The Sum Is Greater Than The Parts.

Confusion –  not only a song from Electric Light Orchestra, confusion is more seriously hindering the roll-out of Personal Brand. It’s such a terrible shame.

I’ve disagreed with luminaries such as Seth Godin about the definition of Personal Brand.  

Reputation seems to be the go-to adjective, despite the glaring misnomer that Reputation is defined by others and therefore not self-defined.

Now this on LinkedIn, from New York Bestselling author and Founder of Brand Builders Group, Rory Vaden. Someone I have a lot of time for and told in Rory’s uniquely inspiring way.

“ I’ve helped build 100’s of personal brands & this irony holds so many people back. It’s the fact that

  X  Your personal brand is NOT about you. X

If the sole or driving purpose of your personal brand is to make you mega rich and mega famous, you’re setting yourself up for a lonely life. A true personal brand is not self-centered, it’s service centered.

Your personal brand is not about you and the reason some of you are reluctant to go all in on this is because you go, “Aw, I don’t want to be vain. I don’t want to be braggadocious. I don’t want to look like I’m trying to be famous.”

A great personal brand is not self-centered. A great personal brand is service-centered. When you are selling, there are wins & losses. But when you are serving, there are only wins. You cannot lose. You only win. You only get value. You only get goodness. You only get referrals. You only get trust and I’m telling you, sooner or later, you will get money too. What challenge have you conquered? What obstacle have you overcome? What setback have you survived? What tragedy have you triumphed over? What problem have you solved? What path have you been down that you can help other people?”

So let’s unpick the words from the rhetoric.

If Personal Brand is NOT about you, it figures that it’s about what you do, or say.

Let’s assume a service-centered approach is the “driving force” for your brand. And with all those examples of challenges overcome, setbacks survived, tragedies triumphed over, problems solved, and paths that you’ve been down, there remains one glaring omission from a list of “Whats”.

What do you value?

It’s from shared values that we find affinity. Values that require us to be transparent rather than just relate events that paint a positive picture.

What we do and say can be replicated by others – Who we authentically are cannot.

Then;

That “some are reluctant to go all in on this is because you go “Aw, I don’t want to be vain. I don’t want to be braggadocious. I don’t want to look like I’m trying to be famous.”

Since when was that a requirement of Personal Brand. Because others portray the image of vanity or grandiose, doesn’t mean it’s the only image we can portray.

Core values are our unique identity.

Those that are kind; those that value family or faith; those that are determined, creative or loving – say that!!

Sharing those values doesn’t make one “look like they are trying to be famous” – it portrays someone with the courage to be their transparent self.  That identity will attract those with similar values. Quantum entanglement to give it its technical term.

And when the stories of obstacles, setbacks, tragedies and problems are woven into The Brand Within, the result is not only trust but loyalty. 

Your Personal Brand is a series of steps that turns one into a compelling character – much like in the movies where we root for the hero. The consequence of these steps is the reputation bit. 

Miss out The Brand Within and it’s still just another salesperson hustling their worth, trying to hide in plain sight.

Your Personal Brand starts within. It isn’t fixed in stone.

Instead, it’s an incredible opportunity to evolve over time and take others along for the journey.

There is a freedom that comes from authenticity and vulnerability. No longer the polished and perfected professional. Instead,

Perfectly imperfect.