Having worked with thousands of professionals to improve their personal brand and help them develop a clear, unique brand message I can tell you it takes time, energy and desire. For many, it is a struggle. I know it was for me.
Once you know what makes you unique and what to say, most people think it communicating it in a clear manner will be easy. That’s not always the case.
I realized developing my message was something I could not do alone. I held on to this belief for far too long. Why? Because I was stubborn and I thought I didn’t need help.
And, if I’m really honest, I was afraid of what others would think of me if I could not do this for myself. Then my coach so wisely asked, “Can you give yourself a good haircut?” I laughed and got help!
The result was a better message. I realized the process of clarifying my brand message as a collaborative process was more fun, faster and the message was more authentic. I needed a pro and a coach to help me get real.
After several conversations with professionals and reflecting on my experience helping others, I recognized there are 10 key steps to the process.
You are special and your message needs to be genuinely you. It needs to be focused and speak directly to your target audience. Here is an activity to get you started:
- Identify your value and why it is important to your target audience.
- Gather feedback from those who know you.
- List five to seven adjectives that describe you.
- Review your adjectives and narrow the list to the three that reflect how you talk.
- Describe your ideal employer in detail.
- Jot down phrases that include your value, your adjectives and focus on the employer’s needs.
- Write many variations of your message. Say them aloud.
- Ask other people what the messages ‘sound’ like and watch for their reactions.
- Ask and answer (honestly) how do you feel about your message? Is the message you? Are you being truthful or blowing smoke? Are you communicating your value in a way that is important to your audience?
- Continue to test your message. Adjust as needed.
Get help if you need it. Not everyone “can give themselves a good haircut.” I couldn’t. It took me far too long to get help and the cost of my stubbornness was significant.
What does your brand marketing message say about you? Does it communicate your value to your target audience? Are you still searching for your message?
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