Friday, June 15, 2018

This is How to Have Brand Impact

Branding is an integral part of business strategy – one that needs to be understood and delivered by everyone. Be it your own personal brand, employee brand or business brand.

And it is wonderful to be acknowledged for the work I do in helping others to create brand impact. Thank you to Feedspot for naming the Sue Currie Personal Branding Blog in your list of Top Ten Australian Branding Blogs.

Often referred to as the "good will" portion of a business, the brand refers to the reputation behind the organisation's name and logo.

A brand will produce better results and endure longer if the person or people behind it are perceived in a positive way. After all business and organisations are based on people. People sell to and serve other people and people work with people and for people. Business is personal.

Personal branding therefore is the relationships an individual has with its public; essentially personal public relations.

Effective relationships are built by communication. For a leader, manager, entrepreneur or individual who wants career or business success, personal branding is communicating the inner essence of you – your uniqueness, qualities, strengths, skills and passions and how you express your brand.

It is how we feel about that brand – the emotional connection, that will determine whether we as consumers want to have a relationship with it or not.

Your brand is also about your visual communication; not only logos and communication collateral but how you appear and interact through your professional image and personal presence.

A strong personal brand has authority and credibility, is highly visible and is perceived as a leader by the people in his/her domain or sphere of influence.

One way to gain visibility is through a strategic brand communication campaign including publicity. Which is another reason for me to write thank you! This time to Marie Claire magazine for publicising my book IMPRESSario.

Whether you are in your own business; the head of a company or an executive within a corporate environment – here are three parts I think are important to you to help grow your brand.

    Your Nook which is another word for your niche. What sets you and your brand apart? Knowing your strengths, skills and what you are passionate about can help you clarify what you love to do and the people you love to work with. You also need to understand where your brand sits in the mind of your target market and if others really know who you are and how you can help them.

    Your Look. In any role if you want to be seen as a leader you need to act like one and also look like one. Your clothes and presentation really are the external image of your brand. What brand image are you projecting not only through your communication collateral and the way you look but your presentation skills and networking confidence?

    Your Hook. Once you’ve nailed your niche and expertise and have your brand image and presence working well for you, the next step is to communicate your message. Your message needs to communicated in numerous ways including social media, mainstream media and by face-to-face communication.

    Understanding the right steps and channels to reach your target audience will ensure you engage others and gain influence to grow your career or business.

    If you would like to know more about building your brand download the free, 3-part video series on how you can discover your NOOK, LOOK, HOOK to Build a Stand Out Personal brand.

Sue Currie is a speaker and the author of IMPRESSario, Present and Promote the Star Within You. She is recognised as a leading authority on personal branding to boost image, profile, brand and business. Through her professional development and profile building programs, workshops, consulting and keynote presentations, Sue helps businesses and entrepreneurs position and present an influential professional brand.

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