Economic uncertainty. Recession. Failing business. All would certainly depict challenging times, if not devastating times. For most, these are unchartered waters. Certainly, giving up is not the answer. Or, at the very least, it shouldn’t be the only option. But there are questions that must be answered. How to recover? How to navigate through difficult situations that seem to be piling up? How to stay positive through it all? More importantly, and most urgent is answering the question, how to be best positioned to survive, and thrive through it all?

Fortunately, in this digital age, there are many ways to showcase ourselves and our businesses, and with little to no cost. That is, if we’re willing to put in the effort. Not just words, but action, actually putting in the effort, committing to the task without fail. Because that is what it will take to work through unchartered waters, not knowing when the next big wave will appear out of nowhere.

Positioning is key. So, the first step will be to honestly evaluate everything about ourselves. What do we do best? What are our talents and skills? What have we achieved? What successes have we had? How can we help others? How do we want to be perceived by others? How can we convey it all to others? To answer these questions, it’s time to write a positioning statement about ourselves… a personal brand statement!

Influencer Marketing Hub defines a personal brand statement as, a catchphrase that says something about your expertise and what makes you unique. It gives people a quick glance into what you can do so they’ll be able to understand how you can be of benefit to them. And if it’s catchy enough, that’s how people are going to recognize and remember you.

It can be challenging to come up with a compelling personal brand statement. It has to be strong, descriptive, short, and catchy all at the same time. People reading the statement should know exactly what you can do and what you specialize in. It should also spark their curiosity and make them want to know more about your services.

You need to carefully choose the right words and arrange them the right way to get your message across effectively. But most of all, your personal brand statement should reflect your brand’s identity and values. In other words, it should be a reflection of yourself and your abilities.

Expand your digital footprint. Easier said than done? It really is easy, but it will take repetition. When performing a search of your name on Google, what comes up? Being constantly associated with a specific area establishes you as a leader or expert in that field. Find places to comment, share, speak on the topics you know most about. LinkedIn is a great place to showcase your expertise by answering questions, commenting, and sharing others’ posts with your insight on the same. Maximize the plethora of opportunities that being online affords you.

Essentially, you’ll be establishing competence in your field. Reinforcing it in writing by sharing your thoughts, asking questions, and engaging with people in a meaningful way will position you in the minds of individuals that may be able to use your services and that of your business. Being noticed quite often will lead to more interaction and eventually, connections. However, understand that developing connections must be earned. Meaning, you must continue to add value, true value for others.

Value is conveyed through your knowledge and experience, and how you’re able to convey the same. The same is true of your passion. As others realize your passion for the topic, the industry or whatever, it builds confidence and trust in you and in your abilities. It answers the question others may have, is this someone I’d like to do business with? Passion is your personal brand’s fuel, and it is contagious. Let your energy motivate those around you.

Think about ways you can use to showcase your knowledge and experience, and passion to market your personal brand. Whether that means facilitating a workshop, conducting a webinar, developing videos, submitting articles to bloggers, developing your own blog, increasing your social media activity, launching a podcast, and more, the list is seemingly endless in today’s digital world.

Again, self-promotion works well. Whatever you do from the ideas listed above, always promote across various platforms. Multiply your efforts. For instance, post your blog post on your social media profiles. Share your videos on YouTube as well as in your social media efforts. Have your podcast transcribed and turn it into a complementing blog and then share across social media. Always link back to your sites. Heck, start a LinkedIn newsletter!

There is great opportunity to learn, to gather information and to gain new perspective. And a huge opportunity to showcase yourself. After all it is about you. Your efforts will help you navigate through those uncharted waters, and will help you survive, and thrive as the waters calm down. It’s all at your fingertips at every turn in the digital space. However, you must invest in yourself. You must remain committed. Even if it means getting up at 4 AM to publish your newsletter each morning, weekends included.

Have a great day. Make it happen. Make it count!

This week as I’m focusing on Personal Branding, my thoughts wandered back to 2012 when I presented at the Franchise Brokers Association Conference & Expo. My presentation was appropriately titled, Personal Branding for Franchise Brokers. I recall many questions that essentially asked the same thing – What is personal branding and why is it important to me as a franchise broker or franchise salesperson (or business development professional)?

I started my presentation with a picture of a starting line at a race. The runners were all poised, ready to sprint forward when given the signal to do so. Although pointing in the same direction, their eyes were looking at different spots ahead of them. For whatever reason, they were focused on something of relevance to them. At this point, I discussed focus and the questions surrounding the same – the why, what, how, etc… After all, one must have a plan and these questions must be asked and answered to develop that plan.

I went on to discuss the importance of standing out. There were five points listed on the screen: 1. Perceived as an expert, 2. Improves search results, 3. Creates opportunities, 4. Builds confidence, and 5. Attracts resources.

Next on the screen was a look back at the way things used to be, affectionately referred to as the “Old days”. This slide listed the following obstacles or instances that prevented, hindered, made it difficult, or just the way it was to get in front of or to attract potential customers or clients including: 1. Stuck behind the counter, 2. “Rubber chicken” lunches, 3. Large PR or marketing budget, 4. Slow to grow business, and 5. Pay for resources.

To those who may remember Sam Drucker from the then popular TV shows, Petticoat Junction and Green Acres, I used his photo to discuss the old days. I also thought about Sam Drucker because he personified personal branding back in the day. He was known as the expert on, well, everything. After all, he had available for sale just about anything one might need in a small town. He was also very knowledgeable – just ask him the times the Cannonball train came through Hooterville or where Arnold the pig lived and went to school. He was the go-to guy. Certainly, Sam Drucker had a personal brand, even if he didn’t know it at the time.

Next, we discussed today’s franchise candidates, but it could certainly have applied to any potential candidate or consumer for whatever product or service you’d like them to consider and buy. Twelve years later, I believe my reference is much the same today. I described “today’s” candidates as, 1. More educated, 2. More sophisticated, and 3, More technologically advanced, than ever before. I also referred to these candidates as being, 1. More diligent, 2. More cautious, and 3. More anxious, than ever before. Note, 12 years ago we were in the throes of economic uncertainty similar to what is being experienced today.

We next saw on the screen a picture of a man on the ground hugging a lion. One of his hands was cradled around the lion’s neck and the other resting on the lion’s rear quarter. He was not holding him down, per se, but he was being cautious as he was building trust. There it is – trust, and with it, confidence. That is what must be done through personal branding. Trust must be built in order to have the target audience gain confidence in you, and your personal brand.

Well, trust and confidence do not happen overnight and certainly not without effort. The next screen listed a 4-step process to building trust and gaining confidence. It was titled, Earning the Right because that is exactly what must be done; trust and confidence must be earned! The process included, 1. Share information, 2. Interact with the candidate, 3. Engage with the candidate, and 4. Call for action – the next step. I asked the audience, “Is all of this making sense?” Of course, as I could tell by the heads nodding in agreement.

As I moved forward through the presentation, I discussed the definition of a brand. After all, if my audience was to become a personal brand, they should at last understand what a brand is, right? I also discussed brands in the digital world. This is really where personal branding allows us to thrive today and for the foreseeable future – in the digital world of social media, blogs, podcasts and much more. This is when I addressed the question about having enough time and selflessly (or selfishly) showing all my activities online. I believe I dispelled the notion of not having enough time. Meaning, I earned the right to not only continue with my message, but in presenting my personal brand.

Moving on through all the examples (and self-promotion) I stopped abruptly to focus on what must be done to ensure that a brand lives and breathes much like anything that is intended to grow. A brand must be planned. A brand must be nurtured. A brand must be allowed to grow. A brand must be invested in. A brand must be protected. A brand must be promoted. A brand must be cherished. A brand must be the center of the universe.

As I wrapped up the presentation, I again showed on the screen the picture of the man and the lion. There were smiles on the faces of the audience, and more nodding. Everyone seemed to understand the analogy – the message of trust and confidence. I then asked what would happen if trust and confidence had not been attained… Everyone understood as the next slide showed a lion with a lion tamer’s whip in its mouth, his hat on the ground, boot and shredded clothes on the ground around the lion. Yes, eaten alive!

If you’d like to see the PowerPoint in its entirety, it may be viewed on SlideShare HERE. If you happen to take the time to view it, I’d love to learn your thoughts. In the meantime, here’s my Question of the Week:

How important do you believe personal branding is today?

Have a great day. Make it happen. Make it count.

Wikipedia defines personal branding as the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, increase their circle of influence, and have a larger impact.

The process of personal branding involves finding your uniqueness, building a reputation on the things you want to be known for, and then allowing yourself to be known for them. Ultimately, the goal is to create something that conveys a message and that can be monetized.

Whether it was described as we know it today or not, personal branding has been around for many years. Personal branding essentially showcases an individual’s image to the target audiences they’re trying to attract. From kings to world leaders to politicians to movie stars, each developed a personal brand that became the “packaging” of their own persona.

For instance, Babe Ruth. Besides being a world-class baseball player, The Babe, as he was affectionately known was loved as an everyday type of guy, a friend at the local gin mill or a pal at work. He loved to drink and eat, but he was a professional athlete despite being significantly overweight.

He loved kids and was often seen talking with them. He visited with sick children in hospitals, made bold promises, and lived up to them. He was larger than life. Books were written about him. Movies were made and even a candy bar was named after him. The Babe certainly had; most likely unknowingly developed a personal brand.

Of course, not many will see their personal brand identified as a nickname, or of a term of endearment like Babe Ruth or other ballplayers of yesteryear – The Mick (Mickey Mantle), The Splendid Splinter (Ted Williams), Say Hey Kid (Willie Mays), Hammerin’ Hank (Hank Aaron), just a few that immediately come to mind. They were heroes of the day. I can’t even begin to imagine what their personal brands would be like today in the Digital Age!

Okay, I know. Not everyone reading this today knows about these individuals. I’d like to think I’m not that old that many might not even recognize their names. But that’s a story for another day. So, let’s shift gears. Do you recognize the name, Gary Vaynerchuk, or as he is often referred to, Gary Vee?

To me, Gary Vaynerchuk epitomizes personal branding today. From his sometime harsh language to his extremely casual appearance, he is definitely not the picture of what many would perceive to be a businessman and certainly not a successful one. Yet, he’s one of the most successful businesspeople of our time! Why? I’d say to a large extent, it’s due to the way he developed his personal brand.

Of course, he is brilliant. But it’s his personal brand that has taken his brilliance to the level that he is very well known, is in high demand for speaking engagements, and is all over the digital space. From his podcasts and videos to his own blogs to articles written about him, it’s hard not to know, or at least be aware of Gary Vaynerchuk.

It was Gary Vaynerchuk who first introduced me to personal branding when I read his book, Crush It! To me, it’s the primer for everything that should come after it, much the same as our first-grade reader was back in elementary school. So, as we focus on personal branding this week at Acceler8Success Cafe, we’ll start with Gary Vaynerchuk’s great book. It’ll be our foundation as we take a deep dive into personal branding.

I’ve recently re-read for the umpteenth time this fascinating book. He has posted, tweeted, and videoed himself, and his business, to unbelievable success in a very short period of time. The book is a relatively short read, so there should be no excuses for not reading it asap, as it can only help you improve yourself and your business, and your personal brand. The following is directly from one of the tabs from the book’s original website. Upon reading the book, I’m sure you’ll further explore Crush It! just as I do quite often.

Everything has changed. The social media revolution has irreversibly changed the way we live our lives and conduct our business. There are billions of dollars in advertising moving online, waiting to be claimed by whoever can build the best content and communities. Despite this change, most people keep working at jobs that don’t make them happy and businesses continue to ignore the major marketing and public relations benefits that can be found online.

Myth #1

I’m not passionate about something sexy or popular like wine so these lessons don’t apply to me.

The internet has drastically decreased the costs of building communities around niche subjects, allowing for even the most obscure subjects to draw enough eyeballs to command advertising attention. Starting a video blog about tortilla chips may seem farfetched until Doritos gives you a call and offers $40,000 a year to sponsor and advertise on your blog.

Myth #2

My business already has a Twitter account and a Facebook page, we’re set in the social media department.

This is the equivalent of claiming twenty years ago that just because your business bought a TV spot and a few ads in the newspaper, you didn’t need to pay attention to your advertising department. Social media isn’t about joining in, it’s about being involved.

Myth #3

I’m happy at my job so this book is irrelevant to me.

First of all, congratulations on finding work that makes you happy! However, the lessons in this book are valuable to anyone, regardless of their employment status. Crush It will show you how to utilize high level and platform specific social media and marketing strategies that will improve your work. It will also show you how to build a personal brand so that even if you’re forced to leave your job, a situation that’s especially relevant today, you’ll be able to easily find employment elsewhere in a field you’re passionate about.

Myth #4

I need to quit my job to take advantage of this book’s entrepreneurial lessons.

While the entrepreneurial strategies in this book do take time, it’s completely reasonable to start the effort as an after-work project to build up until you’re able to replace your current income with the income from your online presence. While you may have to fall behind on the current season of Lost or let your Madden 2010 game suffer, because you’ll be doing something you love you won’t mind putting in the extra effort.

In Crush It, Gary Vaynerchuk shows how anyone can build a career around what they’re passionate about. He also delivers both high-level and platform specific strategy and analysis, allowing you to take advantage of the current business environment while preparing you to succeed as it changes and evolves.

This book isn’t interested in making unrealistic promises while glossing over the work involved. Making a living by building content around your passion isn’t simple and it doesn’t happen overnight. What it is, however, is fulfilling and in most cases just as profitable, if not more so, than your previous job.

Furthermore, a business can’t just pay lip service to social media and expect it to return results. The transparency and accountability inherent in its structure necessitates a comprehensive and dedicated strategy in order to reap its tremendous benefits.

By combining practical analysis and strategy with the same passion and humor that’s made Gary one of the most in demand keynote speakers in the U.S. as well as network television’s go to wine expert, Crush It is essential reading for anyone who wants to understand and harness the future of business and work.

Learn: Why social media has evened the playing field, destroying the “gate-keepers” who had previously dictated the distribution of content.

Learn: How to beat unemployment and create wealth-building opportunities by building and maintaining a personal brand.

Learn: Why storytelling is the most important business concept in the current marketplace.

Learn: How you can build an online business around your passion without quitting your day job.

Learn: Why Twitter and Facebook are just tools and not a social media strategy.

Learn: How to take advantage of the half-billion dollars in advertising that are moving to the internet

Learn: Why transparency and being true to yourself are now winning marketing formulas

Learn: How to build and maintain an online community around your passion and brand

Learn: Strategies for turning attention into money

Learn: Why the legacy element of the internet era is so underrated

Have a great day. Make it happen. Make it count!