Tuesday, May 11, 2010

5 secrets to a strong personal "brand"

Tim Halloran is President of Atlanta based Brand Illumination, a branding strategy firm that works with products and people, provides 5 secrets to develop a personal brand that is different, better, and special.

5. Emphasize your strengths: We all have our gifts – those things that come naturally to us or more easily than for others. They are also usually our passions. Taking these passions and developing marketable skills around them, should be the foundation of any great brand.

4. Ignore your weaknesses: Every performance review has a section called "developmental areas" or something that implies areas that you need improvement. Ignore this! Don't try to fix your weaknesses. Emphasize your strengths. Does Coca-Cola change their product because it isn't healthy? No, they emphasize the product's strengths – that it is a simple moment of refreshment. You as a brand must follow the same logic.

3. Stand for something: Be unique. Don't try to be 10 different things or else the core of who you are will get lost. The strongest brands are centered on one core idea. Great brands make choices. They give up some things to represent their one core idea. Make sure that you make choices in the development of your personal brand.

2. Be able to back it up: Don't try to be something you aren't. Be realistic as to what your brand can and should be. If you are not a great speaker, don't build your brand around great speaking abilities. If you can't deliver what you promise, you will cause irreparable damage to your personal brand.

1. Everything communicates: Take every opportunity to communicate your brand. Identify the individuals and entities that are most important to your overall "brand plan" and make every effort to communicate your brand essence. It is critical to be consistent in your communication so that your target gets a clear picture of your brand. From your clothing to your presentations to your written documents, ensure that you "stay on message"

Tim Halloran is President of Brand Illumination, a branding strategy firm that works with products and people. Tim's work has appeared on major TV news and radio shows around the world and in the USAToday, Business Week, and Wall Street Journal. His unique perspective emerges from over 16 years of strategic consumer marketing, branding, and new product development experience at such international firms as the Coca-Cola Company. Tim provides brand "illumination" for numerous leading traditional and non traditional brands including consumer products, professional athletes, non profit organizations, and individuals.

A consultant, speaker, and educator, Tim is available for interviews and speaking engagements.

Interviews may be arranged via E-mail: tim@brandillumination.com

http://www.timhalloran.com