Who’s buying your personal brand?

Who's buying your personal brandWithout a doubt, the answer to that question will be, “Not everyone.”  And that’s exactly as it should be. 

As I said in my last blog, PEOPLE BUY PEOPLE – and the trick to being confident with your personal brand is accepting not everyone is going to buy you.  So embrace the fact and let it give you confidence when it comes to promoting who you are and what you’re all about.  I certainly did…

I once received anonymous feedback on my brand (something everyone should do – a reality check is never a bad thing).  The person said: “Jennifer has a strong style, like double espresso, but sometimes I want tea.”

Now, my first reaction was horror.  “Oh my goodness, I’ve obviously annoyed someone by being too OTT.  I should tone it down in future and keep my mouth shut more.”

And then I remembered the 3 Golden Rules of Personal Branding:

1. Be Authentic
If I tried to sell tea just because I knew someone was a tea drinker somewhere down the road I’d slip back into my authentic role: a coffee seller.  As soon as that was revealed, they wouldn’t trust my brand and the buy in would stop.

2. Be Clear
My personal brand is double espresso – I have a strong style that lets you know I love and believe passionately in what I do.  Adding tea to the mix would add confusion, and confused people don’t buy.

3. Be Consistent
If I gave people double espresso one day and tea the next, they’d start to question what I was selling.  If people can’t trust what they’re getting, they’re not going to buy.

So the result is the same: lose sight of the rules and you lose the buy in of your audience. The great thing is though, there’ll be someone out there whose personal brand is all about tea and if they’re promoting that clearly, consistently and authentically, the tea drinkers will soon find them.

One caveat that needs to be added : if you’re finding that too few people are buying into your brand, it may not be that you haven’t found your market, but that what you’re selling isn’t what people want to buy.  So take time to re-evaluate your personal brand, still following the 3 Golden Rules – you could just find your perfect USP!

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If you liked this blog (or if you disagree with it) don’t be shy…leave a comment!  And please help me to spread the word using the buttons below.  Or if you’d like to learn more, check out my other blogs and follow me on Twitter.  Or drop me an email at jennifer.holloway@sparkexec.co.uk.  Thank you! 

Spark specialises in branding, but not for companies – for PEOPLE, helping clients to market themselves so they stand out from the crowd, building a reputation that enables them to be even more successful just by being themselves.   Spark delivers personal branding to executives and senior managers in Leeds, Harrogate, Skipton, York, Bradford, Wakefield and the Yorkshire area, as well as in London and other UK cities. The company was founded by Jennifer Holloway and her 15 years’ experience in PR coupled with several years as an executive coach means she delivers a personal brand service unlike any other. 

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