Why being “the best” means you have a strong, compelling personal brand
I like to tell the story of when I was sitting in the dentist’s chair getting my teeth cleaned, when I mentioned to the hygienist that I was going to be getting my wisdom teeth removed in a couple of weeks. (Since then I have had the oral surgery. This was a few years ago.)
She asked who the surgeon was, and when I told her it was Dr. Wicknick she said, “Oh he’s the best.”
Now, I don’t know whether she knew from personal experience that Dr. Wicknick is the best or not, but not only was itreassuring to me, but what an endorsement for Dr. Wicknick.
The cool thing is that this didn’t cost Dr. Wicknick one red penny. And my suspicion is that the hygienist isn’t the only one saying good things about him.
How awesome to have raving fans spreading the news that you’re the best, even if they have never experienced you or even know who you are!
This doesn’t come about by chance. It’s called branding, and successful companies and entrepreneurs are so good at it that they easily magnetize to them their best clients.
Examples include firms that regularly appear in the “100 Best Companies to Work For”, as designated by Fortune magazine and the Great Place to Work® Institute. Wegmans Food Markets was listed among the top 5 in each of the last 5 years. Companies that topped the list for 2009 are also household names, including Edward Jones, Google, Cisco, and Goldman Sachs — to name a few.
These companies have established a dynamically positive brand image. They spend less on marketing because their clients not only self-select, but they willingly spread the gospel of their greatness.
CNNmoney.com gives a snapshot of each of the 2009 100 Best Companies to Work For, including a brief comment on what makes each one great.
This is all very interesting, but how does a solopreneur – like a real estate agent – build a compelling brand like the Big Guys?
The concept of Personal Branding was popularized (Some say invented) by Tom Peters in an August 1997 article, called The Brand Called You. For real estate agents (and anyone, for that matter), it is required reading (See also Tom Peters 2004 follow-up, the Brand You Survival Kit).
In honor of the 10th anniversary (and a tribute to Tom Peters) of Personal Branding, a Personal Branding Summit was held on Thursday, November 8, 2007.
If you missed it (and even if you didn’t!), you’re in luck. Check out the blog to access the free podcasts of the incredible line-up of speakers. Before long, your compelling personal brand will speak for itself.
You’ll be “the best”!
- – - – -
Image by missmac used under a Creative Commons License
Hey Tshombe,
Nice story on branding. I read the first page of Tom’s article and it got me thinking about what would a brand-less world be like? They’re sort-of like short cuts for making judgement calls. In our lightning quick world we rely pretty heavily upon them. On the other hand, people aren’t ketchup bottle sitting on store shelves and I think there is a lot to be said for being genuine. I think most people find that sort of honesty more difficult than the packaging of themselves as a Coca Cola or 7-Up. I don’t know if you’ve read 7 Habits of Highly Effective People, but it reminds me of the Personality Ethic vs. the Character Ethic.
John
Hi John,
Wonderful insights! Thanks for the comments. Yes, people aren’t products so what indies or solopreneurs are really branding is themselves, which I believe boils down to being authentic and transparent or, as you say, “genuine.” I agree that this can be difficult because we cannot hide behind packaging, if we’re really going to stand out ‘magnetically’ to those we are meant to serve.
I like the question you wondered to yourself: ‘Why would the world be without brands or branding?’ Your answer reveals that we do know the answer. It comes in the form of solopreneurs who do not have a specific niche and/or a specific target market, or — if they do have one or the other or both — they fail to clearly articulate what they do in a compelling way.
Without clear branding, there’s no ‘shortcuts for making judgement calls,” as you so aptly put it. People can’t tell if we are the service provider expressly for them.
I think of the real estate agent who, at a networking event, explains that his ideal client is someone who wants to buy or sell a home. How in the world does a statement like that differentiate between every other residential real estate agent in the world?
I think I may be digressing! I just wanted to mention that you have a lot packed into that great comment you made, and thank you for commenting, John.