Creating a personal brand

(Continued from page 58) low through, your promises are meaningless. For example, you can assure someone that you make it a practice to always be on time; but when you show up late you are sending quite another message. Your actions don't match your words. Though people may not notice when you are punctual, every time you are late you leave a negative impression. The message received is that you made the person you are meeting a low priority, whereas showing up on time or a little early indicates that you consider that person and the time you will be spending with him very imporrant.

This attitude goes beyond punctuality. You need to be seen as someone others can count on in a pinch. Ask yourself these questions:

! Can you be depended on to follow through no matter what?

Are you the go-to person who consistently gives more than is asked for?

Are you able to multi-task with grace?

Is your word your bond?

Answer "yes" to these questions and you will deserve the confidence you're seeking.

4. What you know.

You probably don't like to appear to be bragging about your accomplishments. No one likes the guy rvho flaunts his fancy degrees and financial successes.

However, that's a far cry from sharing the very things that qualify you as an expert on something. If you're asking people to believe that you knorv rvhat you're doing and/or to take your advice. you need to tell them rvhy their confidence in you is justified. What makes you qualified will vary with what you're trying to do, sell or reach. Perhaps it rvill be years of experience. a long and/or varied job history. an advanced education or a depth of research. The key is in giving your listener the information needed to make an informed decision.

5. How you reach out.

Letter writing is an art. You need to make your communication compelling and effective. People rvill also want to do business rvith you based on what they see on paper.

Although emails are intended to be less formal methods of communication than rvritten letters, you still have to be aware of proper email etiquette. rvhich includes correct grarnmar, spelling and punctuation. Mistakes in these areas make you look unprofessional or uneducated.

Something as small as your business card can have a big impact how you are viewed. When you hand someone a tattered card that has rvriting on the back. you are leaving an impression that you uue not prepared to do business.

Remember. every day you have the ability to either support your current brand or enhance its power by supporting these five brand touch points. Create a powerful image that sells.

- lnurie Brov'n, a speaker, trainer and consulnnt v'ho helps impro,''e sales, sen'ice and presentation skills, is author of The Teleprompter Manual for Executives. Politicians. Broadcasters & Speakers. She can be contacted through w'rr'.thedifference.net, ( 877 )999 - 3 4 3 3. or laurie brov'n @ t hedife re nc e.ne r.

Indus nia I Lum ber Speci a Ii s ts Los Alamiros, cA 562.594-8948

Redding, CA 51o.zz1-744o

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