Um … nevermind, let me start over …
How do you craft a sticky online presence that builds a stark raving mad fan base, creates the perception of authority and helps you, dear friend, put food on the table?
How? Well as you’ll see from the examples below it’s not just about visuals. In fact, I think picking a specialty, having a non-passive voice, and practicing consistency are key elements to a killer brand.
In order to have the energy to see this all through you also need to love what you do. It’s obvious the fine people below rather enjoy their forte.
Before I go any further let me tell you that most people are going about this the wrong way. They are spinning their wheels because they are listening to too may “experts” and getting hung up on mechanics and best practices … trivial details.
I’m just a guy who’s been telling companies how to build a visual brand from scratch for over 18 years. What I normally tell them is, sing your own tune.
I sure as hell know what works (and what doesn’t).
Here’s what does work: Opinion.
Have one, that is.
Example: Check out Berni Xiong’s latest post:
Stop Calling Yourself a Life Coach, Start Doing More Good Shit.
Yes, she peppers her post with salty language, but I don’t think she’s selling to nuns. Plus, there’s actionable advice contained within.
Here is someone with V-O-I-C-E!
Want another? …
Marcus Sheridan is one of my favorite bloggers. I love the guy and think he does this blogging thing better than 98 percent of the people out there, but he says “dang” in place of Berni’s slightly more adult vernacular.
BUT he voices his opinion all-the-time. Marcus always gives actionable advice … advice I pass onto my clients (thank you, Marcus).
He lives and breathes his authentic brand, and his power-filled message comes through loud and clear.
When it comes to salty language. Well, let’s just say I like George Carlin AND Bill Cosby 😉
Lesson: Don’t be afraid to voice your opinion. No, you don’t have to cuss. Just bring your expertise to the fore and wrap it in your own special language.
And please, don’t be afraid to have an opinion.
Here’s another thing that works: Consistency.
Example: Mark and Angel Hack Life.
I’ve been reading this blog since it started.
I think it was roughly seven or eight years ago. I don’t know exactly, but I read every new post at the time. Why? Because they wrote amazing list posts that were infused with energy … a.m. rocket fuel for the soul that helped me kick-start my day.
They’ve been doing the same thing for years. I love their posts, what they are about, and the message they deliver. In my mind it’s better than anyone in the personal development space.
They are extreeeeeeemly consistent and they deliver. If you want to be inspired, there is no better place.
Lesson: Be consistent.
Plus if another person tries to tell me list posts are dead, I’m gonna puke 😉
Another thing that works? Pick a space and own it.
Example: The speed at which young Ryan Hanley moves is something to behold. He’s created his own in-house studio, pumps out video after video, and is super-active on the space he chose to own; Google Plus.
Looks to me like he kinda took it and ran with it, G+ that is. He’s starting to build a world around Google’s social platform, but he’s operating at light speed. Trying to keep up could be a challenge.
Lesson: Pick a space and own it.
Me? Well I do this branding thing and what I love to do more than anything else it to help people take what they love and turn it into a space that makes things happen.
My eBook is about finding customers, not fans. The people above, yes they have admirers (heck, I’m one) but they are also each building an enduring enterprise that brings home the bacon. I’m assuming that’s what you want too?
If you want a detailed plan on how to build a brand that rises above the noise, connects with the right audience, and drives the action needed to help you advance your business, sign up for my email list where I’ll show you the 6 steps to bring your brand to life.
Latest posts by Craig McBreen (see all)
- What is the Secret to Your Success? - April 13, 2016
- Episode 46: Andrew Davis Helps Me Change My Podcast (and Provides Some Great Breakout Branding Advice). - April 6, 2016
- How to Stand Out and Make Your Clients Happier - April 6, 2016