Let's show another great example of personal branding.
This woman has been showing up on my Facebook feed with her video advertisements, and even though prior
to filming this, I didn't remember what her name was, her identity is so distinct that she's been
unforgettable for me.
And let's talk about a few of those key elements that make her unforgettable.
The first thing is she uses tons of white, almost like she's in heaven.
So look at all the white space here.
Look at all the white space here.
Even her background have white chairs.
You have white walls.
You have a white painting of white flowers.
Even her hair is to some extent close to white.
Often she's even wearing white clothing.
So very, very clear identity.
That's a strong identity.
Now for you.
Maybe it's not going to be white.
Maybe it's going to be much bolder than that neon green.
The point is the distinctive be memorable.
She's also very good at applying her brand consistently.
So we have these very thin font being used for the logo.
So the life coach school and very consistent application of the brand identity through.
So whenever I see this person, she dresses in a similar way.
She presents herself with short hair, which is something that stands out a little bit.
She has the eye makeup.
There's a consistent presentation of this is a strong identity worth remembering.
Now let's take a look at her website to see what else we can learn here.
One of the most important things you need to recognize as you're building up your personal brand is
the concepts of influence.
These are the principles that drive your ability to persuade people to influence them, which is what
you need to do, and you're developing your personal brand.
And there are seven principles.
There used to be six, but the idea of consensus got split up into social proof and.
Now, there are few that are particularly important with personal brand, so reciprocity is when you
give something to somebody and they feel like they should give you something back.
An example of that is when personal brands give away like a free webinar or free gifts, things like
that.
Scarcity is the idea that when there's a limited availability of something, you want to act on it.
So, for example, let's say you have a workshop.
Well, if there are only ten spots available, then somebody better book it now.
Or if there are only two spots available on your calendar for your consultation this week, they better
reserve their spot.
Authority is one of the most important things, so people trust those who are perceived to have positions
of authority.
So if your personal brand is not very well known, which is probably the case because there are eight
billion people in the world and people can only remember maybe two hundred people to some degree of
depth.
So authority is something that you can establish.
It can actually be somewhat faith based on how you dress.
So somebody wears a white lab coat.
They don't need to say they're a doctor.
They don't even need to be a doctor, but they look like they're in a position of authority.
So you're going to trust them.
Anyone that gets up on stage, which is what this life coach does, she gets up on stage with a whiteboard.
He or she is depicting herself with a microphone.
Here she is again in front of a crowd of people.
So even if you didn't do public speaking like this, you can easily, easily do a photo op that just
shows you standing up on a podium or something like this.
And it could be Photoshop.
The idea is create the perception of authority.
Then the more you're perceived as an authority, the more people are going to be influenced by.
Now, the other thing with authority is it can be borrowed.
So you could take somebody that already has established authority to endorse you.
And as I mentioned before, reaching out to influencers using Spark Tauro, Amazon authors, etc..
Now, consistency not so important when we're talking about personal branding, but more important on
the tactical level.
So we'll leave it at that.
Liking is very important.
So people tend to like people for a number of different reasons, one of those being mirroring.
So if you use the terms that your target customers use instead of kind of pompous types of terms, academic
terms, then they're more likely to engage with you.
So that's one of the important things with developing a personal brand, is use the industry terminology
that your target audience uses.
So let's look at Brooke and see what she does.
Well, for one thing.
She smiles, and that's one of the easiest quick ways of making yourself likable.
Now, what we know from business psychology is that there are basically two key drivers that determine
how people perceive you.
And this is initial impression.
So one is competence and the other is warmth.
And one of the biggest challenge is when you're developing your personal brand is that these two are
seen as opposites.
So the more warm you seem, the more kind of likeable, the more you're also perceived.
In contrast, when you're seen as competent or highly intelligent, highly knowledgeable, you're seen
as cold and less warm, less likable, perhaps less trustable.
So there are people we trust who are kind of likable people, but they're seen as dumb.
And this is one of the most difficult things to achieve in interpersonal relations is that balance.
But you see highly influential people, people that develop excellent personal brands, they're able
to find that sweet spot where they seem both likable but also intelligent, competent leaders.
And that's what someone like Brooke is able to do.
They're able to be charismatic and a likable way, but also competent, intelligent and didactic in
a way that does not compromise their likability too much.
Now, the other thing that we have here is what used to be just labeled as consensus.
So basically is this idea of conformity, social proof, maintaining unity within the group.
People don't people get nervous.
They get stressed when they feel like they're breaking up the group harmony.
And people also like to follow the crowd.
They want to do what other people have done because they trust what other people have done, especially
when it's something new, like perhaps hiring you or following your channel.
So establishing social proof is excellent.
Now, a lot of people fake it.
So what they'll do is they'll pay companies to use bots to increase the viewership on their videos,
increase the followership.
Even Fortune 500 companies will do this, particularly when there's like a PR backlash against your
product.
They'll do is they'll they'll pay people to write comments, to endorse the brand, to support the brand.
Now, what Brooke is doing here is notice she she's depicting a lot of imagery of her and crowds of
people here.
And here she looks very popular.
Oh, other people are following her.
OK, maybe I should as well.
She also has testimonials from people endorsing her.
So social proof is very important.
That's going to show up in numerous ways.
It can also be propagandized.
So it's possible that Brooke wasn't even giving a seminar?
No, I'm not saying that's the case, but it's possible that this was just sort of fake.
But she just happened to be at a wedding or something like that.
And it looks like a big crowd.
It could have been Photoshop propaganda.
People from eons ago have learned to manipulate society in this way.