Let’s be honest. Everything you need to know about branding is readily available online, so I’m not going to paint some information a new color and claim to be the originator.

Instead, I’m going to show you what you can’t find online: what it truly is and how to use command influence, thought dynamics, and the human decision-making engine to make your brand stand out.

Sound good? Let’s begin.

To make your brand work, think of it as a personality. We humans constantly connect with things we want and choose connections best suited for us based on gut choice that has zero bearing on logic, so you should inspire emotional responses for consumers to form relationships with only your product.

Take a look at these names:

• Harley-Davidson doesn’t sell motorcycles, but the American ideal of freedom. You’re not just buying a form of transportation, but into a community and a mindset.
• Southwest Airlines doesn’t sell air travel but the travel experience that only they can provide, making people feel connected to their airline as if it was their friend. 
• Starbucks is not a coffee shop, but your living room away from home, where you get to enjoy a special treat.

A brand is based on the unique way it shows up in the marketplace – its personality that attracts the correct buyers. Without it, you only have a thing, not a brand.

7 Steps to Personal Branding

Step 1) Spocking It:

List all the technical details of what you do to get them out of your system because brands have nothing to do with that. 

Step 2) That’s How You Roll:

Examine how you do what you do in a wholly unique way that no one else can duplicate. TED, United Airlines’ version of Southwest Airlines, failed because they couldn’t replicate Southwest’s quality and personality. 

Step 3) Who’s Your Crew?:

• Primary Market: those who love what you do in the way that you do it.
• Secondary Market: not your core audience and may or may not partake in your offering, but is a solid market that still creates income.
• Hater Market: the people who don’t like you or think you’re a fraud. Know who they are, so your brand is constantly pushing them away.

Step 4) Through the Looking-Glass:

What do your clients want and what’s important to them? Impart what you think and how what you do can benefit them.

Step 5) Falling in Love:

Examine the levels of emotional fulfillment you provide. A Tesla owner isn’t just buying a vehicle but also making a statement. Their emotional satisfaction comes from feeling important.

Step 6) The Drama:

Write the story of how you triumphed and came to provide this excellent and unique service to the world. After all, the fascinating part of any superhero movie is the origin.

Step 7) Deployment:

Promote your brand online and in person with a perfect, unbroken chain of words, graphics, and media expressions.

Once you go through those steps, you will then have created the Brand Story.

But did you do it right?

The Branding Checklist:

• Are there any unparalleled qualities your product offers?
• Rather than just seeing what you do, who appreciates how you do it?
• What market isn’t right for you?
• What’s the emotional satisfaction you provide that has nothing to do with the product?
• Do you have a unique and captivating story to tell about your process?
• When shared, does your brand intrigue people? If it doesn’t, lessen the technical talk. 

Done? Now it’s time to take action.

5 Ways to Boost Your Brand Engagement

1. Tell Emotional Stories:

Tap into the wiring that makes people light up by telling stories that inspire and touch deeply.

2. Learn From Your Audience:

Watch and research how your audience interacts with your online properties. Seek out industry studies about your market.

3. Look for Real-Time Trends:

Utilize current trends and leverage discussions to call attention to a topic relevant to your cause.

4. Use Only Custom Content:

Write content in your voice so that every paragraph reflects the uniqueness of your brand, something that generic content cannot do.

5. Champion Bold Initiatives:

Scour the internet for obscure stories of people doing bold things, then align your brand with those initiatives. Showcase that your brand is all about human involvement. 

But what’s the point of doing all this work if it’s not generating income for you?

How to Use Your Brand to Market Yourself

1. The Problem:

Show up as the one who understands the problem in a way that most people don’t, and let your audience know that you appreciate the struggles they’re facing.

2. The Solution:

Make them feel confident that you know how to solve their problems and that you’re happy to assist.

3. Why You?

Simply put, you’re the expert. You understand the problem and have the solution backed up with tremendous amounts of experience.

4. Making The Sale:

Asking for money is the ultimate yes or no moment, so have a simple way for your clients to begin working with you. The less you hem and haw and hesitate on closing the deal, the more confidence they’ll have in you and the more likely they are to buy. 

If this has been helpful, you can download this and all my tools for success by just texting the word SUCCESS to my personal cell phone 213-409-8366. 

Or CLICK HERE to schedule a no-catch, no-cost, 15-minute consultation.

Listen to my free audiobook Success Mindset to access your inner superhero: Stream it HERE. 

See how good it feels to close more deals!