Do you want to become a legend in your industry?
How would that affect your sales performance? What would your day look like if you had inbound leads hitting your inbox rather than having to cold call until your fingers bleed from dialing?
On this episode of The Salesman Podcast, Shama Hyder shares a bunch of personal branding examples and a step by step process to getting known in your industry
Sharma is known as the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by Fast Company.
Keep reading below the video interview to learn how.
Full Video Podcast
Step 1: Measure
Sharma suggests a measurable part of your personal brand is tracking how often people say “oh you’re everywhere and I’ve heard of your company. Everyone in sales knows the difference between calling someone and getting hung up on, verses they pick up the phone and say I like you guys”.
If you are a no one in your industry, your approach is going to differ compared to someone who has been selling the same products, to the same market for the past 20 years.
Knowing where you are starting from is an important first step before you move onto tactics to increase brand awareness and see some specific personal branding examples.
Step 2: Quickest Way To Build A Brand
Sharma advocates that the highest leverage activity for building a personal brand is to “ask why and what are you trying to accomplish”.
The reasoning for this is that many people dive in, build a LinkedIn profile, build a website, start shouting across the internet “I’m HERE!” before they know what their message is.
You only get one shot at a first impression. So don’t waste it telling the world that you’re a great lover, salesperson and exaggerator.
So let’s start with the end in mind. Your message must have a goal –
- Shorten sales cycles
- Build “trust at distance”
- Open new non-selling opportunities
- Create a side-hustle business
- Get visible to increase inbound leads
What is your end goal with your personal brand?
Step 3: Build Your Personal Brand Statement
Your personal brand statement makes you viral. Your statement is 1-2 sentences answering what you are the best at (value), who you serve (audience) and how you do it uniquely (USP).
It’s not a mission statement or anything as cheesy as that. But rather your catchphrase you are known by that shares your specific industry expertise.
So working backward from the goal you want to achieve, you can build your statement with the following 4 steps –
- List out what you’re good at. Simple for sure but when people are searching for experts in your industry, they don’t want the 47th best at X task, they want the top players. This will be the main focus of your personal brand statement.
- Choose your audience. Are you selling to CFO’s? Are you selling to middle managers in the SAAS IT market? You need to clarify who your message is for so that you can use the language that they like to use.
- Make it memorable. With that said, a 6-year-old should be able to understand your personal brand statement. There shouldn’t be any overly technical terms as you might be getting referred around by non-technical people too.
- State your USP. Everyone is gifted at something. What are you incredible at and how does that relate to adding value to your customers? Sure being able to suck your own toes is impressive but your USP must be something that your prospects will get excited by.
The most important step of all?
You’re a salesperson, you’re already on the backfoot with all of this as we have a stereotype that suggests we’re not always to be trusted. So you must be brutally authentic in your messaging.
No “fake it until you make it” here.
Personal Branding Examples
So you have measured if you have a brand already, you know your personal branding end goal and you’ve been through the 4 steps of building a personal brand statement?
Let’s see how your rough statement compares to a few personal branding examples that I came up with –
- John keeps IT management (audience) sleeping sound at night (value) by offering them around the clock automated backups that run without relying on humans to press buttons (USP).
- Sam helps B2B sales professionals (audience) thrive in sales (value) with entertaining self-development content (USP).
- Sue has dedicated her life for the past 35 years (USP) to make older women (audience) look incredible (value) with her photography.
Are you on the right track?
As you can see, each of these examples follows a similar formula of audience + value + USP. They don’t drone on and they’re memorable.
Why not share your statement in the comments below? I’ll take a look myself and offer feedback if I have any.
Where To Share Your Personal Brand
Now back to the fun stuff. Let’s push your message out there.
Linkedin is the first place to start for sales professionals as it’s likely your most trafficked resource. Make sure to include your statement on your profile page in a prominent position.
Most of the people hitting your page are likely to skim read it and so this will grab their attention and perhaps make them want to dig in a little deeper.
Use Twitter or Facebook for social selling? Get it on there too.
Finally, if you do have a website then this should be the top image or message on the screen. This is what the visitor should see before anything else and they should see it everywhere that they see you.
Here are a few personal branding examples on websites –
Joel Runyon – “My name is Joel Runyon. I do the impossible”
Pat Flynn – “I’m the crash test dummy of online businesses, sharing what works (and what doesn’t) so you know exactly how to build your business better”.
Having a strong personal brand is a true differentiator in a sea of “me-too” salespeople who promise the world and rarely deliver.
Following the formula in this post and tying in some of the branding turbo-chargers that Shama suggests in the podcast interview will instantly build trust with your prospects and lube the whole sales process.
Right now, in the internet age, you’re crazy if you’re not working hard to create and maintain a strong personal brand.
Of course, all of this takes a decent amount of time, effort and energy…
Want all of this and more done for you? Visit IndustryHero.org and become the best-known expert in your industry today!
- FREE SalesSchool Workshop – Start HOT Calling To Remove The Fear And Failure From Cold Calling
- Shama on Linkedin
- Book: The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue