We hear a great deal about the power of brands and how to use your brand to connect with and attract customers. In the late 1990’s the concept of the personal brand developed and in this highly competitive global market place it is becoming even more important to work on your personal brand as well as your business brand in order to be successful and differentiate yourself from the crowd.
But “What does that really mean?”, “Why is it so important?” and “What does a coach know about it?”, I hear you cry! Well let’s take a look at the brand called YOU, from a coach’s perspective!
Let’s face it, when it comes down to the crunch and you strip away all your skills, experience, resources, widgets and gadgets (which we must assume any decent competitor will also have in abundance), YOU is all YOU have and who doesn’t want to make the most of their best asset?!
“Today you are YOU. That is TRUER than true.
There is NO ONE alive who is YOUER than YOU!”
Such an obvious statement, but how many of us stop and think about how unique we really are and how we can use that uniqueness to differentiate ourselves from the competition. If you want to improve your business then start with yourself first. In fact if you want to improve your life both personally and professionally, start with yourself first!
- It’s the only thing you can completely control
- It’s the only thing that makes you different
- It’s the only thing that others will connect with emotionally, as well as rationally
Connecting with people’s emotions is really important. This is because the majority of time people buy things or spend time with people for emotional reasons, not rational ones. Your personal brand, ie who you are, what you value, how you behave, how you go about your business/life, creates an emotional connection with the buyer. Something they can relate to often both personally and professionally, and which honours their own values and belief systems. Once people are emotionally or personally connected in some way, they are more likely to buy.
Zig Ziglar said “If people like you, they will listen to you, but if they trust you, they’ll do business with you”.
Trust is an emotional connection, based on little logic or rational thought. Why do you trust one friend more than another? Why do you trust John Lewis to always do what they say as opposed to any other high street retailer? Trust can’t be manufactured it has to be earned, yes, but sometimes you just “know”. It’s instinctual……an emotional reaction.
That’s why maybe I always choose the plumber who responds promptly to my calls, always turns up on time and never lets me down. Not because he’s cheaper than the rest or has a better product/service than the others but because he understands how much I value being considerate of others, being on time, delivering what I promised. I trust him to do the job. This is his USP and that is what I’m buying. The other stuff, like his qualifications & latest plumbing related gadgets, are a given!
What do people say about you when you leave the room? Do you even know? Would the answer surprise you? What do people get when they buy you? How do you communicate this to your clients?
If you’d like some help in finding out more about who you are and your own personal brand in a supportive & creative environment, get in touch and find out about 121 coaching or start to understand more about your best asset in our kitchen table workshops.