[…] This excerpt was taken from an article written by Jessica Lunk on benchmarkone.com […]
Building a personal brand is all about capturing attention. If you work in a “boring” industry, it can be tough to communicate the key benefits that differentiate you from competitors. Especially when you work in an industry that’s not usually the topic of conversation or trending on social media.
Take the VoIP industry, a very boring industry. It’s hard to make VOIP stand out or make it “sexy”. People don’t usually turn to VoIP companies for engaging content, actionable educational or entertainment. But with the right attitude and the ability to produce quality content, leaders even in the boring Cloud VoIP industry can gain recognition and build an audience. (I’ll show you a real life example in bullet #1 below).
In this article I’ll show you real examples of how to capture your target market’s attention, convert them into stark raving fans, and build your personal brand even when you’re in a boring industry.
Ready? Let’s roll!
1. Be Bold. Be Authentic.
Wallflowers and shrinking violets don’t build brands. People who are bold and enthusiastic do. For executives looking to make their mark and build a brand, being a hands-on, in the trenches type of person translates into authentic experience.
You don’t want to be the kind of exec that takes all the credit and not know how anything works. If your team does the heavy lifting while you get the kudos but you can’t explain how your widget works, then people are not going to respect your opinion.
Someone who shows they know what they are doing and can express their “Why” is going to be more authentic.
Don’t be afraid to have an opinion and share it, even if it happens to touch on the politics of the day. If it is earnest, authentic and well-thought-out—not some emotionally charged overreaction—then boldly proclaim it and let the discourse begin. That is what builds engagement, followers, and brands.
Those who take a position and confidently support their way of thinking are more likely to stand out
People value leaders who are confident and don’t flip-flop on their beliefs just to appease the masses. Sure, some feathers may get ruffled, but how many low-key, wishy-washy executives can you name? Exactly. You can’t name many because they don’t stand out and nobody knows who they are.
2. Share Actionable Expertise
Just because your industry isn’t interesting doesn’t mean no one is interested. You can still share your knowledge and expertise to build your brand. Take Ryan Stewman, the sales and marketing expert who runs a sales training called The Hardcore Closer.
Ryan gained a loyal following talking about lead generation. He has built a multi-million dollar business by taking what has worked for him, sharing it, and monetizing it.
Ryan was on the cutting edge of using social media and videos to promote himself and connect with people when he started in sales. Because of his success, he started to teach other salespeople how to use social media to connect with people and use tools for lead generation.
He built a lead generation software company called Phonesites that helps salespeople create their own sales funnels. He offered free training on Facebook live and produced free content in the form of articles and training videos.
Sharing his expertise helped grow his personal brand which has allowed him to scale into other successful business ventures. He’s doing it right.
Chris the founder of SalesMessage is another great example. He has been using SMS texting to communicate with anyone who contacts their business or even subscribes to their webinars, events, or blog.
He shares actionable tips, tricks and information while trying to covert some of the leads who contact him and gets a whopping 70% response rate on SMS texts. He recently shared the complete set of sample text messages to send to customers on his blog. He engages his potential customers and build his following.
But, one of the biggest mistakes you can make in personal branding is to be and act like someone you are not. You will eventually be outed, caught, or exposed.
When building a personal brand, don’t pretend to be someone you’re not or have expertise when you don’t.
Elizabeth Holmes, CEO of the once highly-touted blood-testing startup Theranos, was once the darling of Silicon Valley. She was seen as an influencer and visionary in the same vein as Steve Jobs.
Theranos WAS Elizabeth Holmes and her personal brand of being a healthcare wunderkind carried the firm. Unfortunately for many people, the whole company and the whole story was a massive fraud. She faked her expertise and knowledge, the company was exposed and now it is no more.
A personal brand built on lies and half-truths will come back to bite you.
3. Be the MVP of Value
If you want to really stand out, you must be useful and add maximum value at all times. Do this by offering free info, training, and content about your industry and share that info while speaking at events and on podcasts.
We’re talking about sharing real expertise, not just thoughts or opinions, but practical knowledge that comes from actually having done the work.
Jack Kosakowski kills it here. Jack has been providing actionable social selling advice and content for over 5 years. With his SkillsLab social selling site, he has been helping salespeople to increase their presence through social media and how to correctly connect with—and sell to—their target clients.
Value comes from experience. Jack has churned out content on social media, his blog, publications like The Harvard Business Review, and on podcasts—continually sharing what has worked for him, and how it took him from a newbie salesperson to the CEO of the US division of a Global Digital Agency.
4. Stop Selling and Build Trust Instead
Look, you don’t need to be Billy Mays or the ShamWow guy, pitching and promoting all day while operators are standing by. Constantly pushing product is exhausting. But talking and engaging with people in your own voice—your true self—and showing them how to succeed with examples and actionable ideas will build trust.
When you let people see the real you, trust is built and your brand strengthens and attracts new prospects.
Trust isn’t built by speaking AT people. It’s built by engaging and speaking WITH with your audience.
People like to do business with people they know, like and trust. And that’s usually not the guy with the bullhorn shouting “Look at me! Look at me!” Differentiate yourself by sharing knowledge from real-world experience in an authentic, engaging way that creates value and trustworthiness. This will build your personal brand.
When someone needs to seek out info in your industry, you will be top-of-mind because you will be the rockstar of your “boring” industry. They will come to you for the value you provide because you’ve built trust due to engagement, value, and expertise.
The post Personal Branding Tips For Executives In “Boring” Industries appeared first on Personal Branding Blog – Stand Out In Your Career.
[…] This excerpt was taken from an article written by Jessica Lunk on hatchbuck.com […]
What is as unique, authentic and differentiating to your personal brand as a handwritten thank you note in a world of email, text messages and instant message? The answer: following through on promises and closing the loop, even if conflict is involved or you don’t have the answers.
Friends and colleagues are generally surprised when you take the time to follow-up. How many emails have you received saying, “thanks for getting back to me so quickly?” or “I appreciate your follow-up and for providing that information?” It makes you feel good and you get an extra boost of dopamine in your brain, right?
Take a minute and reflect upon how well you do on follow through. Taking out a piece of paper and pen for an informal “Real Deal” quiz. Rate yourself on a scale from 1-5 (1 being the lowest, 5 being the highest).
- When you commit to writing a recommendation or review on LinkedIn, how often do you do it?
- When you promise to introduce colleagues for networking purposes, how quickly do you do it?
- After a conference, do you follow-up with new people that you meet?
- When a team member asks you for information, how many times does he have to remind you?
- If a sales person sends you a cold-call email, how often do you respond?
Chances are, you thought to yourself when reading this, “oh my goodness. I have room for improvement.” So no need for formal scoring!
Don’t feel bad. We live in a world where multi-tasking is part of our day-to-day survival. We balance work, family, money, household needs, friends, health and exercise, to name a few. Many of us self-talk our way through the day, saying “Everything is great. Everything is awesome. I am great. I am awesome.”
Unfortunately in solving our follow through challenges so that we avoid undermining our personal brands, there is no Program Management Office to help us with our day-to-day follow through. As professionals, it is up to us to make sure that we do what we say. Here are some simple tips:
- Follow through in the moment: If you are enjoying coffee with someone who needs an introduction, stop, pull out your smart phone and make the introduction. If you do it in the moment, it is up to the other person to kick the ball forward. It’s one of the few times that using your smart phone in a coffee shop or restaurant, or multi-tasking in front of someone else isn’t rude.
- Write it down: Tasks on our to-do-lists, are typically not forgotten and do get done.
- No thank you: Saying “no thank you” or declining “a request or invitation is okay. Sometimes we just need to do it and not feel guilty. Imagine if the community bank client would have said to the executive coach, “I’m not much of a LinkedIn user and am sorry that I won’t be able to write you a recommendation. I would be willing to serve as a reference if another client were to call.”
- Lose the temptation to ignore: If someone sends a long email request, ask the individual to cut through the details and be more specific about what they need or want. If the task is too daunting, let the person know that you are struggling and could use extra time, or to talk it through. If you are regretting promising to connect someone with a colleague, let them know that it’s not a good time. Just don’t ignore others.
Remember, people do not just listen to what you say. Your credibility, trust and integrity of your personal brand is on the line, based upon what you do. Imagine a game of Simon Says. If you were to say to your group, “Simon Says, put your hands on your hips” and you put your hands on your head, what do you think would happen? More than half the group would put their hands on their heads.