The Fine Art of Positioning Personal Branding Campaigns Online

What is brand positioning and what does it have to do with building your personal branding campaigns online? A lot more than you may realize.

A brand’s “position” typically refers to how people (not you) perceive it relative to the competition. From the smallest start-up struggling to break through to the worn-out entrepreneur who is ready for a refresh, brand positioning can be a very powerful tool.

So, how do you achieve a favorable position and become the brand that everyone trusts?

It starts by taking the time to tell your story and grow your reputation online so people will trust you and your brand.

Brands Built on Trust

Influence is now considered the new affluence. From social media comments to online reviews, everyone has something to say. When it comes to purchasing decisions, referrals are twice as effective as any paid ad. Whether based on a friend’s recommendation or a promotional post on Instagram, promoting your personal brand online should be much more than checking off a daily task. It has to be about opening up a conversation, being “real” and building influence.

There’s no question. Brands who were once built on a transaction-based model must now shift to a trust-based model. Or they will not survive.

With almost 30 million small businesses in the United States, crafting the right kind of personal branding campaigns online will set you apart. No matter what product you sell or what service you offer, if there are two identical businesses – and they are both at the same price point – which one are you going to go with? It’s a blindingly obvious answer – customers will always choose the one with the brand name that they feel more connected to. The brand that they trust.

In fact, even if the potential customer doesn’t necessarily have an emotional connection tied to one of the brands, if they have heard of one name but not the other, they will choose the one with the name they recognize.

Revealing Your Personal Brand Positioning Message

Without a doubt, PR is about image. From paid media (ads, social media and search engines) to owned media (your website or blog) to earned media (promotional efforts and charity events), your personal branding campaigns should vividly paint a picture of who you are (extending way beyond your resume) and what you have to offer to customers/clients.

You’re important. So, don’t hesitate to tell the world about how awesome you are. But just remember to prove your reliability, quality and commitment through your actions, not by actually saying you’re “the best.” There’s a difference.

To help you bring your online personal branding campaigns to life, begin by answering a few questions:

  1. What do you excel at doing? (What makes you better than the rest?)
  2. What else do you do during the day (that relates to your expertise) that you think others would find interesting or valuable?
  3. Are you working on anything new and innovative within your business?
  4. What is going on in the news in your industry that is comment-worthy?
  5. Are any trends happening in your area of expertise that could affect your customers/clients?
  6. What community events do you have planned?
  7. Are you attending any conferences or industry-related events?

Your story is your strongest weapon and people need to hear it.

Bringing Your Online Personal Branding Campaigns To Life

The world (and the internet) wants to hear your story. But we get it, it can be challenging to talk about yourself (unless you’re an overly self-confident individual who thinks they are the most interesting person on the planet). Sometimes it can be tough to step back far enough to see a story.

But, we promise, your story is already there. All you have to do is reveal it, the right way.

When you start incorporating your story into your personal branding campaigns online, you’ll be amazed at the emotional connections you start building with potential customers and the relationships you develop.

It’s time to tell your story. Let us help you bring it to life.

. Call us for more information at 732-706-5555.

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How to Improve Your Personal Branding in the Age of Social (and Why Everyone Should Care)

Manage all your Business apps in one place. Try It For Free.

Like it or not, has changed everything.

With the birth of search engines and social media, personal branding now applies to virtually any working professional, from white-collar workers to , business owners, entertainment personalities, and artists.

This is both good and bad, depending on how you look at it. However, one thing is for certain: you’re in control. You have the ability to dictate your own personal branding online. And it’s not as difficult as you might think.


Remember that your reputation is everything. You build your personal brand through everything you do, whether big actions or small decisions, and that brand will stay with you throughout your career.

– Jan Fields

You’ve probably done it before without even realizing it. You hear about a new artist or brand and inevitably end up on one of their social profiles or their personal site. And then it happens: you judge them.

There’s no getting around it, if there’s information out there and we’re interested in it (or them), we’ll find it. And, because we’re human, we pass judgment one way or another– whether we like them or not.

As the Internet generation, we’ve gotten very good at finding things online. Unfortunately, this also goes for your potential clients, employers, and investors. If your online listings aren’t presentable in the way you’d like them to be, it can hurt your career in a big way.

Identify where you’re listed online

First, make a list of everywhere relevant you appear online. This includes Facebook, Twitter, Instagram, Snapchat, LinkedIn, and anywhere else that would show up if your name was placed into a search engine such as your personal website (if applicable).

Most people don’t realize everywhere their information appears, but if it shows up in search engines – people are going to find it. Keep in mind that you can generally ignore anything that shows up beyond the first page, we rarely (if ever) click that far.

Once you’ve done this, take a second to rank the importance of each of these sites as far as your professional appearance (i.e. brand) is concerned.

Image credit:

Private or public?

Next, an easy way to remove any listings you might prefer potential employers, clients, or business partners not see is to simply make them private. So, decide if each of the profiles from the list you’ve made should be private or public and make the necessary changes.

Update your profiles

Once you’re done deciding what profiles to make private, you need to start by updating the remaining listings that are left. Remember, this includes anywhere you show up online, so at this point, the only thing that should show up in search engines is something you’re okay with professional contacts seeing (provided they get a little updating) or something that’s harder to remove like forum comments.

What do you update? Most notably, this includes:

  • Descriptions: They should be professional and benefit-centric. Benefit-centric means they communicate what you offer to potential contacts, be that employers, leads, or investors. And make sure to proof your work! Typos look bad and are easily fixed with a quick reread and some Grammarly.
  • Images: Your main profile image needs to display both your professionalism as well as positive qualities such as likeability. The easiest way to do this? 1) Hire a professional to take a great picture of you, preferably with a natural background and 2) Smile! We find people who smile in pictures much more likeable and trustworthy. This goes a long way.

Take time to make a great LinkedIn profile

I’m still surprised how many working professionals and entrepreneurs have yet to invest in a great LinkedIn profile. It’s not necessary by any means, but if you depend on attracting potential clients or impressing employers, it can go a long way and should definitely be considered.

A LinkedIn profile will take more work to fill out than anything else, but once complete (and a little time has passed) it can rank higher than other profiles in search engines – especially with regular updates – making this an even more worthwhile effort.

Whether you love it or hate it, you now have more control than ever over your professional future. But the truth is, if you don’t take command of what and how you appear online, your personal brand online can have real negative consequences on the growth of your business or professional career.

Use these tips to do a “quick clean” of your digital assets and help move your professional life forward into the digital age.

5 Reasons Personal Branding is Non-Negotiable for 2018

  •  Photo: Shutterstock

Photo: Shutterstock

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Image of

Photo: Shutterstock

5 Reasons Personal Branding is Non-Negotiable for 2018


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Why is everyone all of a sudden trying to become LinkedIn-famous? Is anyone else tired (like me) of reading about all of the branding “hacks” out there? After all, there’s a lot more to achieving great personal branding than tricking algorithms.

And,make no mistake: Achieving great personal branding is important. In fact, when it comes to being a truly innovative entrepreneur or industry professional, having a personalized online footprint is essential to your business strategy.

Research has confirmed this. Kredible found that 52 percent of vendors it surveyed said they’d lost business because of information customers found, or didn’t find, online, about them.

That’s alarming, because entrepreneurs and startup founders can’t afford to have potential customers stumbling upon the wrong information; and no information at all can be just as problematic. The same goes for job-seekers surfing the web to check out a prospective employer. According to a Jobvite survey of recruiters, 95 percent of those polled viewed a competitive personal brand as an essential differentiator for attracting the best applicants in today’s workplace.

I’ve found this to be true:My personal brand has afforded me unlimited opportunities, from earning me big business deals and partnerships, to reasons to travel, to everything in between.

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So, make 2018 your own year for upping your game:Here’s a list of reasons why entrepreneurs, solopreneurs (and everyone else) should focus on personal branding in the new year:

1. Image is everything.

If you believe the old axiom that you need to put your best foot forward, a more modern version would be that you have to put your best face forward. While numerous HR-driven applications are pushing for photos and names to be removed from the hiring or sourcing process, to lower the possibillity of racial and gender bias, people use photos and visual branding for positive reasons, too.

That’s because there is a good deal that professionals can glean from your visual brand online.  As Claire Bahn, CEO of Online Profile Pros, a profile photo provider, shared with me about my own personal brand, “Experts estimate it takes less than one-tenth of a second for someone to make an impression of you from your photo. They don’t bother reading your profile or digging deeper if their initial impression is negative.”

2. Personal banding is content you control.

Let’s face it. A lot of us have some sort of content out there — whether it be photos or an angry Facebook rant — that we might not be comfortable with potential employers, business partners or dates seeing when they Google our names.

Previously, I was the target of an online slander campaign, and I had to deal with negative press about my background. So much of the online world is outside of our control; so it’s important to flood the web with as much positive content as possible. That’s why having an active personal branding strategy is a crucial part of controlling your image online. I learned that if I wasn’t writing my own story, somebody else would, and it wouldn’t be the story I want to share.

The more content you put online, the more that effort will help your good content rise above any negative content that may be out there.

Beyond that, when people search for you or topics related to your work, and they find high-quality content, they’re much more likely to turn to you as an expert over a competitor. A Bahn explained, “It’s always a plus when someone finds content that demonstrates your expertise, interests and capabilities. If someone finds a blog, pulse post, etc. that shows you’re an effective communicator, they’re much more likely to look into you further.”

The same goes for applicants. An HR rep comparing two candidates is more likely to select the one that has lots of high-quality content online, beyond whatever he or she has shared on a resume.

3. Make yours a profile-centric world.

As Bahn put it, “People used to have one or two online profiles, but these days the average is closer to nine, if you include dating profiles.There’s just a lot more for people to research about you these days.”

With so many social profiles, it’s important to carefully select and manage which ones people will see. LinkedIn’s recent acquisition by Microsoft is just another sign that the professional world is recognizing the importance of social profiles.

4. Influencer marketing gives way to sponsored content.

A trend that rose out of the popularity of content platforms like YouTube and Instagram, influencer marketing, has created an influx of brands using popular accounts to push their product. As such, every platform has been bombarded by “influencers” trying to subtly market products without making those efforts look like ads.

Consumer tolerance for this behavior is slipping, however, and platforms like Instagram and even the U.S. government, are considering how to control these subtle ads that cut into brands’ advertising revenue while dodging FTC regulations.

What’s likely to emerge as a result is a push for more open and honest content marketing on these platforms. If you are an entrepreneur trying to get your product or service in front of consumers, you’re probably better off creating authentic and honest sponsored content that also gives you back-end data into ad performance. Relying on an “influencer” to casually mention how much he or she likes your product is dicey, at best.

5. Realize that building a brand takes time.

Whether or not you’ve considered managing your personal brand, the fact is, it’s not something you can do overnight. Sure you can brush up your LinkedIn profile, delete those embarrassing pictures from Instagram or make some of your profiles private, but that’s only a small part of the overall branding process.

Effective personal branding can help build new relationships, and get you noticed for a job, or by a new customer. It can help you build community, establish your authority and ultimately make you more money.

Putting in the effort to develop a strong online presence, along with a series of consistently branded social profiles, will help you develop a digital footprint that tells people all the right things when they’re considering working with you.

As you kick off planning for 2018 growth, think about clearly defining what you bring to the table as a professional, and what your business offers consumers. Then double-down on spreading that message in the right places online.

Copyright 2017 Inc., All rights reserved

This article originally appeared on


4 Personal Branding Mistakes to Avoid in 2018

As the founder of Women Who Influence, a personal branding and publicity firm for women, Marielle Legair has helped to build the reputation of CEOs, thought leaders, and entrepreneurs as well as some of the world’s largest companies such as Deloitte, Grant Thornton, and Experian. Her portfolio includes client media placements in major outlets such as BBC, Bloomberg, Financial Times and Forbes. Plus, Legair captured the attention of global audiences through personal branding master classes held in New York and London, and recently she published a book, , an ultimate blueprint to building a stellar reputation and creating more opportunities in your industry.

We caught up with Legair to gain some expert advice from her as well as a few trailblazing women included in the book: Tonya Rapley, founder, and CEO of MyFabFinance; Oxford-educated finance lawyer, Nana Darko; and 24-year-old founder and CEO of OMG Detox and CEO of the wildly popular site Boss Babe, Natalie Diver.

Failing to build your network

Try to meet people in person if possible. As convenient as the online world is, the power of in-person chemistry is far greater and is the quickest way to develop a deep and meaningful relationship. Nana Darko, Oxford University graduate and city lawyer. shares in the book how the junior lawyers at her law firm weren’t necessarily the best at their job, they were just ‘present’ in any given situation and had cultivated a solid network.

Being invisible

No matter how great you are, it means nothing if no one knows who you are and why you do what you do. A common question I get asked by the CEOs I work with is: ‘Do I have to be the face of the company?’ More often than not, the answer is yes. People do business with people, so it’s important to get comfortable sharing your mission and letting people into your world. Facebook Live and LinkedIn have made it much easier to share engaging content and build an engaged community through video.

Being inconsistent

“While you’re building your business, you need to be everywhere your audience turns. Your presence needs to be undeniable,” says Tonya Rapley, founder and CEO of She created a content schedule and posted on social media every day so that her audience would become familiar with her. Being consistent also means having the same look and feel across social media channels. The online world is noisy, with competitors sprouting up daily, so it’s important to stand out from the crowd. A key way to do this is through planning ahead, so you have a bank of varied content to share consistently across your platforms.

Not sharing your story

Facts tell, but stories sell. Tell your story by focusing on the experiences that lead you to where you are today. One of my clients quit her unsatisfying job while 13 weeks pregnant. She has since gone on to launch two six-figure businesses in two years while working from home raising her children. It’s an incredible story. I encouraged her to share the challenges she’s overcome as well as her wins because this is a key part of her personal brand. People often gloss over their struggles thinking they have to appear ‘perfect’ when in actual fact the opposite is true. Being relatable through storytelling is more enduring. It’s the only way people will really get to know the real you.

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The Massive Personal Branding Mistake I Discovered From Studying 16,000 LinkedIn Profiles

I had no idea I was connected to such virtual greatness over on LinkedIn.

Having recently spent a few days sorting through and organizing my 16,753 LinkedIn connections, I discovered I was connected to 115 “Masters,” 35 “Gurus,” 15 “Ninjas,” 5 “Geniuses,” 3 “Rock Stars” and even a pair of “Sensei.”

Yes, those are real terms and phrases people I’m connected to on LinkedIn use to describe themselves as part of their professional headline.

And, while I’m making light of the examples above, they reveal what I believe is the “make or break” section of your entire effort on LinkedIn – your profile headline.

Next to your photo, nothing matters more on LinkedIn than the profile title or headline you use to explain who you are, what you do and the audiences you serve. In fact, it follows you everywhere you go on the platform, always appearing right below your name and photo on the site.

In those 120 characters you’re given for a LinkedIn headline, you have to convey to people an immediate sense of what it is you do and whether or not you can help them achieve what they’re looking for.

Clever vs. Clear

Far too many examples exist (in my own network, and likely in yours as well) of professionals trying to be “unique” or stand out from the crowd by writing clever or cute descriptions of a service they offer that also conveys a sense of authority, such as “Lead Generation Ninja.”

In this example, of course, the person is offering Lead Generation as a service, and is claiming authority and expertise by calling himself a “Ninja.”

In reality, calling yourself an expert (no matter how cool-sounding or hip the word choice) doesn’t actually make you one.

We live in a “prove it” era of online marketing, one where talk is cheap. Instead, if you want to actually generate leads with LinkedIn, you must demonstrate expertise and authority through the content you create, the advice you give and so on.

Yes, you can still leverage trusted authority markers like media appearances, awards you’ve won and so on, but those can be hard to jam into a 120 character LinkedIn profile headline.

So, instead of trying to be clever with your LinkedIn headline, be clear instead.

Make it so simple that anyone scanning your headline instantly knows what it is you do and the type of service you provide.

First Impressions Are Everything

Remember, the people you invite to connect or who see your name pop up on a LinkedIn Search typically only see your profile photo and professional headline before deciding whether or not you’re someone worth paying attention to.

So if you can’t clearly communicate with your LinkedIn headline what it is that you do and how you help others, people will ignore you and move on in the blink of an eye.

Remember, your ideal clients and customers on LinkedIn don’t care about you.

Instead, they care about themselves – Morning, noon and after dinner, to paraphrase Dale Carnegie.

What Do You Offer?

Professionally, I do a ton of different things, but my core focus is creating Online Courses that help Business Coaches, Consultants and other professionals generate leads, add clients and increase revenue using LinkedIn and/or Webinars.

So here’s what my LinkedIn profile headline says:

Online Course Creator (“LinkedIn Riches” + “Webinars That Work”) Bestselling Author | LinkedIn Trainer | Webinar Trainer

Reading that headline, my goal is for you to realize that if you want help using LinkedIn or Webinars to win new business, I’m your guy.

As another example, if you’re a Business Coach who works with C-Suite executives and/or Small Business Owners, you could write a LinkedIn headline like this:

Business Coach | Business Coaching for C-Suite Executives + Small Business Owners

Using keyword phrases (“Business Coaching”) or job titles (“Business Coach”) that a prospect would be likely to type into LinkedIn Search increases your chances of getting “found” more easily on the platform.

It also makes it clear what you actually do, and in the case of the Business Coach example above, it even names a couple of target or niches you serve.

Think about it: If I’m a C-Suite Executive or Small Business Owner and see your name pop up on LinkedIn, and note right away from your headline that you not only offer Business Coaching, but that you focus on my specific niche, I’m much more likely to want to connect and learn more about who you are and what you do.

Make Your Headline Shine

It’s not about being cute or clever.

Instead, it’s all about clarity and speed, ensuring someone can quickly discern what it is you do and the service(s) you offer.

Don’t overthink this – keep your LinkedIn profile headline simple and clear, remembering that we live in a hyper-fast, Google-ized world where people expect instant, easy and simple-to-digest information online.

If you take this approach on LinkedIn and kick your inner Ninja and Guru self to the curb, you’ll much better results on the world’s largest platform for professionals.


Ethereum-Based Startup ‘Indorse’ Seeks to Disrupt Reputation and Personal Branding Online

Indorse, a new social platform built on Ethereum, backed by blockchain business accelerator Coinsilium, is changing the landscape of social networking for professionals. Through a disruptive approach of peer-to-peer validation of people’s professional reputation and branding, Indorse is offering what other platforms are unable to provide to users; ownership of data and true social collateral […]

The post Ethereum-Based Startup ‘Indorse’ Seeks to Disrupt Reputation and Personal Branding Online appeared first on The Bitcoin News – Leading Bitcoin and Crypto News since 2012.

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How to Multiply your Marketing Efforts via Personal Branding

As a marketing manager, you represent your business. This means you’ll probably find there is a fair amount of blurring between your personal and professional brands. Now, it’s just as important that your personal brand is well thought out and presented as your professional one.

In my experience, the trick to creating a strong personal and professional brand is to choose marketing activities that both promote the organisation you work for and build your personal brand, for the least amount of time and effort. Content marketing, in particular videos that can be used across multiple platforms, blog posts that promote your expertise, and also improve your SEO, and social media updates that can reach a lot of people, should be at the top of your marketing to-do list.


There are a number of reasons why video has more impact than written content when it comes to engaging your customers, and building credibility. As humans, we are naturally hard wired to respond to faces and emotions in a positive way. The same applies for voices. A voice telling us something has far more impact than seeing it written on a computer screen.

The production of video content can also be varied and unique. I have watched videos in many different contexts – from cafés, from a desk in an office and even in the back of a taxi after a meeting. The possibilities seem endless.

As an added bonus, search engines often look favourably on video content, so building up a collection of videos on your site can help you improve your search engine rankings.


Blogging is an easy and cost effective way to establish your brand. Your blog is a great tool to connect with your audience as well as grow the reach of your brand. If you post useful and engaging content, you can establish a following through your blog, which will establish your authority in your industry, and help you gain the trust of your potential customers.

Blogging helps with your SEO. By using keywords in your blog posts, you can help improve your search engine rankings, and attract more traffic to your site.

Blog content can be promoted across a range of different channels, including Facebook, Google+ and Twitter, and it is also possible to get blog content syndicated. When blog content is syndicated, it is published in a number of different places, which can help you reach new audiences and gain exposure for your business.

Social media

With many social media platforms available, LinkedIn is probably the one with the most professional benefit for most marketers. By regularly posting content on behalf of your organisation you can help build your exposure, both personally and on behalf of the brand you’re representing.

Creating and promoting your personal brand does not have to be an arduous or time-consuming process. By choosing activities that have multiple uses, you can maximise your marketing, build your brand, and still have time to do your job.

The post How to Multiply your Marketing Efforts via Personal Branding appeared first on Next Marketing Agency.

5 Reasons You Need a Personal Branding Strategy and Plan [Podcast]

One of the most overlooked aspects of social business and social media is the power of the personal brand. Unfortunately, many marketers and business leaders wrongly assume that personal branding is only for those looking to be “famous” or become some type of online or social marketing “guru.” This couldn’t be further from the truth.

Think about this… When was the last time you handed your credit card to a logo? When is the last time a branded logo or corporate branded sign spoke back to you? How about called you? When was the last time that branded Twitter avatar called you back? When was the last time a robot served your food, or checked you out at the grocery store?

The truth is that brands, corporations, organizations, businesses big and small are made up of human beings. Human beings just like me and you. Human beings that breathe, eat, sleep, think, cry, laugh and communicate with one another.

Behind every branded corporate Twitter avatar, Facebook page, LinkedIn group and Instagram profile is a human being. Someone took the photo. Someone posted the photo. It was a human being who wrote the copy being tweeted or posted to Facebook.

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Bottom line, human beings speak to, communicate with and buy from other human beings. Of course a brand is not a human. A logo is not a human. However, we can help make brands more human by empowering and bringing to the front the human beings within.



Personal Branding: How to Instantly Influence Buyers and Outcomes [Podcast]

Episode 72 of Landscape Digital Show reveals the connection between surfing and personal branding that instantly influences buyers and outcomes.

Personal Branding: How to Instantly Influence Buyers and Outcomes

In all walks of life, people are most admired not for what they have achieved but how they went about it doing it.

How people get things done in life used to be known as reputation management, but now that we all manage our own media it is best described as personal branding.

A Harvard Business Review author observed that all surfers end their ride in exactly the same way: They fall into the water. It doesn’t matter if that ride was an epic success or dramatic defeat; the outcome is the same.

This is why what happens next matters most. Does he or she head back into the surf or pack it in for the day? I imagine that is something surfers talk about that defines their personal brands, who are the risk-takers and who are not.

Evaluating outcomes and taking action to create something better is what life and business are all about.

People admire winners, but history proves we are especially interested in the path they chose to get there.

As an entrepreneur, this is your personal brand, and it’s never been more important for attracting the opportunities you desire for your business and your life.

Celebrate Endings That Create New Outcomes

Like so many other practices, surfing is a series of events. Knowing they all come to an end makes it that much easier to get back up and do it again in the quest for the perfect ride.

The truth is the perfect ride probably doesn’t exist for surfing or any other profession. Whether it does or doesn’t, the question that arises is always going to be the same.

By definition, winning is an ending. It’s an event or outcome that had a beginning and now it’s over.

Now what? Were you a gracious winner that acknowledged your team? Your current customers want to know. More important is that it shapes your personal brand for anyone that may be watching, and these days that audience is as large as the Internet.

Were you a gracious winner that acknowledged your team? Your current customers want to know. More important is that it shapes your personal brand for anyone that may be watching, and these days that audience is as large as the Internet.

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What happens off stage matters as much and probably more than what happens when the spotlights are bright, because almost everybody can be good when they others are watching. Then there is that uncomfortable gap before the next event when we as human beings have all kinds of feelings

What happens in those gaps between events influences buyers more than we care to admit because that’s when your true character is revealed.

This is why it is vitally important to close the gap by celebrating the wins and the losses, and then taking action to create the next new one.

Your Brand Story Lives Between Wins and Losses

Have you ever noticed that when people win too often their methods and practices are scrutinized and sometimes criticized? This is one reason to publicly celebrate your losses just as much as your wins to humanize your personal brand.

It’s fair to say that the term personal branding has business connotations, but it’s much more than that. Your personal brand impacts your success in life because it communicates who you are and what you care about, which of course either attracts or rejects people with similar interests and values.

Video may be the best way to do this because it’s pretty hard to not be yourself in front of the camera. Just be mindful that it’s not so much what you have to say but how you say it that people will notice and remember.

Make no mistake that being your best self is a performance. After all, being yourself is typically being who you think people want you to be in the role you find yourself. You will have to find that balance for yourself.

You will have to find the balance that’s right for you.

Call to Action

The call to action for this episode is to plan your personal brand just like a celebrity because it deserves that attention.

Determine the qualities that best represent who you are as a person because that personal brand is what will attract the right people to your business for years to come.