Our world is changing rapidly.
As a society, both in the west and all over the globe, we are going through massive economic shifts. The economy becomes more global by the minute. As the informal economy of billions of people rapidly come online and technology constantly evolves the pace of doing business, the job market is changing. Not to mention the financial renaissance we are experiencing that has the potential to totally change the face of government and money.
How do we as professionals, consultants, and business owners face the rapidly changing economy with any certainty that the investments we are making today into our careers and projects are even going to be relevant in the next 5-10 years?
How can we create real autonomy, security, and peace of mind in a global economy with massive uncertainty?
The answer, whether you are a serial entrepreneur or a coach just starting out, is owning your unique genius.
Everyone has gifts, and when we harness the gifts we were born with, position ourselves to be of service to growth points that are universal, and then get the word out in a way where people receive us well – we create an infinite stream of access to economic abundance regardless of currency, language, or location. With so many people coming online every day, creating content, and offering services, how do we make sure we are heard, create job security in the new world, and not miss the boat?
The answer is authenticity.
Authenticity makes competition almost irrelevant in the way we currently think about it. The core of who you are has an intrinsic value that is irreplaceable. No one else has your story. Your perspective is unique to every other human being on this planet and has value to someone, somewhere. Communicating that perspective can be leveraged and sold when you can tap into your true genius.
This level of self awareness and understanding of your highest value offering in true service to others is sellable in all currencies, languages, and locations. That is real security, real autonomy, and real freedom.
The personal branding process is different than BUILDING ANY OTHER business model.
Why? Because it must be embodied to be authentic and sell.
Personal branding is embodied business, and people can feel it when you are not telling the truth. People are looking for lack of congruence, lack of content, and distortions in your message. Clarity is everything.
When we talk about embodied business what I’m saying is that your business truly is YOU. How well you know your business determines how successful you will be, so in the case with personal brands, you must know yourself very, very well. In order to feel confident marketing yourself, you have to be comfortable with being seen and believe that you are valuable.
It’s a healing, transformative, and deeply introspective process to create an authentic, high value, and timeless personal brand.
As an entrepreneur, I used to resist the idea of building a personal brand.
I thought that by building a personal brand I would not to be able to leverage my businesses in the way I wanted to in order to scale, create massive impact, and build a legacy.
I thought personal brands were contrary to good business because they make the business highly dependent on the entrepreneur and impossible to sell. I was convinced it was a waste of time.
I was totally wrong.
Building a personal brand is super important for creating a strong foundation for your entire career. In this day in age people want to know who you are, what you stand for, and what you do. They want to see social proof. They want to see content. They want to know what you think, authentically, before they buy from you.
Creating a personal brand is something that will continue to serve you for decades when done well, regardless of what other projects you take on.
In fact, it will serve as a foundation for all of your other projects when you can deeply tap into your zone of genius because it will be deeply aligned with your values and permeate all dimensions of your life.
Managing a career is like managing a brand.
As an entrepreneurial veteran, I have learned a few things about business and branding. The most important lesson of all is that I am my own brand, and so are you. That’s not to say that my businesses are not brands in and of themselves. However, you, as your personal brand are a living, breathing, money-making, sales-churning, customer-serving human being.
Because the average amount of time people spend in one job is getting shorter and shorter, there is an immense amount of pressure on everyone with a career to be at least a quasi-entrepreneur. Our career is our business, whether we are building 7 or 8 figure companies or working a 9-5.
Having a strong personal brand makes it possible for you to change jobs, start new businesses easier, and have a centralized persona no matter what direction your career takes.
Every entrepreneur is their own personal brand. If you don’t believe that’s true about you, then you are in for some trouble. If you own or work for a franchise and your pitch to prospective clients, employees and partners is all about the value it brings to the table, then what happens when another franchise opens two doors down? If you believe you are not a brand, then does that mean that when the company you work for fails, you do too?
Many of the world’s best business leaders were born out of failed businesses. Knowing that there is a chance that the company you work for or own right now could someday fail, you need a strategy that can ensure your personal success no matter what cards your business is dealt.
The only insurance you have against extinction is building your brand.
I would argue that each of our personal brands began at birth. When Mom and Dad gave us a name, they unknowingly launched a new brand, the first of a lifetime of personal decisions that makes us each uniquely our own being – or brand. From that day forward, we spend our lives living up to our given name.
Ironically, when you look at it from a marketing perspective, this is no different from launching and marketing a brand like Tide or Levi’s. The brand starts out with a name and a sense of what it’s all about. The brand then starts a journey of connecting with people to add value to their lives, constantly evolving over time to be more and more relevant, just as we initially connect with family and childhood friends, go to school to learn and grow and continue to make more and more connections.
Personal branding is the most important foundational element for the longevity of your career in the new economy.
If you are reading this book you have already realized to some degree how important your personal brand is. You may even have already launched a personal brand on your own, but realize how difficult it is to piecemeal your business together without having the knowledge and experience of having done it successfully before.
Some of the key mistakes I see people make when building their personal brands are:
- Lack of congruence in their story and messaging. This comes from not doing enough work pin pointing your zone of genius, crafting your irreplaceable offer, and building a business model that actually serves your soul.
- C+ Presentation. Your web presence is based on a template that makes you blend in with everyone else. Your copy doesn’t connect with your customer.
- Poor functionality and lack of automation. I’m talking about glitches on your website, lack of mobile responsive content, using software that is sabotaging you rather than serving you, or not using automation software at all.
So, are you ready to dive in? Let’s put together a rock solid blueprint for your personal brand to get you started building true insurance for your future through investing in the one thing in life that is guaranteed to always.