HOW TO BUILD YOUR PERSONAL BRAND IN 8 STEPS

Whether you are a founder of a business or you are in a job or a freelancer you are a person brand.

You can choose to be a part of the crowd and become a commodity brand.

Being a commodity will make you replaceable with something or someone cheaper.

Being a Commodity is a survival game.

You can choose to be a brand that stands out from the crowd and is valued.

As a person brand you can command a premium.

You need to take these 7 steps to build your person brand.

1. Have a Brand Purpose

Ask the question ‘why’ do I exist ? This is the most important question you will ever ask .

Take a tombstone test “How would you want people to remember you”.

2. Define your Brand values.

What is your true north ? that will not change with time . This is the core of your character.

3. Be Authentic

Be true to yourself , don’t look for approval. Have a point of view and stand for your point of view.

4. Be Different

As a brand you are unique , find your gift, find your niche , focus , stand out from the crowd , do your thing, take risks . Choose a path less travelled , one that gives you joy.

5. Make a Brand Promise

What is your brand promise ? What is the value you add to your clients.

Clearly articulate your brand promise.

And declare your brand promise to the world. Once you put it out there you become accountable.

Clients like those that take accountability.

6. Live your Brand promise

Word of mouth is the best brand marketing.

When’d your clients spread your word your value grows .

And every one you work with is your client .

7. Be ready to be Vulnerable

A personal brand is vulnerable, you cannot win all the time , that is being fake . Be ready to be and share your vulnerability.

7. Be your own Brand Storyteller

If you don’t tell your brand story no one else will .

Every touch point is an opportunity to tell your brand story .

Your network is your net worth.

The social media offers you an opportunity to build your personal brand.

I help my clients build their personal brand in the digital world through personal coaching and workshops.

In case you are interested do visit my website http://www.sanjaymudnaney.com

WHY DO WE TELL STORIES?

There is mystery about life and death , that is how we become storytellers.

That we will just vanish one day without a trace seems inexplicable.

From where do we come and where do we go are questions asked since the beginning of time.

There are no answers , it all seems meaningless, after all nothing matters, and to make sense of our existence we tell stories.

In our stories we create religion , we create God.

Nation is a collective story , there are no real boundaries.

Stories make us more secure in an insecure existence.

We create our villains and we create our heroes.

We create the story of what is good and what is bad.

We create stories of success and failures.

We create stories of bravery and valour and of cowardice and treachery

We are ready to live and die for our stories .

We connect with our stories .

Our fears ,our pains , our suffering, our desires our dreams are similar.

They are universal truths.

Below the layers , we are the same , our stories are similar.

We tell stories because that is what we are – Storytellers.

INTERRUPTION MARKETING IS DEAD !

The control has moved from the advertisers and sellers to consumers.

There was a time when we all read newspapers,

This was the time of mass media,

Advertisers hoped to interrupt the consumers,

Pay attention to their message and buy their products and services,

Then came television , advertising had similar objective ,

To interrupt consumers .

Then everything changed with the advent of internet and the smartphone,

With the smartphone in hand consumers set the agenda .

As data prices fell they became consumers of data.

Now the consumers  visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are remembered and shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories.

Stop interrupting and focus on entertaining and educating.

Consumers switch off from interruption.

Real stories well told , inspire action,

Stories mean business,

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling,

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every Culture has a Story ,

Dig deep and you will find each one of us has a story.

Every story is based on universal human truths.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

HOW BEING VULNERABLE CAN MAKE A BRAND MORE POWERFUL

A brand is like a living person.

It needs to be authentic to build trust.

No person can constantly be winning.

There will be days of struggle , days of failure.

There are moments of truth.

“Always good” is based on untruth.

Trust cannot be built on “Untruth”.

Can a brand be authentic and own up failure, say sorry ?.

Can a Organisational or Person brand share vulnerable moments ?

It’s difficult to be vulnerable. But it builds trust.

I experienced these both at Mastek where I headed Corporate Communications.

Mastek was the first company in the IT industry to give a profit warning ahead of quarterly results.

There was no precedent.

Obvious repercussions were bad press , investor calls .

Yet it emerged more powerful as a transparent and ethical brand.

The next story is of vulnerability.

Ashank Desai the Co Founder had an difficult early childhood.

There was his story of poverty and struggles.

Ashank has shared his story and lessons to inspire youngsters.

This has made him a strong person brand.

Being Vulnerable is strength.

Real heroes are authentic, they also fall.

Yet they get up and fight back.

Make your brand story more powerful.

Tell a authentic story. Be vulnerable.

WHEN THERE IS GLOOM, CAN A STORY SPARK HOPE

It was this very question that got me to start Heroes of India YouTube channel.

Global pandemic had been announced.

The world was locked down.

There was uncertainty, gloom.

The storyteller in me wanted to change the narrative.

With stories of hope , of real heroes.

Those who did not walk away.

Those who chose to make a real difference in our world.

I wanted to tell these stories through short films.

Even if I could inspire a few or get a few to support their work.

I would be happy.

But I had no budgets , no experience, no team and it was lockdown.

Excuses.

I used the Nike slogan ‘Just do it’.

I wrote a few mails , support poured in.

The team happened.

The team took on the challenge.

Today we have made 12 short films on YouTube.

Do you believe that the narratives we tell define our life ?

Do you believe the world needs stories of hope?

Do you want to be part of this movement?

If yes, Join me in spreading the stories of good.

Can you help us cross the one thousand subscribers milestone?

Subscribe to https://lnkd.in/dhvZuxP

Are you a content writer, video editor, digital marketeer ?

You can join as volunteer.

Drop me a mail at sanjay@crowtales.in

HOW DO YOU TAKE ON THE LEADER ?

How do you take on the leader in the marketplace with one tenth the budgets ?

The story goes back to 90s.

Computer education was booming.

NIIT was the leader.

I was heading marketing at Datapro an upcoming IT education company.

NIIT was splashing money in national mass media .

We had maybe one tenth the budgets.

Could not take on the leader on their ground.

I chose guerrilla marketing strategy.

Converted the area around the education branch into a war zone.

Undergraduate students were the TA.

Aimed 5x times the exposure of the leader in the local war zone.

Business jumped .

We did give NIIT a good fight.

Never take a leader on their battlefield.

You will be crushed.

Create your own battleground.

At heart of marketing is strategy,

At heart of the marketing strategy is the customer.

What creates magic is passion.

A STORY MEANS BUSINESS

I took Shaktiman to Chennai and created chaos.

Parle G sales was having a tough time in Chennai.

We decided to take Shaktiman to Chennai.

I had built the first pan India integrated marketing services company with presence in 124 markets.

Parle products was our client.

I knew the power of stories.

I knew that Shaktiman (Mukesh Khanna) was a hero for children.

As a character he stood for good values.

Was aligned to the Brand Story.

We worked on a plan to take him to Chennai.

Kids could meet him at an open ground.

The only condition for entry was cut the newspaper Ad and attach two empty Parle G wrappers.

We did a integrated campaign Ads , school promotions , PR.

On the D day Shaktiman was on stage.

We waited.

We expected a maximum turnout of ten thousand.

The police commissioner was chief guest.

On that day was chaos , over one lakh crowd turned up !

Kids came in school busses.

Each wanted to touch Shaktiman.

Their hero was in front of them.

Parents too wanted to touch him !

Next day front page news in Chennai was Parle G Shaktiman comes to Chennai.

Parle G sales shot up in the South , market share was captured.

A Story can inspire action.

A Story means business.