Jeffrey tells us that being memorable often requires little quirky things like being able to dress differently.
And I'm just giving you a little teaser of what that looks like.
We'll talk about it in a little more detail later.
But this guy, very iconic, very memorable.
He's very famous.
Depending on what kind of industry you're in, you may or may not have heard of him, but talk about
them later.
But before we get into that, I want to ask a question.
Which is more important.
Brand awareness, a brand perception.
Now, if we look at the research, companies tend to be more interested in brand perception, particularly
when they're in business to business, and I don't know what your personal branding goals are, sometimes
it's developing a reputation among other businesses.
So they hire you perhaps as a consultant or as a writer or maybe it's a business to consumer where you're
just trying to be known on Instagram among millions of people for your fashion.
But in either case, there may be a bias in your mind that brand perception is more important.
It's not that not enough people know about you, but it's more what do they think of you?
I don't like her.
She's a little bit annoying.
I know what influencer, for example.
Who I I don't particularly like.
Because I find she seems phony, she sounds like she's lying.
She's talking.
But it doesn't really matter because she's famous and one of the reasons that she's able to stand out
is probably because she has overly dramatic gesture.
She talks an overly dramatic ways that gets attention.
So the fact that I perceive her a bit negative because I think she's fake doesn't really matter, because
from a business perspective, she has broad brand awareness.
And that's what the research shows.
Brand awareness is significantly more important.
The Brand Perception and company spent a lot of time.
Individuals spend a lot of time worrying about what people think of the.
But the reality is most people just aren't thinking about.
They don't even know you exist, even if they knew you existed.
Maybe it was for like a split second.
They saw your ad, they saw your YouTube video, and then they went somewhere else and forgot about.
So when you're doing personal branding, because there's the spotlight effect, this is a known concept
in business psychology that people tend to be very fixated on what they're doing.
We're kind of deluded and we think people are thinking about us a lot more than they really are.
Now they're thinking about what they want to eat.
They're thinking about their favorite musician, they're thinking about school, they're thinking about
the job, they're really not spending much time at all thinking about you fact they don't even remember.
So the most important thing really is just awareness.
Are people even vaguely familiar with who you are?
And even then, can they even connect you with what you want to be known for?
Whether that's law or fashion or real estate or whatever it is.
So your number one barrier is the awareness?
Not not the perception.
And I want to give you a little bit of example from my own personal experience shows that perception
and awareness are not equal.
I had a classmate.
And he was kind of loud, a bit bold.
Some people didn't like him because he talked too much.
But there's one thing that's 100 percent certain about this guy is that he wasn't forgettable.
Sure, he didn't always have the right answers.
Sometimes he was too vocal about things that he really didn't understand, but the point is that he
stood out and people like this are successful and this guy was successful.
And you know what?
I'd like to work with them.
He had enthusiasm.
He had energy.
He was a personality.
He wasn't just another kid in the class.
That's the kind of personal brand that's important.
You know why?
Because there's brand awareness there and brand awareness matters more than perception.
So did this guy have some quirks that you thought were negative?
Sure.
He also has some good quirks, too.
But it doesn't it doesn't really matter.
The point is he's remembered and because he's remembered, he's going to be considered going to be considered
for promotion, is going to be considered to get hired, going to be considered when somebody's looking
through YouTube videos and then deciding who they want to click.
This is a memorable person and that's what you want to be.
And sometimes that requires taking a bit of a risk, a risk that your perception may be a bit negative.
So what is Jeffrey Pfeffer tell us?
He tells us, you need to get noticed, you need to stand out.
Because look at this blurry photo, look at the background, there's a crowd of people.
Does anybody stand out?
Not a single person, it's just a haze, it's just a blur.
That's your challenge.
How do you stand out?
How do you get noticed now?
I was a division director in Toastmasters International, so I've done a lot of public speaking.
I got used to standing out.
When I was at Sony PlayStation, I would give public speeches to the entire marketing department.
These are things that you can do to get noticed, because that's going to be one of the single biggest
challenges.
It's not how good your presentation was.
So you went up there, you were a bit nervous and you're worried about that or you're worried that people
aren't going to like what you said there.
So the perception doesn't matter as much as the fact that you were there, because otherwise you're
just somebody else on YouTube, somebody else on Instagram, among the flood of information and people
that are out there.
OK, stand out, get noticed.
And one of the easiest ways to do it, join Toastmasters, do things like public speaking, Warren Buffett,
for example.
Now, I don't know if this is true, but this is his PR pitch.
Is that the only credential that he has up on his wall in his office is from a public speaking course?
He did it, Dale Carnegie Mellon, Warren Buffett.
He has an MBA from Columbia Business School, one of the top business schools in the world, world renowned
especially for investing in finance.
But apparently he doesn't have his Columbia MBA up on the wall.
Is this Dale Carnegie public speaking course?
Because that's what gave him the confidence.
And it's something that empowers you to be able to stand up.
Now, look, let's look at some other advice that Jeffrey Pfeffer is giving us.
Another thing is you want to align yourself with powerful people.
OK, so he's talking about gaining power.
Now, what I would say is that when you're trying to build a personal brand, align yourself with people
and brand and other brands that have a lot of influence, that have a lot of reach, they have a lot
of people following them that trust them.
And one of the easiest ways to do that is with the tool that I can't shut up about, it's called Spark
Tauro.
You go to Spark Taurel and for free to a limit, you're able to identify who it is that influences your
target customers, target audience, the followership that you want.
So you can go in here and you can say, OK, the people that I want following me are people that talk
about marketing and you can change the criteria to maybe it's people in their profile to have the name
that have the title product manager or people that are interested in fashion.
Whatever it is, put it in Spataro is going to spit out a list of influencers, podcasters, you tubers
authors.
Publications, brands, associations that already have a lot of influence among your target audiences
and what you want to do is you want to take your personal brand.
And you want to tie it to those brands that those people already follow and then disassociation, this
neuron association is going to happen in their mind that when I remember this brand, I'm also going
to remember your brand.
You want to build those associations and one of the fastest ways to build your brand awareness.
To build your memorability is to align yourself with these influencers, these publications, these
brands that people already fall.
And I'm going to show you some examples of that in a moment.