by Tracy Johnson
A strong personal brand takes time, attention and effort. Most personalities don’t think about it enough. A personality brand should be actively managed. Just being on the air doesn’t automatically lead to success. Don’t leave your image to chance.
Building a personal brand is like managing a business. The first step is to identify a target audience. Then develop characteristics that appeal to the audience..
This is a key to advancing through the 5 Stages of Personality Success.
A strong personality brand makes it much easier to connect with listeners, not to mention clients, advertisers and online followers. All are important audiences for an air personality.
But a brand needs a foundation. Here are 11 things every personality can do to develop their brand.
Defining personality traits is only part of the journey. Building a brand is useless without a clear target.
Define the audience so all content is relevant, gets attention and turns into revenue opportunities (and ratings).
Knowing who you are for, and who you are NOT for.
It helps to:
Defining an audience takes time and research,. Start with a composite listener profile.
A Unique Selling Proposition (USP) supports the elevator pitch. It explains why a listener would become a fan.
What unique value can’t be found anywhere else?
A USP should be a single-sentence statement highlighting a benefit.
An “elevator pitch” is a short explanation of who you are. The idea is to sell the brand in an elevator before the other person step off. That leaves about 30 seconds explain it.
The brief statement can sometimes be used in social channels and online bios.
Make a list of most valuable attributes, and be sure to add detail. Then trim the list until there’s a strong, impacting statement.
The Bert Show is clearly positioned. The elevator pitch is about two seconds: Real. Funny.
Most personalities are active online, but few strategically manage their brand.
Here are some of the key components:
Start with an online brand audit. There’s a ton of information available. Just Google your name and study the results. Then start a plan to manage it.
This isn’t a one-time exercise. Schedule routine reviews at least once per quarter.
Every personality needs a website. Maybe it’s impossible to promote on the air, but build it anyway.
When you change stations or markets, what happens to your online profile? If it’s in the hands of others, you start over. If properly managed, your online presence maintains momentum.
Don’t let third-party sites shape your online image.
For details on what should be on a personal website, go here.
Think about celebrity brands like Kim Kardashian, Warren Buffett, and Tom Brady. Their stories add to their brand, ultimately defining how we see them.
Strong brands are carried by a story. When we build personality brand profiles, the personality receives a synopsis. It’s a short paragraph that guides a defining narrative.
Brands use style guides for a consistent look, including logos, fonts, and colors. Yours may even include a dress code for public appearances.
Consider a logo. Maybe your station won’t allow you to use it. That’s okay. Use it on your personal sites.
Personal branding isn’t a popularity contest, but it helps to know the competition.
Collect key data about other personalities in the market.
Search key phrases on Google like:
Study the results for insight to compete more effectively.
A personal brand is how the world sees you. That’s why it’s important to actively manage and polish it.
Invest in these areas to enhance your career.
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