It’s easy to be distracted by all the things that are expected of a business owner or expert when they are building their personal brand. And doing those things is important. That’s why podcasts are on the rise. Blog creation is growing, with over 70 million new posts appearing each month on WordPress alone. And online courses are thriving, with the global online learning market projected to be $325 billion by 2025.
But now, those people who have begun their personal brands, created content, and built engagement and impact are wondering how to take this to the next level. They want to know the next steps to elevate their brand to a world-class personal brand.
Seven Elements Of A World-Class Personal Brand
To become a world-class personal brand, you need to focus your attention on the most important elements.
1. Brand Identity
To become a world-class brand, you must have world-class branding. This means branding that is customized to who you are and what you want to be known for. Of course, this includes logos and a style guide, but it’s also about all the other parts that define the brand’s value across the website and other platforms. This includes your LinkedIn profile, YouTube channels, social media, business cards, photography, signature blocks, podcasts, webcasts and thought leadership.
World-class brands have a cadence in their communications with their customers and clients. They offer value and tailor their marketing to give their potential leads what they want and need when they want and need it. And they ensure this works across their marketing avenues with search engine optimization, social media, white papers, content and books.
World-class brands also have proposal and sales documents. The best of these — and the most forward-thinking — are digital versions that include video elements to capture interest and share what is possible.
They also have customer management systems to enable them to move their potential leads down the sales funnel. Interestingly, they tend to sell at a premium price point because they are industry leaders.
The delivery of your services and intellectual property is vital. World-class brands have a superior delivery system. This includes slide decks, virtual experiences and project management delivery systems such as Asana or Monday. Storytelling allows the brand the opportunity to deliver its own message in its own voice. Each of these things makes delivery seamless and effortless for the recipient and, therefore, world-class.
5. Personal Presence
World-class personally branded businesses have leaders with world-class presence. This comes down to things like their appearance, of course, though it’s also more than that.
World-class leaders do have a way of dressing and composing themselves, but it’s not necessarily a three-piece suit. Consider Steve Jobs, who wore a sort of uniform, with his black turtleneck, jeans and sneakers, throughout his tenure at Apple. This gave him presence.
Personal presence goes beyond how you look and dress, however. It’s also that thing that shows the world that you are the leader in the room. Often called gravitas, but so much more than that, it’s what draws people to you.
Personally branded businesses that are world-class have a leader with a strong mindset. They have their own sense of optimism, enthusiasm and grit that comes from inside themselves, not from external factors that may change day to day. These types of people get a lot done. They know how to move through their work efficiently and productively and they know when it’s better to delegate.
Mindset leads directly to support. World-class brands have a strong team around them, and their leaders trust them to contribute to the brand, despite the personal nature of it. Both their network and their inner circle have been carefully crafted to align with the brand values and build on that day by day. And they support their own teams with the implementation of efficient and workable technology.
To truly become a world-class brand, you need to think of it as a five-star hotel. I had always wanted to visit the Encore at Wynn Las Vegas. It’s award-winning and widely touted as one of the best hotels in the United States. In 2012, I was able to do just that, and I was impressed with the proactive and helpful staff, the attention to detail, and the experience of great service. And this is exactly what you need to be in order to elevate your personal brand to world-class status.
Each of the elements — brand identity, marketing, sales, delivery, personal presence, mindset and support — is vital to elevating your personal brand. But in each case, you also need to make sure that you’re implementing those elements to a world-class standard with attention to detail, proactivity and extraordinary service.
Feature Image Credit: Getty