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!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1767023/make-the-right-impression

It is often hard to quantify precisely what a strong brand consists of. It’s hard because a powerful brand creates equally powerful feelings in the minds of its market. We pay plenty of attention to important branding tactics utilizing social media, websites, and other media. But I believe that many business owners overlook the power of the “vibe” they create in person.
Whatever you may think of Bill Clinton’s politics, just about anybody who met the man spoke of his charisma and the command he had of a room or a conversation. Do you think that ability helped him reach the Presidency of this country? Of course it did … and you may not be planning on running for office, but the impression you create on those around you will go a long way towards defining your personal brand–for better or for worse. With that in mind, below are some tips to help you make a strong first impression. Some of these may be review–but we can all use a refresher course every once in a while!

1) You need to look sharp. It’s that simple. This means clothing that is appropriate to your profession and the occasion, it means being neatly groomed, and it can even include smelling great!

2) Be confident. A first impression is not the time for modesty. You are an expert. You are the best at what you do. You are an authority in your field. Now act like it! Walk like it. Talk like it. We are all drawn to confident leaders … confidence attracts followers (and customers!)

3) Make eye contact. When you meet someone, look them in the eyes. Making eye contact indicates warmth and confidence–while avoiding it can make you appear weak, or, even worse for a business owner, it can make you seem like you are hiding something.

4) Take a moment to think, if needed. Many people, when they are nervous, will stammer or repeat “um” thirty times per minute. If you are caught off guard, don’t blurt out a poorly conceived answer. Take a couple of seconds to process, and then speak. You will be amazed by the difference this can make!

The first impression you make on a potential client plays a large role in defining your personal brand to that person … so make sure it is positive!

This blog was originally posted and featured on FastCompany.com. The original post can be found here: http://www.fastcompany.com/1765584/personal-branding-tips-be-yourself

Personal branding doesn’t have to be difficult. In fact, the best way to ensure that your personal brand is unique and vibrant is to incorporate your personality into the brand you are seeking to build. In other words, be yourself! If you are a fanatical sports fan, let that become part of your brand. Not only does branding become more fun when you are being true to yourself, but your audience will be able to sense that it is genuine and will pay more attention. Below are ways to incorporate your personality into the personal brand you are building:

1) Make your hobbies a visible part of your brand. Whether it is a love for your favorite sports team, your fishing habit, or a less-common interest such as coin collecting, your hobbies are a great way to give your personal brand some life and help stand out from the crowd. Incorporate these passions into your blog, your social media presence, and your “Bio” page on your website. It will make you seem more genuine, more interesting, and it will give you a chance to bond with clients or prospects who have similar interests.

2) Show off your family. If you are married and/or have kids, your family is a major part of your life. Make them a part of your brand–don’t hesitate to post family pictures on Twitter, for instance. Once again, including your family as part of your brand makes you appear much more “real” instead of one-dimensional.

3) Don’t be shy. Many people are afraid to share opinions, ideas, or even their sense of humor. While you do need to be sure that you aren’t offensive or inappropriate, don’t hesitate to express ideas that aren’t pure vanilla. You’ll become more interesting and more engaging–and you’ll find that your clients appreciate getting to know the real you. Injecting a touch of humor into your blog posts, emails, and social media updates is always a good idea as well.

Many people make the mistake of believing that their personal brand should be sterile, clean, and one-dimensional. That’s simply not the case! An effective personal brand is based largely on personality–so don’t be afraid to let yours shine through.

The technological breakthroughs we have experienced in the last twenty years have made it possible for anyone with an internet connection and a good plan to build a strong personal brand. That said, the ease by which any of us can interact with the outside world presents challenges as well. Staying consistent can be difficult. Think about it for a moment—most business owners have a presence on social media sites such as Facebook, Twitter, and LinkedIn. Virtually all of them communicate with clients and prospects via email, phone conversations, and face to face meetings. Most businesses have a website, many have additional marketing materials, and some of you may run larger-scale campaigns including billboards, radio commercials, and TV spots. On one hand, it’s incredible to have so many platforms by which you can engage your market. On the other hand, from a personal branding standpoint, it’s incredibly easy to send mixed messages. And as you know, it is impossible to build a strong personal brand without being consistent.

How can you stay consistent? The first step is to have a clearly defined personal brand. We’ve talked about that in depth elsewhere—so all I’ll say here is that you should have a very short list of attributes that make up your personal brand. Every time you engage the outside world, no matter what the platform may be, ensure that the message you are sending reinforces the brand you are trying to build.

We must also acknowledge that there is a big difference between Twitter and a billboard, for example. The style of your communication must change depending on the platform, but your message should not. Yes, you may use incomplete sentences or phrases on Twitter that you’d never use in an email. That’s fine—as long as the message you are sending reinforces the brand you are trying to build.

Staying consistent across various platforms doesn’t have to be difficult. But it does require the right mindset. It’s critical that you view your branding campaign from a big picture perspective—in other words, recognize that your Facebook page and your billboard advertisements are intertwined not separate from each other. Each platform is an element of your branding strategy—and only by coordinating your presence can you be successful.

In today’s world, it’s easy for a branding strategy to become incoherent as you spread your message across a broad range of platforms. Don’t fall into this trap. Make sure your brand is clearly defined. Recognize that each platform is an element of your strategy, not a separate entity. Change your style of communication to fit each platform, but keep the message consistent. If you can stay focused, you’ll be able to build a powerful, dynamic personal brand capable of engaging your market—wherever they may be.

I share many strategies and techniques in this space, including many that take a “big picture” approach—in other words, they may not pay immediate dividends. Like most things in life, a great personal brand cannot be built overnight. Today, however, I’m going to take a different approach and share several personal branding tips that you can put into practice immediately.

1) Take a look at your business cards. Are they sharp, professional, and distinctive? In many cases your business card may be the only connection you have with a potential client—so make sure your card represents you and your business well.

2) Control your name online. Even if you don’t yet have a website or a social media presence, it’s wise to plan for the future. Check to see if YourName.com is still available, and if so, purchase the rights to the domain. It will cost you less than $15 per year. In addition, register your name on social media sites such as Twitter, Facebook, LinkedIn, and YouTube.

3) Work on your elevator speech. Every business owner needs to have their “elevator speech” honed to perfection. You should be able to tell potential clients, partners, or employees about your company in 20-40 seconds—and you should be able to do it compellingly. Evaluate your elevator speech right now. Do you have one? Is it effective? If not, get to work.

4) Think about your first impression. How do you come across when you meet someone for the first time? Confident? Friendly? Nervous? Ask for some opinions—friends, colleagues, and family members can probably give you an accurate picture of the impression you make. If it isn’t what it should be, spend some time thinking about how you can improve.

5) Tell your story. Remember that branding comes down to painting a picture of yourself for the world to see. So take a moment to think about your interactions with the outside world. Are you reinforcing your brand at every opportunity? Or are you contradicting the brand you’re trying to build? Evaluate your branding efforts and make changes, if necessary.

While personal branding is an ongoing process that is never “done”, the ideas I’ve just listed can make an immediate impact. Put them in to practice today!

Whatever your personal brand may look like, it’s important that the central component be your expertise in your field or occupation. If you are a landscaper, you are THE expert landscaper in your city. A retirement planner? You are THE expert retirement planner in your area. It’s a simple concept, but it’s critical if you’re hoping to translate a strong personal brand into more business. You can have the strongest personal brand in the world, but if it doesn’t include expertise in what you do, it’s not going to lead to more clients. This concept holds true no matter what platform you are using for your branding—billboard advertisements, social media, direct mail campaigns, or whatever else you may use. If the central message behind your brand isn’t “I’m the best at what I do,” you need to reevaluate. Below are three ways to incorporate your expertise into your branding efforts:

1) Break down the news. One of the absolute best ways to establish yourself as an expert is to break down news that impacts your business and your customers. Don’t simply parrot the news, analyze it. If you’re a landscaper and the weather forecast is calling for an extremely hot and dry summer, provide tips to your clients to help them keep their plants healthy. By interpreting the news and explaining the impact to your clients, you quickly become a trusted expert in your area of work.

2) Play the part. You’ve heard the old cliché “a man should dress for the job he wants,” right? That concept holds true for marketing purposes, too. You’re an expert—so act like one! Look for opportunities to speak, whether to trade associations or high school students. Write a book, publish a blog, try to get quoted in the newspaper.

3) Stay focused. Remember that you cannot be everything to everyone. You’re not going to be regarded as an expert landscaper, architect, marketer, and accountant. Don’t overdo it—focus on building your expertise in your field of practice.

A strong personal brand can bring you plenty of new business—but only if your brand is centered around your unique skills and abilities in your line of work. It’s easy to focus on being funny, knowledgeable, or any number of other things. And that is ok—just make sure that when all is said and done, you’re an expert first… and everything else second.