If you and I met at a coffee shop for the first time and I had no previous idea what your business is, or what you stood for, what would I mentally conclude just by looking at you?
Would I expect you to provide a premiere level service or a low cost/ low quality solution? Would I think you are an expert or a novice? Would I have a good idea about what it is you do? And would your values be clear and consistent?
It doesn’t matter what is on your website or business card. Who you are, how you show up, and the image you portray, is always communicating the true essence of your brand
Your brand matters.
As I am sure you know, your brand is NOT your logo or tagline. Your brand is a PROMISE OF AN EXPERIENCE.
Through your brand you are able to create meaningful connections with your clients, in a way that feels intimate, and magnetically draws them in to you. Through your brand you are able to create focus, intention and energy in building your business.
And when clients are magnetized to you, and you are focused and full of energy, your business and income results will truly be enviable.
You are always communicating your TRUE brand.
What all great personal brands have in common is that they effectively communicate the answers to these three questions:
- Who am I?
- What do I stand for?
- What am I an expert in or at?
Ultimately, as an entrepreneur you are your brand. It doesn’t matter what your marketing materials portray if when people meet you, it’s not congruent. And that doesn’t necessarily mean leaving a bad impression (though that can sometimes happen), but when you are leaving a different impression, it can leave potential clients confused. And a confused mind, NEVER buys.
This does not bode well for profitability!
I see it often when I network, and while entrepreneurs don’t intend to sabotage their brand, unfortunately it happens quite often. Here are some questions to consider to make sure you aren’t unintentionally sabotaging yours:
- Do you look like your head-shot?
- Are the words you use in conversation consistent with how you craft your copy and social media?
- Is the personality of your brand reflected in how you dress and present yourself? Remember – high end services are not communicated with casual dressing. Even if you are wearing branded T-Shirts, you will not be communicating your brand. It’s not that there is anything wrong with dressing casually and comfortably, it can be very attractive, however it’s just inconsistent with a high end service.
- How is your energy? What will people experience when they talk to you?
- Do your activities and life outside your business, represent the feelings and emotions you want your business to project? For example if your brand conveys luxury and abundance, and fine living, and you live a more down to earth lifestyle, it will feel inauthentic and repelling to your potential clients.
My moment of truth
I recently attended a mastermind for some of the leading entrepreneurs in my industry. We were all invited by the speaker/facilitator to do an exercise similar to the question I opened this article with. We found someone we hadn’t met, and had to tell them just by looking at them (no qualifying questions, no business card exchange, just visual) who we understood them to be, what they stood for, and what was their area of expertise.
The unanimous feeling in the room seemed to be: Uh-Oh…..What if I got it wrong? Even worse – what if SHE gets it wrong?
The good news is that since the room was filled with well established experts in their field, who had done all the internal work needed, the impressions each of us had about our exercise partner was incredibly accurate to what they truly represented, and what their business was. And at the same time we each had enough feedback to see where we may need to make some needed adjustments and changes.
This was a great reminder that fair or unfair, it is fact, that most people will size up and make a judgment about another person within the first 7 seconds.
An authentic brand is the starting point of a profitable business
To truly build a profitable & luxurious business and life, you need to be clear on your brand promise, and ensure that you are congruent and “on brand” with all touch points, printed, on-line, and in person.
The program I take my clients through facilitates the deep inner work needed for them to really ensure the brand they create is a deeply emotional experience for their clients, and highly authentic for them. And from there we are able to create the business that is a true expression of who they are, that is highly profitable, and ensures all of their deepest dreams and desires come true.
If you would like to build your own authentic and highly profitable business, I invite you to apply for a Complimentary Profit Breakthrough Session