaker 2: 9:01

Yeah, it's important to make that adjustment, and I find that I'm doing that about every three years too. So I did my revamp on my website last year. I'll be interested to see what comes from yours because, as you said, things change and you realize things that you were missing.

Speaker 1: 9:17

Yeah, so yeah, I missed out.

Speaker 2: 9:21

Yeah, and you know the benefits of having a strong personal brand. You know it can open up different doors and opportunities for you. So, just like you said, probably putting that back on is going to onto your website that give back component. It's going to open you up so that you can enhance credibility and build more trust with your current audience while expanding to an even bigger audience that shares those same values as you.

Speaker 1: 9:52

Exactly sharing values, yeah.

Speaker 2: 9:56

And then you know, statistically, people with strong personal brands are perceived as 10% more trustworthy and credible. So, for an example, we know Richard Branson's brand, right, the Virgin Group. So it's synonymous with innovation, adventure and leadership and music, okay, and that's what helps it be diverse and thrive, though, is because first, it starts with those core values and then they can expand out into other areas. So think about what do you want to be associated with, and then identifying your unique selling points or your brand values. So, if you've worked with a marketing strategist before, or really anybody in that sphere, they're going to ask what's your USP? Right, so that's your unique selling point.

Speaker 2: 10:46

So how you can find what these are is, maybe start with a self-assessment and some reflection. You know, for example, nike help athletes compete, so it's not just about their clothing or the things that they provide, but it's what is the feeling that they're trying to evoke? What is that sense of accomplishment that they want the purveyors of their brand to have? And then another example of somebody people, everybody knows is, you know, oprah Winfrey's personal brand. She emphasizes authenticity, right, like her soulful Sundays, and just everything that comes across is really focused in on having empowerment. But you trust her, even though she's got you know when you see Oprah's list. I mean, maybe you might not be able to avoid everything or afford everything on her favorite list, but you trust the list.

Speaker 1: 11:40

Are those glasses from the list? These are Oprah. These glasses were on Oprah's favorite list and a colleague of mine was wearing them. They're called Peepers and you can get them on Amazon, but it is one of oprah's favorite and I have two pairs and I'm probably going to get another pair. I love them and they're a statement piece. People always like oh my gosh, mary, I love your glasses and would you say that? You trust oprah and you feel empowered when I'm wearing these glasses.

Speaker 1: 12:20

But, no, what do you want to be known for? You know so. One of the things I want to be known for is giving back to nonprofits, helping women find their voice. You know. So. What do you want to be known for? It's not necessarily the work that you do, so if you're a web designer, or maybe you're a career coach, that's the work that you do. But what do you want to be known for?

Speaker 2: 13:52

Exactly and that really leads into identifying your unique selling points. That USPs. So once you pinpoint what you want to be known for, then you come up with a way to convey that to your audience. So we've got here a business coach that some of you may or may not know, but it's Marie Forleo Forleo. See, you might not be able to pronounce it, but you can read it. So her USP is that it's a unique blend of business savvy, motivational coaching and positioning herself as a top business coach.

Speaker 1: 14:35

And then there's someone else that you're going to talk about that I feel most business coaches know, or consultants.

Speaker 2: 14:42

Yeah, I think when we mentioned this name, yeah, when you hear the name Amy Porterfield, especially if you're in our industries, you recognize it, and the reason why people like her style, in my opinion, is really because she's giving you solid tools, tactics that you can use, and it's not over the top. So her presentation is not over the top. Instead, she's coming out with a way of having a blend of professionalism and approachability and empowerment. So some of the things that she uses to be relatable and down to earth is the way that you see how she's doing her marketing videos. She's trying to look like she's having a real conversation with you. It's not a lot of her up on a stage, although we all know that she does get up on stages. This is more for her to be able to relate one-on-one. She positions herself as the expert in online marketing and digital courses, while still remaining to be somebody you feel like you're having a conversation with, and that's that whole approachability part.

Speaker 1: 15:49

And her approachability. I got to meet her at social media marketing world. I was volunteering and I made sure I went over there and she was in the hallway and I went up to her. I was like, hey, amy, I was like I bought one of your courses but I haven't haven't implemented it. She's like, well, we need to change that. And she's just so like. It's just like talking to a colleague of yours and she's like let's take a picture. So she was very approachable and relatable. It's like talking to it. Even when you see her online, it's like an old friend that you would want to go and grab lunch with right. Just, oh, it's Amy Porterfield. Oh, we go back a long time.

Speaker 2: 16:28

And that's important, because if you position yourself to be approachable and then you're not, you're damaging your credibility and your brand.

Speaker 2: 16:36

So, again, make sure that what you're putting out there is honest about who you are and what your values are, because that's how you're going to see the most results, or ROI, from your personal branding. So we've talked a little bit about the content, what it focuses on. So what I'd like to talk about here, too, is the engaging piece that she uses. Uses because not everyone does this as successfully as she does, in my opinion. So her branding really encourages you to engage and interact with her. She's actively doing live sessions, she's commenting in social media and she incorporates Q&A segments into her podcasts and webinars. So she's trying to engage and start a conversation, and it's something to think about while you are positioning yourself as that expert, consultant, coach or speaker.

Speaker 1: 17:33

I agree, I agree. So we gave you some real life examples so that you could find one like, I think, that we want to. What our tip is what brand do you navigate towards? Why do you like them? Right? So that's like step one on helping you define and create your own personal brand, but let's talk about brand values. I think a lot of people get stuck right here, um, but you really need to define your brand values before you define your whole personal brand.

Speaker 1: 18:05

Right? It's important to have clear brand values that resonate with your audience but are true to yourself. So, for example, patagonia's brand values they focus on environmental sustainability, social responsibility, which makes it a beloved brand among eco-conscious consumers, right? So their brand, their core values, they talk, they speak right to their ideal clients. So you need to understand who your ideal client is, what you want your brand to be known for and what you value, and you have to wrap that all up and create your own brand. You know values and statement. So for me, my personal brand, giving back is huge, huge component of my personal brand. Um, not only to nonprofits, but I do pro bono work for um, like shine San Diego, who helps women who have been in sex trafficking. I do pro bono work for colleges to help their students understand, like get on LinkedIn now, not when you're looking for a job. And I think one of the values so I value time Time is probably the biggest thing I value in my life all around.

Speaker 1: 19:22

Don't waste my time. If you book a call with me, show up. I promise I will show up. Uber, prepared for you. I give back with everyone who buys something from me, part of the percentage of that goes back and that we have fun Like so time. I think you're fine, give back. Thank you, and we have fun while you're working with me. It's not boring. I don't add to your chaos, I actually strip away the chaos. Laura, what?

Speaker 2: 19:47

do you think? Oh, I like that.

Speaker 1: 19:49

You like that? Yeah, I just made that up when I was doing this.

Speaker 2: 19:52

I think you're just creating your new tagline, your new tagline there. I love it. I don't add to your chaos.

Speaker 1: 19:59

I strip away the chaos. Oh, I love that. So, Laura, why don't you share with our listeners what are some of your brand values?

Speaker 2: 20:09

Well, I, so I have been thinking about this a lot, especially since I just acquired a new business last year, so it has you kind of thinking about how you're positioning yourself. And in that business I really work with a bunch of small, medium-sized business owners and those who are executives who work at bigger organizations and help them to scale their business. So that's something that's really important to me and something that I've done for myself. What I came up with is I created a mission statement for myself. Is I created a mission statement for myself? It's in one of my presentations or my workshops that I present regularly, and so at the end of it, everybody gets to make their own. So I figured I have to make mine too. So mine is to stay true to my values and ethics while advancing my career, family and community engagement.

Speaker 2: 21:04

Take risks listens, thank you. So it's take risks, listens to others and remain approachable.

Speaker 1: 21:12

That's almost like your personal brand statement, which is right. That's the next part of you know this brand and stuff. You know what is a personal brand statement. It defines what a. Let me let me try it again. A personal brand statement. It defines what a? Um, let me let me try that again. A personal brand statement what Laura just said. That literally is your brand statement. Like Simon Sinek's brand statement revolves around inspiring others to find their why, which aligns with his work as a motivational speaker.

Speaker 1: 21:40

Um, I'm redefining all my brand right now, so I can actually say that mine's going to be new Um. But here's some. Here's some points, you guys, on how can you create your own personal brand statement One identify your audience, who are you trying to reach? You need to know that. If you still are trying to figure that out, I'm going to say stop right there until you figure that out. To figure that out, I'm going to say stop right there until you figure that out. Don't cast a wider net, cast a smaller net. I just talked to a client who said once they niched in, they actually got more clients, ironically.

Speaker 1: 22:14

Surprise surprise, surprise. Number two is highlight your SUPs, your unique selling point, what makes you unique and different. We all are unique and different, even if you do the same thing. There are a hundred thousand million LinkedIn trainers. Okay, maybe not a hundred thousand million, but it feels like when the pandemic, everybody became a LinkedIn strategist and trainer, but we all they're all experts now.

Speaker 1: 22:41

Yeah, everyone's an expert, but we train differently, we work with different types of clients. So what makes you unique in the business that you have? And then articulate your values. What do you stand for? I don't care if it's pets, kids, seniors, the environment, foster kids, reading, ice skating what do you stand for? What is important? You need to wrap all of this up and make it memorable. You know, make your statement catchy and memorable.

Speaker 1: 23:14

So having said that one of my favorite exercises to do is to ask my clients when we're working on what is their personal brand to infuse their brand on LinkedIn. I ask them to get hold of 10 friends, family, colleagues, co-workers and ask them to describe them in three words. When Mary walks in the room, or when someone says Mary Fane Brandt, what are three words that come to mind? Three words says Mary Fane Brandt, what are three words that come to mind?

Speaker 2: 23:48

Three words you don't tell them why you're doing this because you don't want um overthought out.

Speaker 1: 23:50

Yeah, you don't want overthinking right? You just want them to give words and then we take those words and we put them in one of those what's it called A wordle, like a cloud word, and then there are certain words that are said more than once and we extract that and that really helps us start defining their personal brand. I love that exercise and I got to give props out. Kyle Elliott, Thank you so much because that is an amazing exercise that I learned from you.

Speaker 2: 24:24

Oh, I didn't realize. You learned that from kyle cool, he's amazing he is I've, you know.

Speaker 2: 24:33

I mean, the most important question that anybody can ask and I think that's what we've been trying to get across here is what do I want to be known for? And am I shaping that narrative to make sure that other people see me that way? You know so if you're going and talking to people and they're not able, like if you're asking them to describe what you do for your business, and they're not able to say it back to you, you're not getting your message out there. So that answer might be I want to be known as someone great to work with, so that people recommend me for opportunities. So, thinking about referrals, and if that's the case, how are you going to get that across? It can't just be I'm great to work with right, so people always need to remember their ideas.

Speaker 2: 25:20

Yeah, exactly, you want to hire me because I'm great. So, I mean, I think a really easy way to make it simple for yourself is to just focus in on asking yourself if what you're sharing or putting out there right before you put it out there or come up with your next plan, or what your brand statement is, or what your brand statement is Will it add value to your reputation, will it help you progress and reach your goals, and will it be valued through your clients that you're trying to attract, as well as colleagues, because, as business owners, consultants, coaches and speakers, we highly rely on referrals, our referral partners. So are you getting the right message across to where people want to partner up with you and recommend you?

Speaker 1: 26:14

I love all that. Well, you guys, we hope that this helps you start thinking about your brand values, your brand guidelines, your brand statement. Just start working on all of that and we'd love to know where you're at in that journey. We invite feedback and questions from you guys. We're going to drop our new email in the show notes Laura will make sure that that's in there and then we want to invite you to part two of branding. Yep, this is just part one. The next episode is going to be called building your online presence. So if you want to you know binge watching. Make sure that you are binge listening, make sure that you, uh, listen to part two and please subscribe, rate and review our podcasts. And then don't forget, until next time. Here's to good coffee, great conversations and even greater success. Cheers, bye. If you enjoyed the podcast, show us some love, please rate, review and subscribe to our podcast, and if you have any feedback, go ahead and share that with us too, because we want to hear from you. Until then, stay focused, stay motivated and stay caffeinated.