Are you working your fingers to the bone trying to hone that personal brand of yours?
Trying to rebrand?
Make a big splash?
And finally create a magnetic website that truly showcases what you do so well, attracts the right people, and grows your business?
Well, stop and answer the following…
What are you looking for?
3. Your own troop of brand advocates?
To clarify what I’m getting at, answer these two questions…
1. Do you want people who can’t wait to comment on your latest post, share your stuff on social, and email you about how wonderful you are?
2. Customers who not only buy from you, but do a whole lot more? Like tell their friends about you, enthusiastically share your content, and keep coming back for more?
The answer seems obvious, right?
Okay, now think about every touchpoint in your marketing system.
Is there a unique brand glue that’s distinctly your own and holds everything together? Visuals that are powerful, engaging, and look the same on all channels?
Are there words of clarity proudly showcasing your brand DNA – being 100% clear on what you do, who you are looking to help, and how you will make their world a better place?
Clarity of message is key. Without that you have nothing.
So, let me ask you, do you think you’re correctly branding your business? Do you have…
Clear-cut messaging that positions you as the “go-to” authority?
Let’s start with your hub – your website.
What are you focused on? Design? Functionality? The competition?
What about how you are positioning yourself?
From Wikipedia: “Positioning refers to the place that a brand occupies in the mind of the customer and how it is distinguished from products from competitors.”
Positioning is key. Hell, it’s everything, because without it, you’re a rudderless vessel.
So, if you’re looking to reinvent your personal brand, take a very close look at the following points.
4 Steps to Create a Magnetic Personal Brand
1. Position yourself – make it crystal clear what you do and who you’re doing it for. Here’s the easiest way for me to get this point across…
Picture someone visiting your site.
Will this person…
a. Know what you do in a few seconds time? or…
b. Lose interest and bail out?
Have you done your homework and clearly identified your ideal customer? Are you speaking to this ideal person?
This clarity is a must because you have about five seconds to get their attention.
A fairly recent study tells us that “humans have a shorter attention span than goldfish.” And that “the average human attention span has fallen from 12 seconds in 2000 to about eight seconds.” (This was 2018 so, I’m going with five seconds ;))
So, if someone is visiting your website what should they do? (Think about that tiny five second window.)
Donald Miller of StoryBrand.com often talks about a website passing the “grunt test.”
If a caveman took a look at your site, could he quickly GRUNT what you have to offer?
Maybe you’re a leadership consultant.
Caveman might say, “Me understand. Things hold me back. I need improvement. People need leadership me have. Make difference. Be leader. Caveman hire smart consultant now!”
Me understand website.
Caveman know what he need too.
People buy what they can understand the fastest.
For them to click “buy” your website needs crystal clear messaging.
a. This is exactly what I’m offering you.
b. You need this.
c. Here’s what you do to get my help.
Easy, peasy, right?
So… Clarify the following…
a. Who is your ideal customer?
b. What do they need?
c. How will your product or service help?
d. What are the unique things your product and/or service offers?
Create a short paragraph on the above. That’s your positioning and it becomes the bedrock of everything you do.
2. From this statement, create the main copy points on your website.
Who is that ideal customer? What are you going to do for them? What do they do next?
Step one above isn’t rocket science, so if you haven’t done it, get busy. Once you have this basic positioning, it’s a bazillion times easer to reach the right people, and heck these people might just become your biggest fans too.
We are still planning, so think about…
- How are you going to frame your site copy in a unique way? What’s the tone that will appeal to your ideal customer?
- What about your blog posts? Podcast? Videos? How are you going to weave a consistent story into a particular medium or combination of elements?
- What colors are going to work? Think about how colors, typefaces and spacing affect mood.
- Visual style is extremely important. And the strategic use of fonts, spacing, and color are a big deal.
- Look at others in your space. What are they doing right? What colors are they using? How can you improve upon what they are doing?
- And remember your brand glue! The words and visual style you use should be consistent on all channels.
3. Plan like a fanatic.
These simple elements above give you a firm foundation.
Now you need to plan.
Create a roadmap for the following…
- Email marketing
- Blogging, podcasting, etc.
… e.g. What is your marketing system going to look like? How will it get people from point A to point B?
How will you roll this out? What’s your budget? Who will help you? And how will you maintain momentum?
When you have steps 1-3 outlined guess what’s next…
4. Call in a pro.
You’ve heard how web design is compared to building a home or remodeling your kitchen. Of course you have. But here we are talking about creating a rock-solid personal brand – great website, solid copy and design, and a marketing system to make it work.
So, just like you wouldn’t hire anyone to remodel your kitchen, there’s a vetting process. You need to take the time and effort to find the right person. A pro.
Steps 1-3 are not so hard. But trust me, if you do them right, they will save you a ton of pain and agony later (read: time, wasted cash, and frustration).
And best of all, you’ll have an outline for the person you hire.
Here’s exactly what you give the pro…
Write out a creative brief, combining steps 1,2, and 3.
Include the following details…
a. A refined statement (4 sentences max) that describes what you do, what’s unique about it, and is written for the right person.
b. Provide websites you like and tell them why. Think about copy, color, functionality, and the marketing that goes with it.
c. A short outline of deliverables with timelines.
d. A budget range helps, but is not a must.
If you want to create a personal brand that attracts the right people and grows your biz, map out a plan, find the right people to help, and get busy.
Want to learn how to build your brand right the first time? Sign up for my email list and I’ll show you the 6 steps needed to bring your brand to life.
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