Blog Post

Why your personal brand really isn’t working….

Through the KAPOW! personal branding programme, I help all kinds of folks get to grips with their personal brand – small business owners, career change employees, start up businesses, micro businesses and corporate employees.  I work with them to help them do what they do better.

But here’s the thing.

They then actually have to do it.

I’m not there to hold their hand 24/7/365, mop their fevered brow or remove the responsibility from them of building their personal brand.

And often, they fall flat on their face.  These are the most common reasons why:

Lack of Action

Oh boy – this one drives me nuts.  I can spend an hour with one of my coaching clients during which time we come up with a fantastic road map of actions to take to move their brand and their business or career forward.  And when we talk again, usually a month later, they’ve done diddly squat.  There will usually be plenty of reasons why, and generally they are usually good ones.  But – and it’s a big but – without action, their personal brand will never work for them.  Change is scary, I get that, but without it – even if it starts with very, very small steps, all the problems that they are looking to solve will stay unsolved.  It’s as simple as that.  So if you are guilty of being an epic planner but a shocking doer, maybe you need to ask yourself why that is?  Do you struggle with accountability?  Do you get easily distracted by other stuff which is easier to do?  Do you simply need some help with planning & time management to get your act together and start making progress?

Assuming people ‘get it’

*sigh*  You need to build a clear narrative to help people understand your personal brand – I work with too many people at the beginning of their coaching with me who are frustrated by the lack of understanding of their brand.  But if you don’t tell people – how are they supposed to know?  And more to the point – you need to make it simple.  Taking the “Isn’t it obvious what I’m doing and why I’m doing it?” approach really isn’t going to cut it.  Trust me. Unless you take the time to explain your personal brand and fill them in, they probably won’t take the time to figure it out, and will either come up with their own idea of why you do what you do, or they won’t think about you at all. Tell your own story — don’t leave it to others to do it on your behalf.

Thinking its a tick box exercise

Creating a personal brand isn’t as simple as just coming up with a great elevator pitch. Although that is definitely something that should be part of your personal branding weaponry.  But your personal brand is about a whole lot more than just what you say about yourself in a 40 or 60 second snippet of time.   It’s the complete picture of what people perceive about you, based on what they find when they look you up online, how you interact with them and others, what kind of people you associate with, what leadership roles you’ve taken on, the type of content you’ve created, the ideas you promulgate and much, much more. So many people think that as long as they’ve articulated how they’d like to be seen by others, the rest will take care of itself.  It really doesn’t.  It takes effort.  It takes consistent effort.  It takes focus.  It takes dedication.

You need to be so good that people can’t ignore you.  And if there is the slightest little teensy thing that makes people think you are not authentic, you might as well stop. You need to make sure that every action you take is aligned with how you’d like to be seen in the world, and a lot of people simply aren’t willing to make that kind of effort – they just want to go through the motions, tick the box, and then wonder why nothing changes.

Having a strong personal brand will help your business, but it’s not always easy to do.


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