The Power of Your Personal Brand - Building the Global Business of You

 

From JDSupra, JD Supra Perspectives discusses the importance of personal brands and provides recommendations for building a personal brand for lawyers, but the guidance is relevant to everyone. 

You must meet prospective clients where they are ... online, with access to more information than ever, and searching for a story that resonates.

In 2010, 24-year-old violinist Lindsey Stirling appeared on America’s Got Talent. She was eliminated in the quarter finals. According to Wikipedia, judge Piers Morgan told her: “You’re not untalented, but you’re not good enough to get away with flying through the air and trying to play the violin at the same time.”

Stirling later wrote on her blog: “I was devastated at the results … It was painful, and a bit humiliating; however, I had to relearn where it was that I drew my strength.”

Never heard of Lindsey Stirling? Perhaps choreographed violin performances aren’t your thing, but she’s crafted a big and profitable niche in the ensuing years since America’s Got Talent judge Sharon Osbourne told her: “What you're doing is not enough to fill a theater in Vegas.”

Eight years later, Stirling is a successful touring artist and has sold millions of singles worldwide. In 2015, she was named in Forbes magazine “30 Under 30 in Music.”

How did she break through despite being told she didn’t have the talent to make it? She went direct to consumer. She started posting her music on YouTube and built up a big fan base.

She didn’t wait to be chosen by the publishing gatekeepers—she chose herself, and fans followed. Today, her YouTube channel has nearly 11 million subscribers and more than 2 billion views. 

...the biggest personal brands are being built by going directly to the people.

What can lawyers learn from Lindsey Sterling, and thousands of other musicians, comedians, writers, and actors like her?

In today’s world, in which worldwide distribution of content across the Internet is largely free, the biggest personal brands are being built by going directly to the people.

In yesterday’s world, publishers held the power. If you wanted to write a book, publish an article, get on the radio, have your face appear on video, or get a record deal, you needed to scrap, grind, and pray that you got discovered. Otherwise, you’d be a starving artist toiling in obscurity. Today, you can share your talent with the world with no one there to stop you, edit you, or tell you that it’s not good enough.

And therein lies the rub: When there are no more barriers to entry, the market gets flooded with content (some good, most bad). While it’s easier than ever to publish one’s work, it’s harder than ever to capture people’s attention because of the availability of content alternatives.

Accordingly, the democratization of content distribution poses challenges and opportunities to lawyers hoping to make an impact online. If you want to write a book, start a podcast, create a YouTube channel, or publish an article, all you need to do is put in the sweat equity to produce the content. At the click of a button you can make your work available for the world to consume. But getting people to take notice? That’s a much more difficult proposition.

Why it’s Important to Build a Powerful Personal Brand Online

I’m going to share a few ideas about how lawyers can break through online in a moment, but first let’s take a quick step back and consider why it’s important in the first place. 

...your personal brand is what sells you when you’re not there to sell yourself.

There’s no great dictionary definition of what a personal brand is. One of the most often cited colloquial definitions of “brand” is attributed to Jeff Bezos, who said: “Your brand is what people say about you when you’re not in the room.”

As a busy lawyer, branding is important because you can’t be everywhere, all at once. You can’t be taking a deposition and also taking a prospective client to lunch.

Indeed, before you ever have the opportunity to take a prospect to lunch, the client will have done a deep-dive online, peering into every nook and cranny of the Internet to learn more about you as both a person and as a professional. In this sense, your personal brand is what sells you when you’re not there to sell yourself.

Accordingly, to position yourself for success in today’s digital world, it’s imperative that you make a great first impression where first impressions are made: The Internet.

You must meet prospective clients where they are, which is online, in control, with access to more information than ever, and searching for a story that resonates. A qualified alternative to your services is only a click away. Are you going to leave business development to chance, or are you going to seize the initiative and build a powerful personal brand online?

Here are five rules that lawyers who are hoping to build personal brands should follow.

1. Focus on a Niche

Your ideas and your services are not for everyone—at least they shouldn’t be. Whether you’re trying to build a practice or build a following online (in today’s world, these are one in the same), a narrow focus helps you gain a laser-targeted audience that delivers more loyalty, interaction, and business. 

Having a niche allows you to position yourself as an expert on a narrow topic rather than as a generalist on a broad number of topics. In an environment in which consumers have access to more information than ever, they are searching for particular solutions to particular problems. To position yourself for success online, you must develop a deep body of work in a specific domain so that prospective clients (not to mention Google) perceive you as a trusted authority in your area of focus.

2. Build a Platform 

If you’re active online, the purpose should be to direct people who are interested in what you have to say to your digital “home.” Your home is your platform—be it a blog, podcast, YouTube channel, or simply your LinkedIn page. A platform is a place where people can consume more of your content and, ideally, subscribe and/or connect with you so that you can communicate with them in the future.

The purpose of building a personal brand is to gain a following of loyal followers who ultimately can become clients or refer clients to you. By having a platform you can stay in touch with your followers, and be top of mind because you’re appearing at the top of their inboxes or social media feeds. It’s not enough to merely have an attorney bio page on your firm’s website.

Even if you have no plans to ever leave your current position (and if you do, you really need to build a platform ASAP), you need a way to nurture and communicate with your prospects. Having a platform that allows you to communicate your thought leadership and unique value proposition with a niche audience is the best way to compete in the marketplace of ideas. And in a world in which information has become commoditized, ideas are all that matter.

3. Create Compelling Content 

Remember the days when lawyers and law firms used to ask questions such as, “Do we need a website?” and “Should we be on social media?”

Okay, some still ask these questions, but by and large we’ve turned the page on whether it’s important to have a strong digital presence. Today, it’s conventional wisdom, and a much better question is being asked, namely: “Now that we have these digital tools and platforms, what the heck should we be doing with them?” 

Content is the differentiator online, plain and simple.

Since there’s no barrier to distribution, generating attention and compelling action online all comes down to creative execution. If you can create insightful, inspiring, educational and entertaining content, you’ll be in the game. If not, you’ll be sidelined.

Content is the differentiator online, plain and simple. If Netflix just streamed other people’s content, it likely would have gone the way of Blockbuster by now. Instead, because it produces some of the best content available in all of media, it has millions of paying subscribers and a $170 billion valuation. 

As a lawyer trying to build a personal brand online, it’s not enough to “be on” social networks. You need to take advantage of the distribution channels that are made available to you to build a network full of members of your target market, and produce and distribute content that’s so good they can’t ignore it.

4. Connect with Influencers

One of the biggest challenges you’ll face as a lawyer trying to build a personal brand online is getting people to take notice of your content. People are busy, they’re bombarded by information, and they jealously guard their attention. They pay attention to those they trust, and ignore the rest. Accordingly, if you’re not already part of someone’s trusted inner circle of content producers, they will hold you, and your content, at arm’s length.

The solution to this dilemma is to make an end-run around their attention-defense measures by associating yourself with those who already hold sway with your target market.

...publish your content on platforms that your audiences already trusts.

These “influencers” consist of people who are considered authoritative in your industry, and publications/platforms that are read and respected by members of your niche market (JD Supra is a good example of an influencer platform if you’re hoping to reach decision makers).

Seek opportunities to publish your content on platforms that your audiences already trusts. This will help you to penetrate your target market with your insights.

Putting it All Together

Successful legal marketing and personal branding are all about consistency of effort and high-quality creative execution directed to a targeted audience. The primary way that powerful personal brands are built is through content marketing.

Producing and sharing great content is effective because it permits a respectful conversation to take place with your clients and prospects online. Over time, as you continue to provide valuable content to the marketplace, you can build a passionate audience, dynamic platform, and compelling personal brand that provides work and referrals for years to come.

Source: The Power of Your Personal Brand - Building the Global Business of You | JD Supra Perspectives - JDSupra

What Does it Mean to Develop Your Personal Brand?

 

From JDSupra, Lindsay Griffiths provides terrific advice about how to develop your personal brand.

In Business, Personal Branding Is Important

 

From JDSupra, Nancy Myrland of Myrland Marketing & Social Media discusses personal branding and suggests writing down the five words that describe you and your interactions with others and try to be true to them - - terrific advice. Nancy writes: 

You know that knot you get in your stomach when anticipating a difficult or challenging person or situation?

Last week, I had that feeling as I was expecting a phone call. I was pretty sure of the outcome, but also knew there was a slight chance it could go either way. In this situation, it wasn’t the person who made me anxious because we’re friends…have been for a long time, and I suspect we will continue to be for even longer.

The knot in my stomach was because the discussion was about something I really wanted to happen. It would have made my week (okay, my year) to get good news about this project. I really wanted it. I won’t share what it was because much of what I do I consider confidential because of my focus on the legal profession.

As I anticipated how I could react should the call not go the way I wanted it to, I decided that, whatever the outcome, I needed to just be me.

Just Be Me

Long story short, rather than just sit and feel nervous until the call came in, I sat back for a moment and thought about the words that describe how I strive to act, and how I want those actions to come across to those with whom I come in contact. I also decided I would be true to those characteristics because they are a thousand times more important than any project. They are my brand…or at least part of it. If others don’t know my brand, it is my responsibility to let that brand show.

Just as with firm and company brands, I also know personal brands can’t be faked…at least not for long. You and I can’t make up characteristics that we are not and expect others to believe they belong to us. Those characteristics are either you, they are characteristics you are teaching yourself to adopt, or they are not. We can’t fool the masses for long, nor should we try. That would be exhausting, not to mention confusing to others. Even worse, it would be confusing to us.

Here Are Mine

 

1. Be gracious.
2. Be happy.
3. Be positive.
4. Be smart.
5. Be respectful.

Is There Ever Reason To Stray?

You betcha. There are times in our lives when people decide they want to push our buttons. It is my practice to go as long as I can without letting mine be pushed. Every once in a while, I will encounter someone who wants to be difficult, or nasty, or confrontational. It typically disappoints me because I know people are capable of so much more, but this is life, and people are human, so they stray from their ideals now and then. Not one of us is perfect.

I do my best to stay above it all, even when pushed, but I will share just enough with you to let you know that I also believe in respect of other human beings, and I’m one of those human beings, too.

Bottom Line

Decide what your brand is, and do your best to let that show in all situations.

Write down the top 5 words that describe you and your interaction with others.

• Print it out.
• Look at it often.
• Revisit the list when you are preparing for a difficult situation.
• If something is missing that would serve you well, then make a note to work on that characteristic until it deserves a place on your list.
• Update it if anything needs to be added or subtracted.

What Are Yours?

I shared mine. As I mentioned above, I know I’m not perfect, and I never will be, but I try really hard to stay true to my 5.

What are yours?

Here…I’ll give you some space to write them in.

Let me know what you come up with.

1. _______________________________
2. _______________________________
3. _______________________________
4. _______________________________
5. _______________________________

Source: In Business, Personal Branding Is Important | Nancy Myrland - Myrland Marketing & Social Media - JDSupra 

Lady Gaga Taught Me These 4 Secrets to Building a Successful Brand

From Entrepreneur, Giovanni Marsico offers personal branding guidance from what he learned watching Lady Gaga. Giovanni writes:

1. Get crystal clear on who you want to help. 

It is so important to find the right customers for your company. 

Like a lot of people, Lady Gaga is attracted to people who were like her. She has written countless times about being bullied in school and felt like an outsider. It was these same people she went after when she decided to build her community (more on that in a bit). 

For me, I needed my perfect avatar to target. I wanted to help entrepreneurs like me: those who are mission-driven and want to create an impact. To find these people, I met with anyone and everyone and started asking a million questions to get to the root issues and how I could be of help. I started to look for patterns to define my mission. 

For you, focus on whom you want to help right off the bat. Take a stand. Look at your core values, what issues are important to you and your mission. This will help create cohesion and bonds among your core base. Look for those people who fit into that community. But also, just as importantly, do no try to appease to everyone. You can't please everyone.

2. Build a tribe. 

Next, you need to find these people -- a lot of these people -- and build your tribe. 

When it came to building her community and ambassadors, Lady Gaga didn't go for the traditional, top 40 pop audience. She went after the fringe -- the people who were bullied, those who didn't fit in, the outcasts -- and made them her family. And then she branded her tribe -- "Little Monsters" -- which was so important. 

Every year, for our Archangel Summit, we sell out, with more than 3,000 people attending. We are able to accomplish this by building our own tribe. When I launched the entire Archangel platform, I didn't start off with a product, service, experience or event and try to sell people on that business model. Rather, I started off with a tribe and asked out how could I serve them. 

By going down this path, it is much easier, in the end, for entrepreneurs to sell. After finding this passionate audience, you can figure out what the most common challenges this tribe is facing and how you, as the founder, can be the most helpful.

3. Focus on being memorable. 

Whatever you do, be remembered. 

Usually, when artists perform, they do pretty much the same act in each city. It can be a bit, well, blah. But, Gaga customizes her shows to each specific audience -- adding in personal touches to make each performance memorable. It is very micro level. So, people throw things on stage, and she interacts with them. I have seen her do it with a Canadian flag, which she danced with; a denim jacket she put over her dress; and a touching moment, when a concertgoer named Brittany tossed up a letter. Lady Gaga stopped the set, opened the letter, learned that the girl had just come out to her parents, who didn't accept it, and asked Brittany on stage. She then sang directly to her. I am not rehashing this story for no reason; I am doing so because I remember every single moment of that concert. 

In each instance, she made people feel special, like they belonged. 

For us, I go crazy when it comes to the day of the Archangel Summit event. It isn't just panels and keynotes, but also Cirque du Soleil-style performances. I do this to not only keep people energized, but because I haven't seen it anywhere else. 

Do the same for your own business. Do things that don't scale -- and they don't have to be such a grand level as having trapeze artists swinging through your event. For instance, you can insert personalized videos into emails, thanking someone for her purchase. Or send a special thank-you card after your service. Whatever you choose, you just need to show people you care about them.

Read the full story at Lady Gaga Taught Me These 4 Secrets to Building a Successful Brand

7 Ways To Grow Your Personal Brand in Less Than a Week

From Entrepreneur, Dhaval Patel offers seven ways to grow your personal brand quickly. These are my favorite parts of his advice:

2. Get a website.

If you're going to make a name for your brand online, you need a site where your audience can visit so they can learn more about you. So, get a personal website with an "About me" page. There are lots of tools that you can use and websites you can visit to help you build your own website. Some of them are free. Some are paid, but remember,  you get what you pay for.

If you want your website to be dynamic and professional-looking, make sure that you allot enough time, effort (and even money) into it. Use high-resolution photos of yourself and keep your copy short and engaging.

3. Think about your audience.

Who are you trying to reach? This is called your target audience.

If I've learned anything in my years of marketing, it's that you need to define your audience early on. Are you trying to direct people to your personal website so they can learn something from you? What do you have to offer them?

By answering these questions, you'll be able to get a better picture of your audience, and this will give you direction on how you communicate with them on your website and on social media.

...

6. Be you and only you.

I'm offering you this advice because I learned the hard way. When you are building a personal brand, you do want to put your best face forward. But you also don't want to create an online presence that isn't true to who you really are. Social users are savvy about honesty -- and they can tell when marketers are not being vulnerable and genuine.

So make sure you are putting forth an honest profile of who you are. When you do this, you’ll effortlessly build trust.

Read the full story at 7 Ways to Grow Your Personal Brand in Less Than a Week

7 Tips To Give Your Online Persona A Good Cleaning

Last summer in Forbes, Lisa Quast recommended the following steps to give your online presence a good cleaning.  Whether part of a summer, or spring cleaning, these tips are great recommendations for improving your online reputation.  Lisa writes: 

Make a list of all your accounts. This could include Facebook, LinkedIn, Twitter, Instagram, Pinterest, Google+, YouTube, Tumblr, Snapchat, Vine, Flickr, Reddit… too many to mention them all. Delete the accounts you don’t often use to reduce the risk from hackers and identity thieves. 

Review your security settings. Use enhanced privacy settings for personal social media accounts, but remember that nothing is truly safe when it comes to posting on the Internet. Always pause and think, before posting personal information or pictures online.

Think like a hiring manager. If a hiring manager were to review your social media profiles, what would he or she think? Put yourself in their shoes and consider your online profiles as seen from a recruiter or hiring manager’s viewpoint.

Cleanse your profiles of inappropriate items. This doesn’t mean deleting all your fun vacation pictures. But it does mean deleting pictures or verbiage that could harm your chances of getting hired or obtaining a promotion (think “G” not “R” rating). It also means understanding which social media platforms are deemed strictly business-oriented (LinkedIn) and which are better for personal use (such as Facebook, Pinterest and Instagram).

...

Consider the professional image you want to project. Do you want to be viewed as an expert in a certain field? Then think through the various ways you could do this online, which might include providing value-added comments within discussion forums, providing links to helpful articles within your subject area, or authoring blogs or articles in your area of expertise. 

Type your name into several search engines and see what comes up. Did you find anything old or that you don’t want displayed? Go to those online profiles and remove these items. If you found something inappropriate that someone else posted of you, politely ask them to delete the items. Just know that content you remove now might still show up in search engines for quite some time. 

Read the full story at 7 Tips To Give Your Online Persona A Good Cleaning

5 Personal Branding Tips Every Entrepreneur Needs to Know to Make It Big

From Entrepreneur, Jasmine Sandler shares her recommendations for personal branding for entrepreneurs.  One of the key steps is to develop a marketing plan. To develop your marketing plan, she writes:

As essentially a one-day planning session, think about and answer:

1. Where will you market your personal brand? Online, offline or both? What channels, if applicable?

2. Who is your audience and where do they hang out online? For this, I would strongly suggest making a detailed user profile. Do you target B2B, B2C or both? Age range? Income? Education level? School type? Work history? What type of content do they consume the most? Whom do they patronize and why? What do they spend on related products and services? 

This one is critical, as a personal brand is all about creating a connection with your audience, whether one-to-one or one-to-many, so you need to understand who you want to build a relationship with and why.

3. What is your marketing budget for your personal brand? What is your intended revenue stream? Does it directly tie into your existing business? New business? The more you can closely define your expected revenues and expenses ties to this brand, the more realistic your entrepreneurial success becomes.

4. How, where and when will you become a thought leader and/or influencer in your industry? This is the crux of personal branding for entrepreneurs. It is about knowing the field in which you possess the most experience, information, and passion. How will you penetrate influence through the development and delivery of thought leadership pieces? What will they look like? A comment? A blog post? An article? An ebook? A video? A PR stunt? How often will you contribute and where? Start by making a list of places to which you want to contribute. Know this by researching where your audience is, and what matters to them.

Read the full story at 5 Personal Branding Tips Every Entrepreneur Needs to Know to Make It Big