Branding, marketing, running a business and more from New Work’s director
The steps I covered in this presentation to Association of Financial Advisers, on how to develop personal brand confidence and trust by creating a standout professional image online
This week I was working with one of my client’s marketing team to create their communications strategy for 2019. We discussed the importance of quality professional articles from members of staff, using LinkedIn as the primary platform. The question was posed, ‘What process can I use to help a busy director to create quality content for an article?’
While here I move away from my client focus in professional advisories, I believe that the basic principles of brand and service are the same in any business, and we can learn something about winning sales in any business from the examples we see in everyday services. Here’s a story from the day spa.
There is evidence everywhere of companies that have not given adequate thought or resources to how powerfully and consistently their people represent the company brand.
In today’s market, it’s crucial to elevate the professional profiles of your people to meet the increased expectations of your clients and set your staff up as go-to experts in their field.
In order to be visible and influential, you need to bring who you are to work: to clarify the value you bring and why people would choose to work with YOU. This is your personal brand – and these days, this is shaped ONLINE.
This was a conversation with a difference: while I dived into some of the practicalities of shaping your personal brand for your professional goals, Marny took our thoughts inward to consider how our mind’s subconscious constructs and our limiting beliefs can hold us back in our professional lives. We discussed where our work and experiences with clients intersect, and revealed our Bring It model that demonstrates this.
Most people actually aren’t actively looking for their next job but are on LinkedIn for other purposes, such as expanding their networks, positioning their personal brand, attracting new clients and staying top of mind with existing ones. The question is, how purposeful are you on LinkedIn?
A couple of my clients recently received direct LinkedIn messages from people they don’t know and haven’t connected with. While these were laughably bad, they skim pretty close to the reality of what many of us have experienced, both with people we don’t know, and some that we do.
Having coffee with a new friend today, we talked about the challenges of growing a consultancy business. She asked me, ‘How do you ensure your booking schedule is always full?’
With the rise of online job search platforms such as Glassdoor that include a review of the company by employees, businesses and leadership teams are challenged like never before.
My 100th article really snuck up on me, but then again I have been an avid user of LinkedIn since 2010! Here’s a snapshot of insights I’ve had into business and personal branding, digital marketing, networking and LinkedIn strategy, public speaking, setting up and running two businesses.
How often do we look at everything close up, versus stepping back to consider the bigger picture? For most people, big-picture thinking and well-planned goal-setting are rare.
I recently gave a presentation at a HLB Mann Judd breakfast entitled Networking for Professional People. I shared some of my own experiences and learning using networking for the last decade to grow two businesses from scratch, and how I developed a strategic plan around networking that I use with clients as well as for myself.