CONFIDENCE BUILDING

PART 2 BRAND YOU

BUILDING YOUR PERSONAL BRAND

TRAINER : JO TANDIE, QICIE2010

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOS of our own companies: me inc. To be in business today, our most important job is to be head marketer for the brand called you.” Tom Peters, ‘ a brand called you’  Fast Company Magazine 

BRAND YOU

PERSONAL BRAND ....WHAT?

Personal branding is the process of making or creating of a recognizable professional name and reputation for

yourself.

“Personal branding is about managing your name — even if you don’t own a

business — in a world of misinformation, disinformation, and semi-

permanent google records. Going on a date? Chances are that your

“blind” date has googled your name. Going to a job interview? Ditto!”–

TIM FERRIS  

NOT JUST ABOUT YOU

Your personal brand is built from the

THOUGHTS WORDS, PERCEPTIONS and REACTIONS

Of other people;

•It’s shaped by how you present yourself publicly.

•This is something that you have some control over, as well being something that is dependent on what others think of you.

CLARITY& CONSISTENCY

A clear authentic message about• who you are,• your image•your values

Being •You decide how you would like People to see you

and then work on publicly being that image. However , be/ remain authentic.

“Your personal brand is what people say about you when you are not in the room – remember that.  And more importantly, let’s discover why!”–  Chris Drucker

YOUR STYLE:

This is not so much what you communicate about yourself,

But rather,

How you do it.

“ A brand for a company is like a reputation for a person. You earn

reputation by trying to do hard things well. ”

- JEFF BEZOS

As Musicians & Artists Your style of delivery is part of your brand.

Make it unique and consistent with the rest of your brand message.

“ This doesn’t mean you need to sit down and brainstorm how to be different. If you don’t actively imitate anyone else,

it will happen naturally.”

SKELLIEWAG: WWW.SKELLIEWAG.ORG

A PERSONAL BRANDIs the collective impression people gain

Not only from you and your marketing efforts, but from ALL of their interactions with you,

And The interactions others have about you

in their circles and through social media.

YOUR COLLECTIVE IMPRESSION

POINTS

Social Media

IDENTIFIED -4 CHANNELS •You-inc all their personal interactions with

you.•  Your marketing efforts.

•Social media.•   third party interactions with you or your

brand.

YOURemember:

What you say verbally is less than 7% of YOUR communication.

Work on how you present yourself,

You are always in the public eye. Esp online

SELF =AWARENESSHAVE CONFIDENCE ( OWN IT)

You have value; there is so much value in you.

BE CONFIDENT (EXUDE IT )IN WHO

YOU ARE, YOUR STYLE, YOUR TALENT

BELIEVE that you deserve to be acknowledged and, taken seriously,

And to sit and perform with the best of best.

YES- YOU REALLY CAN BE THAT GOOD.

IF YOU BELIEVE IT THEN WE, THE AUDIENCE, WILL TOO!

BE very comfortable with who you are!

FACE TO FACE CONVERSATIONS • Remember that conversations are two ways events - stay

brief and avoid rambling. • Don’t appear to anxious to leave or end a conversation

it, could be misconstrued as a lack of confidence. • Make sure that your breath is always fresh.

•“We’re no longer in the music business -- it doesn’t exist anymore. We’re in the multimedia business.”

-SCOOTER BRAUN, JUSTIN BIEBER'S MANAGER(http://www.billboard.com/biz/articles/news/digital-and-mobile/5847786/the-year-in-music-2013-

top-music-industry-quotes-of-the)

CONVEY PASSION pass..I..onRemember people May not remember What you say but They will always Remember how you Made them feel.

•Make eye contact. It’s MUCH more powerful than you know.

•Speak with enthusiasm and conviction.

CONVICTION, noun: • A firm and fixed belief.

•  A state of certainty • In the value of:• Who you are • What you are saying, your message (including

singing).

Conviction doesn’t necessarily mean shouting.

ENGAGE•Have a practised and brief personal introduction / elevator pitch.

• Ask questions of people you meet. Get to know them.

Don’t seek what you can get out of a meeting straight away. Instead, seek areas of shared interest.

Know when to politely walk away from a conversation.

•At large group meetings: don’t try to meet everyone in a room. Meet a half dozen or more great new people.

•Never doubt that you are worth it and that you have earned your place on that stage/ meeting or event.

IMAGE! IMAGE! IMAGE IMAGE! IMAGE

Dress how you want to be perceived.

Clothes and appearance do matter. Wish they didn’t, but they do.

WHAT Message?individualistic , dynamic, bold, confident, futuristic, full of mystery and implications?Orsecretive, hidden , shy, aloof and needing an alter ego.

Warmth, sincerity , peace , inviting - makes you really want to know her , comforting, familiarsomething about her reminds you of...?Orsame as everyone else, lacking distinction.

Modern, street, I know who I am and what I'm about, I have heart , energy and enthusiasm.Or too casual, not enough ink and not street enough?

YOUR MARKETING EFFORTS

• WHAT VALUES DO YOU WISH TO CONVEY ?

• WHO IS YOUR TARGET MARKET?

PASSIVITY WILL COST YOU DEARLY IN THE LONG RUN.

Ultimately you are responsible for what is said and done with your brand.

THINGS TO CONSIDER ABOUT YOUR BRAND

•What perceptions and / messages are you trying to convey ?

•How are you going to respond to negative or positive responses to your statements and actions?

•Where will your brand/ image appear?

LIMITS? •What will you will you allow your to be associated with / what won’t you allow?

• How will it be used?•How it’s promoted?•How much access will the public have to you?

BE AUTHENTIC. BE AUTHENTIC.

BE AUTHENTIC • Avoid a disconnect between the elements that make up

your brand.

• The message must be congruent or you’ll come across as lacking integrity

•Remember once in the public eye all your actions count, not just those at recognised public appearances.

• Sometimes unrelated events will impact on your brand and marketability:

“DETERMINE WHO YOU ARE AND

WHAT YOUR BRAND IS, AND

WHAT YOU'RE NOT. THE REST OF IT IS JUST A LOT OF

NOISE.” – GEOFFREY ZAKARIAN 

YOUR BRAND ONLINE •Social media your most effective

marketing tool or your worst nightmare!

•Ultimately you are responsible for the management of your online personality.

Remember social media can open you up to the most intense scrutiny and any brand / message incongruence will be

quickly highlighted and circulated.

MANAGING YOUR ONLINE PROFILE •Listen to what is said about you on line and use that information to improve or manage your brand. Google yourself and see what is out there about you.• Go where your audience is , create great and compelling content and keep them engaged .

•Use professional pictures, video etc. •Have your own website, sound cloud,

YouTube, Facebook page as a bare minimum.

•Have a strategy.

PAY ATTENTION Who is liking, following, commenting and linking to your page /site?This gives you an indication of who is your audience and who is paying attention to what you do.

•Don’t forget podcasts and digital radio stations. Check out iTunes and see who’s talking about your genre / style.

•Track things like audience/community sentiment (positive/negative).

GROW YOUR ONLINE COMMUNITY / FAN BASE

•Home base – your blog / website / sound cloud/ Facebook etc.

•Have an easy to remember, content-appropriate domain name.

•A really nice layout – conveys quality and serious intent. Use easy to read fonts and colours .

•Your “about” page should be about you AND your music .

•List your current, upcoming and previous gigs.

•Get people involved in your current projects and make good use of back stage video and in studio footage.

•Have lots of good quality dynamic images particularly of previous gigs, time in studio and downtime .

•Videos of music and production.•Tell stories.•Get people / fans to sign up. Have

‘special’ stuff/ promotions for fans.•Provide links to other favourable

reviews , news articles.

•Make sure it’s easy to comment or subscribe on your site.

•Have a strong landing page.•Don’t fill you site with adverts – your audience will think that you are treating them as fodder.

•Link all your social media sites to your website/ Facebook page .

•Make sure that it is easy for search engines to find your blog / website.

•And that you can be found on all major social media sites.

CONTENT IS KING

•Create new content regularly using lots of pictures and videos.

• Keep your writing style clear, enthusiastic , and brief .

• Be human always – let your personality show.

•Don’t remove all negative comments from your site; it will make you seem insincere. Manage language not content.

• Say Thankyou. People don’t have to engage with you.

• Celebrate important things / info / events in / with your community.

PROMOTIONSocial media: one of the most effective

means of building your personal brand and raising public awareness about you and your music. Online presence is just like physical presence – it doesn’t just happen you need

to work on it.

And many more

SUMMARY : BRAND YOU

Look at your personal brand through a social lens .

Understand why, to whom and where you are connecting.

If you remember nothing else remember these 7 keys.

1. UNDERSTAND: “Know who you are, and what that means.” Develop a common set of messages, reinforced visually.You have to understand not only what you think you are, But what people think you are and can be, Understand why people really care.

2. IDENTITY “Be who you are, become what you want to be.”Your brand foundation—who you are and want to be is as unique

as a fingerprint. Branding is the process of articulating that Identity in ways people See, understand,

And, most importantly, care about enough to buy or buy into.

3. RESONANCE “Know whom you serve, and why they care.”

Your brand is a chord, made of many different notes. Like sound, Your brand (and the communications and interactions that create

it) Is what carries over time and distance, Resonating with some people and not with others.  

4. CLARITY 

“ Speak your messages in their language.”

5. COHERENCE“Look the part, be the part.”

Online and in person visual identity. The visual representations of your brand are the symbols that carry the weight of a thousand words.

No matter which part of your brand they touch, your customers need to understand that it all adds up to you!

6. RELEVANCE “Put it together, and put it to work.”

 Branding takes a lot of planning, But now there are as many channels as people who

interact with you And,Potentially, if not planned well, as many impressions of

your brand.

7. LEVERAGE “Own your brand, and keep it healthy.”

 The more connected people feel to you, And The more included they are in the stewardship of your

brand, The more powerfully they can leverage their networks On behalf of yours.

8. EVOLUTION “This is a process, not an event.”

Keep adding layersKeep it fresh. Continue adding new elements to your brand. You can’t ride one idea forever.

Source: tamsen mcmahon, conversation agent

•THANK YOU FOR YOUR TIME

“You too are a brand. Whether you know it or not. Whether you like it or not.”  Marc Ecko