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Creating A Personal Brand That Matters To Your Target Market
"Don't compromise yourself. You're all you've got." ~Janis Joplin
If you're a self-employed service professional, you are your brand. Your brand is more than your company name, logo, or color scheme.
By: Amy Franko
"Don't compromise yourself. You're all you've got." ~Janis Joplin
If you're a self-employed service professional, you are your brand. Your brand is more than your company name, logo, or color scheme.
By: Amy Franko
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Your brand ultimately represents your values and defines how you're known in the world.
My clients choose to work with me because they know I'm dedicated to serving them and more importantly, they resonate with what I stand for. They don't choose me because they like my logo design and color scheme.
I learned from Michael Port, author of Book Yourself Solid, that your brand has to be a brave and bold expression of who you are at your core. To do that, you have to first answer these questions:
1. When do you feel fully self-expressed? Reflect on the times in your business life where you felt vibrant, inspired, and energized by your work. Describe the client who inspired you to do your best work, or the times where you felt most like your true self.
2. When have you compromised yourself or settled for less in your business? Think about those clients or projects that made you feel drained of energy, frustrated, or out of integrity. Most of us have had situations where we've accepted a client or project that left us feeling like we weren't true to ourselves.
When you have a clear view of those two business life situations, you're ready to create your personal brand. Your personal brand is based on two components:
1. Who and Do What statement. This statement is straightforward and describes who you serve, what problems you solve, and what results your services bring to your clients. An easy way to get started is to finish this statement: "I help (your target market) do/get (what you help them do or get)."
2. Why I Do It statement. This statement reflects your purpose and creates the emotional connection with who you're meant to serve. It describes your personal values, your purpose, and why people should consider working with you. Because there will be others in the world with similar "who and do what" statements, your "why I do it" statement is the real key to your brand. Once someone in your target market has identified that you could potentially serve him or her, they will naturally look for a deeper connection to you. To get started on your "why I do it" statement, you have think big! Reflect on your business life and why you get out of bed each day to do what you do.
When you create your "who and do what" statement and "why I do it" statement, you'll find those clients who feel connected to you, and you will always attract your ideal clients that make you feel fully self-expressed. You will be remembered for something much more valuable and meaningful than a business card or logo.
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
My clients choose to work with me because they know I'm dedicated to serving them and more importantly, they resonate with what I stand for. They don't choose me because they like my logo design and color scheme.
I learned from Michael Port, author of Book Yourself Solid, that your brand has to be a brave and bold expression of who you are at your core. To do that, you have to first answer these questions:
1. When do you feel fully self-expressed? Reflect on the times in your business life where you felt vibrant, inspired, and energized by your work. Describe the client who inspired you to do your best work, or the times where you felt most like your true self.
2. When have you compromised yourself or settled for less in your business? Think about those clients or projects that made you feel drained of energy, frustrated, or out of integrity. Most of us have had situations where we've accepted a client or project that left us feeling like we weren't true to ourselves.
When you have a clear view of those two business life situations, you're ready to create your personal brand. Your personal brand is based on two components:
1. Who and Do What statement. This statement is straightforward and describes who you serve, what problems you solve, and what results your services bring to your clients. An easy way to get started is to finish this statement: "I help (your target market) do/get (what you help them do or get)."
2. Why I Do It statement. This statement reflects your purpose and creates the emotional connection with who you're meant to serve. It describes your personal values, your purpose, and why people should consider working with you. Because there will be others in the world with similar "who and do what" statements, your "why I do it" statement is the real key to your brand. Once someone in your target market has identified that you could potentially serve him or her, they will naturally look for a deeper connection to you. To get started on your "why I do it" statement, you have think big! Reflect on your business life and why you get out of bed each day to do what you do.
When you create your "who and do what" statement and "why I do it" statement, you'll find those clients who feel connected to you, and you will always attract your ideal clients that make you feel fully self-expressed. You will be remembered for something much more valuable and meaningful than a business card or logo.
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
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