What can you do to keep your personal brand alive and well in 2012? Simple: it needs to continue to grow. Humans are attracted to motion, growth, and change—and the world of business is no exception. An appealing personal brand is always developing. Like a good book, it holds the attention of its audience.

But for many business owners, the challenge is determining how to keep their brand interesting. They know that growth is important, but in which direction should it grow?

The key is thinking outside the box as you come up with interesting yet valuable new ideas for your audience. Below are some ideas to get your wheels turning:

1) Launch an industry-focused blog. Blogging is a fantastic way to build stronger relationships with your audience while increasing your expert credibility. A blog allows you to mix a bit of personality in with your business persona—giving your audience a chance to get to know you better.

2) Offer a new product or service. This requires a bit more time and planning, but the launching of a new product or service is a great idea—even if your customers are already happy with your current offerings. The launch of new products and services creates the perception of motion, change, and advancement. It positions you on the cutting edge of your industry.

3) Write a book. Very few initiatives will change your perception within your market as rapidly as authoring and publishing a book! As soon as you add the word “author” to your biography, your credibility skyrockets. You are no longer “just” a real estate broker or a financial advisor—you’re now an expert in your field.

The key to building a compelling brand over the long term is to keep it interesting. Yes, consistency is very important—so it’s critical that your new adventures don’t contradict the brand you have build in the past. But consistency alone won’t establish you as a leading celebrity expert within your market—so don’t get complacent! If you’d like to learn more, or if you are ready to take your personal brand to the next level, get in touch with us today!

You have heard us talk often in this space about the value of speaking when it comes to establishing credibility and expertise. Because of the fear most people have of public speaking, the simple fact that you are willing and able to give speeches on your industry establishes you as an expert in the minds of many people. However, speaking can be very intimidating… so below are three tips to help you overcome anxiety and give great speeches:

1) Thoroughly prepare your presentation / speech. The best antidote to nervousness is impeccable preparation. Don’t procrastinate—make sure that you have all of your content organized well in advance. This includes any slide shows, illustrations, or other visuals. Tailor your content to your audience and make sure that you’re confident in every element of the presentation.

2) Write a great introduction. Devote time to coming up with a great “hook” for your speech. You will be able to sense that you’ve drawn your audience in—and you’ll feel relaxed and totally in control. If you’re not sure how to begin, think about a statement that sums up a problem facing most members of your audience. If you’re speaking to retail store owners, a stat about employee theft will likely catch everyone’s attention!

3) Adjust your expectations. Much of the anxiety felt before a speaking event stems from a fear of mistakes. But here’s the thing: even the best speakers in the world make mistakes. Therefore, it’s inevitable that you will too. Whether it’s mispronouncing a word, losing your place in your notes, or losing your train of thought… you are going to make mistakes. When you realize and accept this fact, much of the pressure goes away. Don’t aim for perfection—just get up there and deliver valuable content to your audience.

You are an expert in your line of work. There is no reason that you can’t find opportunities to speak—whether it’s in an industry conference, a trade association, or other event. Speaking gives your personal brand a massive credibility boost—so don’t let your nerves hold you back. Contact us today to learn more!

While the concept of personal branding has become more mainstream in recent years, there are still many Americans who don’t understand what it means. As a result, there are a number of myths and flat-out falsehoods that are commonly circulated. In the interest of clearing up common misconceptions and making sure that businesses and individuals recognize the value that a strong personal brand can provide, today we are going to get to the bottom of four particularly common myths:

1) Personal branding is only for extroverts. This idea is very prevalent, and understandably so. Personal branding is all about shaping public image—so for an individual who does not enjoy the spotlight, personal branding may sound incredibly stressful. The important thing to remember, however, is that there are many channels for building a personal brand. While some focus on public speaking and TV appearances, others strategies such as publishing a book, writing a blog, and focusing on face-to-face relationships.

2) Personal branding is too expensive for a small business. Sure, investing big money into personal branding will lead to greater returns—but there are plenty of strategies for business owners with no room in their marketing budget. Take a look at my blogs and articles—you’ll find plenty of great, cost effective strategies.

3) “I don’t need a personal brand.” This line of thought is misguided—because like it or not, everyone has a personal brand. What do people think of when they think about you? Are you boring? Funny? Knowledgeable? That’s your brand. I don’t help my clients to create personal brands out of thin air—I help them define and shape their brands for maximum profitability.

4) Personal branding doesn’t generate results. A strong personal brand, properly leveraged, can completely revolutionize any business owner’s marketing systems. A strong brand differentiates the individual from the competition—and allows them to stop competing on the basis of price. Make sure to leverage your brand effectively with direct marketing—and you’ll see results you never through possible.

If you’d like more information about personal branding, feel free to get in touch with me today (http://www.jwdicks.com/contact)!

Personal branding is a unique form of marketing for many reasons—including the reality that, to create an effective brand, the individual must commit to truly living his or her brand. It doesn’t do you any good to halfheartedly commit to personal branding—because your brand must be consistently reinforced whenever you interact with your customers and your market.

At first glance, this may sound like a lot of work. And it can be a lot of work… if you fail to create a brand that reflects your personality and your values. On the other hand, if your brand is true to your personality and your values, you simply have to be yourself. I’ll give you an example—I enjoy fishing. If you’ve read my bio on my website, you know this. If you’re my client, you probably know this. If you’re my friend, you definitely know this. And while my love for fishing may seem to be a rather small part of my personal brand, it’s significant. And because it’s part of my brand, it is important that I live it out. Now… do you think it’s difficult for an avid fisherman to bring up fishing from time to time? It’s not—reinforcing this portion of my personal brand is easy and fun, because it’s a true representation of my personality and my values.

What do you value? Are you a passionate moviegoer? A devoted sports fan? Dedicated to social justice or charity work? Committed to your family, your friends, your community? Who are you—and what do you stand for? Those values should be built in to your personal brand—in fact, those values and interests, combined with your professional expertise, should be the core of your personal brand.

When your personal brand accurately reflects your passions, interests, and values, it becomes easy to live out. And when you are able to commit to living out your brand, it becomes believable and powerful. As you seek to build your personal brand, start by making sure that the brand you build is consistent with your personality and your values. Once you’ve done this, you’re well on your way to creating a compelling and effective brand!

As technology rapidly develops, video platforms such as YouTube have exploded in popularity. But if you are serious about building your personal brand, YouTube needs to be more than simply a source of entertainment in your spare time. As a business owner, YouTube offers an invaluable channel by which you can enhance and broadcast your personal brand. Considering the affordability of recording equipment, there is no reason you and your business should not be active on YouTube. Below are three reasons why you need a YouTube presence:

1) Face-to-face communication establishes trust. It’s one thing for a prospective client to read the content of your website or of articles you have written—it’s quite another for them to be able to sit back and watch and listen as you speak to them. Video is the next best thing to face-to-face conversation—and if you aren’t utilizing it to reach customers and prospects, you are missing out on a prime opportunity to build trust and establish a strong relationship.

2) Video allows you to express your personality in a way no other medium can. Writing is great, for many reasons—but it limits the ease with which you can communicate to your audience. With video, every facial expression and every inflection of your voice is captured. You can vary the speed and volume with which you speak. You can get your audience excited. Video allows you to communicate the essence of your personal brand in a way that no other form of media can.

3) YouTube is a great way to bring potential customers into your marketing funnel. YouTube is rapidly becoming a search engine in its own right—many people utilize the site to search for tips, advice, and information. If you provide valuable content, you can bet that potential clients will be intrigued—and in many cases, they’ll visit your website or even give you a call.

It’s simple: if you are serious about your personal brand, you need to have a presence on YouTube. Don’t put it off—get started today!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1786381/time-for-a-checkup-is-your-personal-brand-healthy

How strong is your personal brand? Today, rather than sharing tips to build a stronger brand, we are going to turn the focus onto the current state of your personal brand. Below are several questions for you to answer. Be honest—and remember, even the strongest personal brands usually have room for improvement.

1) Are you staying consistent? Consistency is one of the most important elements of building a strong brand. You need to be consistently interacting with your audience, and you need to be doing so in a consistent manner. You shouldn’t be Mr. Amateur Comedian one week, and the next week present yourself of Mr. All Business. Are you consistent?

2) Is your brand focused? Similar to point number one above, it is essential that your brand stays focused on the core of your brand. You can’t be everything to everyone, so don’t try. If you’re a forensic accounting expert, don’t branch off and spend time talking about how to beat the stock market. Are you sticking to the core of your brand?

3) Is your brand relevant? Take a moment and consider you target customers. Does your brand appeal to them? How does your brand identity compare with others who are successful in your market? It’s good to think outside the box—but not so far that you are no longer relevant to your customers. Does your brand appeal to your target market?

4) Is your brand actively evolving? Too many business owners have created a static personal brand. It never changes, never evolves, never moves. And that’s just not appealing. Your audience is attracted to authenticity, and that includes growth. Is your personal brand evolving?

5) Is your personal brand engaging? Does your audience find you appealing? Do they want to follow you Twitter in order to hear what you’re up to? Do they want to attend your speeches and read your book?

Now that you’ve answered these questions, how did you do? If your answer to each question was an emphatic “YES”, good for you. And if not, you know what you need to do to create a stronger personal brand. Good luck, and feel free to get in touch with me (http://www.jwdicks.com/contact) for further information!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1780828/personal-branding-secrets-lessons-from-nfl-superstars

The NFL regular season has just kicked off, much to the relief of football fans everywhere who were worried about the lockout that consumed the summer. But the NFL has more to offer us than just football… in fact, we can learn valuable lessons about personal branding from some of the players. Below are three personal branding secrets we can learn from NFL superstars:

1) Social Media is a great way to bypass traditional media and connect directly with your audience. NFL stars such as Chad Ochocinco (@ochocinco), Arian Foster (@ArianFoster), and Mike Vick (@mikevick) have built tremendous followings and have used the platform to engage with their audience. Chad Ochocinco, in particular, is a prolific tweeter and is able to interact with his fans in ways that traditional media doesn’t allow.

2) It’s never too late to turn around a struggling brand. Just recently, Mike Vick signed a new contract worth $100 million dollars. Yes, this is the same Mike Vick who, only four years ago, was convicted of dog fighting and spent time in jail. He was on the verge of bankruptcy and his professional career appeared all but over. But instead of giving up, Vick took responsibility for his mistakes and set out to make things right. He has become an advocate for animal rights and a contributor to many charities. By and large, his audience has forgiven him and embraced his return to superstardom.

3) Sometimes, branding can even trump performance. Last year, Denver Bronco quarterback Tim Tebow started only one game in the NFL. Despite that, he led the league in jersey sales for 2010. That’s right—Tebow sold more jerseys than Aaron Rodgers, the quarterback who led the Green Bay Packers to the Super Bowl title. He outsold superstars such as Tom Brady, Peyton Manning, and Adrian Peterson. Why? Because of the power of his brand. Tebow is no doubt working hard to make a real impact on his team in football terms… but the power of his brand is unquestioned.

NFL players aren’t only strong, fast, and talented—some of them are branding geniuses. We would all be well-advised to pay attention to the tactics they employ!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1776113/are-you-making-these-three-common-branding-mistakes

Over the years I’ve spent working as a personal branding consultant, I have seen plenty of mistakes made. The reality is that mistakes are inevitable—what is important, as a business owner, is that you learn from your mistakes and that you do not repeat them. That said, there are several personal branding mistakes that I have seen pop up time and time again. I am going to cover three of the most common mistakes below—take a moment and ask yourself if you are making any of them.

1) Inconsistency. This is perhaps the most common personal branding mistake that business owners make. The temptation is to alter your message and change your approach on a regular basis, in order to attract the prospects you are most interested in at the time. Unfortunately, over the long run, that approach leads to a weak personal brand. Once you have identified the personal brand you are seeking to create, stick to it!

2) Failure to evolve. If you are hoping to engage your audience and create interest in your brand, it is important that you tell a story. Too many business owners construct a personal brand, but fail to let it grow. Tell a story. Share experiences with your audience. Give your market a living, breathing personal brand that they can connect to.

3) Failure to establish expertise. For a business owner, establishing expertise should be the most important part of any branding campaign. If you are a tax accountant, your brand should position you as a leading expert in your field—the go-to accountant for clients who need to work with the best. Whether it is modesty or insecurity, I have found that many business owners are hesitant to brand themselves as an expert. This is a huge mistake—positioning yourself as an expert allows you to charge higher rates, attract more business, and lock out the competition.
Take a few moments to evaluate your personal branding efforts—are you making any of these mistakes? If so, now is the opportunity to take corrective action and get back to building a dynamic and powerful personal brand. Contact me if you have any further questions!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1772592/personal-branding-dont-get-stale

Building a brand isn’t like constructing a skyscraper, or finishing a race, or completing an audit. Your brand, no matter how powerful it may be, is never “done.” If you begin to think that way, your personal brand will start to grow stale. What was once innovative and exciting will become routine. The traits that once set you apart from others in your market will be imitated, and soon you will look just like everyone else. How can you avoid this fate? Keep the following tips in mind:

1) Tell a story. In addition to being known as an expert in your field, you want your brand to tell an ongoing story. Keep your audience up to date on your latest adventures, whether related to business or your personal life (as long as you are staying true to your brand!) Let your audience see you grow.

2) Keep it interesting. Nothing kills interest in a brand as quickly as a total lack of personality. While it may be “safe” to build a completely vanilla, politically correct brand, it will also be boring. You don’t want to offend anyone or step over the line, but don’t be afraid to stir up controversy every once in a while. Your audience may not agree with every single thing that you say, but they will be interested enough to keep paying attention!

3) Don’t lose touch with your market. The biggest mistake many business owners make is failing to keep connected to their target market. Just as disco balls and psychedelic rock fell out of favor as the Seventies gave way to the Eighties, so can traits that once appealed to your customers. Just because your brand resonates today doesn’t mean that it will next week—so make sure you are connected well enough to make any necessary adjustments.

Branding is a process—it is never done. If you have built a strong personal brand, congratulations! But now is not the time to sit back and enjoy your victory. As soon as you take your foot off the gas, your brand begins the slow process of going stale. Keep it interesting and keep your brand on top!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1768997/personal-branding-why-you-need-a-coach

As a personal branding expert, I’m often asked what it takes to build an effective brand. Specifically, many people wonder if it is something that they can do by themselves, or if they need expert guidance. My answer to this question is yes … it is possible to do it by yourself. You don’t need a coach. But I mean this in the same way that you don’t need an accountant to do your business taxes, or that you don’t need a lawyer to draw up a seven figure contract. You can build a brand without a coach, but it’s not going to be efficient, and in many cases it is not going to be successful. Below are three major reasons to seek out a coach when it comes to building your personal brand:

1) Personal branding requires knowledge not found in books. Sure, you can learn the basics of branding through Google or through a textbook. But there is a difference between what works in theory, and what works in the real world. An experienced coach knows what works and what doesn’t, and will save you many setbacks along the way. Do you want to learn the hard way, or do you want to learn from someone who has already learned the hard way?

2) Personal branding requires an outside perspective. By definition, personal branding relates to the way others see you. It’s not about how you see yourself. A coach will be able to give you honest and realistic feedback that you can’t possibly discover on your own.

3) Personal branding requires consistency and discipline. If building a brand was something that you could do in a week, you wouldn’t need a coach. But it’s not something that you can ever finish. As soon as you stop building your brand, or as soon as you stray off course, the brand begins to weaken. Building your brand requires work on a regular basis–and a coach will keep you focused and on task. Without a coach, most business owners give up within a couple of weeks.

If you are serious about building your personal brand, the first step is to find a coach that will keep you focused, motivated, and on course. If you’re ready to make that commitment, I’d love to have a conversation–feel free to get in touch!