Sue Currie Blog     

What position do you already own with your target market and what do you want to own? With any branding exercise whether it is your own personal brand or your business, the ultimate aim is you want to make a name for yourself – be known for that one thing. 

Well known examples include Volvo, safety, Woolworths, the fresh food people, Stefan, millionaire hairdresser.

Of course there are many safe cars, fresh food outlets and hairdressers so why do these ones stand out? What is the answer and the formula for these success stories?

Well I believe it’s a blend of marketing, public relations, promotion and branding elements that lead to a well-positioned brand. It is also understanding that positioning really begins and ends with the customer or consumer of your product or service. What do they expect from you? I also believe that whether you are a new business, re-branding a business or wanting to position yourself in your career you need to drill down to the core essence of you. Put the ‘personal’ element into your business. Find out what is unique about you.

I’ve contributed to my own brand building by writing a media release today. I’m now working with a dedicated male image consultant to offer this service to clients. Although visual communication is only one aspect of personal branding –it is very important. Dress for success is applicable to males and females who want to brand themselves and stand out and shine.

I’m just about to go off to a business networking event. I love networking, meeting people and building relationships. I go along to as many events as I can manage – while running my business at the same time. I’m also mindful that going to “everything” is not always the best use of my time. Networking is a powerful way to build your personal brand but I suggest choose to be involved with the right networks for you and your business. 

People like to do business with people they like and trust so it is vital to build strong rapport and relationships with those we hope to do business with. Networking is a really effective way of meeting people and just getting to know each other. 

You don’t have to go to every networking event in town – it might not be the best use of your time and money. Initially choose the appropriate networks where you are likely to meet your target market. Or if you are new to networking go to an event of like-minded people where you will feel comfortable.

I had a meeting with a client yesterday to discuss a presentation around the personal brand attribute of visual communication.

She remembered back to a college training workshop on professional presentation and a line that has stayed with her – dress where you’re going not where you’ve been.

Your appearance does label you – so it’s important to get your label or brand image right. Whether starting out in your career or CEO, people make judgements based on your external look. Why do you think so many organisations have a uniform? Because it reflects the appropriate brand image of that company. Can you develop a “uniform” or style that reflects your personality and the work you do but at the same time is appropriate and professional.

I did a TV commercial yesterday. Haven’t done one for years but the opportunity presented itself and I thought why not. I spent many years modelling and did some acting in my early years before I worked in television which ultimately led to my career today.

 
So why am I sharing this with you and what’s it got to do with personal branding? Well it is part of who I am – a performer and communicator. I felt very comfortable on set – even though it was freezing cold and I was in a summer shirt! I understood the terminology used by the director. Knew how to face the light for the DOP. Kept my face still for the make-up artist and gave great eyline and motivation to my fellow actor who was doing his very first commercial.

It is also part of what I teach others when I run workshops and executive coaching around communication and standing out. For me it was an opportunity to refresh my skills, walk my talk, and do something simply because I enjoy it.

I recently shared my personal branding message at a conference for a veterinary group. In preparing my presentation I wanted to make it as relevant to them as possible and talked about an event I had worked on which was Scruffs – a Big Day out for Dogs, for the NSW Animal Welfare League. Apart from the animal connection I used this example to highlight the importance of public relations and publicity to build your personal brand.

Word of mouth is a very powerful public relations tool and an ideal way to build your personal brand. One of the best ways of generating it is through publicity. Publicity is getting free editorial coverage in newspapers or magazines or being talked about on radio or television.

The terms public relations and publicity are often integrated. Publicity is only one function of public relations. It is media coverage – news stories, feature articles, radio talk show interviews, television appearances, editorials and reviews.

Public relations, includes a variety of tactics that strengthen your credibility, enhance your image or influence public opinion. These tactics such as speeches, special events, networking, promotional activities, product launches and product give-aways; sponsorship, newsletters, annual reports, plus publicity articles and media releases are targeted to an audience.

PR is communicating who you are, what you do, why you do it, and how you make a difference.

PR and positive media coverage can:

• Attract customers
• Increase demand for your products or services
• Gain an edge over your competitors
• Enhance your credibility, prestige and personal brand
• Get your message across without the expense of advertising
• Create goodwill in your community

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That is what Sir Richard Branson says, “Be Visible”. It’s one of his top tips to business success.

“A good leader does not get stuck behind a desk. I’ve never worked in an office – I’ve always worked from home – but I get out and about meeting people,” says Branson.

Networking, being seen and building relationships are important aspects to building a personal brand. All too often we get caught up with the day-to-day aspects of running our businesses or doing our job. I know I do. But I’m also conscious that I need to get out and meet people often whether it’s through networking events, attending courses or speaking engagements. And especially so if you work from a home office. (Who would have thought Richard Branson worked from home!)

Get out in the real world, meet people and build a business through networking like the fabulous Robyn Henderson, www.networkingtowin.com.au  a successful business woman, leading speaker and writer who never makes cold calls – just networks.  I think I’ll try that!

Presence in relation to your personal brand is not only about charisma and the personal vibe you project but it is also about your manner and the way you interact with other people.

Every little thing you do creates impressions in the mind s of others. That’s why it is so important to make a favourable first impression. Once we have judged someone or perceived them in a certain way those impressions usually stick. Let’s face it we all make those instant assumptions and judgements. First impressions are based on instinct and emotion. That dates back to the dark ages when we were either facing a fried or foe and had to fight or take flight.

We notice immediately body language and facial expressions. When you meet someone for the first time are you sure to greet them with a smile rather that a frown – look them in the eye and not be glancing sideways?  The way you talk, conversation, manners and business etiquette all needs to be taken into consideration. I believe it pays to become a class act.

Here are a few points for consideration:

Turn up on time. 

Attitude – share your positivity not negativity

Send hand-written thank you notes

Return phone calls

Display impeccable table manners  

Learn how to make introductions properly and try to remember names

There’s a host of other points we could make but I’m sure you get my drift - it’s the ‘little things’ that count.  

What do you think? Please add your comments.

I recently attended the National Speakers Association of Australia (NSAA) convention and annual awards. www.nationalspeakers.com.au.  It was fabulous as always and lots of learning. I’m also on the national board as public relations manager and my role after convention was to send out a media release about our award-winning speakers. Take a look at the release.

It got me thinking, I should really be doing more of this for my business. After all this is my professional background before I opted to become a full-time speaker and trainer. And guess what?  It was one of the key learnings from the conference.  Marketing, PR, publicity and branding are all very essential if you want to build a successful business and of course memorable personal brand.

Here’s what a few of the speakers said about PR.

Rachel Birmingham successful co-author of 4 Ingredients contributed the success of the book completely to PR. She sent out a media release and received a major order for the book prior to it even being available.

David Avrin the Visibility Coach – well the name says it all. His presentation was all about standing out and making a name for yourself through creating a memorable brand.

Jim Cathcart CSP spends a lot of time every day using social media to build his on-line identity.

Allan Pease CSP said he’s able to charge a premium for his services because he became famous. He did that through communication, writing books and being an expert in his chosen field – all PR techniques.

What have been some of your PR successes?

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I’m going to a function next week at the Pineapple Hotel, Kangaroo Point – where else but Queensland. Which got me thinking, aren’t they great names? Perhaps a bit kitsch and quirky but certainly memorable.

So what’s in a name?  A lot I’d say.    

I read in one of Scott Ginsberg’s books about the trend at the moment toward unusual names.  There’s Google, Bing, Ning, Yahoo, Nike, FedEx, twitter amongst others. These are not regular names but because of branding and positioning have become part of our language.

Can you come up with something for your business? Of course I know you wouldn’t dream of being J & K Associates or P.T. Brothers because you would just blend in. Wouldn’t you rather stand out and be known for something?There are lots of successful brands that use their own name. You don’t have to be a movie star, famous business person, Tiger, Trump or Oprah to create a strong reputable (or disreputable) brand using your own name.

I like the name Shine – it has been my business name for quite some time and I think it sums up what I do – helping others to shine through establishing their personal brands. Shine is my product but may change over time.  I might add other products or services. Sue Currie is who I am though and the name I choose to build my personal brand.  What do you think?  Are personal names the way to go or unusual names?

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