Brand You

The Laws of Attraction

The laws of attraction are as valid in business as they are in romance. In life, we are attracted to those that add value to our lives. They make us smile, help us develop and help us live comfortably. They demonstrate that they understand us and share our values.

In business, we are attracted to the brands that do exactly this. There is a clear link between brand esteem and financial value. It’s no coincidence that many of the world’s top brands are also some of the world’s most valuable companies.

In 1997, Tom Peters wrote an article in Fact Company titled The Brand Called You. This was the beginning of the personal branding movement (although many had been carefully sculpting their personal brands long before this).

The laws of personal branding work exactly like those for corporate brands. The end goal is to make yourself more valuable and desirable to others. Not just because it bolsters our egos, but because it makes life easier and business more successful.

Turn Yourself Into a Brand

So how exactly do you create yourself as a brand? You have to be clear about your Brand DNA. What do you stand for? How can you be summed up in one or two words? What is your vision? What business are you in? Who are your competitors? Who is your target market? What are your strengths and your weaknesses? What opportunities exist for you? What threats might derail you?

To become a successful brand, you have to know how to market yourself.

You have to have a clear and desirable image. Everything you do and say should be consistent with this image.

You have to add value to people’s lives. Educate, nurture, encourage, inform, entertain, delight, reassure, guide and enrich those who come in contact with you.

The people with the most powerful personal brands are people and news magnets. People want to be around them. People want to write about them. People want to listen to them. Think Lady Gaga, Richard Branson, the Dalai Lama and the late Steve Jobs.

In that sense, Brand You is no different from brand Nike or Apple.

So how do you start building Brand You? Talk to Greg.