If I started a personal brand in 2024, I'd do this

Summary

This video emphasizes the key to building a personal brand by focusing on 'who' you are serving rather than just the visuals like logos or names. The speaker shares insights on understanding your audience's personal, professional, and purposeful pursuits. He also discusses identifying their internal and external challenges, finding your platform, and creating products tailored to their needs. By sharing unique personal experiences, forming strong opinions, and creating memorable frameworks, you can effectively stand out and connect with your target audience. The video concludes with a five-step 'Brand in a Hand' framework for success.

Takeaways

• 😀 The most important aspect of personal branding is focusing on who you are serving, not just logos or products.
• 📌 Personal branding should start with understanding who your audience is, as that clarity will guide all other decisions.
• 🧠 Real conversations with your target audience are essential to learn their needs, dreams, and challenges.
• 💍 People’s pursuits can be categorized into personal, professional, and purposeful goals, which need to be understood for effective branding.
• 😎 Identify and address both internal (e.g., fear of failure) and external (e.g., competition) problems that hold your audience back.
• 📢 Your platform includes not just the medium (e.g., YouTube, blogs) but also your unique selling proposition and what you stand for.
• 🎯 Personal experiences and strong, distinct opinions help you create a brand that stands out and resonates with people.
• 🛠️ Creating branded frameworks (e.g., ‘Brand in a Hand’) helps people remember and share your ideas easily.
• 📖 Building a story vault—capturing moments from your life—allows you to inject personal stories into your brand to make it more human.
• 👍 Once you understand your audience’s needs, their pursuits, and your own position, you can create a product or service that aligns with them.

Q & A

What is the key concept behind 'Brand in a Hand'?

'Brand in a Hand' is a five-part framework that simplifies building a personal brand by using a metaphor of a hand. Each finger represents a different aspect of branding: the audience (who), their pursuits (dreams and aspirations), their problems, the platform (positioning), and the product or solution you create for them.

Why is 'who' the starting point in personal branding according to the script?

The script emphasizes that the foundation of a personal brand starts with identifying 'who' you are serving. When you become clear about your audience, every other decision—such as your brand's direction, the products you create, and how you communicate—becomes clearer.

How does the 'ring finger' in the 'Brand in a Hand' metaphor relate to personal branding?

The 'ring finger' represents the 'people’s pursuits,' meaning their dreams and aspirations. The wedding ring symbolizes something personal and meaningful, just as understanding your audience's personal, professional, and purposeful pursuits is key to building a strong brand.

What are the three types of pursuits the audience may have?

The three types of pursuits are: personal pursuits (e.g., health, relationships, hobbies), professional pursuits (e.g., career growth, skill acquisition), and purposeful pursuits (e.g., social impact, legacy). Understanding these helps in tailoring your brand to meet their needs.

What does the 'middle finger' represent in this branding framework?

The 'middle finger' represents the problems that your audience faces, both internal and external. These problems are obstacles to their goals, and as a personal brand, your job is to understand and solve these issues for them.

What are some examples of internal and external problems a target audience might face?

Internal problems include imposter syndrome, fear of failure, lack of confidence, and perfectionism. External problems could be limited resources, market competition, technical challenges, or macroeconomic factors.

How does the 'pointer finger' relate to personal branding?

The 'pointer finger' symbolizes the platform, or the positioning of your personal brand. It refers to the place where you guide your audience (such as a website, social media platform, or a podcast), as well as your unique selling proposition and the message you convey.

Why are unique experiences important in personal branding?

Unique experiences are critical because they set you apart from others. Your life story, challenges, and successes give you a unique lens through which to connect with your audience. Sharing these experiences makes your brand more relatable and authentic.

What role do strong opinions play in building a personal brand?

Strong opinions help differentiate your brand and make it memorable. By taking clear, sometimes controversial stances on issues related to your industry, you attract like-minded people, build loyalty, and create a sense of community around your brand.

What is a 'branded framework,' and why is it valuable for a personal brand?

A branded framework is a unique, memorable system or methodology you create that becomes associated with your personal brand. It helps make your brand stand out and provides a structured way for others to remember and share your ideas. Examples include frameworks like the 'Brand in a Hand' or 'The Pyramid of Fandom.'

How can maintaining a 'story vault' benefit your personal brand?

A 'story vault' is a collection of personal stories and experiences that you can draw on when needed. These stories make your content more engaging and authentic, and they help illustrate key lessons, making your brand more relatable and human.