To be a success in a referral-based business, one must have a strong personal brand. You need to be able to differentiate yourself from the competition.
A very obvious success at branding himself is Donald Trump. Not all of Trump's business ventures have been a success (those casinos in Atlantic City have filed for bankruptcy several time, for example, and then there is the New Jersey Generals and the United States Football League; we won't even go into Trump Mortgage).
But still, if there is one person who people seek to have their wagon hitched to, it is Trump.
As an originator who garners referral business, one wants to have their name as one others seek to hitch their wagon to.
Tim Halloran is president of Atlanta based Brand Illumination, a branding strategy firm that works with products and people. He provides a few secrets to develop a personal brand that is different, better and special.
In reverse order, Halloran said the fifth most important tip is to emphasize your strengths. "We all have our gifts-those things that come naturally to us or more easily than for others. They are also usually our passions. Taking these passions and developing marketable skills around them, should be the foundation of any great brand."
The fourth is to ignore your weaknesses. "Every performance review has a section called 'developmental areas' or something that implies areas that you need improvement. Ignore this! Don't try to fix your weaknesses. Emphasize your strengths. Does Coca-Cola change their product because it isn't healthy? No, they emphasize the product's strengths-that it is a simple moment of refreshment. You as a brand must follow the same logic."
Stand for something was his third most important. "Be unique. Don't try to be 10 different things or else the core of who you are will get lost. The strongest brands are centered on one core idea. Great brands make choices. They give up some things to represent their one core idea. Make sure that you make choices in the development of your personal brand."
Hollaran's second most important tip is to be able to back it up. "Don't try to be something you aren't. Be realistic as to what your brand can and should be. If you are not a great speaker, don't build your brand around great speaking abilities. If you can't deliver what you promise, you will cause irreparable damage to your personal brand."
Most important, he said, in building one's brand is that everything communicates. "Take every opportunity to communicate your brand. Identify the individuals and entities that are most important to your overall 'brand plan' and make every effort to communicate your brand essence. It is critical to be consistent in your communication so that your target gets a clear picture of your brand. From your clothing to your presentations to your written documents, ensure that you 'stay on message.'"
Tim Halloran is president of Brand Illumination, a branding strategy firm that works with products and people. His website is
