We have a quotation here from one of the biggest personal brands in the SAS industry.
His name is Jason Lemke.
And what are you talking about here is business branding.
But I'm going to tell you in a second way also applies to personal branding, which is something Jason
should very well know.
So he says it's HubSpot, the best forum for service.
You know what, it doesn't matter.
It truly does not matter for 80 percent of customers.
So the point that he's making is that it doesn't really matter if what you're selling is fundamentally
better than what your competitors are selling, the more important factor is, have they even heard
of your brand?
Because at the end of the day, that's how most people make decisions based on what they're familiar
with, people like, things they're familiar with and the things they're familiar with, our big brands.
So you need to think about that when you're developing your personal brand.
Whatever you are, so let's say you're a lawyer, you're not going to be the best lawyer.
You're not the best fashion consultant.
You're not the best at LinkedIn in advertising.
You're not the best of whatever it is that you're promoting.
But it doesn't matter because you know what you're going to be really good at by the end of this course,
personal brand, because at the end of the day, that's how people make choices.
They make choices based on the things that they can consider.
And the things that they can consider are the things they've heard of, the things that are familiar,
the brands that are famous.
So you can become famous even if you're not the best.
And that's one of the most important things you need to recognize, is that promoting your brand is
very, very different and separate from how you develop your products and services.
And it has value and it has genuine value as well.
People appreciate when they can work with something they trust and they're familiar with.
So they don't have to spend time diving through and research to find out who is actually the best fashion
consultant or the best adviser on LinkedIn advertising or the best at e-commerce integrations.
The best the US server manipulation, whatever that expertise is you want to be known for, has more
to do with your personal branding than the the depth of expertise that you have.
The other thing you need to keep in mind is that typically you as a brand personality, you're the expert.
So people are trusting you to solve their problems, to give them advice that's actionable.
They don't have the expertise.
They're not in a position to evaluate whether you are, in fact, better than competitors, because
a lot of the value you're providing is that sense of safety that I trust that person.
I trust what they're saying.
I trust that brand personality.
And that comes through brand marketing.
It doesn't necessarily through developing your your expertise.