Roman emperors used their own personal branding technique when they minted coins with their faces on them. By doing so, they made their subjects aware of who was in charge and this, in theory, avoided any messy rebellions.

People in advertising have known this for a while, and that is why faces are so prominent in visual advertising.

The face is one of the most used visual tools in advertising campaigns. It is used in all types of visual media. Faces are found in newspapers, magazines, and authors very often have their photos on the inside back cover of books. Television is all about people’s faces. Even online, people are recognizing the power that comes from having an image of themselves online.
The reasoning behind this is simple. People are hardwired to recognize faces, so it makes sense to use faces in ads. They direct the audience’s attention towards what the ad is trying to sell. People read other people’s emotions through the expressions on their faces, and through this often perceive certain things about the person behind the face.

People’s penchant for faces is also one of the primary reasons Facebook overtook all other social sites and now dominates that market. Sure, the other sites allowed you to post your face, but the “Face” in Facebook made it seem like the thing to do.

The same is true in other, older industries.

New real estate agents are taught to have business cards with photos of their faces on them. Though a potential client may only have met the agent for a few minutes before receiving the card, seeing the real estate agent’s face subconsciously allows any potential client to “know” with whom they are doing business.

People like to know the people with whom they do business, so having your face on a business card or, even better, a website and social media sites, will help people become more open to doing business with you. If someone knows your face, they think they know you.

In reality, they do not know the intricacies of your personality, your likes and dislikes, or what your favorite color might be, but by making your face part of your personal brand you are helping potential customers get to know you. If they get a chance to meet you in person, they will likely treat you like someone they have known for some time, rather than someone that they have barely met.

This simple personal branding tip can create business from places you least expect. Imagine getting an e-mail or phone call or someone popping into your place of business and greeting you by name, just because they saw your photo on your website. This is happening more frequently in today’s business world, and it is all due to people adding their face, and the personality behind it, to their brand.

This personal branding stuff is not really a new thing. Since the early days of advertising, faces of people have graced the packaging products, and businesses grew from the sheer force of the personalities of those who started them. Look at Bill Gates, Warren Buffett, Tiger Woods, Richard Branson, Michael Jackson, and a whole host of others who have used their personas to create or enhance a brand.

All of them built their businesses and brands around who they were. Sure, all of those mentioned above had their talents. Michael Jackson had a brilliant singing voice. Tiger Woods has a knack for golf. And Gates, Buffett, and Branson certainly had more than their fair share of business acumen.

But who and what grew their careers and businesses? They did. And it was not just because they had talent. People liked and trusted that they would do the things they said they would, and all things being equal, people tend to buy products or services from people they like and trust. That is one of the most important reasons behind celebrity endorsements for many big companies.

What is new about personal branding today is that now anyone can do it with relative ease and with little expense. Social media has leveled the playing field, allowing small business owners, wannabe musicians and artists, filmmakers, job seekers, and others to stand out from the herd.

It has helped consumers become more responsible about the companies with which they choose to do businesses. It has helped launch new celebrity careers. It has promoted businesses that start with little or no advertising budget. And it can help you.

Whether using your personal brand to launch a career or strategically place your start up business, personal branding using social media is as important a development as television was to advertising and marketing in the 1950s. In fact, it is even more important!

This is because social media allows people to easily carry on conversations with other people, including and especially potential customers, something which television tends not to do so well. Social media has become a means to connect people with common interests from around the world. People in business are finding it is an important way to connect consumers with their products or services. The Internet has become ever more social, and with the number of online communities growing exponentially, knowing where you fit into it is essential to developing your personal brand.

For social media to truly work when developing your brand, it is necessary to look at what makes you stand out from the crowd. You need to look at yourself and what you do, and how you are different from your competition.

It is a good idea to ask yourself questions from a potential customer’s perspective:

• What makes you better and more capable?
• What makes you a good person with whom to do business?
• Why should people do business with you rather than with someone else?

Once you know the answers to these questions it will help you create your brand position and focus your marketing message to a particular target.

As I’m writing this, the first of the Chilean miners are being freed from the depths of the earth, over two months after being trapped in a copper and gold mine just outside Copiapó, Chile. I’m talking about this because all of the miners will soon be exposed to a tsunami of media exposure and each of them will have to decide how they want to be viewed by people. Everything they say and do will reveal who they are, at least in the public eye.

The courage displayed by these miners is admirable, and the publicity surrounding their rescue is a publicist’s dream. And that’s where personal branding comes in.

Every single one of these miners will find that they will become their own personal brand. You see, the miners have now become celebrities whether they like it or not, and some of them will no doubt sell their survival stories. There has already been talk of book deals, movies, radio interviews, international trips, television appearances, and all manner of publicity.

Their personas will become well known, and some will likely capitalize on their fame better than others. I have a sneaking suspicion that Luis Alberto Urzua Iribarren, the shift supervisor whose experience helped save all thirty-three of them, will be offered a fortune for movie rights to his story.

Perhaps like these miners you have personally overcome adversity to become successful in your field. Let people know about it! Personal branding is all about letting the public get to know you, and people love the success stories of those who have overcome adversity.

Though events like those that happened at this Chilean mine are fortunately not so common, significant events occur every day that a savvy business person, or any type of professional, can use in personal branding. Non-profit organizations can pair with churches to promote their causes. Lawyers on high profile cases can use the publicity in personal branding themselves. There are sporting events, charity drives, political campaigns, and other events that can offer publicity that can meld with your personal brand.

All it takes is a little creative thinking and a look at what’s happening in the world around you, and perhaps even in your life, that can provide a foundation for building your personal brand.

Someone asked me the other day what exactly “personal branding” meant. It took me aback for a second, because I had been doing what many others often do – I assumed that they knew what I knew. It reminded me that not everyone is focused on personal branding like I am – and likewise with your business. Sometimes going back to the basics is more valuable than nuance. One of the basics of personal branding is simply telling your story.

Your business’ brand is the aspect of your business that makes you unique to your competitors. And personal branding is building that brand around the most unique element of your business – YOU!

One of the hardest things for people to do when focusing on creating a personal brand is opening themselves up to others and letting your market see who you are – the good and the bad! Most of us fear rejection until we come to realize that we will never please everyone. Once we understand this and focus on the people that accept us as we are, we will be able to help more people in the long run. The more open you are, the stronger you’re relationship will be with your customer. They will trust you more and be more willing to do business with you and recommend you to others.

The best way to begin to “open yourself up” to your market is to tell your story. Why do you do what you do? Just like a new relationship, your story is the building blocks of who you are and in turn, what you have to offer that is unique. Being able to convey this message effectively could be the catalyst to building a solid personal brand.

In my book, “Celebrity Branding You!” I pose three questions to ask yourself when creating your personal brand. First, “What do people talk to you about or compliment you on?” This is important because it makes you think about the best way that you can help others. It may sound simple, but knowing what you do best is key to building your brand.

Next, “How do you communicate with others?” In the book I say that, in business, you are always on stage. Knowing how you come across to people in your actions and your words (and sometimes your body language) is extremely important. If you aren’t conveying to others how you want to be branded, then others will do it for you. Take time to think about how you may be portraying yourself to others. Try to picture yourself through their eyes. Is it the same picture that you’re trying to portray?

Finally, “What is Your Elevator Speech?” The elevator speech is what you would tell someone in an elevator if they asked about what you do. I think everyone probably has this information nailed down – but are you conveying this information in the right way? Try to take a moment to think about your answer. Is your answer something that will make that person think about you in the future? Does your answer provide the possibility of value to that person? Think about an answer that you can give that sets you apart from their preconceived notions of your profession. Don’t let them pigeonhole you. Give them something that’s hard to forget.

Being able to tell your story effectively will be key to setting your personal brand apart from others. Be yourself and seek those who like you for who you are. Be honest and open – let people understand who you are and where you’re coming from. In the end, your clients will trust you more – and be more willing to let you help them when they need your expertise.

One of the most important building blocks of creating and cultivating your personal brand is to have credibility in the eyes of your clients and prospective clients. Over the years, I have found that the most common reason that entrepreneurs and small businesspeople are reluctant to shine the spotlight on themselves is their own perceived lack of credibility.

A common misconception is that one must have as many degrees and years of formal education as possible to build credibility. This simply isn’t true. As my business partner Nick Nanton and I point out in our book “Celebrity Branding You!” some of the world’s most successful entrepreneurs have had little or no formal education. What they had was an idea and the skills to make that idea valuable to the masses.

In the book, we point out three ways that you can build credibility as a celebrity expert in your field. These three things are just a few of the things you can do to showcase your knowledge and personality – and strengthen your personal branding strategy.

Write A Book

On the surface, this seems like an overwhelming task for most people, but when you break it down, writing a book related to your specific area of expertise is really one of the most effective ways to build your personal brand and increase your credibility in your field.

Providing your customers and others within your field a tangible, lasting imprint of your knowledge is a great way to become a reference to others when looking for information about your field of expertise. If you know you’re stuff (and I assume you do!) then write it down for others to see what you have to offer.

If sitting down to write a book seems daunting, then start with special reports, blogs and articles on your website. After a while, you’ll see that you have many pieces to the puzzle already in place. Tie it all together, and you’ve got yourself a book!

Testimonials

I’ve always said that there’s nothing better than a great testimonial from a client to build your personal brand. It’s one thing to tell everyone that you will do this for them and do that for them – but when you can point to others who have come to you for a service and have been more than satisfied, your credibility is instantly increased. Not only have you proven that you will do what you say you’ll do for someone, but that your service is valuable enough for someone to recommend you.

Building a database of testimonials is also fairly simple to do. If you are providing a quality product, then your customers will, in most cases, be more than willing to give you a testimonial if you ask. Keep a list of quotes from your clients on your website or newsletter for others to easily access. I suggest using video and audio testimonials when possible, especially for your website. These testimonials help create a personal connection between your current clients and your prospective clients.

Publish A Newsletter

Publishing a weekly or monthly newsletter or e-zine (an online version) is a great way to stay connected with your client base and reinforce your personal brand with them. A successful personal branding strategy allows your customers to stay involved with you on a regular basis – much like a friend. Whether they need your services right away or in several months, keeping you and your brand in their mind is key to having repeat business.

If possible, I suggest sending a monthly e-zine and a printed version of your newsletter. People tend to process information differently. Some respond better to a something tangible in their hands, while others prefer to do everything online. Cover your bases!

These are just a few ways to help build your personal brand and credibility in your field of expertise. Try to engage your clients as much as possible. Show them why you should be their first choice when they need your services – and then deliver!

Recently, I strolled through a local music shop and saw something that I had nearly forgotten about. It was a section of CDs for sale called “Staff Picks.” I remember seeing this happen frequently at Blockbuster and other video rental stores. I always found it amusing to see the video picks of the staff – some would have the latest big budget summer movies, while others would have more independent, lesser knows movies possible housing a hidden gem for the more adventurous movie renters.

How does this relate to personal branding? Well, I like the idea of matching a personality with recommendations. I imagine that if I were a frequent customer of this music store that I went to, I would probably get to know some of the staff and their personalities. If I ever “pulled the trigger” on one of their suggestions and liked it, then I would be more willing to buy one of their recommendations in the future.

This personal branding strategy works for almost any business. Personal branding consists partly of showcasing your personality to allow your customers or clients to get to know you. Once people get to know you and learn to trust your expertise, they are more willing to take your recommendations seriously. Let your customers know what your “picks” are and provide them with some value that will encourage them to seek out your opinion on other things.

Remember that your “picks” do not necessarily have to be products. Suggest a new trick you learned with a certain piece of software, or share a great new website you found. Even local restaurants or places of interest can be great recommendations. Things like this allow others to find what they may have in common with you – aside from your business. Just like a friend, you may be one of the first people that they turn to when they need a recommendation or a service that you provide.

Try to think of some ways that you can get involved with your customers and become a valuable resource to them. You’ll be surprised how adding a little personality to your brand can be a boon to your business!

Has anyone else noticed a seemingly sudden new trend in the restaurant business? I’m talking about the surge in gourmet Food Trucks.

Just the other night I was flipping through channels and came across the Food Network’s “The Great Food Truck Race,” and an episode of “Food Wars” on the Travel Channel showcased a “battle” between two local Los Angeles food trucks. This seems to be one of the new trends in the restaurant business, and I find it quite fascinating.

Before this recent trend, I never thought much of the food trucks that I would randomly see around town. Their reputation was nothing special – having only a small selection of deli sandwiches and snacks. They were usually found around construction sites, outdoor events, at the beach, etc.

This is definitely not the case now. Gourmet food trucks are starting to pop up in major cities across the country…this time in front of office buildings, parks and downtown areas. And it is no longer snack food. These trucks are staffed by well-trained culinary experts and experienced chefs. I’ve noticed that, just like themed restaurants, these trucks are using marketing and branding to set themselves apart – specifically personal branding.

On the “Food Wars” show, the two trucks competing against each other featured two completely different “personalities” when it came to their owners – and it was reflected in the theme of their truck. Both trucks were known for their innovative gourmet burgers, with unique and fresh ingredients. Truck one was called “Grill ‘Em All,” a play on a Metallica album called “Kill ‘Em All.” Any you guessed it, these guys were all rock and roll. Their truck’s brand and the personal brand of the chefs was big, bold, manly and “loud” – in both their flavors and their aesthetic.

On the other side, “Baby’s Baddass Burgers” showcased a very “bad girl” appearance, complete with outside waitresses in somewhat revealing clothing. The two women who ran this truck displayed these traits as well, and they marketed an party girl, fun-loving type of theme.

Both of these trucks provided gourmet burgers, but each went about it in a way that reflected the personalities of their owners – their personal brand.

I find it interesting that in some pretty rough economic times, talented chefs and restaurateurs are finding ways to cut down on overhead. A food truck is MUCH cheaper than renting space and maintaining a full sit-down restaurant. This has enabled them to focus only on the food – providing gourmet meals at a reasonable price for people on the go.

The personal branding lesson? Ask yourself how you can shape your business around your personality. What traits can you market to other like-minded people? Combine your personal brand with your expertise, and you’ve automatically made yourself and your product or service unique. Showcase your passion in your work, offer a good product, and you’ll find that others with the same passions will be drawn to you!

Sometimes it’s imperative that we take a step back and try to view our business or personal brand to see if we are adhering to some of the basics of personal branding.

In a recent blog post for FastCompany.com, my business partner and I wrote about “forgetting what you know.” Our basic premise was that we as business owners and entrepreneurs can sometimes devalue the things we know, simply because we know them. We forget to understand that what makes our expertise valuable, is that not everyone knows what we know! It’s what makes us each unique. We each have certain talents and knowledge that others seek out.

It’s our personal achievements and talents that form the basis of our personal brand. Personal branding is simply a way of building and maintaining our reputation within our field of expertise. We all strive to be the “go-to” expert in our field, but it takes a solid reputation, an exceptional product or service and a marketing strategy that bolsters your reputation – or personal brand – to do this effectively.

Below are three basic steps to bolstering your personal brand. Regardless of whether you’ve been in business for years, or if you are just starting out – it’s important to always be aware of your brand.

Identify Your Personal Brand – This may sound simplistic, but it’s the most important part of growing and marketing your business. What is the first thing that people think of when they hear your name or business name? Great customer service? Great insights on one topic or another? Cutting edge? Traditional? Pinpoint this trait and focus on it – grow your business around it.

Think about it – if you don’t know in what areas you excel, how will anyone else know?

Take the time to identify the traits of your personality that you want people to notice. What aspect of your business will set you apart from your competition? Take your strengths and market yourself around what you do best.

Stay on Message – There’s nothing much worse for your business than causing confusion to your client base. Once you have identified the image that you want to portray, do everything you can to showcase that image.

For example, if you are a musician that excels in country music and have built a fan base of country music lovers, would you release a hard rock album? 99 percent of the time that would be a disaster. Your fans (or your customers) have chosen you for a reason. Why test their loyalty? Give them what they have come to expect from you – what initially attracted them to you in the first place.

Control Your Media – This is somewhat an extension of the last point. In order to build a successful and respected brand, you must be able to take control of your brand message. The best way to do this is to do everything you can to make sure that you send a clear message in all forms of media – preferably your own media sources. This especially becomes more and more important as your business grows and there are more people directly involved with you and your brand.

I recently wrote a blog about LeBron James and how he had complete control over almost every aspect of his free agency decision this past summer. If you recall, LeBron purchased a full hour of television time on ESPN to announce his decision to play for the Miami Heat. He had complete say over what questions would be asked, which sponsors would participate, etc. LeBron took control of one of the biggest sports news events of 2010, and was able to guide the next step of his career the way that preserved his personal brand.

All of us may not have the star power of LeBron James, but we can take his example and apply it to our business. From social media to traditional marketing, there are numerous media outlets at our disposal. Use them to shape and display your personal brand!

I recently read an amazing story about a family that was facing foreclosure. The house in question had been in the family for decades. As they were moving out of the house, due to impending foreclosure, they came across an extremely rare item.

The item they found was a copy of Action Comics #1. This comic book is famous because it is the first time that Superman was ever introduced! Can you imagine finding this? The even more incredible part of this story is that the comic book is worth over $250,000! The family was able to persuade the bank to give them some time. They have set the comic book up for auction and it will certainly save their house. Amazing! (You can read the story here: http://www.newser.com/story/97219/superman-comic-saves-family-home.html)

So what does this have to do with business growth and personal branding? This family had completely run out of options… they were stuck. Many of us have been in this position with our business. Now, you may not have been on the verge of closing up shop, but were you stuck on a plateau? Was your business just not growing? Had you run out of ideas?

When was the last time that you stopped to think about all of those ideas that you once had, but had just stuck in the “attic?” Maybe when you started your business, you had a certain direction in mind, and just got sidetracked. Perhaps other opportunities came about and were easier or more lucrative to pursue.

Well, if you’re ever in that place where you feel stuck, why not pull those old ideas out of the “attic” and see if they can fit into the business that you have built. It might just be the perfect idea to stimulate a new marketing campaign or business strategy. Maybe it will help you reach a certain niche within your client base.

Even better, it might be that certain something that compliments your personal branding strategy and sets you apart from your competition.

As a small business owner or entrepreneur, the ability to find new ways to market yourself and develop your personal brand, can be the catalyst to unlimited success.

About 2 years ago, I became a proud grandfather! Other than the obvious joys that this brings into my life, I have also been reintroduced to one of America’s national treasures: Sesame Street. Yes, Sesame Street.

This American children’s television series premiered on November 10, 1969 and is still a daily fixture in homes all across the country. Sesame Street is one of the longest running children’s programs in television history. I can remember my girls watching this show when they were young, and now my granddaughter finds the show completely amusing!

Why am I writing about Sesame Street today? Because we can all learn a valuable lesson about personal branding from this quintessential American brand.

How has Sesame Street lasted so long? Two main reasons come to mind. First, their content – educating young children through a quickly paced fun format – is top notch and something that most parents welcome into their home. The producers of this show have created a formula that works – it educates effectively while successfully keeping the attention of the young ones. If you’ve ever tried to hold the attention of 3-year-old for more than 15 minutes, then you know why this is such a big deal!

The second reason that this brand has been able to enjoy incredible longevity is through its creative and unique characters. Much like Disney, Sesame Street has developed their brand through the use of fun and interesting personalities. In the seventies and eighties, it was hard to find anything involving Sesame Street that didn’t feature the loveable character Big Bird. From movies to lunchboxes, Big Bird was the superstar of children’s television.

Then something (or someone) interesting happened. Elmo.

In the last 15 years or so, Elmo, the little red 3½-year-old Muppet who often refers to himself in the third person, has become the new face of Sesame Street. Big Bird has not gone away – but he is no longer the focus. You would now be hard pressed to find any promotional materials or product line for Sesame Street that doesn’t have Elmo’s smiling face in the forefront. Elmo has starred in two full-length motion pictures and has appeared on The West Wing, Emeril Live and The View, among many others. He’s an international superstar!

There’s nothing wrong with Big Bird, of course. He is still one of the main characters on the show. But Elmo has clearly become the new focus of the show. The core purpose and theme of the show (and their brand) has not changed at all – it has merely shifted focus.

So what can we learn about personal branding from this change in focus?

Sesame Street is a business just like any of ours. Even when we think that we have developed the perfect personal brand, there may always be an opportunity to change the focus of that brand. I’m not advocating changing the things that have made your business brand a success, just finding a way to re-focus your brand to a new audience that will not alienate those who have come to trust and respect your brand the way it is.

Is your personal brand built on being wholesome? Traditional or cutting edge? Is your brand and reputation built on customer service? Reliability?

These things do not need to change (and shouldn’t for that matter.) These traits are ones that will be relevant to generation after generation. However, the next time you are thinking about how your personal brand can last for generations, think about what each generation finds the most appealing.

Try to think of ways you can re-focus your personal brand that appeals to the new generation – without sacrificing the traits that made your brand the success that it is!