Brand AID BY SARAH SHRIBER
3. Tell a story. Think written content and social media stories. If it’s framed in your authentic voice and targeted to your audience, you’ve got the best approach. 4. Be consistent. Your audience, your customers and their customers will trust you if you tell the same story to everyone.
Do Take It Personally NAMBCentral readers – stop me if you’ve heard this one, but times are indeed changing. How we connect and stay connected matters more now than ever. Every industry, trade and profession is looking at ways to be relevant and grow their respective networks. What does that have to do with you? It’s all about you. Because, if it isn’t personal, then what is it at all really? The community at PersonalBrand.com defines personal brand as a “widely-recognized and largely-uniform perception or impression of an individual based on their experience, expertise, competencies, actions and/or achievements within a community, industry, or the marketplace at large.” Looking at my own personal brand, I see why it has taken the shape it has. I worked in & with corporations, nonprofits & media, sold & bought millions of dollars in advertising, worked with children & families, and advocated for child & family issues on Capitol Hill. This isn’t my confession, but rather a testament to something made clear to me by interacting with lots of different personalities in many different positions: Your personal brand matters. I also have gathered that if something (or someone) feels off, it’s likely because it is inauthentic. Goldie Chan (@GoldieChan), personal branding expert and contributor at Forbes Magazine, says there are 10 golden rules to personal branding: 1. Have a focus. Decide who you are, what you are saying and be consistent. Be as narrow as you can with the focus so you can speak to your target audience and fish where the fish are biting. In sales & marketing, you’d call those qualified leads. 2. Be genuine. Be authentic to your voice and expertise. Master your craft, then you can share how and why you are tops. 6
June 2022
5. Be ready to fail. It’s just the truth, and offers you opportunity for renewed focus on your personal brand when you bounce back. 6. Create a positive impact. Like your grandma told you, it's the golden rule. It can only strengthen your brand when you are good for the greater good.
“Narrow your target audience and fish where the fish are biting. In sales & marketing, you’d call those qualified leads.” 7. Follow a successful example. Maybe this is your grandma, too. Market your personal brand by following the path and experiences of your contemporaries and other experts. No greater tool than social media for free inspiration! 8. Live your brand. Remember this isn’t just the operations of what you do, like mortgage documents and marketing, it is the principles that guide your work, like leadership and making an impact on your community. 9. Let other people tell your story. PR is another (mostly) free tool to share your brand. Make compelling content with other people in your industry around trends or forecasts, for example. If they say something great about your personal brand it will have more impact than if you do all the talking. 10. Leave a legacy. A personal brand is a lasting project. It evolves and shifts as the world does around us. What endures is authenticity, integrity and kindness. Because your personal brand matters, you’ll be the person other agents, brokers, contractors and industry leaders trust. Because your personal brand matters, you’ll score more referrals. And, bonus, you’ll be an example for those you mentor going forward. NC Sarah lives in Pittsburgh PA with her husband Doug and son Nathaniel. She has worked in marketing & PR for more than two decades.
