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Why You Need to Start With Executive Branding Before Hiring a PR Agency

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By Marina Byezhanova, Edited by Chelsea Brown

This article outlines the key differences between executive branding and PR and emphasizes the importance of building a strong personal brand and thought leadership before hiring PR services.

Key Takeaways

 

When people contact me with questions about executive branding, also often referred to as personal branding, the most common questions I get are: Which magazines can you get me in? Which podcasts can you book me on? While my agency does help clients with media outreach, this is not the core of what an executive branding agency does. Let me explain.

The very questions I just shared actually highlight a fundamental difference between a PR agency and an executive branding agency — two distinct services with different objectives, which are often misunderstood. A PR agency focuses on media coverage, public visibility and shaping public perception. PR professionals pitch stories, maintain relationships with journalists and strive to get clients into high-profile placements to boost their credibility and reputation.

An executive branding agency, on the other hand, doesn’t jump into marketing — clarity comes first. Why? Because executive branding isn’t foremost about publicity. The aim of executive branding agencies is to help you hone your thought leadership. And before anyone can be seen as a thought leader, they must understand their own thoughts.

What an executive branding agency does

The role of an executive branding agency is to help establish or refine your personal brand. Specifically, your branding is made up of your unique angle or point of view, clear messaging points, your voice, your goals, your audiences and how you want these audiences to perceive you. For executives or entrepreneurs, this means crafting a presence that positions you as both a business leader and an industry authority whose insights shape conversations and influence decisions.

Through the executive branding process, you:

1. Define your thought leadership: You confidently come to answer what makes your perspective unique, valuable, and/or compels others to stop and take note of you.

2. Develop your core messaging: You define exactly what you want to be known for and by whom.

3. Craft a strategic content plan: You develop a roadmap for how to communicate your expertise effectively.

4. Create content that supports your brand: You get support in the form of managing your LinkedIn presence, ghostwriting articles and booking podcasts.

PR vs. executive branding: Overlapping activities, different outcomes

One of the biggest misconceptions is that executive branding is just a form of PR. It’s not. While some activities overlap, there are significant differences in outcomes.

Key goals:

PR agency: increase your media exposure

Executive branding agency: establish your thought leadership

Focus:

PR agency: public perception

Executive branding agency: personal clarity and positioning

Methods:

PR agency: press placements, media outreachExecutive branding agency: content strategy, audience engagement

Content creation:

PR agency: press releases, media kitsExecutive branding agency: social media content, long-form articles

The right sequence: Executive branding before PR

Many leaders want to gain visibility in top-tier publications and be featured on well-known podcasts right out of the gate. As such, they may engage a PR agency with the stated intention of gaining exposure for their company. Accordingly, PR professionals will seek out compelling business stories that can be pitched to media outlets.

However, entrepreneurs require a more nuanced white-glove service. Unlike leaders of larger organizations who can leverage their company’s established reputation, entrepreneurs must build their personal authority from the ground up. Their individual vision and ability to spark meaningful industry conversations often carry more weight than their company’s current market position.

If you’re running a small- or medium-sized organization, the business itself may not be the best driver of media attention. Instead, it’s your thought leadership that can become the cornerstone of your reputation. Your unique insights and expertise are what will ultimately differentiate you in a crowded market and create a lasting impact beyond your current venture.

The key question then becomes: What’s the proof of your thought leadership?

This is where executive branding comes in.

Executive branding provides the strategic framework to showcase your expertise and establish your authority. That way, before getting any media spotlight, you already have:

  1. Developed a clear personal brand with strong messaging.
  2. Built a social media presence that establishes your credibility.
  3. Created a body of work so when someone Googles you, they see a clear thread of thought leadership, not just a smattering of media mentions.
  4. Practiced your speaking points on podcasts with smaller visibility — and, in doing so, created repurposable multimedia content and succinct soundbites for future interviews with bigger outlets.

Costs and timing: Be smart about your investment

Once you have a foundation of thought leadership in place, it may make sense to hire a PR agency to amplify your visibility. However, most leaders make the mistake of seeking immediate media placements without first developing their strong executive brand. This rush to publicity not only can limit impact but becomes more expensive in the long run.

PR agencies typically charge far more than executive branding agencies, with onboarding fees usually doubled and monthly retainer fees four times higher. So, instead of making a large initial investment in PR, it is more cost-effective to take a strategic phased approach. For example:Months 1-12: Work with an executive branding agency to clarify your brand, establish your thought leadership and develop consistent content.

Months 12-24: Continue refining and expanding your brand while growing your audiences and visibility.

At 18-24 months: Consider hiring a PR agency to amplify your reach through media placements.

If your goal is to build long-term credibility, grow your influence within your industry and establish a recognizable presence, an executive branding agency is the better choice. If your goal is to maximize media exposure and gain widespread publicity, then a PR agency is a good choice — but only after you have built the best possible foundation for your personal brand. Understanding this distinction will help you make informed decisions about the support you need to realize your full potential as a thought leader.

By Marina Byezhanova 

Co-Founder of Brand of a Leader. Marina Byezhanova is an entrepreneur, global speaker and university instructor. She has spoken to audiences in North America, Asia, Europe and the Middle East. Her mission is to inspire entrepreneurs to stand up, stand out and to be radically authentic through the power of their personal brands.

Edited by Chelsea Brown

Sourced from Entrepreneur

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14 Expert Tips for Building a Successful Personal Brand

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BY ROLLING STONE CULTURE COUNCIL

Building a successful brand means understanding who you are and staying true to it.

IN SO MANY areas of culture, building a successful personal brand is key to getting ahead. Who you are, what you’re known for and what value you provide to others all play a role in creating your brand, and those who create positive ones are likely to find more opportunities coming their way.

But creating a personal brand isn’t as simple as some may think. It requires intentionality and a deep understanding of self to get started. Here, 14 leaders of Rolling Stone Culture Council share some of the other steps you’ll need to take if you want to build a successful personal brand, in life and in business.

Start With ‘Why’

Remember Simon Sinek? Start with why. Personal branding starts with purpose and passion. Explain and show what you are about and why. Don’t rely on social media alone — it will only show a very fragmented part of your personal brand. What would your Wikipedia page or bio say and why? – Igor Beuker, Igor Beuker

Deliver Excellent Value Consistently

Demonstrate your unique skills and values through consistent excellence in your work. Authenticity fosters trust and attracts opportunities, enabling you to differentiate yourself and excel in your career. Consistently delivering value builds your reputation and opens doors to advancement and success in your chosen field. – Matthew Miller, Orlando Informer

Align Your Expertise With Your Passion

Don’t spend time working out what will make sense on paper. Find the alignment between your expertise and passion, and go with that. If you overthink it, you’ll spend too much time turning your wheels. If it’s not what you are excited about, people can easily tell. – Steven Le Vine, GVG Agency

Engage in Thought Leadership Online

Build your own brand by investing in thought leadership on professional networks online. One key platform for this is LinkedIn. Stay active and engaged by building your LinkedIn profile, adding your experience and features, and creating a personal brand that demonstrates your expertise. Be sure to post regularly, comment on industry professionals’ posts and share your knowledge! – Dan Serard, Cannabis Creative Group

Find the Centre of Your Personal Venn Diagram

There’s never been anyone else quite like you. What one-of-a-kind Venn diagram does your professional history, personal interests, life experiences and identities make? The centre of that diagram is your personal brand. – Amanda McLoughlin, Multitude

Live Your Values Every Day

One of the best ways to build a personal brand is to be genuine and walk the walk. For your brand to be sustainable and appealing, you need to do more than simply cultivate an image; you need to live your values and the values of your company. Customers can tell when your brand aligns with who you are, and they will respond positively to your authenticity. – Evan Nison, NisonCo

Figure Out What You Want to Be Known For

Have you thought about how you would want people to speak about you when you are not in the room? This “brand message” should be consistent. Take the time to build out what you want to be known for professionally and personally. Personal branding is not only about what work you do, the people you surround yourself with or your behaviour; it’s also about what you wear and how you present yourself. – Angelique Kuiper, Resonance

Give Respect to Get Respect

I’ve been part of nonprofit outreaches for years, including working with many members of gang organizations. A common saying on the streets is, “You’ve got to give respect to get respect.” This is true from tough environments through to the boardroom. Lead with respect. Make it a central part of your brand. Figure out how to show respect in each environment, and incredible doors will open for you. – Jed Brewer, Good Loud Media

Reach Out to Your Peers for Help

Personal branding doesn’t mean branding alone, so don’t hesitate to ask for help. Gather your creative, supportive and qualified team that knows and understands not only your goals and ultimate mission but also your unique personality and core values. They will offer you critical feedback and reliable insights. – Magen Baker, Bell + Ivy

Pledge to Stand by Your Word

When building a brand, integrity is your most valuable asset. My journey toward building a sustainable salon taught me a hard but invaluable lesson: Compromising your values for short-term gain is betraying others and yourself. Pledge to stand by your word, even when faced with the toughest choices; it’s the foundation upon which successful brands are built. Your brand reflects who you are. – Kelley Swing, Head Case Hair Studio

Think ‘What,’ ‘Who,’ ‘How’ and ‘Why’

Start small: What do you do and who do you help? For example, I help business owners and entrepreneurs be seen and heard to make a bigger impact on this world by helping them build credibility, authority and visibility in the media. From there, you can build your brand by answering questions like, “How and why do you achieve your ‘what’ and ‘who’?” – Victoria Chynoweth

Consider How New Opportunities Fit in Your Brand Story

Think of your brand development like a book with several chapters, each building upon the previous one. When considering new opportunities, ask yourself how they fit into the larger story of the brand that you are creating. Do they reflect your core beliefs and support your worldview? Can you make them uniquely your own? It will help you create something that is both urgent and distinctive. – Michael Klein, cannabisMD

Define Your Unique Value Proposition

Start by defining your unique value proposition and core values. Consistently share authentic content that reflects your expertise and personality across relevant platforms. Engage with your audience, offering value and building trust. A strong personal brand sets you apart and makes you unique, opening doors to opportunities and career advancement. – Sonia Singh, Center of Inner Transformations

Focus on Authenticity and Integrity

Without authenticity and integrity, nothing will work. Some leaders are flashy, and some are quiet. Some are bookish, and others are rough. But those are their personal styles. What all followers want from their leader is someone they can trust, who understands them and has the answers to their problems. – Zain Jaffer, Zain Jaffer Foundation

Feature Image Credit: HIXEL — STOCK.ADOBE.COM

BY ROLLING STONE CULTURE COUNCIL

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14 Expert Tips for Building a Successful Personal Brand

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BY ROLLING STONE CULTURE COUNCIL

Building a successful brand means understanding who you are and staying true to it.

IN SO MANY areas of culture, building a successful personal brand is key to getting ahead. Who you are, what you’re known for and what value you provide to others all play a role in creating your brand, and those who create positive ones are likely to find more opportunities coming their way.

But creating a personal brand isn’t as simple as some may think. It requires intentionality and a deep understanding of self to get started. Here, 14 leaders of Rolling Stone Culture Council share some of the other steps you’ll need to take if you want to build a successful personal brand, in life and in business.

Start With ‘Why’

Remember Simon Sinek? Start with why. Personal branding starts with purpose and passion. Explain and show what you are about and why. Don’t rely on social media alone — it will only show a very fragmented part of your personal brand. What would your Wikipedia page or bio say and why? – Igor Beuker, Igor Beuker

Deliver Excellent Value Consistently

Demonstrate your unique skills and values through consistent excellence in your work. Authenticity fosters trust and attracts opportunities, enabling you to differentiate yourself and excel in your career. Consistently delivering value builds your reputation and opens doors to advancement and success in your chosen field. – Matthew Miller, Orlando Informer

Align Your Expertise With Your Passion

Don’t spend time working out what will make sense on paper. Find the alignment between your expertise and passion, and go with that. If you overthink it, you’ll spend too much time turning your wheels. If it’s not what you are excited about, people can easily tell. – Steven Le Vine, GVG Agency

Engage in Thought Leadership Online

Build your own brand by investing in thought leadership on professional networks online. One key platform for this is LinkedIn. Stay active and engaged by building your LinkedIn profile, adding your experience and features, and creating a personal brand that demonstrates your expertise. Be sure to post regularly, comment on industry professionals’ posts and share your knowledge! – Dan Serard, Cannabis Creative Group

Find the Center of Your Personal Venn Diagram

There’s never been anyone else quite like you. What one-of-a-kind Venn diagram does your professional history, personal interests, life experiences and identities make? The center of that diagram is your personal brand. – Amanda McLoughlin, Multitude

Live Your Values Every Day

One of the best ways to build a personal brand is to be genuine and walk the walk. For your brand to be sustainable and appealing, you need to do more than simply cultivate an image; you need to live your values and the values of your company. Customers can tell when your brand aligns with who you are, and they will respond positively to your authenticity. – Evan Nison, NisonCo

Figure Out What You Want to Be Known For

Have you thought about how you would want people to speak about you when you are not in the room? This “brand message” should be consistent. Take the time to build out what you want to be known for professionally and personally. Personal branding is not only about what work you do, the people you surround yourself with or your behavior; it’s also about what you wear and how you present yourself. – Angelique Kuiper, Resonance

Give Respect to Get Respect

I’ve been part of nonprofit outreaches for years, including working with many members of gang organizations. A common saying on the streets is, “You’ve got to give respect to get respect.” This is true from tough environments through to the boardroom. Lead with respect. Make it a central part of your brand. Figure out how to show respect in each environment, and incredible doors will open for you. – Jed Brewer, Good Loud Media

Reach Out to Your Peers for Help

Personal branding doesn’t mean branding alone, so don’t hesitate to ask for help. Gather your creative, supportive and qualified team that knows and understands not only your goals and ultimate mission but also your unique personality and core values. They will offer you critical feedback and reliable insights. – Magen Baker, Bell + Ivy

Pledge to Stand by Your Word

When building a brand, integrity is your most valuable asset. My journey toward building a sustainable salon taught me a hard but invaluable lesson: Compromising your values for short-term gain is betraying others and yourself. Pledge to stand by your word, even when faced with the toughest choices; it’s the foundation upon which successful brands are built. Your brand reflects who you are. – Kelley Swing, Head Case Hair Studio

Think ‘What,’ ‘Who,’ ‘How’ and ‘Why’

Start small: What do you do and who do you help? For example, I help business owners and entrepreneurs be seen and heard to make a bigger impact on this world by helping them build credibility, authority and visibility in the media. From there, you can build your brand by answering questions like, “How and why do you achieve your ‘what’ and ‘who’?” – Victoria Chynoweth

Consider How New Opportunities Fit in Your Brand Story

Think of your brand development like a book with several chapters, each building upon the previous one. When considering new opportunities, ask yourself how they fit into the larger story of the brand that you are creating. Do they reflect your core beliefs and support your worldview? Can you make them uniquely your own? It will help you create something that is both urgent and distinctive. – Michael Klein, cannabisMD

Define Your Unique Value Proposition

Start by defining your unique value proposition and core values. Consistently share authentic content that reflects your expertise and personality across relevant platforms. Engage with your audience, offering value and building trust. A strong personal brand sets you apart and makes you unique, opening doors to opportunities and career advancement. – Sonia Singh, Center of Inner Transformations

Focus on Authenticity and Integrity

Without authenticity and integrity, nothing will work. Some leaders are flashy, and some are quiet. Some are bookish, and others are rough. But those are their personal styles. What all followers want from their leader is someone they can trust, who understands them and has the answers to their problems. – Zain Jaffer, Zain Jaffer Foundation

Feature Image Credit: HIXEL — STOCK.ADOBE.COM

BY ROLLING STONE CULTURE COUNCIL

Sourced from RollingStone

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Ten Tips For Networking Excellence In 2023

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By Dr Byron Cole

Networking is an essential skill for entrepreneurs to learn because it generates business.

The term networking can become over complicated. It is simply starting and nurturing relationships which is something that humans do throughout life.

It doesn’t have to be difficult. Practice, repetition and following the tips below will help you build rewarding professional relationships wherever you are, whether that’s at work, a seminar, a party or on a flight.

Define Your Objectives.

Who do you want to meet and why? How many networking events will you commit to attending? Where will you go to network? How will you measure your progress? What do I want to get help with?

Asking yourself these powerful questions is a great place to start. You can’t hit a goal without a target, so be strategic about your time and your intentions.

Be Mindful Of Your Personal Brand

First impressions really do count. Before attending a networking event, think about how you will introduce yourself. Do you have an elevator pitch of around 30 seconds? If not, write and practice one. Make sure you are dressed well and feel confident in your appearance (whatever that means to you). Your personal brand also follows you online, so be mindful of how you want to show up.

Find A Networking Partner

Networking can feel scary. Introverts should find someone to attend events with to take the edge off. This tip is also very good if you know that you need help staying accountable. Having a networking partner will mean you’re both more likely to show up.

Be Vulnerable

Is anybody surprised that 75% of entrepreneurs have reported concerns for their mental health? Running a business is hard and can be a lonely road. This is not to say that you should treat networking as a free talking therapy, but be vulnerable about the problems in your industry or that you’re facing in business. Vulnerability builds deeper connections more quickly, and you never know if the person you’re talking to has the perfect solution to the issue that’s holding you back.

Take Advantage Of The Internet

LinkedIn is not just an online resume. It’s the most suited platform for building professional relationships, so make sure to interact with content, post your own content and send direct messages. Aside from LinkedIn, you can network on every other social media platform. Attending online workshops and being active in forums are other ways to meet people who share your interests.

Always Add Value

When you make a connection ask yourself two questions.

  1. How can I help this person?
  2. Who else in my network can help this person?

Openly sharing knowledge, contacts and opportunities to help others win will create a culture of generosity within the relationship. The other person will be more likely to help and introduce you to others when the time comes.

Listen

People tend to talk more than they listen. If you can learn to truly listen, you will gather so much information about people, the industries they are in and the professional problems they face. It is said that knowledge is power.

Follow Up

Networking doesn’t start until you follow up. Aim to send a text, email or direct message within 24 hours of meeting someone. Check in with them every 3 to 6 months to further nurture the relationship.

Review Your Progress

Six months after attending a networking event, review the relationships that were built. You might start to notice trends such as which types of events are the most beneficial to your networking goals. From this exercise, you can tailor your networking strategy if needed.

Take The Pressure Off

Building relationships is a skill that you have already been practicing for years, so try not to feel intimidated by the word networking or by trying to ‘do it right’. The more you network, the more confident you will get.

Networking is about establishing connections and creating a supportive community. Even if you don’t have a specific product or service to promote, your presence can still contribute to engaging conversations, the exchange of ideas, and potential collaborations.

Feature Image Credit: getty

By Dr Byron Cole

Follow me on LinkedIn. Check out my website.

I’m a multi award-winning entrepreneur, author and business start-up expert with a diverse portfolio of over 21 businesses spanning the UK and UAE.

As a mentor, I’ve had the privilege of guiding countless individuals towards success, generating millions of pounds for my mentees.

My published works include “Self Made,” a comprehensive guide covering the entire business development process, from start-up to exit. It offers practical and implementable advice. Additionally, “The Business Survival Kit,” published by Penguin Random House, achieved Sunday Times Best Selling status in the UK. My most recent book, “Rich Forever,” published by Hachette, educates readers on financial literacy and the creation of generational wealth.

In 2022, my dedication and contributions to entrepreneurship were recognised by the University of Greenwich, where I was honoured with an honorary degree. This recognition further validates my commitment to excellence and reinforces my status as a prominent figure in the entrepreneurial realm.

Sourced from Forbes

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5 ways to build a personal brand focused on impact, not ego

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By Rusty Shelton

Branding means creating an image in the minds of your audience.

Few phrases generate grimaces from professionals at the same rate as “personal branding.”

In fact, be honest—did your stomach turn a little bit when you just read it?

For many, when they read that phrase, their minds immediately go to people who have ego-driven, “Hey, look at me” kind of brands.

In my experience, having this kind of aversion to personal branding is typically a good sign because it means that you’re not interested in building visibility focused on your ego which is a foundational mindset for building a great brand. But just because many people don’t build their brand the right way doesn’t mean you can’t—or shouldn’t.

Your personal brand matters more today than ever before, and it not only needs to be visible and authentic, but also must build trust before you get in the room. Today, the first place most potential employers, partners, clients, and employees will come in contact with you likely won’t be in person—it will be online after a quick search of your name.

The frank reality is that your brand is what Google says it is. Branding means creating an image in the minds of your audience, and if the first image your audience sees is online, you need to be intentional about it.

The good news is that the more visible and authentic your personal brand is, the more of an impact you can make on others, and the more leverage it gives you personally. Here are five ways to build a personal brand that is focused on impact, not ego:

1. Understand your “why”

The best personal brands are built when an individual is focused on being the messenger, not the message. To do this well, you must have a clear impact that you want to make. Get clear on your message from the start because building a strong brand takes commitment.

2. Conduct an online-brand audit

Before you can focus on growing your brand, you must understand your foundation. Do you have a “brand name” you can own? If someone does find you, is what they find going to encourage them to take a next step with you, or cause them to question whether you are the right fit? This first impression is happening based on your online brand whether you like it or not, so you should be thoughtful about it.

3. Build authority-by-association

Ideally, you want the visuals that make up your brand to say what you shouldn’t say about yourself. For instance, “She’s a credible thought leader with something to teach and not an operator with something to sell.” Make sure you are associating yourself with brands that your audience knows, trusts, and respects by going beyond stock photos or headshots. Be sure to highlight any media coverage you may have received, photos of you speaking, and other images that establish trust by putting you in a setting that builds credibility. Even if you don’t have a ton of media or speaking experience, you can showcase visuals that put you in a setting that connotes authority.

4. Create an intentional content strategy

Most well-meaning people who try to build thought leadership end up focusing entirely on strictly professional content, which often results in slow growth. Instead, blend “you-driven” content (your perspective, pictures, and stories), news-driven content (timely content that connects to the headlines), and relationship-driven content (such as an interview series or podcast) with your professional content.

5. Be your fullest self

In this age of ChatGPT, more content is getting created than ever before, so the only thing that will set you apart is you. Resist the urge to play some kind of role you think you need to play to be a thought leader, and instead be more of yourself by leaning into your personality, interests, and quirks. This will give real value to your audience. Who you are and what makes you different is ultimately the only reason why people will follow you instead of all the other choices out there.

Whether you like it or not, others are getting an image of you online, so be intentional about creating one that accelerates trust and is authentic to who you are. By doing so, you’ll create a bigger impact and avoid the ego-driven branding trap.

Feature Image Credit: Karolina Grabowska/Pexels

By Rusty Shelton

Rusty Shelton is founder and chairman of Zilker Media and strategist for Forbes Books. He is the co-author of The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego.

Sourced from FastCompany

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Seven Steps to Get Your Business and Personal Brand AI-Ready?

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Sourced from The Network Journal

Online competition for attention and engagement has never been more intense and the rapid rise of artificial intelligence (AI) is exponentially increasing this tension, experts note. They advise leaders to get their personal and business brands AI-ready in order to stand out from the crowd and compete.

One such expert is Karen Tiber Leland, founder of Sterling Marketing Group, a branding and marketing strategy firm specializing in personal, business and CEO branding.

“Any CEO or entrepreneur who is not preparing their personal and business brands for the coming AI tidal wave is in a dangerous place,” Leland says.

Because AI language models (such as the hyper-popular ChatGPT) rely on large datasets of text from the Internet to learn and generate responses, she explains, “You have to teach Google who you are and what your company is about — across the net…If you don’t have online discoverability, credibility and relatability, you can’t compete.”

Not having enough quality content that Google can find creates AI generated generic responses about a brand based on the limited information available, she notes.

In a recent test, Leland asked AI about CEO clients who had very little online presence. “The response was, ‘I don’t have enough information to provide an accurate response,’ or, ‘I’m sorry, I don’t know much about this person,’” she says. “Not being on the radar becomes a huge opportunity cost.”

Below are seven essential steps Leland recommends taking to prepare personal and business brands for AI and explains why.

Stop avoiding AI and embrace education and experimentation. The more you avoid AI, the further behind you will get. One way to stop avoiding AI and prepare your brand is to educate yourself with the abundant online resources and experiment to see how it could work for your personal and business brands.

Accept the need to create a parallel CEO brand. Although 82 percent of all Americans (88 percent of older millennials) agree that companies are more influential if their CEO and executives have a personal brand, many C-suite leaders still believe they don’t need to create one, Leland says. “What they fail to understand is that they already have one. It is just a matter of if they want their brands to be by default or design.”

Consistently create an abundance of online, high-quality content. AI models can better understand and generate contextually relevant and accurate responses as they become more advanced. If your content is visible on Google and considered an authoritative source, it is more likely to be referenced by AI models when generating answers to relevant queries. Content can be articles, blog posts, podcasts, media interviews, social media posts, videos, etc.

Take a fresh look at your target audience. Knowing whom you are trying to reach and their concerns is critical in being AI-ready. AI itself can be a good source of gaining data and insights about what your target audience is now wanting and needing. This allows you to create brand messaging and content that resonates with them.

Monitor your online reputation monthly. Keeping track of when you are mentioned online, by whom and what is said is necessary in today’s wired world. A whole host of AI online reputation management tools can help you stay on top of your personal and business brands and allow you to address any issues sooner rather than later.

Flip the focus of your social media. A robust social media presence is undoubtedly essential in building a brand. Leland says the problem is that 80 percent of most companies’ posts focus on the company, with only 20 percent being educational or entertaining. The key is to start having 80 percent of your posts written around keywords, industry topics, trends, customer interests and thought leadership.

Teach Google who you are and what you stand for. If you want to be an authority, you must author something, says Leland. Leland suggests writing at least one long-form (600-1000 words) social media or blog post a month is the minimum you should go for. In addition, measuring social media solely through the lens of “engagement” is a mistake. Part of the purpose of today’s social media posting is to make yourself discoverable to Google and to teach it who you are and what you stand for.

The bottom line is, ignoring the trend of AI and chatbots in business and personal branding is a significant mistake, Leland warns. Even if you are not preparing your personal and business brands for AI, your competitors are.

Karen Tiber Leland is the author of “The Brand Mapping Strategy: Design, Build and Accelerate Your Brand.”

Feature Image Credit: Sanket Mishra

Sourced from The Network Journal

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5 ways to build a personal brand focused on impact, not ego

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By Rusty Shelton

Branding means creating an image in the minds of your audience.

Few phrases generate grimaces from professionals at the same rate as “personal branding.”

In fact, be honest—did your stomach turn a little bit when you just read it?

For many, when they read that phrase, their minds immediately go to people who have ego-driven, “Hey, look at me” kind of brands.

In my experience, having this kind of aversion to personal branding is typically a good sign because it means that you’re not interested in building visibility focused on your ego which is a foundational mindset for building a great brand. But just because many people don’t build their brand the right way doesn’t mean you can’t—or shouldn’t.

Your personal brand matters more today than ever before, and it not only needs to be visible and authentic, but also must build trust before you get in the room. Today, the first place most potential employers, partners, clients, and employees will come in contact with you likely won’t be in person—it will be online after a quick search of your name.

The frank reality is that your brand is what Google says it is. Branding means creating an image in the minds of your audience, and if the first image your audience sees is online, you need to be intentional about it.

The good news is that the more visible and authentic your personal brand is, the more of an impact you can make on others, and the more leverage it gives you personally. Here are five ways to build a personal brand that is focused on impact, not ego:

1. Understand your “why”

The best personal brands are built when an individual is focused on being the messenger, not the message. To do this well, you must have a clear impact that you want to make. Get clear on your message from the start because building a strong brand takes commitment.

2. Conduct an online-brand audit

Before you can focus on growing your brand, you must understand your foundation. Do you have a “brand name” you can own? If someone does find you, is what they find going to encourage them to take a next step with you, or cause them to question whether you are the right fit? This first impression is happening based on your online brand whether you like it or not, so you should be thoughtful about it.

3. Build authority-by-association

Ideally, you want the visuals that make up your brand to say what you shouldn’t say about yourself. For instance, “She’s a credible thought leader with something to teach and not an operator with something to sell.” Make sure you are associating yourself with brands that your audience knows, trusts, and respects by going beyond stock photos or headshots. Be sure to highlight any media coverage you may have received, photos of you speaking, and other images that establish trust by putting you in a setting that builds credibility. Even if you don’t have a ton of media or speaking experience, you can showcase visuals that put you in a setting that connotes authority.

4. Create an intentional content strategy

Most well-meaning people who try to build thought leadership end up focusing entirely on strictly professional content, which often results in slow growth. Instead, blend “you-driven” content (your perspective, pictures, and stories), news-driven content (timely content that connects to the headlines), and relationship-driven content (such as an interview series or podcast) with your professional content.

5. Be your fullest self

In this age of ChatGPT, more content is getting created than ever before, so the only thing that will set you apart is you. Resist the urge to play some kind of role you think you need to play to be a thought leader, and instead be more of yourself by leaning into your personality, interests, and quirks. This will give real value to your audience. Who you are and what makes you different is ultimately the only reason why people will follow you instead of all the other choices out there.

Whether you like it or not, others are getting an image of you online, so be intentional about creating one that accelerates trust and is authentic to who you are. By doing so, you’ll create a bigger impact and avoid the ego-driven branding trap.

Feature Image Credit: Karolina Grabowska/Pexels

By Rusty Shelton

Rusty Shelton is founder and chairman of Zilker Media and strategist for Forbes Books. He is the coauthor of The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego.

Sourced from Fast Company

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Why Meetings Are The Best Place To Build Your Personal Brand—If You Develop The Right Mindset

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By William Arruda

Personal branding is about authentically delivering value to the people you seek to influence, inspire and impact. One of the best places to do that is in meetings. In fact, meetings (both in-person and virtual) are among the most powerful ways to build your brand and advance your career, when you actively engage in them. That’s because:

The people you seek to impact and influence are there

Many of the people you need to impress so you can keep you career moving upward are right there, face to face or on Zoom. It’s the place to showcase your work and talk about the unique contributions you make to your team or a project.

Meetings take you out of your solo world

Delivering value that’s invisible will not catapult your to career new heights. Everyone’s busy. You can’t expect your boss and other influential people to be actively figuring out what you’re doing every day. Meetings bring your value out of the shadows.

You learn what’s going on

Meetings are learning opportunities. They often provide context, important details and sometimes valuable insights—all of which can be helpful to your success and make your contributions more impactful. You also learn things that have nothing to do with the project at hand—like who the boss chose for the new team member—but are important for you to know.

You build connection and relationships with your peers

It’s hard to build a relationship via email, texting or Slack. Meetings let you connect more deeply and bolster relationships with key stakeholders. Relationships are built through multiple consistent touchpoints. Meetings are among the most meaningful touchpoints.

Meetings let you showcase your expertise

That doesn’t mean bragging. It means demonstrating what makes you exceptional. Meetings let you make your mark and reinforce your brand differentiation. By actively participating (not multitasking) and sharing your ideas and opinions, you show your knowledge and point-of-view.

You demonstrate your communication skills

Meetings provide the forum for articulating your ideas clearly and concisely (and in a branded way—with humor or structure or data). Solid communication skills make you look confident. And by actively listening and participating (no checking your email!), you show respect for your colleagues and let people know you are interested.

Meetings provide a forum for acknowledging others publicly

Everyone wants to be recognized for their contributions. Acknowledging others and expressing gratitude is fuel to those around you. And when you do this in meetings, in front of a group, it’s more like rocket fuel.

You can get feedback

Feedback is essential if you want to learn and advance your career. Meetings provide a forum for others to provide candid actionable input you can use to refine what you do and how you do it.

You demonstrate that you are a leader

Meetings are places where decision makers identify emerging leaders—those who demonstrate leadership skills without holding the title. When you take an active role in meetings, you demonstrate your leadership and collaboration skills and get on the radar of those who have the power to promote you.

You enhance your credibility and likability

By actively participating in meetings and providing valuable input and unique insights, you build your credibility as an expert in your field. The way your deliver your input and interact with other meeting participants can make you likable. Strong personal brands sit at the intersection of likability and credibility.

Make meetings matter. Be deliberate in the way you participate in meetings so you can stand out, grow your brand and advance your career.

Feature Image Credit: getty

By William Arruda

Follow me on Twitter or LinkedIn. Check out my website.

I’m a personal branding pioneer, motivational speaker, founder of Reach Personal Branding and cofounder of CareerBlast.TV. I’m also the bestselling author of the definitive books on executive branding: Digital YOU, Ditch.Dare. Do! and Career Distinction. I’m passionate about how personal branding can inspire career-minded professionals to become indispensable, influential and incredibly happy at work—and I teach my clients (major global brands and 20% of the Fortune 100) to increase their success by infusing personal branding into their cultures. Here’s a fun fact: I have the distinct privilege of having delivered more personal branding keynotes to more people, in more countries, than anyone on earth.

Sourced from Forbes

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Science-Backed Techniques to Achieving Your Full Revenue Potential

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By Terry Rice

Amina Al Tai, an expert on mindset and business coaching, shares tips and strategies to help you unlock your full revenue potential.

I help entrepreneurs build their personal brand and revenue. And although that may seem daunting, the process is relatively simple. You just need to leverage my A.T.M. model.

Actions – The activities you must perform to be successful

Tools – The applications and resources that increase the impact of your work

Mindset – The self-perception or belief you hold about yourself

Pretty straightforward right? Well, I’ve noticed most people tend to prioritize actions and tools while they almost ignore the importance of mindset. Here’s the issue with that; your mindset can tank your chances of success way sooner than any external challenges.

Sure, you might know you need to build your email list. That’s an action to take. And you may determine that you need an email marketing program to help you send and optimize your newsletter. As you may have guessed, that’s a tool.

But what happens if you start thinking “I’m never going to figure out how to use this email marketing program” or “I’m not sure if I have useful information to share”?

This is why mindset is so critical. It allows you to push through those self-limiting beliefs so you can take on new challenges and continue to grow on a personal and professional level.

And, that’s exactly what I chatted with Amina AlTai during this week’s episode of the Launch Your Business podcast. Amina is an expert on leadership, mindset and business coaching. And as you’ll notice, she clearly wants you to win.

During our conversation, which is full of techniques you can immediately apply, AlTai provides input on:

  • Developing a money mindset and charging your true value
  • Increasing endurance to push through extended challenges
  • Removing upper limits that decrease your impact
  • Identifying and capitalizing on your zone of genius

I’ll share one of my key takeaways from our chat below.

Your mindset can have a negative impact on your clients and revenue

Amina says that on a sales call, it’s not just about your money mindset. It’s also about the mindset of your prospective client.

Unfortunately, if your mindset leads you to believe you’re not good enough or you just want to get a “yes” out of the client, you’ll accidentally project lack or scarcity.

This is why you need to believe in yourself and your offer wholeheartedly. If you don’t believe that you can bring a transformation to your client, you need to dig in deep to understand where that story is coming from. Fortunately, Amina provides guidance on how to do so during our conversation.

Once you’ve developed your own money mindset, you can coach your potential clients through their potential fears and limiting beliefs. This will allow you to close more deals and deliver better results.

Next steps

Ready to learn more from Amina? First, listen to the full interview below.

Then, be sure to check out her new podcast Amina Change Your Life. She serves up bite-sized lessons and inspiration on career, entrepreneurship, ethical wealth building, and well-being.

You can also learn more from Amina by visiting her website and following her on Instagram.

Feature Image Credit: Laurel Creative

By Terry Rice

Sourced from Entrepreneur

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12 Easy Steps To Build Your Personal Brand On Social Media

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By Bernard Marr

Building and maintaining my personal brand is an important part of my job. But it’s becoming important in so many professions, way beyond the realms of influencers, entrepreneurs, and thought leaders. Whether you’re an architect, entrepreneur, designer, blogger, lawyer, or whatever, your personal brand can help you stand out from the crowd and attract exciting new opportunities your way.

If you think about it, you already have a personal brand. Everyone has one. If a potential employer or client were to Google your name, they’d probably find your LinkedIn and social media profiles, perhaps followed by any news articles featuring your name or any other websites that mention you. What impression would someone get of you based on the search results? This, essentially, is your personal brand. It’s your online reputation.

Personal branding means taking control of your online reputation and shaping it, so people see you in the way you want to be seen.

So, if you search for my name online, you’ll see my own website, then my latest tweets, my LinkedIn profile, my YouTube channel, and then my other social media profiles. Even just a quick glance at these results is enough to tell you I’m an expert in future technologies, digital transformation, and driving business performance. You’ll see the same (professional) photos of me and read the same voice (mine). All of that contributes to my brand. It’s consistent. It tells a story about who I am and what I do.

Of course, social media isn’t the only way to establish your brand, but it does play a huge role. Here are 12 ways you can use social media to your advantage and sharpen your personal brand.

1. First things first, get your profiles in order. Add a professional, up-to-date photo to your social media profiles, using the same photo across different platforms to ensure consistency. Then clean up your profiles by deleting any content that you wouldn’t want potential employers or clients to see. (You can always maintain a private profile for sharing personal things that you don’t want employers or clients to see.)

2. Be yourself. While you want to cultivate a professional brand, it’s important to let your personality shine through in your social media posts. Write in the way you’d normally speak. Be authentic. Be honest. Talk about things that really matter to you (rather than trying to hop on the latest trends). And don’t pretend to be someone you’re not. This is all part of ensuring your brand stays consistent.

3. Share what you’re learning. Something that I’ve found impactful – and easy – is sharing interesting and relevant news stories from my industry on social media. This really helped me build my profile and stay knowledgeable on what’s happening in my field. To keep up to date with interesting and relevant news stories, you can subscribe to industry newsletters or, even easier, set up Google alerts for certain keyword topics. Do be sure to add your own message when you share something on social media – even if it’s just “I came across this today and thought I’d share it. What do you guys think?”

4. Join industry groups on social media platforms. Then make yourself known by engaging with posts, answering questions, and liking, commenting, and sharing other people’s content in the group.

5. Be generous with your time and knowledge. Be helpful to others online by responding to questions and comments and generally engaging with them. And do take the time to like or amplify other content that you found engaging, inspiring, or useful. Basically, be reciprocal.

6. Make new contacts as often as you can, especially on LinkedIn. You can do this by identifying people you want to connect with in your field and sending a certain number of invites each week, with a short personal message. Make a habit of this, and your network will soon grow.

7. Create quick polls to pose interesting questions and boost engagement. You can always mix it up by posting a mixture of professional and more general questions.

8. Post quality photos and videos from your work life. People love visual content, so if you’re at a work conference, attending an industry event, on the way to visit a client, or whatever, share it. You can mix it up with occasional “everyday” photos and videos while still keeping it fairly professional (think your morning cup of coffee when you’re working from home, that sort of thing).

9. Really, you can post any sort of content that will help to cement your reputation – it could be advice, thought-provoking questions, excerpts from presentations you’ve given, pro tips, how-to content, or whatever.

10. If you really want to establish your expertise, consider writing longer-form articles and sharing them on LinkedIn. I did a lot of this – still do, in fact – and it has played a huge role in growing my personal brand.

11. Use cross-platform tools to make your life easier. For example, you can use a tool like Hootsuite to schedule your posts in advance and share posts across multiple platforms, such as Instagram and YouTube, all from one place. This means you can get maximum value from each piece of content without having to physically post it in multiple places.

12. Try pencilling in a specific time each day or week for social media. You may actively want to limit the amount of time you spend on social media (it can be a huge time suck). So, I find it helps to schedule posts in advance and block out specific times to check in with social media, reply to comments, and see other people’s posts.

Feature Image Credit: Adobe Stock

By Bernard Marr

Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a strategic business & technology advisor to governments and companies. He helps organisations improve their business performance, use data more intelligently, and understand the implications of new technologies such as artificial intelligence, big data, blockchains, and the Internet of Things. Why don’t you connect with Bernard on Twitter (@bernardmarr), LinkedIn (https://uk.linkedin.com/in/bernardmarr) or instagram (bernard.marr)?

Sourced from Forbes

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