You are the representation of
your brand.
You are the manifestation of
your brand,
you are the expression of your
brand.
So the key is in your name,
are you Team Coke or Team
Pepsi?
Comment below.
Well,
I remember when I was growing
up,
there was a taste test between
Pepsi versus Coke,
a blindfolded taste test to
choose which one is their
preference.
And since then,
these two brands have become
one of the most globally
recognized brands in the
world.
And since then I have been
contemplating the question,
well,
can brands only be applied to
objects like these or can they
be applied to people as well?
And that's what I wanna talk
about to with you in this
video,
is how do you build your
professional brand and what is
your professional brand and
how can you ensure that your
professional brand is known as
well and discoverable?
So that's what I wanna talk
about in this video.
And there are two principles
to achieve the professional
brand that you wanna put out
there in the world.
So what is your professional
brand,
right?
Your professional brand is an
expression of your anointment
through your purpose.
And if your brand is a strong
brand,
it is,
there is congruency between
who you are and the way that
it is perceived by people who
work with you and by
individuals who interact with
you.
So then have you ever thought
to yourself,
well,
what makes certain brands a
premium brand?
What makes certain brands
trustworthy?
What makes certain brands more
recognizable than others?
And yes,
the brands generally society
talks about brands with
respects to physical objects,
but it is also true with
individuals.
Have you ever thought to
yourself,
well name a person.
A person is known for this,
a person is known for that.
For example,
John Maxwell is known for
leadership and that's his
professional brand.
There is Jeff Bezos who is
known in the e-commerce space
and he's known in business
building great businesses,
international businesses,
and that is his brand.
Elon Musk is very known for
Tesla and then SpaceX and then
Hyperloop.
So he's,
and then Twitter.
So he's very known as a
disruptor,
up on the map,
and those are their
professional brands.
So the question becomes how do
you build yours and how can
you ensure the trustworthiness
of your brand,
but more importantly,
the congruence that your brand
says out into the world about
who you are and your
anointment through your
purpose?
So as you begin your career
journey,
you start out in your career
journey figuring out what is
my purpose that anointment I
spoke about earlier and what
is the direction I wanna take
my career path?
And then we go to school,
we gain knowledge and
expertise.
We learn on the job as well.
We read widely in that
knowledge space.
We build our knowledge base
and we start to develop
skills.
And then later on we become
the leader of that industry.
We become managers as well,
managers of managers,
and we become executives in
that field.
And so as your career
progression unfolds in front
of you,
and as you move up into
executive level positions,
your brand becomes even more
important.
And the reason why is because
as you build your brand,
you become known for a thing
and you become an expert and
known expert in that industry.
You become the go-to person in
that industry and you are
discoverable for your
knowledge in that industry.
And the wisdom you bring
behind your consultations,
the wisdom behind your
leadership as well.
And so as you become an
executive,
it is more important to be
able to develop your
professional brand and to
understand how does my brand
become more premium?
How can I demand more money
when it comes to my brand?
And how can I ensure that when
people see my brand,
that they perceive my brand
the way I want them to
perceive it,
right?
So the key of those questions
that I posed earlier,
the key is in your name.
Your name is your brand,
especially if you are the
individual that is your
purpose.
You are the representation of
your brand,
you are the manifestation of
your brand,
you are the expression of your
brand.
So the key is in your name.
If you think about it,
for example,
Rolex.
Rolex watches have a name
behind them.
When you hear Rolex,
you know it's going to be
quality.
You know that it's not gonna
be cheap because if you are
premium brand,
they don't expect you to be
cheap.
And if you hear the name
Rolex,
they expect also phenomenal
service.
If you ever bought a Rolex
watch the service that they
provide it is phenomenal.
It is recognizable.
So your name is behind your
brand and that is the key.
So from your name,
there are two key principles
to build that premium ban,
that recognizable brand.
So let's talk about each one
in turn.
Principle number one,
congruency creates conviction.
Congruency,
let's talk about congruency.
Congruency means that you are
the same inside and out.
In other words,
I will do what I will say I
do.
It's not about do as I say,
it is do as I do because when
I say I will do it,
my word is my bond.
My word became my flesh.
So congruency,
that type of congruency
creates conviction.
When you have congruency
within and without,
this is where you can trust
the old words that are coming
out of your mouth.
You can trust yourself in
setting goals and being
convicted to achieve them.
You can trust yourself when it
comes to this is where I see
my career direction and I'm
going to be convicted and
committed to make those come
to fruition.
And when you can trust
yourself in those words,
others can trust you as well.
And you're convicted that when
you speak that your handshake
is as good as gold.
So the congruency creates
conviction.
So this goes well throughout
all areas of your life.
When have you said you would
do something and you didn't?
When have you told yourself
you were going to do
something,
but there was other priorities
in the standing in the way?
For example,
have you ever worked hard on
your job but didn't work so
hard on yourself?
Right?
Working hard on the job is one
thing,
but when it comes to building
a professional brand,
it is important to work just
as hard on yourself as it is
that you work hard on your
skillsets.
Just as you work hard on
building your knowledge base,
it is just as important to
work hard on growing yourself.
And when you build your name,
your name is your brand,
your name represents you,
and it represents your
personal story as well.
Your personal story of
experiences,
your personal stories of
triumphs and challenges as
well,
and exactly how you rose above
those challenges and exactly
how you speak about those
challenges as well.
And how you speak about the
things that have challenged
you to become the person you
are today.
And that your brand represents
all of those stages of growth
and those stages of conviction
and those stages of how you
became congruent with what you
say your brand is and exactly
how people perceive your brand
as one in the same.
Principle number two,
concierge creates confidence
concierge service.
How can you create a concierge
service to your team?
How can you create a concierge
service to your higher up,
to your managers,
to the people that depend on
you,
your stakeholders or your
clients?
That concierge service is to
build the trustworthiness of
your brand.
If you think about it,
let's go back to Rolex.
Rolex has a concierge service.
When you walk into the store,
from the moment you walk in to
the moment you walk out,
they are waiting on you.
They are trying to understand
you,
they are making you feel
welcome,
they're making you feel
understood.
They are open to hearing from
you,
they're there for you.
Every beck can call if you
have a Rolex and you go back
to repair it.
Same thing.
They provide a concierge
service.
So what is your concierge,
concierge service that you can
provide based on your
knowledge and your expertise
based on the wisdom that you
can bring forth?
But more importantly,
how can your concierge service
be completely aligned with who
you are and the value system
that makes up the congruency
between outside and inside?
So that is principle number
two is concierge creates
confidence.
When you provide that level of
concierge service,
others can begin to have
confidence in you that you
will provide the best.
And when you are the best,
they don't expect you to be
the cheapest.
And bonus,
I have a bonus principle as
well.
Principle number three.
The bonus is that commitment
creates currency.
Your brand has a currency
behind it.
All brands do certain brands
or premium brands that that
can demand more money.
You wanna become a premium
brand,
you,
you wanna become an executive
who could demand more pay.
So your commitment creates
currency,
the currency in which you want
to have that fair exchange.
So what is the commitment?
The commitment is key.
The commitment is to spend
just as much time working on
yourself that you do working
in your job.
How can you make that
commitment to yourself right
now?
So when it comes to
commitment,
create currency,
this goes right back to the
first and second principles as
well to building your
professional brand.
The next logical step when it
comes to building a brand is
how do I grow my career?
So if you are wanting some
more content on growing your
career path,
even in harsh economic times,
then I have another video
coming right up next showing
you how do I grow my career
path even in an economic
recession.
That video is coming up right
up next.
I'll see you there.
I like this one.
Oh,
I guess I'm team Pepsi.