We get stuck pondering questions like, “What defines my personal brand?” or “Where do I stand in my industry?” When faced with such uncertainty, moving forward becomes almost impossible.

The good news is, you can unravel this ambiguity by exploring diverse avenues to tap into your unique personal brand.

In this post, I’ll shed light on effective ways to redefine your professional identity and offer insights that might challenge conventional thoughts about personal branding and self-promotion. I hope this will serve as your guide to unveiling and embracing your authentic personal brand, ultimately setting you apart in your industry.

What is the perfect approach for crafting a compelling personal brand for professional services and for individuals with diverse talents or those occupying roles such as lawyers, therapists, accountants, coaches, or consultants?

I love Seth Godin’s definition of personal branding: “the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” In essence, personal branding is a fusion of various elements that shape how others perceive and choose you.

In other words:

What this means is that personal branding is not a singular, static concept; it’s a multifaceted blend of your experiences, narratives, and relationships. It’s within your power to influence and mold these components over time, crafting a personal brand that resonates authentically.

The added benefit is that, by understanding and actively shaping these elements, you’ll not only enhance how people perceive you but also provide prospects with a glimpse into your thought processes. This deeper understanding fosters a connection that goes beyond surface-level impressions, making your personal brand a compelling force in your professional journey.

Component #1: Crafting Your Story Frameworks

In essence, this component is about capturing your personal stories that become part of your very own frameworks that serve as the foundation of your personal brand. It’s more than just quick stories; this is a comprehensive exploration of you, your values, and expertise. 

By defining and refining your own narrative, you’re creating a compelling and authentic representation of who you are as a professional, leaving a lasting impression. It’s the cornerstone that sets the stage for the entire personal branding journey.

Your own stories anchor you – you become immovable in who you are. This is important because no one can ever take the experience and journey from you.

By meticulously crafting your story frameworks, you establish a solid foundation that grounds you in your professional identity. This anchoring effect is essential in a dynamic and ever-evolving landscape, providing inner stability amid change.

Soon, you’ll be seeing lovely patterns about yourself that connect over time.

Your story is uniquely yours, and no one can replicate the experiences and journey that have shaped you. This individuality is a powerful aspect of personal branding. It not only distinguishes you from others but also creates an authentic connection with your audience. Your narrative becomes a testament to your resilience, growth, and expertise, forming an integral part of your personal brand that sets you apart in your industry.

Many people who are new to personal branding start out on the right track but then get stuck because they become overly fixated on the external elements, such as colors and logos. While these visual aspects are important, the personal brand encompasses far more than surface aesthetics. The real struggle lies in navigating the deeper layers of personal branding.

Beware of the trap to focus solely on the outward presentation without delving into the profound aspects that define you. It’s easy to get caught up in the aesthetics, neglecting the rich experiences, values, and expertise that form you at the core.

Another thing that happens is individuals often grapple with the challenge of bringing together diverse talents or seemingly unrelated fields into a cohesive personal brand. 

I had that problem myself For instance, someone proficient in both marketing and energy medicine might feel a disconnect, much like your own experience. The difficulty arises not in the lack of talent or expertise but in integrating these facets into a harmonious whole.

The personal brand, when approached comprehensively, becomes an invaluable professional development tool. It goes beyond mere self-presentation; it prompts individuals to identify not only who they are in the present but also who they aspire to be in the future. This forward-looking aspect of personal branding is a powerful motivator for growth and transformation.

To overcome these challenges, it’s essential to shift the focus from external aesthetics to a holistic understanding of personal branding. Embrace the complexity of your multifaceted talents, and view the process as an opportunity for integration rather than a roadblock. In doing so, you unlock the full potential of personal branding as a transformative tool for both your business and personal development.

And then they wind up looking good on the outside, but they don’t achieve the depth and resonance they desire for their personal brand.

The key to being seen as an expert for all of who they are, differentiating themselves, and attracting their ideal audience without having to conform is to first take a deep dive into self. This introspective journey, as encapsulated in my Brand11 insights, is crucial. They can’t effectively present themselves on the outside if they haven’t explored and understood the intricate layers of who they are on the inside.

To get started here, a small step they can take is to revisit and pull out all of those assessments they’ve taken, such as Myers-Briggs, DiSC, and the insightful Human Design (a personal favorite). These assessments serve as valuable tools for self-reflection, offering insights into their personality, communication style, and unique qualities. By reexamining these assessments, individuals can begin to identify patterns, strengths, and areas for growth, providing a solid foundation for crafting a more authentic and self-aware personal brand.

Component #2: Building Your Brand Pillars

Once you’ve crafted your story frameworks, the next step is to establish the pillars that uphold your personal brand. These pillars are the foundational principles that consistently define your professional identity.

• Identifying Core Competencies: Pinpoint the key skills and competencies that set you apart in your industry. These are the areas where you excel and contribute unique value.
• Defining Brand Values: Articulate the values that guide your professional decisions and actions. These values serve as the moral compass of your brand, influencing how you engage with clients, colleagues, and the industry at large.
• Aligning with Your Audience: Understand your target audience and align your brand pillars with what resonates most with them. This ensures that your personal brand not only reflects who you are but also connects authentically with those you aim to influence.
• Consistency Across Interactions: Maintain consistency in how you express your brand pillars across various interactions – whether in meetings, presentations, or online platforms. This reinforces a clear and memorable brand image.
• Evolutionary Adaptation: Recognize that brand pillars may evolve over time. Stay attuned to changes in your industry, personal growth, and shifting market dynamics. Adapt your brand pillars to remain relevant and resonant.

Building your brand pillars is an essential step in solidifying your personal brand. These pillars act as the robust framework that supports your narrative, ensuring a cohesive and impactful presence in your professional sphere.

And believe it or not, sometimes we get thrown offf and need these pillars to bring us back to the center of who we are and what’s holding us together. 

Crafting Supportive Brand Pillars for Specific Results

If you’ve invested significant time in social media efforts, garnering likes and engagement, but still feel a disconnect in terms of conversions or genuine understanding of your brand, it’s a clear sign that essential brand pillars might be missing.

• Beyond Social Media Popularity: While social media presence is crucial, it’s not the sole determinant of a successful brand. Without well-defined brand pillars, your online popularity might be limited to likes and engagement, with little impact on actual customer acquisition or brand clarity.
• Customer Acquisition as a Pillar: Consider making ‘Customer Acquisition’ a fundamental brand pillar. This means emphasizing not just engagement but converting interactions into tangible customer relationships. It ensures your brand is not just liked but also known for delivering value that translates into business.
• Compensation for Work: For those navigating financial challenges, a key brand pillar should revolve around getting fair compensation for their work. This ensures sustainability and growth, transforming your brand from a social media presence to a thriving and financially stable entity.
• Wholeness and Health as Businesses: Your brand pillars must support the holistic health of your business or professional venture. This includes aspects beyond online popularity, such as financial stability, customer satisfaction, and a clear value proposition.
• Reflecting on Core Values: Take time to reflect on your core values, as they form the foundation of your brand pillars. [Insert Link to Core Values] Our core values guide our actions, decisions, and interactions, providing a framework for a robust and authentic brand.

By consciously crafting brand pillars that go beyond social media metrics, focusing on customer acquisition, fair compensation, and holistic business health, you elevate your brand from superficial popularity to a well-rounded, impactful presence that resonates with both your audience and your professional objectives.

Component #3 – Designing Authentic Offerings for Your Unique Brand

Having shaped your narrative and established strong brand pillars, the third vital ingredient revolves around crafting services and products that align seamlessly with your personal brand. This component focuses on creating a business or career that authentically reflects who you are. In my case, I continuously look to understand my unique gifts, such as the innate ability for recognition magic. Taking Darla LeDoux’s quiz on working from your magic revealed this gift, which involves discerning patterns, understanding how things unfold over time, and effectively pinpointing and solving problems. Recognizing that my services are rooted in this recognition magic, I’ve curated Brand 11 insights to view situations from diverse angles, comprehending individuals at a deeper level. This strategic approach allows me to make sense of the intricate patterns, ultimately offering holistic solutions to both the problems at hand and the essence of the people involved.

• Unveiling Your Expertise: Identify the core expertise and unique skills that define your professional identity. Shape your offerings based on these strengths to ensure that your services and products truly showcase your authentic capabilities.
• Tailoring to Your Values: Align your offerings with your brand values. Ensure that every service or product reflects the principles and beliefs that guide your professional journey. This alignment not only reinforces authenticity but also resonates more profoundly with your audience.
• Solving Authentic Problems: Develop services or products that genuinely address the real challenges and needs of your target audience. By providing authentic solutions, you position yourself as a valuable resource and build a reputation for reliability and authenticity. (Note:  this doesn’t happen all at once.  Start where you are and you’ll continue to uncover the needs and problems)
• Personalized Customer Journey: Design a customer journey that reflects the authentic touch of your brand. From the first interaction to post-purchase engagement, ensure that every step of the customer experience aligns with your narrative and brand pillars.
• Continuous Alignment: Regularly assess and align your offerings with the evolution of your personal brand. As your narrative and brand pillars grow and adapt, your services and products should follow suit to maintain consistency and relevance.

Creating services and products that authentically resonate with your personal brand is the key to a fulfilling and successful business or career. By unveiling your expertise, aligning with your values, solving authentic problems, personalizing the customer journey, and ensuring continuous alignment, you not only offer valuable contributions to your audience but also solidify your brand as a trustworthy and authentic force in your field.

Here’s where you’ll really start to shape service offerings that align seamlessly with your personal brand, ensuring authenticity and a strong connection to who you are and what you stand for.

Of course, this is a continuous process, which is why I recommend revisiting your service offerings regularly. It’s an ongoing effort rather than a one-time task.

The approach you can use to refine your service offerings is the “Authentic Branded Offerings Framework.”

The first step: Identify the core expertise and unique skills that define your professional identity and can be translated into impactful service offerings.

Then: Tailor your services to align with your brand values, ensuring that each offering reflects the principles and beliefs guiding your professional journey.

Then, in order to craft service offerings that truly resonate: Develop solutions that authentically address the real challenges and needs of your target audience, providing value that is genuinely aligned with your brand.

Once you’re done, you’ll be well on your way to creating service offerings that not only serve your audience authentically but also contribute to the lasting resonance and fulfillment of your personal brand.

Putting it All Together for Your Perfect Personal Branding

There you have it! The 3 components of your perfect Personal Brand. It may sound like a lot, but like most things, practice makes perfect. Just focus on taking a small step – revisit your narrative, strengthen your brand pillars, and craft authentic service offerings. This will not only help you clarify and strengthen your personal brand but also set the stage for significant benefits. You’ll inform the world about what you’re all about and begin to establish your presence in a way that aligns with your values, expertise, and unique identity. Remember, it’s a journey, and each step brings you closer to a personal brand that resonates authentically and stands out.