There was a time when people didn’t have processes.  Then, it was vital to mention you had one and clients wanted details.  How could you ensure you would be able to replicate your results if you didn’t have a process?  Today, most people talk about a process so it has lost the impact.  Today, you have to illustrate your process differently.

For some of my clients, we design a graphic to illustrate their process.  These pictures convey exactly how the process will repeat the success and are easy to follow.  In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing!  Another option is to name the process.  Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”.  Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.

Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way.  Instead, use pictures, names or call outs to really bring your message home.

The next area of focus is strong personal brand. There are some products that sell themselves. For the rest of us, we have to sell our products and services. When people buy, they buy us first, and then what we are selling. With that in mind, your prospect needs to consider you an expert in your field – someone who knows what they are talking about and can be trusted to produce. But you can’t be in every right place at every right time, right?

For some people, there is the added challenge of working for a large company with many people who do what you do. Insurance reps, realtors, financial service providers, etc. are often working the same area as their coworkers. So now, you have to work within your company brand and convince someone that you are the best choice at your firm without putting down anyone else at your firm. That is a pretty tall order!

The best way to manage both of these issues is to have a strong personal brand. If people can find you quickly, easily and in a way that shows you are an expert, you don’t have to sell as hard. The person can accept you as that expert.

So how do you get recognized as an expert? First, you have to know where your customers are looking. If they look on the web, you need to be sure your online presence reflects your expert status. LinkedIn is the first place to start as you get the opportunity to use your profile to explain how you got where you are. Nothing says “expert” like relevant experience!

In addition to LinkedIn, clients should be able to find you easily. Complete profiles and establish your online reputation so that you control it (See Own the Information About You for more information).

If your clients aren’t on line, think about where they will see your information and REMEMBER it. An ad in the local paper won’t work if people don’t read it and remember it when they need you. Sometimes you have to offer to speak, provide content or do something else to be seen as an expert in your field.

Building your personal brand is an important part of how to make sure people come to YOU when they need your help instead of you having to always find them. Our next installment will be about an Established Need vs. a Time-Based Need.

As you are working your message, there will be many times people catch part of it. That might be your company but not your location, your name but not your comany, etc. If that person wants to buy, they are going to go to their favorite search engine and try to find you. Even if they are holding your business card or material, they may want to go out and search for you to see what comes up. It is vital you know what they will find and control it as much as possible.

The easiest way to own the information is to spend three hours building your profiles. And yes, this does take time the first time you set everything up. So what do you set up?

Facebook – Facebook is up to you – many people prefer to separate their business profiles from their personal (myself included) but having the profile means you get found more often.

Google Profiles – these are great and we’ve talked about them before. You set up a profile for yourself and they are almost always first page results on a Google search.

Google Local Business – Another great tool, this is a business listing with your information.

Jigsaw – A directory of business contacts. By enterng your contact details you will get to download a name of someone you wanted to find!

LinkedIn – Set up both an individual profile and your business profile. Fill them out COMPLETELY. Your LinkedIn profile is a marketing tool so write to help answer why YOU are uniquely qualified to help your customers.

Naymz - This is the same as Plaxo. Use the same information and help get more connections.

Plaxo – Much of the information you post on LinkedIn can be used on Plaxo as well. Plaxo does a nice job to make sure your profile comes up high on search engines.

Spoke – A directory of business contacts. Again, be sure your information is correct.

Wink – Wink is a social network search engine and building a profile will help users find you.

Yelp – Yelp is a local business listing service that allows users to post reviews. If you do business locally, getting those recommendations can be gold. But you need to be listed first!

ZoomInfo – ZoomInfo has just added a company profile section so you can own both. Be sure to claim your personal information and make sure it is accurate.

There are many more places you can choose to list, but doing these will ensure when someone finds you, they are finding YOU and not information someone else put up about you. Owning your information is the first step to managing your on-line brand.

Loaay Ahmed of Knight’s Capital suggested, “A brand vision is to know where you want to be. A brand mission is to know what needs to be done to get you there.” Do you know where you want to be? It is hard to develop a plan if you don’t know where you need to end up!

Rob Ackerman said “Think of you and your image in the third person.” It is an interesting way to look at yourself and your marketing information. Who are you, really?
Barkri of Clink and Inc. said, “It’s like going to the hardware store thinking that you want a drill, when in fact you actually just need a hole.” What is your GOAL rather than the methodology you want to use to get there?

At the end of the day, a personal brand must have goals, direction and careful review.

We will have more on personal branding in a series appearing on our blog over the next several weeks.