I’m sure you’ve heard the famous phrase, you don’t get a second chance to make a great first impression.
It’s true about life… and it’s definitely true about business.
A well-crafted personal brand speaks FOR you even before you say a word. It helps you attract ideal customers and clients who are inspired and motivated by who you are and how you show up in the world.
And it demonstrates to your clients and customers that you can do what you say you can do and that they can rely on you to deliver on the promises…
And when that happens, you’ll easily make an awesome first impression in any situation.
From working the room at networking events, to connecting with random website visitors and people watching your FB Lives and reading your blog posts, a powerful personal brand will do pretty much all the hard work of grabbing attention in all the right ways.
But there’s more to a successful personal brand than creating a great first impression.
Personal branding is also about consistency.
It’s about making an awesome “first impression” again and again and again.
I’ve helped countless clients and students build out powerful brands using my Personal Brand Power Framework (I share exactly how to do this in my Ultimate Guide to a Powerful Personal Brand).
And not to be overly dramatic, but a personal brand is a sink or swim kind of deal.
Create a great brand that works for you and it quickly leads to lucrative business connections, steady growth, lots of sales and happy customers.
But get it wrong and you could damage your reputation and demolish your bottom line.
And so many gifted entrepreneurs get it wrong (and don’t even know it).
So, I’m sharing hidden traps to avoid if you want to create a personal brand that powerfully and consistently establishes your reputation and your expertise.
Brand Trap #1: Being a Jack of All Trades
When you want to build a personal brand that seals your reputation, grows your client base and your income, it’s about lasering in on who you are and what you want to be known for.
But that’s not what most entrepreneurs do.
They try to be all things to all people and this mindset often shows up in their title or designation.
I’ve seen it happen and you probably have too…
I’m talking about people who call themselves a “speaker-coach-author-designer” or something to that effect!
Then there are those who focus on a bunch of different niches and areas of expertise…
I’ve seen super talented designers offering copywriting services and business coaches selling crystals.
They do this thinking that it’s a great idea to get their “name out there” or they just want to make a quick buck any way possible.
But the result is a confused, uncertain audience and a damaged reputation and credibility because nobody is going to believe that one person can be truly great at so many different things!
When it comes to your personal brand you don’t want to be a “Jack of all trades, master of none.”
You want to laser in on one or two products or services that will establish your expertise so you can get to the top of the charts in specific industry or niche… especially if you’re a new entrepreneur.
For instance, 2 of the most successful online entrepreneurs around — Jeff Walker and Ryan Levesque — did exactly that…
They focused on a single area of expertise from day one and they’ve stuck to that one thing for years.
Jeff is known as the “launch expert” and he’s built his entire business around the Product Launch Formula while Ryan is known for his wildly successful marketing funnel methodology and software called the Ask Method.
So trying to be an “expert” in a whole bunch of niches right out of the gate — this is one of the biggest personal branding traps entrepreneurs fall into.
Brand Trap #2: Drowning Your Audience
If you want a powerful personal brand start by focusing on just one thing… your reputation.
A powerful personal brand is built on a rock-solid reputation but it’s where lots of entrepreneurs go wrong…
They think a great reputation is about “overdelivering.”
They want customers and clients to feel like they received a TON of value and got their money’s worth… and then some.
So, they go out there and build massive A to Z, 12-week courses or programs in their area of expertise… maybe for you that’s web design or internet marketing or copywriting or whatever it happens to be.
When you teach people everything you know — when you overshare or “overdeliver” — what you’re really doing is creating anxiety, overwhelm and confusion for your clients and customers… hit ‘em with everything you’ve got and they won’t know what hit ‘em!
Instead, you need to hone in on one specific thing inside your zone of genius that helps people complete a project or achieve a goal.
If you’re a designer, for example, you could teach your customers how to create a gorgeous logo for their business.
If you’re a copywriter you could show them how to write an effective sales page.
If you’re an internet marketer or business mentor, you could teach them how to create kicka$$ courses that sell (that’s exactly what we did with Experience Product Masterclass and it’s one of our most popular courses of all time!).
And if you’re a transformational life coach, you could teach them how to laser in on and overcome their limiting beliefs around achieving success in business or finding true love.
Whatever you do, don’t drown your customers in value.
The trick is to keep things simple so that they get the results they’re looking for — this is the path to building trust, creating transformation, establishing that awesome reputation and building a powerful personal brand that works for you.
Brand Trap #3: Focusing on the What
Most entrepreneurs believe customers and clients want to work with them and buy from them based on what they know
But the most successful personal brands in the world — think Michelle Obama or Oprah or Gary Vaynerchuk — are built on how they make people feel.
The internet changed the world and how it works. Knowledge is SO cheap right now, it’s literally free.
Anything and everything you want to know is at your fingertips and available to you faster than you can say “Google.”
But your energy, your essence, your values and how you share and teach that’s unique because YOU’RE unique.
And that’s what people want…
They want what they can’t find on the internet and that’s who you are and how you make them feel NOT what you know.
So, give yourself permission to be yourself… focus on being vulnerable, authentic and real.
At different touch points in your business — your content, your website, your products and services — ask yourself…
How do you make them feel?
That’s the #1 thing to think about in personal branding and we’ve helped clients and students build multi-million dollar brands starting with that one question.
So, powerful personal branding starts with focusing on becoming a hit-maker versus throwing a bunch of products and services at your audience to see what sticks…
It’s about creating results over drowning them in value…
It’s about becoming more YOU and how you want people to feel when they connect with you and your business.
That’s how you build a personal brand that works for you and your business, a brand that projects who you are and how you want to show up in the world, a brand that matters, and creates the income and impact you want.
Over to you…
What’s your take on personal branding? Do you think you need one? Why?
And if you’ve already started building your brand, what are some of the obstacles and challenges you’re facing?
Go ahead and share below and feel free to ask questions that come for you… I personally read and reply to every comment 🙂