| Successful brands are memorable, distinctive and | | | | be aligned.7. IS YOUR BRAND CLASSY, |
| have a high degree of recognition. They are also | | | | CONGRUENT AND CLEAR?Many of you who |
| based on intangible values that build trust and | | | | have seen me speak live or on video may have |
| credibility in the minds of others.How can you | | | | never noticed that for every speech I've done |
| apply the concepts of branding to your own | | | | over the past 4 years for a business audience, I |
| personal career and life?To find out how strong | | | | have always worn a red tie. Is this because my |
| your personal brand is, answer these 10 | | | | wife always buys me red ties? No!My corporate |
| questions:1. WHAT IS YOUR PURPOSE AND | | | | colour is red (in graphic design terms this is known |
| VISION?Strong personal brands need a platform | | | | as a PMS and each unique colour has a PMS code) |
| on which to be built. Your vision is an external | | | | and I want to present a strong, consistent and |
| view of what is possible for you to achieve in the | | | | clear image and presence when in front of an |
| world. Your purpose is the internal drive and | | | | audience. My tie matches my banners, which |
| reason you were put on this planet. Clarity with | | | | match my business cards, which match my |
| these two questions will help your personal brand | | | | website, which match my books, which match |
| achieve lift off.2. WHAT ARE YOUR STRENGTHS | | | | my ..... you get the drift.I know a fellow speaker |
| AND WEAKNESSES?What are you truly good at? | | | | whose colour is purple. By the way, why did I |
| What comes naturally and what is hard work? | | | | choose red? Power! Lust! Passion! No, my target |
| What is your gift? Find the answers to these, and | | | | market is Asia and in Asian culture red is a colour |
| lead a life of success rather than a tough | | | | which means prosperity and wealth. My goal is to |
| existence on struggle street.I will never forget the | | | | bring prosperity and wealth to the clients I work |
| parting words of my Human Resources Manager | | | | with. You may also be aware, the number 8 is |
| when I left the Australian Broadcasting | | | | also lucky in Asian culture for the same reasons. |
| Corporation after joining as a fresh-faced | | | | Hence my telephone number contains as many |
| University graduate 12-years earlier. He said, | | | | 8's as possible, and my business is called '8M'!8. IS |
| "Tom, you know what you do well? Present!". | | | | YOUR BRAND MEMORABLE?Strong personal |
| Simple, direct and clear. Since that moment, the | | | | brands are built on stories. Often these are first |
| light bulb inside my head has never shone brighter, | | | | hand experiences of overcoming hardship, |
| and I have built a successful career as a | | | | personal challenges or obstacles.The personal |
| professional public speaker.3. WHO IS YOUR | | | | brand of former US President Bill Clinton is a |
| TARGET AUDIENCE?You have to communicate | | | | classic example. |
| your personal brand to those that matter. Many | | | | The fact his father died when he was young, his |
| of you may have heard me tell the story of my | | | | mother was a nursing assistant and he was born |
| experiences as an elite hammer thrower. My | | | | in Hope, a town of 10,000 people helps put his |
| message is that you may throw the hammer the | | | | success and achievement in context. Building on |
| furthest, but unless the hammer lands in the | | | | the sense of destiny theme, the black and white |
| marked sector it is not a legal throw. And so, the | | | | image of Clinton as a 19-year old meeting |
| furthest throw does not necessarily win the | | | | President Kennedy when on a youth leadership |
| competition.Marketing and personal branding is a | | | | camp, captured by a Reuters photographer has |
| lot like that. You can waste a lot of effort, | | | | been used to great effect to reinforce his |
| energy and resources (and of course 'grunting' if | | | | personal brand.What is your 'signature story' that |
| you're a hammer thrower!) for little result.Your | | | | is unique, memorable and helps you stand out |
| target market is like that hammer throw sector | | | | from the crowd?9. IS YOUR BRAND |
| marked out on the field - aim to land your best | | | | TANGIBLE?Branding helps create an image in the |
| throws in that target and you are more likely to | | | | mind of consumers and can help make |
| beat your competition.4. WHO ARE YOUR | | | | intangible ideas, services or values more tangible. |
| COMPETITORS?Speaking of competitors, who | | | | Anything that helps your personal brand become |
| are they? Who are you really competing | | | | more tangible is important. You can feel and touch |
| against?In hammer throwing, I found I could beat | | | | these things such as business cards, accessories |
| bigger, stronger athletes by having a better | | | | or even the clothes you wear. For example, is |
| technique, more focus and an ability to perform | | | | your pen you use when meeting a potential client |
| under pressure situations when it matters most. | | | | a Mont Blanc or disposable Bic? If the latter, what |
| Life is like that and your personal brand needs to | | | | does this convey about your brand?10. HOW |
| stand up when the heat is on.5. HOW DO I BEST | | | | OFTEN DO YOU REVIEW YOUR PERSONAL |
| REACH MY TARGETS?What is the best strategy | | | | BRAND?Strong personal brands evolve over time. |
| to put your brand in front of potential customers, | | | | They are modified (I remember my early work - |
| clients or employers? Is it through giving | | | | I never wore a red tie!), extended and made |
| presentations, writing articles or networking? I | | | | stronger while always remaining true and authentic |
| know from experience and because more than | | | | to the person behind them. The best way to do |
| 7,000 marketing, media and management | | | | this is to constantly learn and evaluate what |
| professionals in 15 different countries read 'Media | | | | works and what doesn't. Like life itself, a unique |
| Motivators', that my regular eZine works for me. | | | | and memorable personal brand is a journey rather |
| I constantly review comments made about my | | | | than a destination.Thomas Murrell MBA CSP is an |
| magazine and take all suggestions and support | | | | international business speaker, consultant and |
| very seriously, looking for opportunity to | | | | award-winning broadcaster. Media Motivators is his |
| improve.6. IS YOUR BRAND CONSISTENT WITH | | | | regular electronic magazine read by 7,000 |
| YOUR PROMISE and VALUES?Truly great brands | | | | professionals in 15 different countries. |
| deliver on their promise. Do your brand attributes | | | | You can subscribe by visiting Thomas can be |
| match your promise and does this align with your | | | | contacted directly at +6189388 6888 and is |
| personal values and what you actually deliver on? | | | | available to speak to your conference, seminar or |
| Your values, brand and service delivery all have to | | | | event. |