It’s all about the impression you leave on others. It’s what you stand for and the experience that clients have when they come to you.
There is a lot of power in creating a brand marketing strategy. It helps you attract your ideal clients and stand out in a sea of similar products. Even if what you offer is similar to someone else, there is only one YOU.
For any coach, consultant or other solo professional marketing themselves online, personal branding is not only achievable, it’s essential.
So how do you create your personal brand?
Your brand is much more than a logo or a name. These things help communicate your brand. But at it’s core, finding your personal brand means answering the three W’s:
- WHO (your target market)
- WHAT (the solution you provide)
- WHY (why you do what you do and why people should work with you).
The first two W’s (Who and What) are your niche.
The third W is that intangible element that you have to communicate in everything that you do. It’s why you do what you do. It’s the passion and purpose behind your business. It’s the way in which you want to touch other people’s lives in a positive and meaningful way. It’s also the experience and skills that lend you credibility. What do you bring to the table that would make you the natural choice to work with?
I would like to share my “Why” with you if I may.
The reason I do what I do is that I am passionate about helping people discover their unique gifts and share them with others who can benefit. We all have something amazing within us. It’s a win-win when we can share that gift. It makes us feel good that we’re helping others and living our truth. It benefits our clients because we’re sharing what they most need help with.
That’s why when I help my clients find their niche strategy, I don’t start with the target market as other coaches do. I start with YOU. What are your passions, interests, skills and experiences? Once we understand this, we can marry your gift with the best target market. We also look at the competition to understand the marketplace and how you can differentiate yourself.
The second part of my “Why” is my passion for helping solo professionals be strategic in their marketing. I worked in strategic communications and research in the corporate world for many years, with companies like Coca-Cola, Visa and Burson-Marstellar. I have a gift for synthesizing and communicating information so others can get it. Telling it like it is, without all the nonsense. Too many people get overwhelmed because there is so much to learn when marketing yourself online. I want to help coaches, consultants and other solo professionals make marketing themselves easier so they can focus on the work they love to do.
What is your “Why”? What is the driving purpose behind your business? Please share your thoughts in the comments below.
Cindy Murphy says
Hi Cindy,
After reading this blog post and remembering your training earlier in the year, I realize how important that 3rd “W” is. Your Why comes across very clearly in your coaching and training when you are helping your clients and I have certainly learned a lot from you and your training.
My Why is to help babyboomers, who are new online entrepreneurs, take their passions and help them turn them into an online presence for profit. One thing is for sure, that you can’t be an expert on everything and yes, there is information overload. So helping to narrow down their marketing plan with less overwhelm is the key.
Thank you for sharing this information Cindy.
Merry Christmas,
Cindy
Cindy says
Fantastic Cindy! And you have so much value to offer baby boomers who are overwhelmed with marketing. You are going to save a lot of people a lot of struggle through your coaching and training!
Kelly Baader says
Cindy,
Awesome post! Thank you for keeping upon giving value to entrepreneurs!
Thank you for sharing!
much love
Kelly
Cindy says
Thank you Kelly. I appreciate your kind feedback. Have a great holiday!
warm wishes,
Cindy
Octavio Tomas says
Hi Cindy,
I can’t answer all three questions with 100% clarity yet… however, I’ve been working diligently on the ‘YOU’ part, and I can see with a little more clarity what I’m here to do and offer to my peers.
I can say with all honesty that for me, these past three weeks have been the most revealing weeks of this year. But they have also been the most frustrating because the questions you ask are not easy, and some of them are uncomfortable to answer.
I can see why people are not getting the results the want from their online business now. It’s like playing golf in the dark, if you have a good swing, you might hit the ball. But it’s unlikely that you will win the game if you can’t see the field.
Thank you for all that you do! I’m looking forward to 2011.
-Octavio Tomas.
Cindy says
That is so awesome Octavio! Thank you. I’m really glad you were able to get my home study program, Dominate Your Niche, and are finding it valuable. I know the questions can be tough but kudos to you for sticking with it. You’re setting up the foundation for building a sustainable business!
Happy holidays and I’ll talk to you in the new year!
Cindy
Ligia says
Hi Cindy,
Like Octavio, I’m still working on my “you”. I’m answering the questions about my passions, likes, experiences, and skills to figure out my “who”, “what” and “why”.
Thanks for such a great home study program. I’m carefully studying and meditating on each page. I want to make sure I’ll choose the right niche and I’ll have the perfect solution for them.
Happy Holidays!
Ligia
Cindy says
That’s wonderful Ligia! I’m so glad you’re benefiting from my Dominate Your Niche home study program and pulling together your niche and personal brand. I will see you on Didi’s call tomorrow night!
warm wishes,
Cindy
Kai says
I KNow myself very well and I know my 3 Ws but its hard to pull it together to create my brand.
Cindy says
Hi Kai,
Congratulations on identifying those three pieces of the puzzle. It is a synergistic process and it does take time. Please send me an email at cindy@attractyourniche.com if you would like to schedule a complimentary consultation and explore how I might be able to help you further.
thanks and warm wishes,
Cindy
Cheryl Heppard says
Great article about branding Cindy! I think too many entrepreneurs focus too much on the elements of branding, such as the logo, the website, and their marketing materials but neglect to focus on how their personality, philosophy and mission are conveyed through their branding. Have a great holiday Cindy!
Cindy says
Great point Cheryl. It’s fun to get creative and make everything look pretty. But as you say, it’s even more important to communicate who we are, what we do, how we help people and what we stand for. Isn’t that what every great brand does? The logo, website and marketing material have to reinforce that. But without the substance, it’s just fluff… and I think people see through that. Thank you!
laticia says
Cindy,
There’s a lot of great information in this blog post. I used to just market and shot in the dark with my message without a direction. I have struggled with defining my niche and I have finally figured it out. As you mentioned above, it is really important to know your “Why”.
Cindy says
Thank you Laticia – I appreciate you sharing that. I like to think of finding your niche and brand as putting together the three pieces of the puzzle.
Who – target market
What – solution you provide
Why – why people should work with you and why you do what you do
It’s a synergistic process and takes some effort, but when you find those answers, you can create a powerful strategic focus for your entire business.
warm wishes,
Cindy