“Everybody is a moon, and has a dark side which he never shows to anybody.” – Mark Twain
Three separate lunar events occurred at the same time on September 27th, what was called by some as a Super Harvest Blood Moon. This event has happened only five times since 1900. The last time was in 1982, and it won’t happen again until 2033.
On top of that this blood moon was the last in a series of four lunar eclipses, dubbed a tetrad, that have happened every six months over the last two years. That pattern won’t repeat for another 20 years or so either.
While the three actions that I suggest people take to define their personal brand do not all have to happen simultaneously like last week's lunar event, it would be beneficial for you do work on all three and thus not wait 20 years to enhance your personal brand!
Straining to see the eclipse the other evening through the rather cloudy sky we could have benefitted from the same clear night that I had the at a recent speaking event. I was standing on a waterfront patio, and I delivered a quick 15 minute talk to a group about how to brand yourself to find the right clients when networking.
This is what I call the ABC of Personal Branding:
1. Attributes. If you were a car, what car would you aspire to be? Probably not a Volkswagen right now! But can you identify what are the functional and emotional elements that you like about the car you choose?
I chose TESLA for ‘Innovation’ , well at least until Apple comes out with theirs!
2. Brand Standards. What brand, company or organization do you aspire to be? Why? What are the values and / or standards that brand delivers that appeal to you?
I chose STARBUCKS for ‘Their personable approach and custom offerings’, even though I only drink black coffee!
3. Celebrity. If you or your company aspired to be a famous person, who would that be? What individual best personifies your brand as you would like it?
I chose LANCE ARMSTRONG for ‘Inspiration’. Many people find that a strange choice given the current state of his brand. However for me it's a very personal reason, due to my own cancer fight. He was an inspiration to me during my treatment and successful recovery.
I then challenged the audience to take those three ‘aspirations’ and combine the results in to a personal brand statement that tells prospective clients what they do differently.
You can then attract the right clients and opportunities who emotionally connect with your brand. They understand your standards and they know what you promise to deliver.
MINE “I inspire independently minded professionals, executives & entrepreneurs to be innovative and personal with their brands through custom solutions that help them stand out, advance their careers and grow their business.”
Which brands would you choose and what would you say?
Paul Copcutt has been described by Forbes magazine as a leading personal brand expert globally, and by clients as their “Rebel Guide". He inspires and helps professionals, executives and entrepreneurs to be innovative and personal with their brands to stand out, advance their careers and grow their business. Visit his blog for over 500 free articles on personal branding or see where he is speaking next so you can check out his custom Converse Chuck Taylors .
Original image National Geographic.