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Get a Brand Over – Part 1

brandoverWe were pleased to have John Tantillo, The Marketing Doctor, as our guest on The Bigg Success Show today. John has over twenty years experience in the marketing industry and is the President of Marketing Department of America. He’s also a behavioral research psychologist who you may have seen on Fox News, Fox Business News or heard on a radio station somewhere around the country. Let’s get to the conversation …

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marylynnJohn, your mantra is “Go Brand Yourself” using the principles that companies use to create your personal brand. So many people today are trying to do that. What are some of the tips you give them?

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johnFirst and foremost, you have to be yourself. I just dislike this concept of a makeover. I believe in brand-overs. With a makeover, you conform yourself to what others think you should be. A brand-over is finding out who you are, what your strengths are, and then promoting the heck out of that. Go brand yourself! That’s really the secret. I guess that’s the psychologist in me.

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marylynnWhen you were talking about that, I immediately started thinking about Susan Boyle. She’s had a huge makeover. What do you think about that?

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johnIt’s obvious that it was a makeover and not a brand-over. All the handlers were telling her to do this and do that. That’s the worst case scenario. I’ll give you a good example of this. When I first went on Neil Cavuto’s show about two years ago, the geniuses were telling me that I couldn’t wear a bow tie. You can’t wear a hat. You have to make a decision between wearing a bow tie and a hat. I looked at them and said, “You’re crazy. You’re all nuts. That’s my signature, That’s my brand! Those are my brand characteristics.” So fast forward two years to a week ago, I met Neil Cavuto in the hall. He said, “We have to get you back on the show.” I said, “Sure, Neil, anything you say.” Here’s the point: I get back to my office and I get a call from The Strategy Room where I appear regularly at Fox. They were telling me that people from Neil Cavuto’s show had called wanting to know about the guy who wears the bow tie and the hat! But that’s me. Now if somebody would suggest to you, George, that you wear a bow tie and a hat, you might not feel comfortable. That would be a makeover. It wouldn’t be sincere. Figure out what you want to communicate and then promote the heck out of it.

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georgeCome to think of it, John, I could use a complete brand-over! So how do you find your brand?

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johnIf you wanted to do what I call a brand-over, George, you would ask Mary-Lynn, “What do you think my brand is? What are my positive attributes?” Then you go to the next ring – your friends. You ask them what they think your brand is. The last group is your colleagues. Based on that data, you begin to shape your brand. Is there any discrepancy between the brand others see you as and the brand you see yourself as. If there is, do you want to make the change if you’re not being successful with your present brand?

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marylynn
It seems pretty simple, but it’s not.

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johnNo, it’s not, because sometimes we don’t want to hear what people are going to tell us. But it’s the best way to make yourself a better professional. It’s not just listening. It’s also evaluating whether they are realistic and whether you can integrate their suggestions into your brand.

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Please join us next time when we continue our discussion with John. Among other things, he’ll tell us the advantage individuals have over institutions today.

Thanks so much for the gift of your time today. Until next time, here’s to your bigg success!

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A Crucial Part of Your Personal Brand

business_cardBigg success is life on your own terms. We’ve said that the reason for the redundancy – “your own” – in our definition of bigg success is to explicitly show that you are the entrepreneur of a very important enterprise – your life.

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If life on your own terms means building your own personal brand, there’s a very important principle to keep in mind:

You’re the entrepreneur, the CEO, and the brand manager!

With their careers, some people fall short in reaching their potential because they just sell a service. They exchange their time and knowledge for money.

As bigg goal-getters, we don’t want to just sell a service. We want to create our own brands.

But we don’t want to just create a personal brand, we want to build our lives on our own terms.

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One crucial key to building our personal brands is consistency. There are at least three areas where this holds true:

Promotion

One of the things the biggest brands do very well is convey a consistent brand image. Yet that’s one of the mistakes that we make most frequently in building our personal brands: we’re inconsistent in showing ourselves to the world.

You want to convey a consistent message across all the media you use – your resume, your cover letters, your e-mails, notes you send, social media you might use, clubs you join, and on and on. With these materials, you create the image of who you are.

You also want to keep in mind who you’re trying to relate to in order to create the best promotional materials for your brand. Promotion sets the expectations. What can I expect from you? That’s your brand promise.

Performance

You want to meet, or better yet exceed, the expectations you set. Believe it or not, it’s better to deliver at a consistently lower level than to perform poorly at times and superbly at others.

Kind of counterintuitive, isn’t it?

However, think about your experiences as a customer. Aren’t you happier if your expectations are low but satisfied, than if your higher expectations aren’t met?

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georgeFor a very simple example, think about getting an e-mail from me today that is written well and has no typos. Tomorrow, I send you an e-mail that’s just full of typos. What would you think?

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marylynnI might think, “What’s going on with George today? Is he sick? Is he too busy? Is he just this careless sometimes?” It raises a lot of questions.

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At the start, strive to meet expectations all the time. Then find ways to gradually improve your performance so you exceed expectations regularly. That leads to bigg success!

Persona

Have you ever dealt with a person who is very chatty and friendly one day and may seem somewhat aloof at other times?

It’s okay to be moody; we just don’t need to share it with the world! We have to find a way to control our emotions so we present a consistent temperament.

Sweatin’ to an example

Think about Richard Simmons. He’s done pretty well for himself. He’s always dressed in the same kind of clothes, complete with the shortest of shorts. He’s wacky and upbeat. He’s always empathetic and dancing to the oldies!

You may not want to emulate Richard Simmons. We can understand. However, he has done an outstanding job of building his brand. You know what to expect and he consistently delivers.

All someone has to do is say Richard Simmons and you get a clear image in your mind of who he is and what he’s about.

That’s the lesson for all of us. Consistently – in your promotion, your performance and your persona – build your personal brand so you can live your life on your own terms. That’s bigg success!

What are you doing to build your personal brand?

You can share that with us by leaving a comment below, calling us at 877.988.BIGG or sending us an e-mail at bigginfo@biggsuccess.com.

Thanks so much for personally reading our post today. We brand that a good day!

Please join us next time when we share how recent bad luck and bad timing almost kept us from life on our own terms.

Until then, here’s to your bigg success!

 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00364-040209.mp3

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(Image in today's post by blary54)