My colleague Betsy Jordyn and I just completed a 3-part virtual workshop experience with nearly 40 consultants from around the country on branding. The culmination yesterday actually started getting culinary…
Here’s the deal on banding for any business or practice… You have to have both the steak and the sizzle in order to be significant, interesting, and ultimately successful in promoting your unique brand. The steak is your content and the sizzle is your delivery. Here’s my recipe…
- Defrost the steak. Take your talent and skill out of deep freeze and that it. Specifically, truly understand your value and how you improve the condition of others. Define who those “others” are – CEOs, Presidents, or the retail buyer. You are marketing your brand to people, not organizations. Understand and believe in your brand and know clearly who benefits from it.
- Season the Steak. Make your content powerful. Make it unique to you based on your experience and “smarts.” Create categories that will be valuable to the readers and listeners of your intellectual property. Create content that will rise above the rest of the “noise.”
- Sizzle. Alan Weiss has said that if you don’t toot your own horn, there is no music. You’re responsible for branding yourself through the distribution of your intellectual property, your marketing, your networking, and your value. Here;s the thing – boring never works. You must be interesting. You do this by being contrarian; by being edgy; by being bold; by being creative; by being fearless; and by being clever. You’re genius will never be fully tapped – fully unleashed – if nobody knows you exist.
Bottom line – you can cook your steak inside that fence, but the sizzle will be the thing that unleashes the value to the world. Make no mistake, you need both. It’s a process that requires discipline, creativity, and guidance. I know Betsy and I needed help from our mentor and community….and we still utilize it!
What are you doing to make a great steak and sizzle in your business and career?
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