Find your Quality Concentrations:
- Next, create a list of those qualities. Write down everything you can think of in five minutes, even if you think you’re repeating yourself. Don’t edit yourself, and don’t leave anything off.
Creative Funny Interested in people
Musical Well-read Detail-oriented
Networker Outgoing Singer
Knowledgeable Songwriter Teacher
Intelligent Dedicated Organized
- Group similar qualities together into 4-6 categories
Arts- Musical, Songwriter, Singer, Creative
Work- Networker, Organized, Detail-oriented, Knowledgeable
- These 4-6 areas are what you are willing to share with the world (based on your quality categories)
- What things make you unique
- Examples: Education, Entertainment, Inspiration, Travel, Information, Reciprocation
Create Your Brand Story:
Begin with developing a Brand Statement:
- IKarina Tarin, a young marketing consultant in Oxford, England. She wanted to stand out in a crowded industry. I learned that her personal passion is being a painter. She has a degree in psychology. And she is adept at understanding complex subjects, connecting the dots, and clarifying the message through her talents as a strategist and writer.
- We combined her three traits into a powerful brand position statement: Karina will help you grow your business by tapping into how your customer’s mind is designed to buy. Karina now owns her story, which will make it much easier to tell and grow her business.
- Does your brand story revolve around making money or honey? Money is usually scarcity-minded. Honey is about abundance; that sweet spot where you and your brand are leveling up all of those around you. The best example I’ve found to backup this concept is in Jim Stengel’s book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies.
- He lists the brand ideals of 50 major brands that outperformed the S&P 500 by more than 400 percent during the recession. Stengel’s premise is that these brands provide a higher order value to their customers lives, and therefore thrive even during the worst of times.
- Pampers, for instance, exists to help mothers care for their babies’ healthy, happy development.
- Zappos exists to deliver happiness through “wow” service.
- Jack Daniel’s exists to celebrate and evoke pride in personal authenticity. What purpose does your brand exist to fulfill and how do you own it in the stories you tell and live?
Now Create your Story:
A paragraph that will go in the ABOUT section of your website:
- Introduce your self
- What do you do?
- What have you accomplished?
- What do you want?
- What makes you unique
- Write in the third person.
- Use professional speech
- Don’t make is sound like a sales pitch, be sincere
- If you are looking for a certain type of career, say it in the close
- Have fun with it but take it seriously