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Once you choose your brand,[link widoczny dla zalogowanych], stay on brand at all times. Be consistent and constant. Do whatever you can to reinforce your brand. For example, all of my websites have the words "common sense" in them. I'm sure you've noticed that I end every one of my articles with a paragraph that begins, "The common sense point here is��" I avoid lengthy,[link widoczny dla zalogowanych], complicated analyses. I work hard to simplify the complex and provide simple, easy to implement advice to my coaching clients. I use humor in my talks -- and frequently pepper them with the words -- "After all,[link widoczny dla zalogowanych], it's just common sense,[link widoczny dla zalogowanych], right?"
As you go about creating your personal brand,[link widoczny dla zalogowanych], remember that a good brand will not appeal to everyone. A brand that appeals to everybody is too vanilla. You want a Cherry Garcia brand, something that is uniquely you. A good brand will appeal to a lot of people, but it will also turn off a certain portion of the population.
William Arruda, my friend and author of Career Distinction says it well��
Did you watch the Super Bowl on Sunday? About 100 million people did. The game was entertaining and fun to watch. New Orleans won 31-17. Drew Brees, the Saints quarterback was the Most Valuable Player, and he endeared himself to the country by bringing his little boy -- who was wearing noise reduction headphones -- on to the field and carrying him around after the game.
I bring up the Super Bowl because you can learn a lot about branding from it. If you notice in the weeks leading up to the Super Bowl,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], big box retailers suggest you buy a new,[link widoczny dla zalogowanych], better TV to watch the "big game." Super markets and delis promote their party trays for the "big game." That's because the Super Bowl is the crown jewel in the NFL's brand; so much so that they've trademarked it. If you want to use the words "Super Bowl" in your ads,[link widoczny dla zalogowanych], you have to pay a fee to the NFL. Coors Light did. That's why you saw so many Super Bowl themed Coors Light commercials these past few weeks. Interestingly,[link widoczny dla zalogowanych], Coors Light didn't run one ad during the game. M&Ms paid the royalty fee too. I loved their ads with the M&M running on the conveyor belt in the super market.
The common sense point here is simple. Successful people create positive personal impact. Developing and nurturing your unique personal brand is the first step in building your brand. Brand building takes work, but it is simple conceptually. Do two things. First,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], decide how you want people to think of you. Then do whatever it takes to get them to think of you that way. Your brand is important and,[link widoczny dla zalogowanych], just like the NFL, you should do everything you can to protect it and build it.
"Be on brand in all that you do. People with a strong personal brand ensure that everything they do and all that surrounds them communicates their brand message."
There are two simple and common sense steps for creating a strong personal brand.
I work really hard to consistently and constantly present myself as someone who has common sense answers to everyday career and life success questions.
1. Decide how you want people to think of you.
2. Do whatever it takes to get them to think that way.
I'm sure you know who I mean when I say Shaq,[link widoczny dla zalogowanych], Madonna and Bono. These are people who are powerful brands. However, personal brands aren't just for athletes and celebrities. All successful people create and nurture their own unique personal brand. Your brand is how others think of you. It is a combination of a lot of things -- what you stand for,[link widoczny dla zalogowanych], how you act,[link widoczny dla zalogowanych], how you dress,[link widoczny dla zalogowanych], your on line presence. Nature abhors a vacuum. If you don't consciously create your brand, others will do it for you.
Take my "Common Sense Guy" brand. It appeals to a lot of people. However, some people find "common sense" a little too pedestrian and "guy" a little too colloquial. That's OK. Those folks probably aren't real interested in what I have to say,[link widoczny dla zalogowanych], and how I say it anyway.
The NFL works hard to protect their Super Bowl brand. You should work hard to nurture, promote and protect your personal brand too. Developing and nurturing your unique personal brand is the first step in creating positive personal impact.