I have had the pleasure of travelling all over Australia and New Zealand in the last few weeks delivering the 'Scale your Business' keynote to audiences attending the Wella RED Salon Club. The focus has been on helping Salon owners understand and harness the value of personal brand as not just a critical source of differentiation but more importantly as a source of real and sustainable competitive advantage.
In an age where the digital connection reigns supreme - slowly eroding the human connection - the services industry is one of the few remaining truly people facing industries.
This phenomena represents an incredible opportunity for growth as people not only seek to consume the services offered but create more meaningful personal connections as part of the transaction.
However, with growth comes competition and in industries where one service is much the same as another the key to long term success is to harness the only unique element at your disposal - your personal brand and that of your peoples.
Humans are hard wired for social contact, we buy from people we like, trust and connect with.
Therefore, long term success lies with those companies whose foundations are built on strong personal brands. Companies who offer truly meaningful connections that satisfy a fundamental social need in addition to the services they offer.
In order to create the kind of connections that inspire trust and long term loyalty every interaction a customer has with your personal brand must mean something, every communication must offer substance, every transaction must be exceptional, and everyone in your business must represent a person of worth to your customers.
If you’re an entrepreneur, coach, consultant, professional service provider or salesperson, the appeal of your personal brand is what allows you to attract and retain new clients, create more opportunities and drastically shorten your sales cycles.
So how do you create a strong personal brand that drives loyalty and generates new business?
Personal branding at its most basic level is a process of reflecting your inner world to the external world in a way that allows you to be the best you can be!
Understanding who you are, what you stand for, and the unique value you bring to the table is a critical foundation for creating the kind of personal brand people want to engage with.
This requires a thorough examination of your inner world - your beliefs, values and motivations. Freeing yourself of those that are limiting your ability to move forward personally and professionally.
The next step is to mirror your inner world to your target audience in a way that is congruent and consistent through a range of verbal and non-verbal cues including the way you communicate, behave, and present yourself.
All of these elements need to come together in a way that holds meaning for you, and those you are hoping to connect with.
My 'Stand Out Success' program is aimed at assisting individuals in creating and harnessing their personal brand for long term professional success.