Becoming a Category Authority.

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“Most successful men have not achieved their distinction by having some new talent or opportunity presented to them. They have developed the opportunity that was at hand.”
– Bruce Barton

You can do more if you work on your personal Brand, be different, Stand out and shine to the world.
I challenge you to change your mind set and start thinking of your personal brand and what you want to offer to your market in a different way.

We are in the Age of Personal Innovation

More and more, we all have to become innovators of our own careers and lives. Companies have always needed to innovate in order to stay relevant and competitive in their marketplace, but now so do YOU.
The skills of yesterday might not be as important in five years and the technology we use today may be obsolete next year.

We have to constantly evolve, adapt to new realities, be accountable for Ourselves and think creatively if we want to survive.

That’s why, I would like to introduce a new concept that I think will resonate with a lot of you and become the next wave of career development.
Starting today, we need to become innovators and embark in “personal innovation.”

Here is how I define it:
Personal Innovation: The ability to see new opportunities where others don’t, create new positions/jobs that never existed, while undergoing continuous learning and adapting to economic change.

We can’t remain stagnant, feel secure and ignore what’s going on around us any longer. We have to constantly review the latest news, research and trends that are going on in our industries and tweak our positioning and value propositions accordingly. We have to gain new skills - not just any skills but those that align with the demands of the economy.
We have to stay educated, connected and confident despite these economic shifts and be able to come up with solutions to new problems that might not exist yet. Personal innovation is about critical thinking, problem solving and aligning your interests with the current and future market needs.

The secret to your success is within your grasp. It is always inside you. I strongly believe that, whatever you’re passionate about, or what you’re good at, can turn into money, respect, drive loyalty, follower-ship and credibility. It’s that simple. There’s nothing more to personal branding that this.

I started the love resolution campaign as I fell in love with myself, identified my passion for empowering you to succeed and I have the hope to inspire you to succeed and become loved by people beyond measure.

If you have a passion, a hobby, a product, a service, or even your own life experience, my objective is to work with you, guide you to understand how to reach the world with it, and to get paid for it.

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Becoming a Category Authority.

  1. 1. Becoming A Category Authority By SIR ERIC SEYRAM A
  2. 2. Are you a lawyer, an accountant, a banker, a doctor, a teacher, a musician, or an entrepreneur? Are you just one of them? And you are thinking, oh I have a career that will last me a life time and make me all the money I need? Think again. Well am sure you will realize that you are not the only one in that profession. Perhaps there are, and will be many more new entrants into your profession and area of work. But how do you become unique, follow your passion, drive interest, follower-ship, loyalty and overall make a good living out of what you do, and impact the world with it?
  3. 3. ―Most successful men have not achieved their distinction by having some new talent or opportunity presented to them. They have developed the opportunity that was at hand.‖ – Bruce Barton You can do more if you work on your personal Brand, be different, Stand out and shine to the world. I challenge you to change your mind set and start thinking of your personal brand and what you want to offer to your market in a different way. – Sir Eric Seyram A.
  4. 4. The secret to your success is within your grasp. It is always inside you. I strongly believe that, whatever you’re passionate about, or what you’re good at, can turn into money, respect, drive loyalty, follower-ship and credibility. It’s that simple. There’s nothing more to personal branding than this If you have a passion, a hobby, a product, a service, or even your own life experience, my objective is to work with you, guide you to understand how to reach the world with it, and to get paid for it. = Sir Eric Seyram A. =
  5. 5. You are a category authority when the marketplace decides that you are.  Your marketing efforts should be based on letting other people know what you know, and getting them to like you.  In everything you do, each action you take and each interaction you have with other people, you need to be seeking to underline your expertise in your area of specialization.  The more you display your expertise, and the more you apply your expertise (two very different things), the more you're perceived and inherent value to the marketplace will increase.
  6. 6. It really is that simple.  That means you have a duty to yourself and to your audience to remain at the top of your game. This means lifelong learning, investment in yourself and your body of knowledge, and regular publication or creation of products, services and marketing materials that showcase your knowledge and skill.  When you are considered a category authority in your niche, then you will see a marked increase in the number of clients you serve.  In addition, you'll be able to increase your prices and tighten your red velvet rope policy, which in turn will allow you to do more of your best work with the people you love
  7. 7.  We all have to become innovators of our own careers and lives. Companies have always needed to innovate in order to stay relevant and competitive in their marketplace, but now so do YOU. We are in the Age of Personal Innovation  The skills of yesterday might not be as important in five years and the technology we use today may be obsolete next year.  WE have to constantly evolve, adapt to new realities, be accountable for OURselves and think creatively if we want to survive.
  8. 8. Some Clear Action Points  Clearly define the category in which you wish to be the authority.  Learn more about this category than anybody else.  Find a mentor or a coach.  Remember, who you associate yourself with reinforces your credentials.  Demonstrate your knowledge in a meaningful and likeable way  Produce regular content.  Don't forget the importance of confidence.
  9. 9. Personal Innovation Starting today, we need to become innovators and embark in ―personal innovation.‖ Here is how I define it: Personal Innovation: The ability to see new opportunities where others don’t, create new positions/jobs that never existed, while undergoing continuous learning and adapting to economic change.
  10. 10. Personal Branding It is about getting your target market to see you as the preferred choice. Building a slightly famous brand is not just about what you do; it's about what you do differently from everyone else. A brand is a promise of the value your audience will receive. In an amazingly complex and competing world—where it’s increasingly hard to know what’s real and what’s not—having your audience not only acknowledge but support the promise of your brand is the key to building a thriving brand.
  11. 11. Brands are not just for big corporations. In fact, a personal brand will serve as an important key to your success. A personal brand will help clearly and consistently define, express, and communicate who you are, who you serve, and why you have chosen to dedicate your life and work to serving your target market so that you can attract your most ideal clients and not those who are less than ideal. Personal branding is far more than just what you do or what your web site and business cards look like. It is you — uniquely you. It allows you to distinguish yourself from everyone else: what is unique about who you are, what you stand for, and what you do. Your brand is about making yourself known for your skills and talents. More than that — your brand is about what you stand for. Successful people find their style, build a brand based on it, and boldly express themselves through that brand. To let the world see your true, authentic worth is powerful and it makes you memorable. That’s how a personal brand works — it defines you, but first you must define it.
  12. 12. The brand You. Develop a personal brand that looks like you, thinks like you, sound and feels like you — one that is instantly recognizable as your essence. It should be: Clear Consistent Memorable Meaningful Soulfull Personal To become a brand, you've got to become relentlessly focused on what you do that adds value.
  13. 13. Strategic Functions Of Personal Brands  Differentiate yourself from your competition  Position your focused message in the hearts and minds of your target customers  Persist and be consistent in your marketing efforts  Customize your services to reflect your personal brand  Deliver your message clearly and quickly  Project credibility  Strike an emotional chord  Create strong user loyalty
  14. 14. You have to know yourself to grow yourself. Personal branding is based on authenticity. Strong brands are unearthed they are not created. It’s not about a fake image for the outside world. It’s about understanding, who you are and what makes you exceptional. So you need to be introspective and understand who you are. So it’s important to ask yourself these few questions as you are being introspective in other to unearth your brand.
  15. 15. motivation questions  What are you passionate about?  What are your personal values?  Where do you see yourself in five years?  What’s important to you?  What inspires and edge you on?  How would you like to see the world  What contribution will you like to make to the world
  16. 16. Positioning Questions What is your current reputation? What are your greatest strengths? What are your most differentiated and valuable skills? What personality characters do you have that make people interested in who you are and what you have to offer? What are your greatest accomplishments?
  17. 17. connection or network based questions.  Who do you know who can help you reach your goals?  Who needs to know you so you can reach your goals?  What can you do to rapidly expand your professional network?  How can you connect different members of your network with each other for mutual value?  What can you do to nurture your network regularly?  How can you add value to members of your network?
  18. 18. Foundations of your personal brand Architecture  The first is your who and do what statement, which is based on who you serve and what you help them do or get.  The second is your why you do it statement, which is based on why you get up every day to do your work — what you stand for. Sure, you stand for lots of things but you ’ re going to choose one big one to stake your name on.  And, the third is your tagline
  19. 19. The personal branding process (DCCM) The Brand Building process starts with a comprehensive analysis to define who you are and how you want to be seen in the marketplace. Defining your Brand DNA, Discovering the key brand attributes, culture and brand behaviors that bring the brand and customer experience to life.
  20. 20. Discover: The first thing you need to do is to figure out who you are, what you want to do in life, while focusing on your strengths, passions and goals. After that, you should create a development plan that aligns your short-term and longterm goals and a personal marketing plan.
  21. 21. Create: There are traditional and non-traditional ways to create your personal brand. The traditional ways include a business card, professional portfolio, resume, cover letter and references document. The non-traditional ways include, a video resume, LinkedIn profile, blog, Twitter and your existence on the various other social networks. While you create your brand, ensure that the content, including pictures and text, are concise, compelling and consistent with how you want to represent yourself.
  22. 22. Communicate: After you’ve created your brand, it is only natural (and human instinct) that you want people to see what you’ve done. Depending on your audience (hiring manager, teacher, clients), you may want to tweak your materials accordingly. To properly communicate your brand, through selfpromotion, you need to have your story down pat and find the right sources that would be interested in what you have to say. I would recommend promoting others before you promote yourself as well. Communication consists of guest posting on blogs, writing articles for magazines, becoming your own personal PR person (pitch to the media), attending networking events and speaking.
  23. 23. Maintain: “As you grow, the brand people see has to grow at the same time. For every new job, award, press article, and client victory (to name a few), everything you have created has to reflect that. The reason is simple: You want to use what you did in the past to get what you want in the future. Also, as you become more popular, your reputation will be knocked around and tossed throughout the web, from blog post, to tweet, to video, and more. You’ll want to keep a close eye on where your name is.
  24. 24. Personal branding depends on your status High school student: If you’re in high school, personal branding still applies to you because getting into a top college is very competitive. Your goal is to position yourself as worth of a top school, so getting good grades, good SAT’s, interviewing at schools, networking with alumni who can endorse you, writing a compelling essay and all things social media, will help you.
  25. 25. College Or University Student: A college student is interested in either getting an internship, starting a business or getting a corporate job upon graduation. They have to compete on experience and network extremely hard in order to get a job. They need to position themselves as superior relative to their peers. This means, becoming a leader in college organizations, meeting as many people as you can, forming a personal branding toolkit and starting when you’re a freshman are critical to your success.
  26. 26. Corporate employee: If you work for a company, and enjoy doing so, then personal branding becomes the cornerstone for how you move up the hierarchy and become recognized as a leader.
  27. 27. Entrepreneur: An entrepreneur needs to think about branding his or her company, as well as him or herself in the process of establishing a business. The entrepreneurs brand must reflect the company, yet be set apart from it simultaneously. The entrepreneurs brand is VERY important in securing venture capital. For instance, if Jason Calacanis wanted seed money, he has a better chance of getting it than someone without a track record of success (he sold Weblogs Inc for millions).
  28. 28. Consultant: These individuals are obviously all about personal branding because it’s all they got. Many consultants brand themselves as masters of a specific trade (at least the good ones). They are able to track value and attribute it to the work they provide for clients.
  29. 29. 3 laws of personal branding Authenticity:  You need to be yourself because everyone else is taken and replicas don’t sell for as much. Furthermore, you need to define your brand before someone else does for you! Transparency:  It’s better to be straightforward and honest, than lie, and have your actions work against you. Visibility:  The notion that if you aren’t known, you don’t exist
  30. 30. 3 Branding Tips  Be specific. If you want to be known for everything, you'll be known for nothing! By taking a niche, you can gain the necessary visibility in order to achieve success.  Own it. Brand yourself before someone else does it for you! If you don't start controlling your online perceptions, then you will be judged solely based on popular opinion.  Be consistent. You should constantly get your face, name, and expertise out there, so you become the top-of-mind brand in your field.
  31. 31. Benefits of personal branding Promotions: Anyone who is ambitious and works at a company will want to move up. By building your personal brand, you become the best choice for a promotion. Happiness: By aligning who you are with what you do and appending goals to it, you can turn ―work‖ into a ―hobby.‖ You can position yourself on a topic you love, so you get paid to do what you would count as a hobby. Compensation: Personal brands command premium prices. Just like Apple and Gillette can charge more for products you can get for less, you can do the same.
  32. 32. Benefits Cont. Business: People want to purchase from other people who they know, like, trust. When you make those people happy that they chose you, by giving them great results, they will refer you to even more people. Perks: Strong brands get perks. For instance, U might get free books from authors and other free products. Celebrities, like Halley Berry, don’t have to pay for anything because of who they are.  Identification  Differentiation  Competitive advantage  Added value  Approval and acceptance  Recognition
  33. 33. Personal Brand Performance Indicators  Respect  Authority  Trust and credibility  Influence  Brand equity and commercial value  Celebrity  Heritage  Social status and class
  34. 34. Your Personal brand toolkit The following items will come in handy to help in communicating your brand and leaving a lasting impression on your audience very effectively. 1) Business cards 2) Portfolios 3) Resumes 4) Cover letters Etc
  35. 35. The Ingredients That Craft Your Image  Appearance (physical evidence) Good grooming. Hair Appropriateness to your job. And Your age. What's the smell of your brand? Wardrobe  Presentation Communication Email address Speech Tone of voice  Perception Attitude Behavior Temperament
  36. 36. Personal Reputation Management Everyone has a reputation. Everyone you meet will form an opinion about you, even if they have not done business or interacted with you yet. The challenge is to manage your reputation so that the opinion that people have of you is positive. This is what creates a brand. Online and off line reputation management  Proactive  Reactive  Accommodative  Defensive
  37. 37. Personal relationship management Build Quality, Sustainable, Beneficial Relationships Shift from Transaction based marketing to Relationship Marketing In order to develop a continuous and long-term relationship’ -Not mass marketing BUT Aimed at individuals. -Customer retention not attraction -Long term, ongoing relationships -Regular customer contact -Spirit of trust Use social media and other tools like contactually
  38. 38. Personal Social Responsibility Super Brands commit themselves to responsibilities to Impact lives. Personal branding is about sharing, Giving to people, its about creating incredible value beyond measure. _ Embark on a personal social responsibility today and become loved by people. The more your social impact, the more your success as a brand.
  39. 39. Personal brand sustainability Ensure the growth and success of your brand impact through your brand life cycle from introductory to decline? How will you be remembered as you are long gone?

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