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.

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

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.

A SMALL BUSINESS STORY

Every business has a story.

I met Renuka after my cycling today , she has a food truck that sells healthy detox juices.

I asked her her story.

Renuka had lost her job of 19 years during the pandemic.

She was managing the CRM at a real estate company.

The business vanished , “we were like white elephants for the company, I was fired after 19 years.” she said.

I did not find any regret in her voice.

Renuka has a charming smile and is a happy person.

I proved her further, why healthy juices .

She said her parents suffer from Parkinson’s and diabetes.

She learnt the benefits of healthy juice detox from her grandmother.

One thing has changed for her after she started the business, she now gets up early at 4 am to make the juices.

“ I was never a early person but all that changed after the job loss” she says.

He food truck is called ‘Naividyam’ which means ‘offering to God’.

She is not just in the business of making juices for her her work of healthy juices is an offering to God.

I made a small video on her story from my mobile phone and shared it on my social media.

There are stories and and stories .

We forget to tap into the power of story to build human connections.

When a brand story integrates with that of the customer magic happens.

Renuka can be just running a food truck selling healthy juices , but she has a story.

The story of her struggle , the story of her food truck , the story around her healthy juices , then the stories around her customer.

We forget to tap into the power of storytelling in business.

Renuka is inspiring, I like her spirit to fight back.

She has no regrets but a lot of hope.

That is the story of every business owner. The story of hope despite the challenges.

Tell your story

Sanjay Mudnaney

#brandstory

http://www.CrowTales.in

WE LIVE A STORY

We are here for a finite time and one day nothing will matter.

Dreams and worries will be buried , turned to ashes when it all ends.

Just in a moment everything will be over.

Finally it all ends , one day sometime in the future even our planet will vanish into a void.

How can we make sense of anything.

What is the point of it all , all our struggles are meaningless.

We add meaning to this seemingly meaningless existence with our Stories.

We seek to be immortal with our Stories as we fear vanishing into a void.

Religion is a Story that gives meaning to our lives .

Country is a collective Story of the tribe.

We are willing to die for our Stories and we are even ready to kill.

We create villains, the others , fight , create divisions with our Stories.

We live and die for our Stories.

All creation happens with a Story.

We create the Story of life after death as not existing does not make sense.

Leaving a legacy is a Story of our desire to be immortal.

We stretch beyond our physical limitations all because of Stories we tell.

In our Stories we have our heroes and villains .

We admire heroes and despise the villains.

We try to be like our heroes as we admire their stories.

We learn to hate our villains.

We try enrol others into our Stories.

Then there are those who we call our leaders who tell us a Story we all buy into.

We hear their Stories, get inspired and become a part of their tribe.

We are not ok is a Story told by advertising.

We need to get somewhere from here is a Story.

From here to there is a Story.

Success is a Story so is failure.

Self identity is a Story.

Yet finally it all ends and nothing matters .

Life is just a grand Story.

We are the Stories we tell .

If this is so why not tell a Story that inspires.

We have the choice , only humans have this choice to choose their Story.

Why not have fun while the Story lasts.

Why not live a Story that makes waking up every morning exiting.

Why live a Story of fear , survival, limitation.

Why not live a Story of gratitude and love.

Remember finally it is all meaningless .

In a moment it all will just vanish.

Till then let us have hell of a ride and live this life Story fully.

Sanjay Mudnaney

#passionproject

WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

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

With the smartphone in hand consumers set the agenda .

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 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 .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

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

Future of marketing is Storytelling in the Digital world.

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 an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

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

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

IN THE WORLD OF MEMES AND VIRAL VIDEOS – PR CHANGED

It is a cliche to say PR has changed, we all know that . Internet and smart phones with low data costs changed not only how we consume news and views but what we consume.

Today we use our smart phones for entertainment , education , information, shopping , booking cabs , flights , hotels , food delivery , making payments.. and the list is long . It’s one device that our world revolves around.

And then the pandemic hit us. almost overnight we had to sit at home , locked down . It was this device that saved us , kept us sane , we stayed connected with friends, family , and news around the world .

As the intermediary print media disappeared in the lockdown , the change which was gradual got accelerated. Advertising money moved from print to social media.

The big shifts I have experienced working with clients and also co founding a digital startup that will continue in the future are as follows

1. The Intermediary is less relevant : Earlier organisations would chase media (journalists) , today every organisations can broadcast directly to its audiences. Social media has democratised content production. Anyone can be a broadcaster.

2. Journalists move to organisations: Journalists have a knack for news and storytelling , as jobs become scarce in traditional print media journalists moved to organisations in communications and content writing to tell stories on the digital media.

3. Content becomes Visual : 80% of the traffic online is video content as consumers shift to being entertained on social platforms. Visual storytelling will become greatly in demand in times ahead.

4. Influencers are the new intermediaries : Brands are chasing influencers on social media as they have a fan following which can be leveraged and the association also endorses the brand.

5. 24×7 On the Edge the story of a crisis : As there are advantages of being able to broadcast online there is also the other side , a negative side, in a polarised world news will spread rapidly and can damage the brand overnight . In this scenario reputation management takes a different meaning .

6. Storytelling takes centre stage : Consumers and stakeholders consume content and Brands will become storytellers. Every organisation has stories, stories of the founder , organisation , culture, people , clients and community. The future of PR is storytelling in the digital world.

7. Brands and good : Consumers , clients and employees are increasingly looking at brands to support good in communities . Brands and good will connect with stories of good told in the digital world.

8. Leadership needs to be visible: Leaders need to be visible , vocal and demonstrate character by taking a stand for what is right for their people , clients , community and our planet. Leaders that leverage the social media create a positive brand voice. The social media is also going to be a listening platform for leaders .

9. Leverage social media to build Tribes : Organisations and Brands can build Tribes on social media and engage them . PR is no longer just talking but a two way communication, it is building a community around the brand.

In the very early days of social media I had built an alumni and employees community at a leading Indian IT company on social media . We kept the community engaged with the organisation and it turned out to be the best brand ambassador and PR for the organisation.

I have started seeing many PR agencies aiming to reinvent themselves by training their staff in digital communication but this change is more deeper .

It is a shift that needs understanding of consumer behaviour in the digital world combined with good storytelling.

The digital world offers a level playing field , disruptions can happen overnight. The future is going to be exciting and an adventure for digital PR .

As a communicator I am looking forward to the changes, are you?

Sanjay Mudnaney

#passionproject

http://www.CrowTales.in

STORIES MEAN BUSINESS

Our story begins at Starbucks where two storytellers met over a cup of coffee.

and the journey of storytelling began .

We saw gloom in our world, and we started telling stories of good , of real Heroes, their life , their struggle, their impact , their message, because we believe stories of good need to be told . http://www.YouTube.Com/heroesofindia

As storytellers, we tell stories because every story inspires us .

We see stories in organisations, brands , causes , people.

Organisations need to tell their stories,
because stories are remembered,
stories are shared ,
stories are passed on ,
stories touch the heart,
and inspire people to take action .

Tell your stories because,
organisation cultures are built around stories ,
your employees have stories of you ,
your customers have stories of you,
your partners have stories of you,
your community has stories of you.

A brand is built with stories.

Stories mean business.

In the digital world we are the stories we tell.

Are you telling your brand story ?

Sanjay Mudnaney

#passionproject

http://www.YouTube.Com/CrowTales