Rory shares why marketers should care about building a personal brand, how to use the Brand DNA Helix to develop your own personal brand, and more.
This article is sourced from the Social Media Marketing Podcast , a top marketing podcast. Listen or subscribe below…. They do business with people they like. We have relationships based on trust and mutual connections. This can include their customers; vendors; shareholders, stakeholders, and partners; and even their employees and internal team members.
As a CEO, business owner, or founder, your personal brand serves as a huge asset that can grow your company both publicly and internally. Even an externally focused initiative like a podcast can be an incredible way to scale culture. Maybe you never see people many levels down from you, but they can listen to your podcast and find out exactly who they work for and what you believe. People will start listening to you and may find value in what you have to say. The power of that human connection can potentially lead to more opportunity for you and your company.
Listen to the show to hear more about the benefits and value of being known and trusted. The digital world gives us an amazing opportunity to create many human interactions and multiply them at scale.
He tells a story about a trip to Japan where the gentleman picking him up from the airport had read all of his books, listened to every one of his hundreds of podcast episodes, and read every one of his hundreds of blog posts. Although they had never met before, this person from across the world knew an incredible volume of information about Rory, including details about his family, his favorite sports teams, and the time he was sick.
More than that, he felt a deep bond with Rory. It was the coolest thing! Within the Brand Builders Group, this phenomenon is called the relationship engine. They take every personality they work with and create a digital ecosystem that operates 24 hours a day, 7 days a week, and across different media and environments.
Every part of a personal brand they develop is tied to one overarching strategy and presents several touchpoints and opportunities for someone to get to know you, learn from you, or be activated by you. He encourages you to take advantage of the tools available to all of us. A personal brand is a relationship with you, an individual who exists separately from your company. The process of personal branding involves finding your uniqueness, building a reputation on the things you want to be known for, and then allowing yourself to be known for them.
Ultimately, the goal is to create something that conveys a message and that can be monetized.
Rory shares that the key personal branding advice he has received comes from Larry Winget, a member of the International Speaker Hall of Fame and bestselling author. The first thing you have to do when it comes to building a personal brand is to define your message.
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This is probably the biggest thing most individuals struggle with. The next step is defining the media and modalities through which you can communicate your personal brand. Then you determine the methods by which you can monetize your personal brand. There are many media, modes, and methods to choose from. While all of these things are possible, a personal brand can be as simple as driving awareness to a thing you love or already do every day. The genesis of a personal brand is being able to answer one simple question with one word: What problem do you solve?
You can easily write an entire book but explaining it in one word or a single sentence is tough. A personal brand goes beyond superficial vanity. There have been millions of books written about hard work. The concept of working hard is probably as unoriginal as possible for a book. What sets Take the Stairs apart from all other books on hard work is that it solves the problem of procrastination. Marketing hard work would have been marketing the solution.
Rory wanted to be the ambassador of the problem. He wanted to promote, celebrate, highlight, and amplify the problem.
Then position his book as the solution. This approach has sold hundreds of thousands of copies of the book. They buy solutions to problems. Listen to the show to hear how Rory pivoted from the early focus of his career, solving the problem of procrastination, into personal branding and solving the problem of obscurity. What do I want to dedicate the rest of my life to? Why am I here? If I had a podcast audience of a million people, what would I say?
They can be hard to define, articulate, and turn into a business. The process allows you to break free and separate from the noise of a crowded marketplace.
Unlike companies that have to deal with a collective of personalities, egos, politics, and ideas, personal branding is singularly focused on one individual. All you have to do is find out what makes you special. The first phase of this process is drawn out with six questions, which are paired and operate together two-by-two like chromosomes.
Half of the questions focus on the issue of who the world needs you to be. The other half deals with the concept of who you were designed to be.
Want to keep ahead of your competitors? I have met amazing people who have given me opportunities to grow my business. By using the lessons from this Personal branding session that DCC ran I have totally shifted how I show up in my career and business life.
We were also very excited to hear about how Stephanie Yeo and Heylee Menzies tackled their own personal brands- as a team! A week later, Stephanie and Heylee had both edited, proof read and completed their new LinkedIn bios. Heylee and Steph have some words of advice for those looking to undertake the personal branding exercise:. Secondly, try to create a constructive and positive environment to complete — that may mean asking a trusted colleague or mentor to help you in the same way Heylee and Steph did for ourselves.
Revisit once a year as your goals and experiences may have altered and your personal brand should reflect this! We think this is a great way to manage a crucial aspect of your career development and would love to hear from others who have noticed a difference that building a personal brand can make!
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