Is Your “Dream” Client
a Fantasy or a Reality?

This is a question that must be answered by everyone going through MIBOSO’s Authentic Personal Brand Development process.

Is the Answer to this Question Important?

YES! Because it’s all too easy to create a fantasy “dream client” that doesn’t exist in the real world! And if you’re not promoting your authentic personal brand to your “real” target market, you have little chance of attracting the “customers” that will make your business or career a rousing success.

What’s the Difference Between a “Dream” Client and a “Real” Target Market?

A “Dream Client” is a fantasy composite of all the traits you wish your customers would have. These traits may have NEVER shown up in the customers (bosses , colleagues or clients) you have served.  But you wish they would!  A “Dream” Client wish list typically looks like this:

My Dream Client:

• Appreciates what I do
• Is eager to pay me VERY well
• Insists on paying me in advance
• Allows me to give them whatever I think or feel is appropriate
  (In other words, they let me “run the show”)
• Is extremely interested in how I do what I do
• Constantly promotes me to their network
• Refers other “Dream” Clients to me on a regular basis
• Is very understanding and never complains when I am unavailable

How many people do YOU know that fit this criteria?  Five? Two?  None?

Now that we’ve examined the “Dream” Client, let’s take a look at your “real” target market.

A “Real” Target Market is Based on Historical Facts and Proof:

Accurate research and applied insight are required to create a “real” target market profile. The Target Market Profiling Module in MIBOSO’s Authentic Personal Branding Process includes the following questions:

1. Who has valued the work you’ve done most highly?
2. Why did they value it?
3. For which bosses/clients have you been most efficient/productive?
4. In what ways were you so efficient/productive?
5. At what tasks do you consistently excel?
6. In what environments/settings do you consistently excel?
7. When told your performance is superior to others’, what specific factors make it superior?

Rely on Evidence and Facts, Not “Fuzzy” Praise

It’s crucial that when answering these questions you rely ONLY on evidence  and facts, not platitudes,  unsubstantiated generalizations, or “fuzzy” praise.  For example, if you have been told, “You make everyone feel good about themselves.” What tangible result came out of “everyone feeling good?” What proof do you have for that? If you can find some proof or evidence to back up what others have told you, you have solid data for your target market profile.  If you can’t quantify what you’ve been told, toss it out and look for more  “provable” feedback.

Once you’ve figured out what makes you shine in the eyes of certain people, you need to switch your focus from yourself, to them, in order to determine:

• Who finds you appealing and outstanding?
• What are their needs and challenges?
• What benefits do you offer that will fix their problems and/or fulfill their needs?

Identifying Your “Real” Target Market

Their Demographics will tell you where they congregate: (work,  live or play), how much they earn, how old or young they are, their educational background and much more…

Their Psychographics will tell you:  what they want, what they value, what challenges them, what intrests them and how much NOT having what they want is costing them. This could be an emotional cost, a lost opportunity cost, an ethical cost, or an actual hard cash expense. It could also be some mix of all or a few of each of these different costs. Most importantly, their psychographics will tell you how much your solution is worth to them!

The Final Reality Check

When you have your full target market mapped out - demographics and psychographics - do the final reality check. Test it with people who fit your target market profile.

But don’t stop there! Refine it with every client, colleague and boss you serve.

Keeping your target market profile current and “real” means that you’ll ALWAYS know “who wants what you’ve got.”  And when you know that, you’re well on the way to successfully promoting your authentic personal brand.

Does your mind replay the old “Field of Dreams” mantra? “If you build it, they will come!”

In today’s economy, separating fact from fiction is key to lasting success.

Don’t “build it” and expect “them”
to show up.

That only worked in the movie. And remember who showed up to play in that Field of Dreams? Dead people!  And whether we’re talking about reality or a silver screen fantasy, dead people are only good business for those dealing in wills, estate sales and burial services.

If you have a “Big Idea” for a business, a product or a service, the first thing you need to do is
determine if it really IS a “Big Idea.”  Because it could also be a whim, a hobby or a change of
format masquerading as a “Big Idea.”

Is it REALLY a “Big Idea?”

How do you tell? If it’s more beneficial to you than it is to your customers, it’s likely not a
“Big Idea” and will have to be checked out very carefully, or it could damage or destroy your current business.

FOR EXAMPLE:

Changing your in-person consulting work you to a telephone or online collaboration platform is NOT a “Big Idea.” It’s a change of format. And it may be wonderful for you.
But it’s NOT necessarily a benefit to your customers.

Doing the consulting work you used to do in person by phone or using an online collaboration platform is NOT a Big Idea – it’s a change of format. And it may be wonderful for you. You won’t have to  race through airports and manage the logistics of delayed flights, lost luggage and stale hotel rooms. But to your customer’s it’s NOT a benefit Because they have to learn your new system (do more work) to get the same result or possibly, less than the same result if they enjoyed working with you face to face.

Is it YOUR “Big Idea?”

If you have decided that your concept really IS a “Big Idea,”ask yourself the following
questions to determine if it’s YOUR “Big Idea.” Seriously!  It might belong to someone else!

Question #1

How does this “Big Idea” move me closer to my:

• Personal Vision?
• Tangible Goals?

You’ll actually have to look at the elements of your personal vision and tangible goals to answer this question.  Dig deep and ask yourself:

Will pursuing this “Big Idea” enable me to:
1. Achieve my revenue goals?
2. Use my strengths / talents?
3. Align with my values / ideals?
4. Involve me in activities I enjoy?
5. Connect me with people I like?
6. Allow me to use my most productive work-styles?
7. Fulfill my works-space and geographic preferences?
8. Support my family’s goals?

Once that’s clear - if it turns out that the “Big Idea” you’ve been contemplating
DOES belong to you - tackle the next question.

Question #2

This is the question you need to ask to assess the viability of your “Big Idea.”

“Is there a need for my “Big Idea?” Does it have a viable market?”

Now, as “Big Ideas” are a dime a dozen, what you need to figure out next is whether or not your idea is viable. Does it offers a product or service that is needed by a specific market? In short, will it sell well?

There are few situations as discouraging as having taken the time, money and energy required to actually build your “field of dreams,” your “Big Idea,” only to realize that no-one has any interest in it.

“But my idea is totally unique!” You protest. “There’s no way to test such an original concept!”

The Good News & The Bad News

The good news, from a practical viewpoint, is that there are very, very, VERY few genuinely original ideas. This is also the bad news, from an ego based perspective. Sure, we’d all like to be the person who  invented the personal computer, or Post It Notes. But before we get too envious,  let’s look at what it takes to develop a totally original “Big Idea.”

Q: How Many Inventors Does it Take to Develop a Light Bulb?
A:  Seven Inventors + 110 Years.

• 1800: Humphry Davy invented electric light
• 1860: Sir Joseph Wilson Swan improved it
• 1877: Charles Francis Brush advanced the concept
• 1879: Thomas Edison’s bulb lasted for 1500 hour
• 1881:  Lewis Latimer improved Edison’s bulb
• 1903: Willis Whitney made another improvement
• 1910: William Coolidge perfected it

In order to devote ourselves to developing totally original “Big Ideas,” we do best if we are unemployed and funded well enough to survive for many years without generating any revenue. Most of us don’t have that option. So the fact that virtually no “Big Ideas” are one hundred percent unique is a distinct advantage.

Your “Big Idea’s” Similarity to Proven Ideas Lets You “Look Before You Leap”

Check out the validity of your “Big Idea” by researching similar products and services.

1. What are their strengths?
2. What are their weaknesses?
3. What are their recurring challenges?
4. Who are their customers?
5. What do their customers complain about?
6. What do their customers rave about?
7. Is this market sector emerging, growing, flat or declining?
8. Is market-share available?
9. Why will their customers  choose you over them?
10. What’s your revenue potential?
11. What’s your downside risk?

When the concept for MIBOSO showed up as a “big idea”, back in 1997, I ran through these questions myself.

My assessment predicted that my “Big Idea” (running a full service brand agency) would move me closer to my personal vision and and tangible goals. And it has!

My “Big Idea:”

• Positions me to generate more revenue than I did as an executive with a set salary
• Allows me to do the work I enjoy most and do best, namely:
  Authentic Business Branding & Authentic Personal Branding
• Frees me from tasks I don’t enjoy
• Aligns with my values around authenticity, creativity, making a difference and delivering excellence
• Fulfills my passion for guiding individuals and businesses to become “authentic” and leverage their strengths, passions, values, experience and talents in order to achieve their visions
• Utilizes my creative, motivational, mentoring and problem solving  talents
• Introduced me to thousands of wonderful clients, some of whom have since become good friends
• Identified my most productive work-style: writing + talking + listening
• Enables me to work from a home office where I am accessible to my daughter and my dog, not to mention my tea kettle! Yes, I am fueled by gallons of tea!
• Gives me the opportunity to learn a lot about technology
• Challenges me to expand my time and financial management skills

When I answered Question #2, I assessed other (Business) Brand Agencies on a number of levels and determined that there WAS a viable market need that MIBOSO could target and fill.

Riding Ahead of the Curve

Assessing the Authentic Personal Branding aspect of my business was more of a challenge, as in 1997, that truly was an emerging market! I learned (after the fact) that when you jump onto the leading edge - or ride slightly ahead of the curve - you need to be willing to do a LOT of teaching and explaining. And as in the world of institutional education, teaching is NOT a job that pays well.  A recent Business Week article, “Think Twice About Being First to Market,” explains why being ahead of the curve is not always an advantage.

This was a trend I continued when I founded Miboso Radio in 2002.  I was WAY ahead of the curve in pod-casting. Since 2005, I’ve made what I learned available to people who are considering getting into web or blog talk radio.

There is little that’s more truly satisfying than work that:

• You love
• You do well and easily
• Aligns with your values
• Satisfies your passions
• Furthers your ideals
• Achieves your vision
• Connects you with people you enjoy
• Enables you to fulfill your commitments
• Meets your work-style, work-space and geographic requirements

So assess your “Big Idea” carefully, and if it checks out:  Work hard and prosper!

Start really hearing (and recording) all the positive feedback you receive.  Yes - write down each and every compliment too!

Truly hearing and accepting compliments and positive feedback is the key to this part of the process because it’s the single FASTEST way to get an understanding of the value that you provide to others.

This is not as easy as it sounds!

Most of us tend to experience “temporary hearing loss” when we’re praised. You know how that feels!  It’s a numbing out that blocks our hearing and prevents us from taking in what’s said. Compliments land on us – then slide off – as if we’re covered in non-stick coating.

Truly taking in praise is a new experience for many! (And it’s a real “feel good” thing to do once you get over the shock factor.)

To Complete Step 1

1. Practice really hearing compliments and positive feedback, and writing them down.
2. You’ll also want to go through old performance reviews, letters of recommendation and even saved thank you notes.
3. Identify all of the points that others have identified as praise worthy, and write them down.

This Cache of Positive Feedback Tells You:

Specifically why others value what you do

Which of your skills, talents or personal qualities they find exceptional

Now – what you need to be careful of at this point is the desire to dismiss others’ input as less “true” than your own beliefs.  Other people are much more objective about you than you are about yourself. So their views are actually more likely to be accurate than your own.

The Second Step in Your Authentic Personal
Brand Value Proposition Development Process:

In this step you’ll go beyond passively accepting input
and take a more direct and active approach.

To Complete Step 2

1. Identify 10 - 15 people whose options you respect and ask them:
   “What is the single greatest value that I provide?”
2. Record their responses.

Yes - you DO need to write them down, or better yet, get as many people as possible to send you their feedback via e-mail so that you can compile all of their messages into a single document. NO EDITING BY YOU  is allowed at this point!

The Third Step in Your Authentic Personal Brand Value Proposition Development Process is to:

1. Sort through all of the feedback you’ve received and identify common themes.
2. Categorize the feedback and give each category a title.
3. Don’t change the writers words and descriptive phrases.

The only editing you should do is for context.  Sort “like comments” into “like categories.

For Example: These comments would all be grouped together, as they address “like” sets of personal traits and attributes. A title for this category could be “Drive and Curiosity.”
- You have a unique combination of credibility, proven success, and drive.
- You have many diverse interests, talents, skills, traits from technical to people related.
- You are outgoing and curious.
- You have an intense curiosity about the world, about life and about people.
- You have an inspiring thirst for knowledge.
- You strive to learn.
- You are open to learning.
- Your questions are  effective in uncovering and developing learning opportunities for others.

The Fourth Step in Your Authentic Personal Brand Value Proposition Development Process:

Stage four takes you back to the direct track.  Ask the same (or a different group of 10 - 15 people) whose opinions you trust to help you validate the input that you have sorted into categories.

To Complete Step 4

Ask the people who are willing to help you validate your responses to:

1. Review the common themes you have created
2. Comment on their accuracy, and suggest changes that will make your categories cleaner and more specific
3. Rank your categories  in order of dominance ( From your strongest to weakest)
4. Rank your categories in order of importance to them.
   For example, is your curiosity more valued by them than your drive to achieve  results?  If you work in a research setting, it may well be.  When conducting research, asking “why” and not accepting things at face value is important.  But if you work in a manufacturing setting - asking “why” things are done in a specific way may be seen as less valuable (or even as a weakness) by your colleagues and boss than your drive to get the work done.

At the end of this process you will know precisely what others value about you!

CAUTION:
Keep in mind that the views of those you invite to participate will be colored by the work they do and what’s important to them.  So if you want to move into real estate development and out of construction work,  get input from people who are already IN real estate development.

If you get input from people who work in construction, what you’ll define is your value proposition within the construction market. And that knowledge won’t help you advance yourself in the real estate market.

You May be Surprised by WHAT Others Value in You!

But once you have their input, and that input has been validated, you will be clear and well equipped to communicate your value to others.

What Functions Will Your Value Proposition Fulfill?

You’ll find that people appreciate getting an up front summary (or headline statement) of what they can call on you for – and what they can expect to get when they do.

• This is why your value proposition is important TO OTHERS

• Your value proposition is important TO YOU because it gives you a framework that you can use to guide your present and future actions. Think of your value proposition as the headline of your success story!

Now go ahead and declare your value to the world!

If you are a financial professional whom people value because of your ability to communicate complicated data in a clear and understandable way, tell people that’s what you do!  Put your energy into doing that. And STOP doing what you think you need to do that was NOT identified as valuable by those who took part in your value proposition development process.

Have fun developing your value proposition!

It will take you to your “Sweet Spot.”  Keep working it to stay there!

And if you run into any problems, please contact us for clarification.

What does that mean?

When your personal brand is well developed and fully authentic - its value proposition has the ability to effectively convey  “your appeal” as well as “the key value you provide” to the people and organizations that want what you’ve got.

Common Questions & Misconceptions

The questions I get asked most often about Authentic Personal Branding make it very clear that the concept of a “personal value proposition” is woefully misunderstood.

5 Top FAQs about Authentic Personal Branding

1. “How can my brand fast track my success?”
2. “Is my core value the same as my value proposition?”
3. “How can my Authentic Personal Brand attract the business opportunities I want?”
4. “How can my Authentic Personal Brand make my expertise and experience distinct and appealing?”
5. “How can my Authentic Personal Brand get me top dollar?”

When I translate these question into “brandese” they all express one common need, which is:
“How can I develop the effective, compelling, authentic value proposition that will not only lead me to success, but keep me there?”

My initial response to people who ask  this question, is to ask them:

“How clear are you on the value you offer?”

Why do I ask that?

“Because in order to clearly communicate your value, you have to be
both clear and specific about what others value in you.”

• Are you a strong natural leader who attracts followers easily? Are you comfortable with
  the responsibility of inspiring and directing others’ actions?

• Are you an “out of the box thinker” who always comes up with fresh ideas and innovative strategies? Do you find it impossible to do things “just because” they’ve always been done?

• Are you the insightful manager who turns “maverick lone rangers” into top performing business teams?  Can you turn “the power of one” into stellar team play?

To help you clearly communicate your value proposition, I’m going to
walk you through the exact four-step development process I created for
MIBOSO’s Authentic Personal Branding clients.

Use these four steps to zone in on the “sweet spot” of your Authentic Personal Brand
and craft a powerful, memorable, attractive and authentic value proposition.

Your Value Proposition is the “Headline” that Pulls Readers
into the “Full Story” of Your Authentic Personal Brand!

But wait!  Before you begin to develop
your value proposition you must
put aside EVERYTHING you’ve
ever been taught about NOT blowing
your own horn.

Because even though an effective
value proposition is NOT ego-centric,
it DOES require you to “advertise”
the value you offer to the people and organizations who are “out shopping”
for the strengths, values, talents, ideals,
passions and experience that you (and
only you) possess.

“Advertise” Your Value!

In order for your “ad” to deliver a positive response with the “shoppers” who are looking for what you offer,  its  unique  appeal must convince them YOU are exactly what THEY’RE seeking.

Your Value Proposition is Brief and Believable

Your value proposition is a brief, believable statement. It tells the people who want, need and value what you’ve got, exactly WHY you’re the one they should choose.  What makes your claim believable? The evidence with which your Authentic Personal Brand backs up the claims made by your value proposition.

Your Value Proposition Gets You Noticed!

Your value proposition acts like the news story headline that grabs readers’ attention by giving
them a sense of the value they’ll get out of reading the full story.

The strength, appeal and relevance of your value proposition is what makes readers:

a) Decide to take action, and contact you..

b) Think about taking action at a later date - and file your information

c) Drop your headline into the trash can and forget all about you.

Your Value Proposition is Engaging and Appealing

Your value proposition communicates in such an engaging, appealing way that those who are interested in what you’re offering  just HAVE to pursue you in order to get more of what your value proposition promised.  Now that they’ve had the taster, they’re keen to place their order.

Your Value Proposition Will Make Your Target Market Salivate!

So now that you know WHY your Authentic Personal Brand needs a value proposition, you can prepare yourself to start developing one that’s just as appealing and delectable as the little piece of “Ferrero Rocher heaven” in the photo above.  (This brand’s “Garden” variety white chocolate and coconut confections are my absolute favorite!)

In my next post, I’ll walk you through the 4-step process I use to build
value propositions for MIBOSO’s Authentic Personal Branding clients.

You may not want to make YOUR target market salivate, but you do want to fill them with the same sense of desire and positive anticipation that you feel when you anticipate digging into your favorite treat!

Legends tell us of the sirens’ songs that seduced unwarned sailors to enter treacherous harbors where their ships were damaged or destroyed.

The temptation to enter dangerous branding waters can show up with an equally unexpected strength and allure.

But if you heed the siren’s call,  you risk destroying your Authentic Personal Brand in the place that I’m calling “The Bermuda Triangle” of Authentic Personal Branding.

How will you know when you’re drifting into these perilous waters?

Three Danger Signs Mark
“The Bermuda Triangle” of Authentic Personal Branding

If you encounter any of these signs, conduct an assessment or “health check” on your personal brand immediately.  Then plot a course to get yourself out of that area, as quickly as possible.  If you can’t get out on your own, don’t hesitate to call for assistance.

Danger Sign # 1: Arrogance

When you allow arrogance to infuence your brand,
it will be marred by an offensive display of superiority, self-importance or overbearing pride.

Choose CONFIDENCE!  Not Arrogance.
Because if YOU don’t have faith in the value your brand represents, others won’t either.

While humility and modesty (the opposites of arrogance)  are not the sort of personal brand traits that people respond to negatively, they do block the effective promotion of a brand.
An overly humble or modest brand simply disappears into the shadows, and so tends to get overlooked by most.  Don’t let your brand be overlooked! Confidence is the middle ground between arrogance and humility. That’s where you want to keep your brand.

Arrogance will create BIG Responses!

• It will heat people up, irritate them or make them angry
• It WILL get their attention.
• But it WON’T attract or keep a loyal following.

(And if it does, you definitely DON’T want those followers!)

Danger Sign #2: Hype

When you succumb to the allure of hype and sensation,
your brand messages become riddled with questionable claims, deception, or trickery that artificially amplifies
your brand’s impact.

Choose AUTHENTICITY!  Not Hype.
Authenticity is hype’s polar opposite.  Authenticity builds trust.

It’s accurate to believe that you can make a LOT of impact with hype!

It will attract MEGA attention which may include national or international media coverage.

But the amount of effort that’s required to sustain hype’s fabrications over time causes
so much stress that the truth will inevitably emerge.

The truth will inevitably emerge.  When that happens:

• Your brand’s authenticity will be destroyed
• You will loose people’s trust
• The tangle of half-truths you weave to try to “salvage”
  your brand will end up doing far more harm than good.

Danger Sign #3: Opinion

Once opinion has infiltrated your brand, you begin to present your beliefs or judgments as facts.  In truth, they are not based on provable facts, hard evidence or logic.

Choose EXPERTISE.  Not opinion.

While we all have opinions, expertise (opinion tempered by experience and fact),  has a far greater appeal and tremendous “staying power.”  Of course it takes a significant amount of time and effort to develop expertise.

Opinions cost nothing.  Because opinions have no value.

• Because there’s such a glut of opinions available,
  they have absolutely no value as a commodity in trade.
• When you present your opinions as expertise, you are opening
  yourself up for attack by those who DO have the expertise you are aping.
• Your lack of expertise WILL be exposed - and your brand will be destroyed.

In our socially-networked and professionally linked in world, there’s nowhere for a
pretender to hide.  You will be exposed.  It’s not a matter of “if,” but “when.”

Protect your Authentic Personal Brand!

Keep it “ship shape” and “on course,”  (heading towards your vision).

Ignore the sirens’ song when you hear
them calling to you, because:

• Your brand is your “gold.”

• Your brand is your reputation.

• Your brand is irreplaceable.

Use it to find the personal brand strategist who will help you develop the effective Authentic Personal Brand that delivers an excellent return on your personal brand investment (ROI).

1. A “Top Notch” Personal Brand Strategist WILL be Hard to Find

They will be especially hard to find on-line.  Because they’re busy “doing the work” of personal branding, they have little time to spend writing and speaking about personal branding.  It’s a better bet to ask someone who has a personal  brand that they are happy with for a referral, and then ask the following questions of the personal brand strategist they refer to you.  As with diamonds, those that are found easily on the surface are usually not worth keeping.  You’ve got to dig deep for the quality stones.

2. They Deliver an Excellent ROI

“Top Notch” personal brand strategists deliver an excellent ROI. (Return on Investment) Their clients can easily identify the tangible benefits their personal branding has (and is) delivering. You must verify that the personal brand strategist you are considering gives their clients a consistently solid return on their personal branding investment.

3. They Are Experienced

An experienced personal brand strategist can readily prove “they know their stuff.”  Typically, they do this through numerous testimonials or case studies. You should be able to validate by actually speaking with the person who wrote the testimonial or is the subject of the case study.  Be wary of “unidentified” case studies or “name withheld” testimonials. While it’s true that some clients prefer to have their identity protected, if only a few of a personal brand strategist’s clients are willing to put their names to their testimonial - this is a “red flag” you should heed.

4. They “Walk their Talk”

An experienced personal brand strategist has their own distinctive, consistent, and authentic personal brand.  They genuinely “walk their talk.”

5. They Have “The Right” Professional Background

The only professional experience that equips a personal brand strategist with the skills they need to “do” personal branding is a background in corporate or product branding.  And there’s a BIG caveat here.

In order to make traditional branding work for people - as opposed to working for products or businesses - the personal brand strategist must make adjustments to the traditional branding process.  Corporate and product branding is a process that requires the brand strategists to “assign” values, attitudes, strengths and other brand traits to the brand they are developing.  These brand traits are carefully chosen to appeal to the target market who will buy the branded product, or the services provided by the branded company.

In order to build an Authentic Personal Brand, the personal brand strategist needs to be able to work with their client’s REAL values, attitudes, strengths, and other authentic brand traits.

6. They do NOT Hold Any Sort of “Personal Brand Certification”

As Personal Branding is a new and unregulated field - you need to choose your “personal brand strategist” carefully.  Those who cite a “personal brand certification” are telling you that they have been through some sort program that is equivalent to a general interest course in the traditional education system.  They may have learned some good information, but taking the class does not enable them to “think like” an experienced brand strategist. It does not equip them to  “do” personal branding.  At best, such training makes them a talented amateur who has educated themselves on the subject of personal branding. They have a theoretical perspective - but lack the practical, functional skills that come only from the “right” professional background.

7. Their Own Personal Brand Appeals to You

It’s important that you find the personal brand strategist’s brand appealing. Why?  Because it’s necessary for your brand values to relate to theirs.  If your goal in developing a personal brand is to build a technology based business that will net you a massive amount of wealth, you should not choose to work with a personal brand strategist whose brand values do not include achievement business success and wealth. And you must avoid working with the personal brand strategist whose values make her the perfect selection for NGOs or non-profit organizations.  You need to be able to relate to your brand strategist on numerous levels, and as your brand values are not yet identified - use your “gut” response to the appeal of the strategist’s personal brand as your compass.

8. Their Personal Branding Process Includes Multiple External Checks and Balances

The personal branding process used by the personal brand strategist you choose must NOT be solely dependent on the opinions and views of the individual being branded.  Their branding process must require that others’ perspectives are included at critical point, in order to validate or redirect the personal branding process.

9. Their Personal Branding Process is Guided

You need to find out how much support the personal brand strategist will be providing to you.  And also, how much involvement you will have in developing the final brand deliverables.  Be wary of programs that allow you to direct the brand development entirely on your own.

Even for a professional personal brand strategist, the human trait of being unable to be objective about yourself will get in your way - and  negatively impact your personal brand.

10. Their Personal Branding Process
is Fully Developed

Your personal brand strategist needs to be
able to outline their process, so you can see
how step 1 leads to step 2 and step 3 and so on.
If they can’t (or won’t) they might be just flying
by the seat of their pants.  And most of us don’t
like being treated like “lab rats.”

11. Your Personal Brand Strategist Has All the Answers

Your personal brand strategist needs to be able to clearly and quickly answer all of your questions on the timing, cost and tangible deliverables that you will get from their Personal Brand Development Process.  If they don’t have a quick answer, they may be applying their creativity to develop one - and that is something no “real” expert will EVER need to do.

Using this checklist will enable you to find a Personal Brand Development expert that is competent. They will be able to give you the functional, quality personal brand deliverables that enable you to maximize your performance and realize your goals.

This Checklist was first made public by Rosemary Davies-Janes in a March 18, 2009  interview broadcast by The Guru Nation.  Rosemary (RDJ)  serves as The Guru Nation’s Authentic Personal Branding Guru.

1. Who will you ask?

2. What will you ask them?

3. How can you tell if someone’s personal brand is truly effective and authentic?

Perhaps you’ll try to find someone to help you develop
your Authentic Personal Brand through a Google search?  If you do, “personal brand” will deliver 391,000,000 + results.

You’ll get links to lots and lots (and lots!)
of information on personal branding.

You’ll find that people are  talking about personal branding on every available platform: blogs, websites,  audio and video.

And while all that talk will give you some information on personal branding, what you learn won’t give you the insight you need to develop your own Authentic Personal Brand.

But all of this information won’t give you the insight you need to develop your own Authentic Personal Brand

When you come to this conclusion, what’s your next step?

If your next step is to search for “personal branding experts,” you will get  more links to sites, articles and posts promoting people who call themselves personal brand experts by talking about personal branding.

The same holds true of searches for “personal branding products.” You’ll get a lot of information, and the option to possibly buy some products, but little or no support.

And ironically, when you key in “personal branding support” you’ll get even more talk, but little  support.

Do you believe that someone who writes or speaks extensively on the topic of personal branding can build a personal brand?

I think most people do!

So it’s astonishing to see how many of the people writing and speaking on the topic of personal branding have NEVER actually developed a personal brand.  Not even their own!

Many of those writing and speaking  about personal branding
have NEVER developed a personal brand. Not even their own!

I’ve been shocked to find that many of these self proclaimed personal branding experts are themselves in dire need of personal branding.  The following example was provided by someone who recently wrote a personal branding post for a branding blog.

“I often function as a [1] brand [and] [2] social media expert… I also function as a [3] public relations consultant…a [4] trainer… a [5] columnist and writer…a [6] Public speaker…as a [7] social crusader…”

Just as this combination of apple/lemon/orange/pear creates an unrecognizable fruit, a brand expert/social media expert/pr consultant/trainer/writer/public speaker/social crusader is an unrecognizable entity.

Based on how he presents himself, I don’t think he’ll need to worry that you’ll be asking him to find time to brand YOU!

What searches deliver better results?

• “Personal Branding Services”
• “Personal Branding Programs”

These search terms are a little closer to the mark.
But you’ll still have to do a lot of sifting and sorting of the results.  Why?

Because most Advertising “leaves out” a method for you
to use to make a good buying decision.

• Is the personal branding expert you find relying on flashy
  or funny stories that are repeated over and over again?
• Or are they giving you a methodology that you can use to
  choose a qualified and experienced personal brand strategist?

Whether you find a likely personal branding expert on-line or through a referral, there are a number of key questions you need to ask to separate the “pros” from the “pontificators.”

Separating the “Pros” from the “Pontificators”

Read 11 Steps That Make the Difference Between Successful Authentic Personal Branding and Sure Failure.

Use this checklist to find the personal brand strategist who will help you develop the effective Authentic Personal Brand that delivers an excellent return on your personal brand investment (ROI).

Why take them out?

They’re not likely to EVER find out about it because they’re focused on external solutions.

Authentic Personal Branding is primarily an INTERNAL process that drives EXTERNAL performance and results.

As I’ve discussed in a previous post, the perspectives of people in this group are either:
POSITIVE (rose colored glasses outlook) or NEGATIVE (complainer/victim outlook).

And ALL of them search outside themselves for the things, items, places, positions or people
(usually those who are “in charge,” their bosses, the companies where they work or the government) that will “fix” their problems for them.

The solutions this group finds most appealing are “one size fits all”
One solution that fixes all of their problems - or if not all, then many.

But whether the solutions promise to “make them” - happier  -  more attractive   - more popular
or “get them”  - a promotion  - a better job   - a new business   -  a financial windfall…
There’s something missing from these sorts of fixes.

These solutions distance folks from their need to address how their internal perceptions
and performance impact their external reality.  And that’s a problem, because…

While all of the goals listed above ARE totally achievable, a person’s INTERNAL perceptions
and performance need to change if they want to get significantly different EXTERNAL results.

I’ve eliminated this group as they’re focused on externals.
And I’m not going to try to sell gasoline to people who don’t own cars.

I’m focusing my attention on the 49.5% of people who have an awareness of Authentic
Personal Branding and an interest in developing their own personal brand, because…

Despite their interest in personal branding, their desire to brand themselves effectively remains unsatisfied

Why?

Many personal branding experts, rather than having serious content, serve up nothing but metaphors and loose examples.

Examples are fine for demonstrations during the branding process. They are also helpful when
illustrating how some aspect of branding:
- has a specific positive effect or
- achieves an intended outcome.

But when an individual who wants their own personal brand is supposed to “get it” by listening to numerous branding metaphors and examples, all they “get” is frustrated.

All They “Get” is Frustrated!

Hearing an inspiring success story that you’d like to emulate gives you MOTIVATION.
But it doesn’t give you the KNOWLEDGE, PROCESS or MECHANICS you need to
ACHIEVE your desired result.

Many of those who claim to be “Personal Branding Experts” are nowhere near being included in either the half of 1% who have an accurate understanding of personal branding OR the .001% of that half of 1% who have an Authentic Personal Brand. Consequently, they are unable to deliver the tangible process that enables others to develop and document authentic personal or business brands.

So Beware!
Here’s a kind warning.

There’s often truth in the famous quote, “Those who can — do. Those who can’t — teach.”
originally coined by Henry Louis Mencken, “an American journalist, essayist, magazine editor, satirist, and acerbic critic of American life and culture.”

Mencken believed that every community produces only a few people who are “distinguished by their will and personal achievement.” In other words, there are only a few legitimate experts in any group or professional body.  And these individuals have not only earned their reputations, but have done so by generating a body of accomplishments that offer valid proof of their expertise.

A real expert in the process of branding would not have to express a single example or metaphor.

They would not have to “teach.”

They would simply “do.”

And they could take an individual (even one from the group who knows absolutely nothing about personal branding) through a defined process that would enable them to develop and document their personal brand. What’s more, they could equip this same individual with the knowledge necessary to both support their own brand and communicate the Authentic Personal Branding rational to others.

At Miboso, we “do” branding, and we let our clients’ results speak for us.
We build Authentic Brands for people and businesses, and we have been doing this since 1998.

Relevant links:
Read more H L Mencken quotes
Find out more about H L Menken

Of all the people I meet, a full 50% know nothing about Authentic Personal Branding.

They’ve never even heard of it!

And they haven’t noticed anyone who has a personal brand. Not even the famous people with HUGE personal brands.

Over time I’ve noticed that people
in this group:
a) Have two radically different outlooks
b) End up battling similar types of problems

Two radically different outlooks
Some of them live in a dream world, where they stay for their entire lives.
Their “rose-colored glasses” view of the world enables them see what they choose to see and filters out everything else.

And those who don’t choose to live in a dream world get stuck in a harsher reality.
They live in a world of complaints.  And they never escape.

What  “similar problems” can’t these folks get past?
They include being:

• Content to accept whatever life dishes up for them

• Conditioned to complain about whatever life has dished up for them recently

• Underachievers, because to achieve more than would require “a lot” of effort
  Or so they think

• Stuck in jobs they dislike or hate and complain about regularly

• Deeply in debt, because they feel “entitled to” far more than they  earn

• Victimized by life
  

And like the passengers on a speeding, out of control bus, they know they’re going to crash.
But they’re not sure exactly when that will happen, how many other vehicles they’ll take out when they do, or, if they are one of the few to survive, whether they’ll be so badly injured, they’ll wish they had died.

I’m sure you know some of these people.

49.5% of the people I meet have an awareness of
Authentic Personal Branding.

They might have heard “something” about the concept.

Or they’re impressed by some of those famous people’s personal brands.

They might have noticed that some “non-famous” people have personal brands.

And some have even contemplated getting a personal brand for themselves.

Most of these folks have figured out that personal branding is related to corporate
or product branding. But they aren’t really clear about what makes up a personal brand.

The most common misconceptions are that a personal brand is:

1. A logo
2. A selection of favorite colors
3. A slogan or tagline
4. An elevator speech
5. A website or social networking profile
6. Any combination of the above

Most are also unable to express:

• How personal and corporate or product brands are different
• Who needs an Authentic Personal Brand
• What benefits an Authentic Personal Brand delivers
• What problems a Authentic Personal Brand solves

Despite knowing something about personal branding, this 49.5% group ends up facing the same problems as the 50% who know nothing about personal branding.  They can’t fully escape these problems either, but their heightened awareness enables them to duck and dodge somewhat.

They have a strong sense that there IS a way to escape.
They know they should be searching for ways out.
But the overwhelming majority do not, and so they stay stuck too.

Of all the people I meet only HALF of 1% have an accurate understanding of Authentic Personal Branding.

These folks believe they are fully in charge of their lives.  They make plans and they achieve goals. But they lack the “master plan” that identifies which goals they should “go for” and which they should bypass.

This group knows how to escape some of the issues and challenges that arise in their lives.
But as this has been learned by trail and error over the years, their awareness is somewhat random. So when they’re confronted with a brand new problem, they rarely have  reliable tactics or solutions to fall back on.

Of all the people I meet, only .001% of that half of 1% have an
Authentic Personal Brand.

These are the individuals who have taken action to:

• DOCUMENT and EXPRESS their personal brands

• EVOLVE and LIVE their personal brands

• Make their personal brands the significant agents that drive  success in their lives.

This tiny percentage of people (.001% of .05%) who understand and act on their personal brands have a perception that their lives are on track and a reality that they’re clear and
moving forward.

These folks feel that life is good, orderly and clean.

And they’re equipped to handle any issues or challenges that arise in their lives.
As opposed to the other groups who try to escape or avoid them.

What else is different about this .001% of .05% group?

They’re accomplishing goals that are important to them.  And, far from requiring a great deal
of “effort” or “hard work”, they find it easy and enjoyable to do so, because the development
of their Authentic Personal Brand has aligned their talents, strengths, values,  passions, ideals
and experience.

So what appears to others as “hard work,” for them is “pure delight.”

Each accomplishment takes them to their NEXT level of success and fulfillment.
Their brand map gives them the “master plan” that directs their actions through
successive achievements to their ultimate “end game.”

And this group experiences an interesting side-effect
that defies rational explanation.

Because they are willing to do whatever it takes to get clear on their goals, their natural
assets and the real value they give to their families, clients, employers and communities,
it’s absolutely amazing how “the universe” conspires to support them.

Wishing and hoping alone won’t get you there.

The US Department of Labor estimates that today’s students will have ten to fourteen jobs by the time they are 38. According to former US Secretary of Education, Richard Riley, the top ten jobs that will be in demand in 2019 didn’t exist in 2004.

With so many options available, and more being created every day, how can we begin to figure out how to direct our professional energies, let alone fulfill our life’s purpose?

Authentic Personal Branding offers you a shortcut to success!

Authentic Personal Branding is a process that exposes your natural “hard wiring”  and leverages it so you can “be the change you wish to see in the world” with the greatest ease, passion and joy.

That’s right! Achieving personal fulfillment and professional success  does not necessarily require years of deprivation or grueling toil.  The following example shows how one individual  “naturally” connected the dots between his talents,  strengths, passions, values, and ideals. Then he added relevant education and experience which took him on a direct route to success and fulfillment.

And if you’re thinking that stories like this are rare - you’re right!

That’s why there is  another option.

Authentic Personal Branding “shortcuts” the lifelong process described below.

By exposing your “hard wiring”, the Authentic Personal Branding process enables you to connect your dots and draw the brand map that takes you to your fulfilling and successful future.

Benji* always has had a passion for clear vision.

He grew up in an Indian-American family that owned a chain of optical stores. It was a family that discussed new developments in corrective eye wear at the dinner table on a regular basis.

Having been born nearsighted, Benji knew from personal experience just how different the world looked when he had his glasses on, versus off.  He dreaded his summer swimming lessons and high school wrestling classes as he had to take off his glasses and “go blind.”

Benji’s grandmother came to live with Benji’s family when she was diagnosed with glaucoma.  After witnessing her long and losing battle to keep her vision,  Benji decided to become an eye doctor.

His natural strengths in mathematics and sciences ensured that Benji did well in his schooling. While completing his graduate studies, his passion for innovation led him to participate in several advanced studies that tested innovative applications of laser surgery for cataract removal and retinal repair.

Benji met a woman in graduate school who  specialized in geriatric ocular diseases. The two married shortly after graduation and went on to work  in their respective fields. After forging connections with several other highly qualified  opthalmologists, Benji and his wife founded a clinic that offered an array of innovative opthalmological services.

Once the clinic was established, Benji accepted an invitation to be an adjunct professor in the graduate program in which he had once studied. As his teaching skills grew, he was more and more frequently invited to be a guest lecturer at educational institutions around the world. Through this academic connection, he once again became involved in experimental research
and contributed to several important breakthroughs.

Over time, Benji personally funded several ocular disease studies in villages in India like the
one where his Grandmother grew up. His findings led him to develop some simple and inexpensive glaucoma treatments which were received in rural India with tremendous positive response.

When you read this story, it’s east to connect the dots and see how Benji’s natural strengths, talents, passions, values, ideals and experience combined to direct his education and vocation
and ultimately enabled him to achieve his goals while fulfilling his passion.

The Authentic Personal Branding “Shortcut”

Authentic Personal Branding enables you to shortcut the lifelong process detailed above.  By exposing your “hard wiring”, it enables you to connect your dots and create the brand map that will direct you to a fulfilling future and successful future.

To find out what our Authentic Personal Branding program can do for you, go to miboso.com

*Name and identifying details have been changed for privacy protection.