Creating a personal brand
by Debra Valle

Fuel for your business

Big or small, brand equity is the name of the game.
Building brand equity — making a “name for yourself” that distinguishes you from competitors — is the name of the game no matter how large or small the enterprise.

Whether you are a home-based business, salesperson, professional, independent contractor, corporate executive, artist, freelancer, small corporation, non-profit organization, or even a global conglomerate; the task of creating a unique point of difference is daunting.

Developing a brand that “sticks” in the mind of consumers requires a very deliberate and conscious effort. And though brand equity involves the creation and delivery of quality products and services, raving fans, and an impeccable reputation and profits, creating a brand message that compels a customer to purchase requires that you communicate a “promise” you are willing to keep.

What I have observed is that most sole proprietors spend little or no time thinking through their brand identity or promise. Their business operating philosophy seems centered in an idea developed by the film Field of Dreams — “if you build it they will come.” The truth is that if you build “it” and fail to communicate “it” your “it” is destined to become the world’s best kept secret.

Another misperception shared by many solo professionals and small business owners is the belief that their own businesses are too small to create the kind of distinctive message and look accomplished by Madison Ave. Most of us believe we don't have the money or level of resources used by Fortune 500 companies to develop a unique brand identity. While our pockets may not be as deep, the processes responsible for creating some of today’s genuinely great brands are not as costly or involved as you might think. These processes are easily adaptable. And they don’t take Madison Avenue genius to incorporate.

Creating a personal brand identity
To create a personal brand identity, you must first place yourself squarely on the path of your success and then consciously construct and take responsibility for the vision, the business, and the image that you are creating.

At the very core of your business sits an essential truth where your specialized set of talents, gifts or strengths overlaps with the needs of your customers, their aspirations, or fears. When creating a unique brand message, you must truly understand what value you add to the lives of your customers. The quicker you lay hold to this value, the easier it is to communicate a compelling message.

Where do you begin?
You are the CEO of your brand, which means you must take charge of positioning your brand in the marketplace. Like the CEO of any Fortune 500 company we begin the process with research. Start by gathering consumer and competitive data.

Five steps to discovering your unique brand message

1. Survey loyal customers, defectors (those who were once part of your franchise), and shoppers.
   
2. Study competitor products, positioning, pricing, and brand messages.
   
3. Determine how you want to be positioned in the minds of your customers and others.
   
4. Define your target audience, understand their wants, fears and aspirations.
   
5. Look for all the functional, symbolic, and emotional points of differentiation.
   

Gather this information looking for themes and the nuggets of information that seem to hold it all together — pointing to your key selling idea.

Once you have completed these steps, you will be standing firmly on your unique brand platform ready to create your brand new look.

Check out Fuel cells to help you get started!

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Fuel cells

Tips on how to get the brand development process started
Create a personal focus group. Your focus group will help you better understand your current brand position in the marketplace. People already see in you a particular promise. Your job is to discover how you are currently positioned (or seen) in their eyes. You may think you know why others are in a relationship with you, but you will find that your “raving fans” are infinitely more willing to “brag about your gifts” than you are.

Here's how to begin.

1. Identify 8–12 clients or associates you absolutely love.
   
2. Ask them if they would be willing to be in your focus group.
   
3. Explain that you are getting ready to “re-brand” your business and that you are trying to get a better handle on your value in the marketplace.
   
4. If they agree, send them the questions listed below.
   

Questions for your focus group

1. When you approach me for guidance or input, what do you expect to occur?
   
2. What kinds of issues do you count on me to solve for you?
   
3. What would you say is my special gift or talent?
   
4. What would you say to someone else when describing what to expect from me?
   
5. In a word or two, how do you expect to feel following an interaction with me?
   
6. What's your sense of how I might be excluding potential clients or opportunities?
   
7. Why might someone choose NOT to purchase my product or service?
   
8. What measures could I take to create more opportunities or a stronger identity or image?
   

Many people describe this one exercise as the most moving experience in their branding process. Many are shocked to discover how clearly they are truly seen. Most are amazed that the attributes attracting others to them are often the trait(s) they themselves take most for granted. Few have ever before realized the marketing potential in their every day values. This experience for many is described as the experience of returning home.

The answers you glean from this exercise will help you better understand your value to your ideal clients. You can then confidently and consistently speak to

• what it is you stand for;
  
• your “promise” in the marketplace;
  
• the difference you make;
  
• the value you bring to your target audience.

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Fuel for your soul

Remember self in the process
The following quote is attributed to Martha Graham, known by many as the “Mother of American Dance.” I was reminded of it while reading frequent Oprah contributor Cheryl Richardson's e-newsletter in December. It speaks to the reason why it is important to harness our gifts and create a business from that basis.

"There is a vitality, a life force, a quickening that is translated through you into action, and because there is only one of you in all time, this expression is unique. If you block it, it will never exist through any other medium and be lost. The world will not have it.

“It is not your business to determine how good it is; nor how valuable it is; nor how it compares with other expressions. It is your business to keep it yours clearly and directly, to keep the channel open.” — Martha Graham

Here’s another reminder of the importance of self in the branding process. It’s from Tom Peters, author of Brand You 50.

“When you are promoting Brand YOU, everything you do — and everything you choose not to do — communicates the value and character of your Brand.” — Tom Peters

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