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