Creating the Brand of You

We all know, “the times they are a’changing.”

In the good old days, people used to go to college, get a good job, work their way up the ladder, and retire with a guaranteed pension.

In our rapidly changing world, job security is a relic of the past.  According to the Bureau of Labor Statistics, the average person born in the latter years of the baby boom (1957-1964) held 11.3 jobs from age 18 to age 46.

The average worker today stays at each of his or her jobs for 4.4 years, but the expected tenure of the workforce’s youngest employees is about half that.

Ninety-one percent of Millennials (born between 1977-1997) expect to stay in a job for less than three years, according to the Future Workplace “Multiple Generations @ Work” survey.  That means they would have 15-20 jobs over the course of their working lives!

What does that mean to you?  Whether you are happily employed, stuck in a dead-end job, unemployed, underemployed…the only thing you can really control in today’s economy is the “brand of you.”  This is especially true for solopreneurs, entrepreneurs and small business owners who need to stand out from the crowd to attract loyal clients and customers.

The best way to make sure that your talents, skills and gifts are marketable in this environment is by becoming an expert and trusted advisor.

What is the main thing people are looking for when they hire an employee, retain a service professional, or buy a product or service?

They are looking for a solution to a problem.  And if you can position yourself as the expert with the best solutions, you will have a long line of customers eager to follow your advice and purchase the solutions you have to offer.

Here are 5 simple strategies to position yourself as an expert and become the trusted advisor your clients and customers are looking for.

Be Somebody

In  No B.S. Wealth Attraction for Entrepreneurs, business guru Dan Kennedy said that to “be somebody” is a “wealth magnet.”

He explained that in our celebrity-obsessed market, it is smart to make yourself into a celebrity.  Not necessarily the kind who appears on Oprah or the cover of People, but a celebrity within your own market or area of expertise.

People like Donald Trump, Oprah Winfrey, and Rachel Ray know this.  They don’t just brand their products or services.  They spend their energy branding themselves, and everything they touch turns to gold.

But how do the rest of us achieve this kind of brand name recognition?

The good news is…the smaller your market, the easier it is to achieve celebrity status.  Even in larger markets, you can attain instant celebrity status by associating with celebrities.

But, you’re probably thinking, “I don’t know any celebrities.”  That’s okay.  There are a lot of creative ways to meet one.  Here is just one good idea:  Conduct an interview with an expert in your field.  Turn it into a podcast and put it on your website.  Make sure to get a photo of yourself with the celebrity to post along with the podcast.  Everybody…even famous people…likes to be asked for advice.

It is even easier to be somebody in your local market.  Local news sources are always looking for fresh stories, good advice for their readers, and intriguing ideas.

On a broader scale, the internet has made it easier than ever to be a national (or even international) celebrity.  Anyone with a computer and video recorder can post videos on YouTube, appear as a guest on an internet radio show, or even start an online show.  This is a wonderful showcase for your skills and creativity.  Just be careful to keep the wild and crazy personal high jinx separate from your professional persona.

Amp Up Your Knowledge

If you’re just starting out, you might be wondering about another thing.  “How do I become a respected expert in my field when so many people know so much more than I do?”

In his famous book Outliers, Malcolm Gladwell studied the research and determined that it takes about 10,000 hours of dedicated practice to become an elite musician.

However, in most professions, you don’t need to be a genius to be successful.  For most endeavors, you just need to be a step or two ahead of your customers and they will be happy to heed your advice.

Earl Nightingale, a well-known motivational speaker, said that you could make yourself a world class expert in most fields simply by studying every available resource for an hour a day for just a year.

Dan Kennedy followed his advice and made himself into a top expert in the field of direct marketing entirely through self-study, with no academic or experience qualifications whatsoever.  In less than three years, he began charging high fees for his seservices, and now charges literally thousands of dollars for an hour of his time.

What does that mean for you?  Learn as much as you can, as quickly as you can, and turn that knowledge into valuable information for your prospective employers, clients or customers.

There is no need to invest in expensive training unless you are in a field that requires specialized knowledge.  Take advantage of the free and reasonably priced classes available on Udemy and Massive Open Online Courses (MOOCs), and you will soon be light years ahead of most of your competitors.

Get Networked

If you want to compete in this economic environment, there is no avoiding social media. Here are just a few of the startling statistics:

Create a Platform for Influence

If you are really serious about building an online presence, you need to start a blog.  Here is a link to an earlier blog post where I explain why.

Here are a few tips to get your started on the right path to make your blog a success:

• Use your name as the blog name.  For example, my blog domain name is www.lauriemorin.com.  When I started out, it focused on entrepreneurship.  It has evolved into a more comprehensive resource for mid-life women who are seeking more joy, passion and fulfillment in their lives.  But it is still the same brand…the brand of Laurie Morin and what she has to share with the world.
• Place your photo somewhere near the top of the blog.   This adds a personal touch that helps you build a relationship with your readers.
• Adding photos, videos or podcasts to your blog will bring people back to keep reading.
• Use your blog to post quick updates, events, and information that your audience will find interesting and helpful.  Be authentic, use yourown voice, and don’t just follow the pack.
• Link to high quality blogs and websites in your field.  This is one way to associate yourself with experts and celebrities.
• Don’t use your blog to blatantly sell products and services.  Use it to provide value and build trust.  It is okay to add some affiliatelinks to make money, but only if they provide something valuable for your readers.
• Build relationships with other bloggers by commenting on their posts, linking to them, and thanking them if they link to you.  The blogosphere is a community and your fellow bloggers will support you if you support them.
• Finally…and most importantly…post regularly.  If you are inconsistent, people will lose interest.  If you regularly provide interestingcontent, you will attract and retain loyal readers.

Other Avenues to Create Brand Awareness

There are a lot of other ways to start developing your celebrity status, but they take a bit longer than starting a blog.  Here are just  a few ideas:

• Join a local toastmaster’s or speakers group and get in front of audiences interested in your area of expertise.
• Publish a weekly or monthly newsletter, in print or online.
• Write articles for relevant magazines, newsletters, and ezines in your field.
• Send out press releases offering to appear as an expert on local radio or television shows.
• Sponsor a local charity, team or contest and get your name on their publicity.

The possibilities are limitless.  You just need to use your imagination, and have faith in yourself.

By creating your personal brand and offering your valuable insight and knowledge to the world, you will be in the best possible position to find a new job, upgrade your career, or create the business of your dreams.

As ancient philosopher Seneca said, “Luck is what happens when preparation meets opportunity.”