The author of “Brand Aid” offers three steps toward building your more-important-than-ever individual brand.
The market demands authentic brands. Consumers, employers and vertical connections now rely on word of mouth, social groups, recommendations and strong connections above all else. It is with that, plus extensive research for “Brand Aid,” that I can confidently state: The individual is now more important than the organization. What people think about you is now more important than where you work, what school you went to, your social group or any other entity with which you are affiliated. Your brand is what matters most.
Here are some high-impact tips to help you improve your brand.
1. Build trust
Years ago I heard a term for branding that stated, “It is promises made, and promises kept.” I don’t remember the original source, but this is a great way to define it. Through all of the complexity of technology, communication, appearance, etc., your brand (what people think of you), at its core, sets an expectation for people when they interact with you. Once the expectation is set, you have to work tirelessly to maintain it.
2. Stand for something
Those who are doing it right are not casting a wide net. They have a specific audience—clients, prospects, niche industry, group—that they want to target, and they aim their presence at them. Instead of trying to appeal to the masses, they set a specific goal to appeal to their desired audience. For example, my friend and co-author Larry Linne is a CEO advisor primarily focusing on the insurance industry. He provides information and interacts with executives at the C-level. Pick a niche and a purpose, and do not deviate from it.
3. Avoid the perfection myth
People see branding as an attempt to be flawless or perfect. The reality is we are all human, which means we are flawed. The real challenge in personal branding is to manage others’ perception of you over the long term. This begins with a set of values and identifying what you really stand for. Next, it is about managing your reputation and message to reinforce those values. There will come a time when actions, words or decisions go against your desired brand. If you have a positive and powerful brand, then the market will be quick to forgive and forget and a small slip-up will be overshadowed by all the positive branding “deposits” that you have built up. Instead of chasing the unattainable, strive to have a great brand and a defensive game plan in place.
A respected digital marketing executive, Patrick Sitkins co-authored “Brand Aid.” The book focuses on entrepreneurial strategies for creating and managing a unified personal brand. Sitkins also discusses effective ways of integrating social media and online marketing approaches. Professionally, Sitkins holds a key business development role with Quintain Marketing, a next-generation digital marketing firm. Stkins holds a degree in marketing from Jacksonville University and has extensive experience providing advisory services to independent insurance brokerages and agencies. He enjoys a number of outdoor activities in his free time, including mountain biking and triathlon competitions.
Share this Post
Latest posts by Jaclyn Crawford (see all)
- When Those Who Play Can Also Coach - February 11, 2015
- A look back at New Year’s reSOLUTIONS - January 8, 2015
- Staying Cool Under Pressure and Coming Through in the Clutch - January 6, 2015
This information will never be shared with third parties.