1
00:00:00,000 --> 00:00:02,200
ED LAWRENCE: If I showed
you this logo or this logo,

2
00:00:02,200 --> 00:00:04,950
you'll know what it is for
the quality of the product

3
00:00:04,950 --> 00:00:06,730
and probably who it's aimed at.

4
00:00:06,730 --> 00:00:08,950
Now, if I showed
you these faces,

5
00:00:08,950 --> 00:00:11,490
you'd probably have
a similar experience.

6
00:00:11,490 --> 00:00:15,520
That in its very purest form
is what a personal brand is.

7
00:00:15,520 --> 00:00:17,280
But really, it goes
so much deeper,

8
00:00:17,280 --> 00:00:19,660
and it's an incredibly
powerful way to market.

9
00:00:19,660 --> 00:00:21,365
So let's dive in to learn more.

10
00:00:21,365 --> 00:00:24,420
[MUSIC PLAYING]

11
00:00:24,420 --> 00:00:25,840
Have you ever googled your name?

12
00:00:25,840 --> 00:00:27,010
Well, of course, you have.

13
00:00:27,010 --> 00:00:30,220
Did what pop up represent
what you want to be known for?

14
00:00:30,220 --> 00:00:33,490
Or did an old man pop up, like
it did when I gave it a shot?

15
00:00:33,490 --> 00:00:35,190
A personal brand is
your unique mixture

16
00:00:35,190 --> 00:00:37,630
of skills, experience,
personality, and know-how.

17
00:00:37,630 --> 00:00:41,500
These features promote you
and tell your brand story,

18
00:00:41,500 --> 00:00:44,970
reflecting your conduct,
behavior, spoken and unspoken

19
00:00:44,970 --> 00:00:46,150
words, and attitudes.

20
00:00:46,150 --> 00:00:48,040
It's basically your
professional image,

21
00:00:48,040 --> 00:00:49,530
how you look in
real life, combined

22
00:00:49,530 --> 00:00:51,620
with how the media portray
you, and the impression

23
00:00:51,620 --> 00:00:53,370
that people gain from
the information they

24
00:00:53,370 --> 00:00:54,670
find about you online.

25
00:00:54,670 --> 00:00:57,580
These can develop organically
and potentially very,

26
00:00:57,580 --> 00:00:58,630
very quickly.

27
00:00:58,630 --> 00:01:01,320
Or you can work on your
brand to portray to the world

28
00:01:01,320 --> 00:01:02,830
the person you want to be.

29
00:01:02,830 --> 00:01:05,750
But why would you want to
become a personal brand?

30
00:01:05,750 --> 00:01:09,160
Well, a personal brand allows
you to highlight your strengths

31
00:01:09,160 --> 00:01:10,460
and passions.

32
00:01:10,460 --> 00:01:12,680
It helps people to feel
like they know you better,

33
00:01:12,680 --> 00:01:16,550
which means they trust you more
even if they've never met you.

34
00:01:16,550 --> 00:01:19,460
Politicians rely on this
when it comes to elections.

35
00:01:19,460 --> 00:01:22,187
People vote for the people
they feel they know and trust.

36
00:01:22,187 --> 00:01:24,520
Some benefits you'll find
from building a personal brand

37
00:01:24,520 --> 00:01:27,040
is people will buy
from you without you

38
00:01:27,040 --> 00:01:28,370
needing to sell overtly.

39
00:01:28,370 --> 00:01:30,260
They'll purchase
what you provide,

40
00:01:30,260 --> 00:01:32,300
recommend you more
to their friends,

41
00:01:32,300 --> 00:01:34,430
and help you build
more of an audience.

42
00:01:34,430 --> 00:01:36,920
So why is personal
branding so important?

43
00:01:36,920 --> 00:01:38,830
Building a strong
personal brand is

44
00:01:38,830 --> 00:01:41,420
the key to being
considered influential.

45
00:01:41,420 --> 00:01:43,060
It helps you stand
out from the pack,

46
00:01:43,060 --> 00:01:44,870
and it's what makes
you memorable.

47
00:01:44,870 --> 00:01:46,840
Think back to the
examples I showed you

48
00:01:46,840 --> 00:01:49,780
at the start of the video.

49
00:01:49,780 --> 00:01:52,120
If I showed you these
faces, you'd probably

50
00:01:52,120 --> 00:01:53,930
have a similar experience.

51
00:01:53,930 --> 00:01:56,290
You probably knew who Richard
Branson was and probably

52
00:01:56,290 --> 00:01:59,530
had an opinion of him that made
him stand out when we showed you

53
00:01:59,530 --> 00:02:00,410
the image of him.

54
00:02:00,410 --> 00:02:02,770
The reason this is more
important than ever

55
00:02:02,770 --> 00:02:07,060
is the distrust built by
millennials to advertising.

56
00:02:07,060 --> 00:02:10,990
84% of them don't trust adverts
or the brands that create them,

57
00:02:10,990 --> 00:02:13,880
yet they're prepared to
believe people they know,

58
00:02:13,880 --> 00:02:16,660
even business people behind
brands they don't like.

59
00:02:16,660 --> 00:02:18,990
This has caused a major
reshuffle in the way businesses

60
00:02:18,990 --> 00:02:21,120
market themselves and why
influencer marketing has

61
00:02:21,120 --> 00:02:23,290
become so successful
over recent years.

62
00:02:23,290 --> 00:02:25,740
Richard Branson mentions in
his book, Losing My Virginity,

63
00:02:25,740 --> 00:02:28,200
that he noticed people
were more interested in him

64
00:02:28,200 --> 00:02:29,730
than they were
virgin, which is why

65
00:02:29,730 --> 00:02:32,320
he attempted so many stunts
to remain in the public eye.

66
00:02:32,320 --> 00:02:34,450
What was good for him
was good for the company.

67
00:02:34,450 --> 00:02:37,360
Think of Elon Musk, Jeff
Bezos, even Donald Trump.

68
00:02:37,360 --> 00:02:40,030
Business has merged
with celebrity culture.

69
00:02:40,030 --> 00:02:42,660
Here's some things to
consider for building

70
00:02:42,660 --> 00:02:44,140
your own personal brand.

71
00:02:44,140 --> 00:02:46,480
To start off, you
need to self-reflect.

72
00:02:46,480 --> 00:02:48,280
It's very hard to
describe yourself.

73
00:02:48,280 --> 00:02:51,605
It's easier to explain how you
want to be and go from there.

74
00:02:51,605 --> 00:02:53,730
If your main goal is to
improve your business using

75
00:02:53,730 --> 00:02:56,040
your personal brand, you
need to get a solid grip

76
00:02:56,040 --> 00:02:57,520
of who your target audience is.

77
00:02:57,520 --> 00:02:58,570
They need to match.

78
00:02:58,570 --> 00:03:01,240
There's no point building an
audience of men in their 20s

79
00:03:01,240 --> 00:03:02,977
if your company
sells makeup brushes.

80
00:03:02,977 --> 00:03:04,560
Really, you want to
build a reputation

81
00:03:04,560 --> 00:03:06,510
as someone who cares
about the types of people

82
00:03:06,510 --> 00:03:08,770
that are potential or
existing customers.

83
00:03:08,770 --> 00:03:10,710
The key is to come
across as human

84
00:03:10,710 --> 00:03:13,510
and as the name might
suggest, personal.

85
00:03:13,510 --> 00:03:15,450
This allows you to
de-emphasize selling

86
00:03:15,450 --> 00:03:17,110
to appear more authentic.

87
00:03:17,110 --> 00:03:20,380
The best way to build a personal
brand is on social media

88
00:03:20,380 --> 00:03:21,220
nowadays.

89
00:03:21,220 --> 00:03:24,390
You need to be where your
target market spends their time

90
00:03:24,390 --> 00:03:27,643
and create open accounts for
them to follow and engage with.

91
00:03:27,643 --> 00:03:28,810
So that's the personal side.

92
00:03:28,810 --> 00:03:29,860
What about the brand side?

93
00:03:29,860 --> 00:03:32,402
Well, you need to decide on a
consistent color scheme, fonts,

94
00:03:32,402 --> 00:03:33,460
icons, and graphics.

95
00:03:33,460 --> 00:03:34,960
And you should use
these everywhere.

96
00:03:34,960 --> 00:03:37,210
So they should appear on
your website, social account,

97
00:03:37,210 --> 00:03:39,120
business cards, and
anything printed.

98
00:03:39,120 --> 00:03:41,140
Carry business cards
with you everywhere.

99
00:03:41,140 --> 00:03:43,270
Yep, it's old school,
but they still work.

100
00:03:43,270 --> 00:03:44,860
If you're representing
a business,

101
00:03:44,860 --> 00:03:47,950
they should match the colors
and fonts of that too.

102
00:03:47,950 --> 00:03:51,670
You should also consider what
you wear in public situations.

103
00:03:51,670 --> 00:03:54,300
Steve Jobs and Mark Zuckerberg
went for the same outfit

104
00:03:54,300 --> 00:03:55,810
every time they were in public.

105
00:03:55,810 --> 00:03:59,040
It eliminated a choice and
saved on ironing as a bit

106
00:03:59,040 --> 00:03:59,710
grubby, though.

107
00:03:59,710 --> 00:04:02,850
So if you're a CEO of
a bank, don't turn up

108
00:04:02,850 --> 00:04:04,480
in shorts and a tank top.

109
00:04:04,480 --> 00:04:06,490
The final thing to think
about is your actions.

110
00:04:06,490 --> 00:04:08,040
They need to match your brand.

111
00:04:08,040 --> 00:04:10,500
Like pretty much every
area of marketing,

112
00:04:10,500 --> 00:04:11,820
consistency is key here.

113
00:04:11,820 --> 00:04:14,460
If you look the part and
turn up in the right places,

114
00:04:14,460 --> 00:04:16,500
you need to act the part too.

115
00:04:16,500 --> 00:04:18,410
People's expectations
of a politician

116
00:04:18,410 --> 00:04:20,760
are different from,
let's say, a rock star.

117
00:04:20,760 --> 00:04:23,160
If a politician were
found taking drugs,

118
00:04:23,160 --> 00:04:24,330
there'd be an uproar.

119
00:04:24,330 --> 00:04:25,920
And trust would be lost.

120
00:04:25,920 --> 00:04:28,130
Yet, if a rock star
got busted, nobody

121
00:04:28,130 --> 00:04:29,670
would batter much of an eyelid.

122
00:04:29,670 --> 00:04:32,040
OK, so you might not be
under the same spotlight,

123
00:04:32,040 --> 00:04:34,790
but you still need to consider
this and act like the person you

124
00:04:34,790 --> 00:04:36,150
promote yourself to be.

125
00:04:36,150 --> 00:04:39,420
Which will be a lot easier if
that's actually who you are.

126
00:04:39,420 --> 00:04:40,380
Be authentic.

127
00:04:40,380 --> 00:04:42,210
Don't try to be a
saint if you're not.

128
00:04:42,210 --> 00:04:43,740
It'll all come out in the wash.

129
00:04:43,740 --> 00:04:46,260
It's easy to spot a fake.

130
00:04:46,260 --> 00:04:48,830
And if you want to check out
your own personal brand's health

131
00:04:48,830 --> 00:04:51,230
score, then have a look at
the link in the description

132
00:04:51,230 --> 00:04:52,530
to use our tool.

133
00:04:52,530 --> 00:04:55,430
Just type in your
Instagram account and await

134
00:04:55,430 --> 00:04:56,940
the glorious data.

135
00:04:56,940 --> 00:04:59,880
If you want to learn more about
growing your own personal brand,

136
00:04:59,880 --> 00:05:02,570
then watch this video
here to master Instagram.

137
00:05:02,570 --> 00:05:05,120
Don't forget to hit the
link and subscribe as well.

138
00:05:05,120 --> 00:05:06,620
You'll have three
videos a week that

139
00:05:06,620 --> 00:05:09,000
will help you grow your
personal brand, market,

140
00:05:09,000 --> 00:05:11,830
and more thrust your way.