Branding Yourself
As I sit in CC’s (Community Coffee) Coffee Shop in River Ranch located in Lafayette, Louisiana I am so amazed that there are so many people looking for seats when there are numerous coffee shops within a few blocks these people could be visiting and not have a problem being seated. Community Coffee has a reputation in the state of Louisiana of having a strong taste and is rather expensive but the ‘excitement’ of going to CC’s and visiting with friends and networking with new acquaintances is what keeps bringing me back. Consider also that you can bring your laptop and log in free to the internet and actually do a little work.
As I leave CC’s I notice a sign at Joseph Banks, a men’s clothing store, with another huge sale. This company has mastered the ‘sales’ of their clothing and always have an offer for anyone that enters their stores. Once you register with them you are contacted for personal sales and gatherings. You think of Joseph Banks and you think of fine suits and incredible sales.
I drive up at home and notice a package on the front porch. I pick it up and there is another order of Juice Plus at my front door the local UPS man dropped off. I opened the box and there is a newsletter with great articles on nutrition and the benefits of fruits and vegetables (Juice Plus is a whole food in a capsule). I smile as I start thinking of the customer experience of the parent company, NSA, sending me emails from various physicians about the benefits of taking Juice Plus and the regular nutritional seminars conducted by medical, nutritional, and exercise professionals offering me a seat to attend and learn more about living a healthy life. Guests are invited to attend and the speakers don’t charge anything to speak. Yes, they speak for free.
I can’t wait to tell everyone about the great atmosphere at CC’s, the incredible sales at Joseph Banks and the outstanding service and benefits I receive from taking Juice Plus. These companies have branded themselves and created a buzz with people telling their friends about their experiences with each product/company. It’s all about networking, isn’t it? So, did that speaker really speak for free? Not really. The buzz from each of these businesses has been networked among hundreds of others.
Your brand is who you are and what people think about when they hear you speaking or hear your name. It isn’t just how you look but instead how you look to others. It’s creating an image. It’s creating a brand.
Everything is in the presentation and the way you articulate your message to others. An example would be that as a ‘boxing promoter’ (that is one of my businesses) I would be asked about the upcoming local show I’m promoting I could answer and say, “Well, the main event is Blake Prevost, a local lad from Lawtell, LA in a 10 rounder” OR “The main event is Blake Prevost, nicknamed the Candyman, who had over 200 amateur fights winning a national championship and several ALL MARINE TITLES before turning professional. He’s fighting a 10 rounder against the toughest test of his career. On top of that the undercard is star studded with lots of local talent. Several sports celebrities will be in the audience for this star studded show.” Again,it’s all in the presentation and the articulation.
So, in creating a ‘personal’ brand of yourself think this through. The first thing people notice when they meet you is your image. Are you in a tuxedo when the dress for an occasion is casual? Or vice versa? Within the first 5 minutes you are being looked over and the second 10 to 15 minutes people will have an opinion of you. Maybe this is a sad statistic but 70% of first impressions are usually right. In looking at branding yourself answer these questions.
1. Does your appearance to others communicate the message you are attempting to deliver?
2. How important is it to represent your product respectfully? If you are selling a gym membership you need to be in some kind of respectable shape, wouldn’t you agree?
3. Are you developing communication skills by reading the right books and hanging around the right people?
4. Do you smile often and pleasant to others?
5. Do you speak with confidence and have eye contact with the person you are speaking to?
6. At a lunch date do you pick up your phone and answer it while attempting to spend time with your prospect showing disrespect with the person giving you their precious time?
A strong personal brand of yourself is crucial to your success. Be good at asking questions and limit your own talking. Listen to others not only with your ears but with your eyes. Ask open ended questions and always use positive words in your conversation. Be grateful for your business and be grateful for those who listen to you about your business. Last and not least never pre-judge anyone. You may hear what is on their mind but if you listen more with your eyes and your heart you will hear what is in their heart and soul.
So, go out and brand yourself. Only you hold that power.
Keep Punching!
Kerry Daigle