A personal brand is simply your reputation. But it’s not just who you are.
It’s who knows you and what do they know about you.
It takes a lot of hard work to get clear on answers to those questions. Even more so to get past the “push” stage of growth and into the escape velocity, or “pull” stage – where opportunities are coming to you vs. you are having to chase them.
I’m formalizing what I’m calling my Strategic Empathy™ Framework to help with this. It works for you whether you’re launching, relaunching, or revitalizing your personal brand.
It comes down to four distinct things.
The Right Motive (Brand)
- Why are you building your brand in the first place?
- Who are you looking to serve?
- Why is now the time to be doing it?
The Right Positioning (Strategy)
- Who do you want to help? Who are you uniquely and powerfully positioned to help?
- How can you help them?
- How do you know that you can help them?
The Right Audience (Content)
- Where are they? And what are they engaging with currently?
- What questions, concerns, challenges, or obstacles do they need answered?
- What are your answers to those questions, challenges, etc.?
The Right Offering (Sales)
- How will you nurture viewers to followers to fans to clients?
- What resources do you have to package and deliver to build trust and authority?
- How can you move the conversation along to a mutually beneficial outcome – whether a sale, a referral, or what you can do next?
When you combine these four things with answers to those questions, you have the winning formula for a successful monetizable personal brand.
- A solid purpose to use to serve an audience.
- A clear strategy for helping your target audience.
- A focused plan for content that attracts your audience and builds your know-like-trust factor.
- A compelling pitch that focuses on serving your client and accelerating your credibility with your audience.
Motive + Strategy + Content + Sales = Monetizable Personal Brand
If you had to identify the one piece proving the biggest challenge in your brand-building journey, what would it be?
