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You already have a brand. When people think of you in a professional context, they get an impression of how you dress, how you treat people, your honesty, your physical condition, your wealth, your education, and everything else about you.

I don’t mean to imply that people actually spend time thinking of you; they don’t unless they are thinking of doing business with you. It’s then that your brand stands out or steps out of the picture.

Your business already has a brand as well – it just may not be a good one. If your service is spotty, your office a mess, your sign old and worn out, your office is slow at returning calls, and your skills are in need of fine tuning, that’s your brand.

Our goal is to elevate your brand and make it constant, congruent, and authentic in order to position you as the go-to expert in your field. Before we do that, we must establish a personal and professional brand so that you will appeal to the media and to your ideal clients.

What is Your Personal Brand?

I once read an advice column in which a 15-year-old boy asked, ”I am 15. I have zits, my voice is still high, and no girl wants anything to do with me. What should I do?” The answer was really good.

It’s not just you. Most 15-year-old boys are gawky and awkward and have zits. Girls your age are more interested in older boys. The question isn’t what can you do now to improve your odds with girls, because there is really very little you can do now.

The real question to focus on is: what kind of 18-year-old do you want to be? What can you do over the next three years to redefine yourself and create the person you think will have more success? Can you start lifting weights? Take martial arts and get a black belt? Work to get really good at some activity, other than video games or web surfing, so you have something going for you. Here is a variation of the answer to the 15-year-old that will help us understand personal branding.

“What do I have to do in order to transform myself into the person that would attract my ideal client or customer?”

  1. How would that person dress?
  2. What kind of tness level would that person have?
  3. What kind of temperament would that person have?
  4. What would the values of that person be?
  5. How would that kind of person act under pressure?
  6. Would that person follow up consistently?
  7. What kind of language would that person use?
  8. Would this person be a “leader of men”?
  9. How clean and organized would this person’s o ce be?
  10. When it comes to personal branding, we need to look at how you take care of yourself and how you treat others.