Wednesday, February 09, 2005

How Strong is Your Personal Brand? Take Our Quiz

How Strong is Your Personal Brand? Take Our Quiz
By Thomas Murrell MBA International Business Speaker

Successful brands are memorable, distinctive and have a high degree of recognition. They are also based on intangible values that build trust and credibility in the minds of others.

How can you apply the concepts of branding to your own personal career and life?

To find out how strong your personal brand is, answer these 10 questions:

1. WHAT IS YOUR PURPOSE AND VISION?

Strong personal brands need a platform on which to be built. Your vision is
an external view of what is possible for you to achieve in the world. Your
purpose is the internal drive and reason you were put on this planet.
Clarity with these two questions will help your personal brand achieve lift
off.

2. WHAT ARE YOUR STRENGTHS AND WEAKNESSES?

What are you truly good at? What comes naturally and what is hard work? What is your gift? Find the answers to these, and lead a life of success rather than a tough existence on struggle street.

I will never forget the parting words of my Human Resources Manager when I
left the Australian Broadcasting Corporation after joining as a fresh-faced University graduate 12-years earlier. He said, "Tom, you know what you do well? Present!". Simple, direct and clear. Since that moment, the light bulb inside my head has never shone brighter, and I have built a successful career as a professional public speaker.

3. WHO IS YOUR TARGET AUDIENCE?

You have to communicate your personal brand to those that matter. Many of
you may have heard me tell the story of my experiences as an elite hammer
thrower. My message is that you may throw the hammer the furthest, but unless the hammer lands in the marked sector it is not a legal throw. And so, the furthest throw does not necessarily win the competition.

Marketing and personal branding is a lot like that. You can waste a lot of effort, energy and resources (and of course 'grunting' if you're a hammer thrower!) for little result.

Your target market is like that hammer throw sector marked out on the field - aim to land your best throws in that target and you are more likely to beat your competition.

4. WHO ARE YOUR COMPETITORS?

Speaking of competitors, who are they? Who are you really competing against?

In hammer throwing, I found I could beat bigger, stronger athletes by having a better technique, more focus and an ability to perform under pressure situations when it matters most. Life is like that and your personal brand needs to stand up when the heat is on.

5. HOW DO I BEST REACH MY TARGETS?

What is the best strategy to put your brand in front of potential customers, clients or employers? Is it through giving presentations, writing articles or networking? I know from experience and because more than 7,000 marketing, media and management professionals in 15 different countries read 'Media Motivators', that my regular eZine works for me.

Unsolicited comments like: "I only recently joined your e-newsletter and have found it to be quite good. I have started an e-newsletter for our company and as I have no official media or marketing background, your tips have been great. Thanks. Anita D'Souza Operations Administrator www.innovic.com.au , Melbourne Australia", help keep me on track.

6. IS YOUR BRAND CONSISTENT WITH YOUR PROMISE and VALUES?

Truly great brands deliver on their promise. Do your brand attributes match
your promise and does this align with your personal values and what you actually deliver on? Your values, brand and service delivery all have to be aligned.


7. IS YOUR BRAND CLASSY, CONGRUENT AND CLEAR?


Many of you who have seen me speak live or on video may have never noticed
that for every speech I've done over the past 4 years for a business audience, I have always worn a red tie. Is this because my wife always buys me red ties? No!

My corporate colour is red (in graphic design terms this is known as a PMS and each unique colour has a PMS code) and I want to present a strong, consistent and clear image and presence when in front of an audience. My tie matches my banners, which match my business cards, which match my website, which match my books, which match my ..... you get the drift.

I know a fellow speaker whose colour is purple. By the way, why did I choose red? Power! Lust! Passion! No, my target market is Asia and in Asian culture red is a colour which means prosperity and wealth. My goal is to bring prosperity and wealth to the clients I work with. You may also be aware, the number 8 is also lucky in Asian culture for the same reasons. Hence my telephone number contains as many 8's as possible, and my business is called '8M'!

8. IS YOUR BRAND MEMORABLE?

Strong personal brands are built on stories. Often these are first hand experiences of overcoming hardship, personal challenges or obstacles.

The personal brand of former US President Bill Clinton is a classic example.
The fact his father died when he was young, his mother was a nursing assistant and he was born in Hope, a town of 10,000 people helps put his success and achievement in context. Building on the sense of destiny theme, the black and white image of Clinton as a 19-year old meeting President Kennedy when on a youth leadership camp, captured by a Reuters photographer has been used to great effect to reinforce his personal brand.

What is your 'signature story' that is unique, memorable and helps you stand
out from the crowd?

9. IS YOUR BRAND TANGIBLE?

Branding helps create an image in the mind of consumers and can help make
intangible ideas, services or values more tangible. Anything that helps your personal brand become more tangible is important. You can feel and touch
these things such as business cards, accessories or even the clothes you wear. For example, is your pen you use when meeting a potential client a Mont Blanc or disposable Bic? If the latter, what does this convey about your brand?

10. HOW OFTEN DO YOU REVIEW YOUR PERSONAL BRAND?

Strong personal brands evolve over time. They are modified (I remember my early work - I never wore a red tie!), extended and made stronger while always remaining true and authentic to the person behind them. The best way to do this is to constantly learn and evaluate what works and what doesn't. Like life itself, a unique and memorable personal brand is a journey rather than a destination.

For more on personal branding visit our website.

A note to media - this article can be copied, reproduced or edited as long as the original source is referenced as www.8mmedia.com.

3 comments:

Eimear Colleran said...

Viagra; a hard decision!

Analysis of the external environment is imperative in any marketing plan because changes in these environments present new opportunities as well as problems.

The economic environment includes the risk of recession or problems resulting from high levels of inflation, thus affecting the choice of potential marketing strategies. Legal restrictions and changing political climates are also part of the environmental analysis. The social and cultural environment affects how people think, feel and behave, and from this marketers can decide which marketing strategies will prove successful.

Take for example the way that Viagra is currently marketed in Australia – to medicos and pharmacists only. We will explore the implications of marketing it to the public of Australia through a look at the external market environment in Australia today.

Economic Environment:
• The Australian economy is strong at the moment
• People are spending rather than saving
• Australians tend to spend a lot on their own health (ie. Private health cover)

Technological environment:
• Only 2 other alternatives to medicating the problem
1) Abstinence
2) Penal implant
• Not many men would want to abstain
• Not many people can afford a penal implant and without private health insurance the waiting lists under Medicare are years long

Political and Legal environment:
• Viagra must be prescribed by a doctor of medicine
• It isn’t on the PBS (Pharmaceutical Benefit Scheme) therefore it is not subsidised by the government

Cultural and Social environment:
• People wish to enjoy a satisfying sex life- i.e. Viagra would not only help men but their partners as well
• Men may feel like less of a man if they have an erectile disorder in Australia which is a fairly ‘macho’ society
• Religion – people have realised that sex is not as forbidden as it may have been perceived to be say 50 years ago
• Australian men simply don’t go to the doctor they wait for a problem to surface and then go do something about it.

After looking at this analysis the Pfizer marketing staff would then look at developing a target market through demographic analysis and then decide if it would be an advantageous marketing move for the company.

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