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Personal Branding

the key is to be unique (and having a catchphrase doesn’t hurt)

With the age of the internet, it has become commonplace for entrepreneurs to be the face of their brand. When I was a kid, I don’t remember that to be the norm. Although certain ones from my childhood really stand out; Orville Redenbacher, Jack Lalane, Susan Powers, and Bartle & Jaymes. These are extremely dated examples, but those of us who grew up with these folks know exactly what I’m talking about.

Orville Redenbacher is that southern looking, white dude that peddles popcorn. Not exactly a fashion icon, nor a looker. But when you’re buying popcorn, it’s more about the consistency of the kernel. His old timey demeanor became synonymous with the buttery movie snack. I thought Orville Redenbacher was still around, but the most recent ad I saw must have been a deep fake, because he died in 1995. I thought that was suspicious that he looked the same for 40 years.

As for the others, Jack Lalane was the original face of fitness, pulling trucks with his teeth and always in his signature tracksuit, and Susan Powers donned a bleach blonde crew cut and shouted, “stop the insanity” to get Americans eating habits under control. Back then, the diet and exercise industry were THE place for personal brands; Jane Fonda, Hollywood royalty with her sexy leotards and Richard Simmons with his massive curly hair and metallic dolphin shorts. Chefs became another big one for personal brands, this trend started primarily with Julia Childs, with her distinct style of talking and Emeril Lagasse, with his catchphrases, “BAM” and “take it up a notch.”

The one thing that all these personal brands had in common was that the person behind them was unique. To have a successful personal brand, you have to be different. Of course, having a signature catch phrase doesn’t hurt.

 But some personal brands are fake. Going back to Bartle & Jaymes, they were the good ole boys, sitting in rockers on a porch, slinging wine coolers. But since we didn’t have the internet back then, we thought these guys were a real deal, personal brand. Nope, Bartle and James were characters played by actors. Just like the Dos Equis guy.

Just think about the faces of current mega-brands, like Tony Robbins, Dave Ramsey and Oprah. But in today’s world you don’t have to run a multimillion-dollar business to be the face of the brand. This is especially true with as entrepreneurs in the service sector. In fact, due to social media we are expected to represent our brands. Even if you’re not comfortable being in front of a camera, you are expected to show up authentically, without the glamour, doing normal things like walking our dog or wearing a face mask in line at the grocery store.

As entrepreneurs we are pressured to constantly be posting, taking selfies, making videos and doing live feeds. I’m extrovert and even I am reluctant to post because I know it will live forever on the internet.

As an entrepreneur, how do you feel about it? Do you enjoy being the face of your brand? Do you feel pressure to show up on social media in ways that make you feel uncomfortable, such as Instagram lives? I believe to grow; we must step outside our comfort zone. I’m doing it now, recording this podcast.  

But is all this exposure worth it? Does it really drive your sales? Unless you’re an influencer, how do you know if there is a direct correlation?

The answer is, you measure it. Using key performance indicators (KPIs) you can measure the impact. Knowing if your selfie at Trader Joes directly impacted the sale of your new course is probably an impossible metric to gauge. However, you can track comments, link clicks to your offer, and added email subscribers. All of these elements, when measured can tie to your visibility goals. If you’re in marketing, you’re probably very familiar with these metrics. Having KPIs in a dashboard is a great way to quickly visualize the data. One amazing tool is Klipfolio, it has the capability to pull in data from various sources, such as Google Analytics, Facebook, Instagram, Hub Spot…the list goes on and on. The real power is the ability to cross tabulate data from multiple sources at once, often in real time. If you need help with your data, follow the link in the show notes, to set up a discovery call with Heather Zeitzwolfe.

On this episode of Get the Balance Right, we’re talking about personal branding. I’m joined by Trish Taylor, a former celebrity stylist who has transformed into a brand embodiment coach.  She is committed to helping heart-centered, online entrepreneurs align their outside with their inside, so they can create enticing content and feel authentic and comfortable with their appearances. Trish is an introvert; she has empathy for her clients that may be shy and helps them transform. She leverages her unique experiences as a celebrity stylist and her master’s degree in psychology to empower entrepreneurs to step into the most confident version of themselves. 

We openly discuss the pressure entrepreneurs have to show up on social media and step outside their comfort zone. We dive into the importance of embracing our unique qualities to represent ourselves and brand more authentically.

Interested in being a guest on the podcast? Do you have a podcast and would like to invite Heather Zeitzwolfe to be a guest? If either apply, please fill out our guest request form.

Ways to Work with Heather

The People Planet Profit Roadmap Program: Are you thinking about transforming your business into a qualifying benefit company? What about being a more conscious entrepreneur? We are offering a new program called The People Planet Profit Roadmap. In this program we will guide you on your journey as you transform your business and leadership style to have a greater positive impact on society and the environment. Book a discovery meeting to see if you’re a good fit for the program.

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Tools Heather Recommends…

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Miro Virtual Collaborative Boards
The online collaborative whiteboard platform to bring teams and ideas together, anytime, anywhere.

Buzzsprout

Buzzsprout is an amazing podcasting platform. The best way to host, promote, and track your podcast. You get $20 with this link when you join Buzzsprout. Happy podcasting!

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