Have you tried searching your name in Google? Does your name even appear in the first page of Google’s search results?
Are you struggling to get clients because they’ve never heard of you or your business?
Do you wish to stand out from your competitors and be considered the expert or influencer in your industry?
The answer? You need to build a powerful & profitable personal brand
This powerful workshop will help you grasp the basics of creating a personal brand, learn how to promote and grow a powerful personal brand that everyone is talking about, attract more customers like bees to honey, and become the go-to expert in your industry.
Developing a personal brand – creating your image and guiding your reputation – has never been more important.
Whether you’re seeking to move up in your organization, thinking about making a career change, launching a new business, wanting to attract new clients, or looking to scale your social impact, in today’s rapidly-changing, hyper competitive working world a strong and consistent personal brand is key to creating new opportunities for your career or business.
The truth is we all have a personal brand.
It is how we are perceived by others – our friends, colleagues, and the public. It is what people think about when they hear our name and what people say about when we are not in the room.
The key question is: do we take charge of our personal brand or do we leave it up to chance?
This highly collaborative and interactive workshop will include learning sessions, group break out activities, and hands-on action breaks.
Learn from the DAN THE MAN himself – who will share the secrets on how he grew his personal brand from zero to hero (and how you can too).
How to Build A Powerful & Profitable Personal Brand with Dan Lok
Where did the term “Personal Branding” come from?
The term personal branding is believed to have originally appeared in an article in Fast Company Magazine in 1997.
In that article, Tom Peters wrote, “We are CEO’s of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU.”
Personal Branding Brainstorming Questions
- Am I perceived as I want to be?
- What’s my reputation in my field?
- What is my current brand?
- What does my brand reflect most? My personality? My ability?
- What makes me unique?
- Does my website/blog reflect my brand?
- Do my social media channels reflect my brand?
What’s The Difference Between Branding, Marketing, and Sales?
Sales Is Convincing
Sales are the words you say to overcome objections, negotiate a deal, and persuade clients to view a situation your way. You can identify sales activates by the fact that your lips are moving. No sales, no business.
Marketing Is Generating Business
Every activity that directly generates revenue is Marketing; direct mail, seminars, and even referrals are Marketing. You can easily identify Marketing because it highlights a specific product or service, a price, and directs prospects to purchase.
Marketing is anything and everything you do to attract and keep a customer. It Directs the consumer to make a decision.
Branding Is Influencing
Branding appeals to our desires and touches our emotions. It has one goal: to emotionally predispose consumers into entering a business relationship.
The goal of Branding is to position a product or service in such a way that people feel an irresistible urge to purchase that product or service.
- Irresistible Urge
- Appeals to desires
- Becoming their choice before they actually need it
Your Biggest Challenge In Business
How do I become more people’s “blank” of choice before they need one?
How do I get hundreds or thousands of people to think of me as their “blank” before they actually need one?
Read E-Myth by Michael Berger
- Why Most Small Businesses Don’t Work and What to Do About It
- Most small business owners are technicians with an entrepreneurial censure.
What Is Personal Branding?
Personal Image VS Personal Brand
A personal Brand is NOT a personal image. Without strategies, all you have is a personal image.
Your Personal Image is what people instantly see, hear, feel, or perceive at a glance.
Your Personal Brand is what people think of you over the long term. When they say your name what words come to mind?
A Personal Brand Is NOT A Person
A Personal Brand is the public projection of certain aspects of a person’s personality, skills or values; it’s NOT the entire human being.
A Personal Brand is the enduring perception of the person, not the actual person.
Very few people actually know you — most people only know your Personal Brand.
You are not a brand; you are a human being who projects your brand.
As an entrepreneur, you are applying your Personal Brand to your company.
What Exactly Is Personal Branding?
Branding is what people think of you when you are not in the room. A personal brand is reputation capital.
Personal Branding is about creating a unique personal identity around a leading attribute, managing the perceptions of your audience to make them feel a certain way about you and what you can offer.
Like a product brand, a great Personal Brand “pre-sells” people on you, making them aware of your character, strengths and personality before they ever meet you. Great personal brands do not necessarily attract sales, but rather, attract power.
A Personal Brand gives the power to influence the decisions, attitudes and actions of an audience.
Everything You Do Affects Your Personal Brand
- The way you walk, talk and dress
- Your education, neighborhood and profession
- Your choice of spouse, car and friends
- The way you sell, negotiate and meet your obligations
- Your customer service and presentation skills
- How well you follow through on your promises
- The mental picture others have of you
- What people say when you leave a room
3 Million-Dollar Personal Branding Strategies
Million-Dollar Personal Branding Strategy #1
Being Known As ______
- Evil Marketing genius
- The Whiz Kid of Copywriting
- Will the video wizard
- Strategy – Take 2 words and combine into 1.
The LAST thing you ever want to appear to others as is another ______________
- Financial Advisor
- Graphic designer
- Web Developer
- Trump is in the business of trump being Trump and promoting Trump.
- He licenses his brand to the hotels and buildings
- He repels some people while attracting others
- He catches people’s attention.
- You can’t be to vanilla and try and please everyone.
Dan Lok’s Brand Progression
The Whiz Kid of Copywriting “Daniel Lok”
The World’s First Quick-Turn Marketer
Website Conversion Expert (Dan “The Man” Lok)
Salon Business Expert
If your name is difficult to pronounce, change it!
- Dan Lok is not my real name.
- Gene Simmons <– Chiam Witz
Own your own name the dot com, dot ca, dot net.
- The last thing you want is someone else owning your name or even worse having it directing to a porn website.
Million-Dollar Personal Branding Strategy #2
Brands grow by specialization.
Specialization means carefully choosing a target market and developing your products, services, and business model to meet its needs. You want to become famous within your niche.
If everyone is your customer, nobody is your customer. You want your customers to think you are exactly what they are looking for.
How BIG is your niche?
- Local vs Global
- How can I serve people all over the world?
Sales Includes, Marketing and Branding Excludes
In sales, we all learned that the more presentations you make, the more sales you close.
In marketing and branding, the exact opposite holds true: the more focused your audience, the more focused your energies, the more business you generate.
“The more often you reject the clients you don’t really want, you’ll attract the clients you really want.
If you try to create your brand being all things to all people, it’ll end up being nothing to anyone.”
7 Ways To Specialize A Personal Brand To Target An Audience
1. Specialize By Ability
Build a Personal Brand on having greater ability or showing better results than the competition. Such claims are difficult to support, and people often reject them as hype.
But if awards, weighty testimonials or other proof of superiority are part of the Brand, it’s a powerful differentiator.
Don’t wait for others to give you permission to call yourself an expert. Being an expert catches people’s attention, show them how good you are.
- Michael Jordan
- Muhammad Ali
2. Specialize By Behavior
Build a brand identity around personality, manner of speaking great leadership skills, the ability to listen – any dominant behavior that appeals to your target market and produces a positive reaction.
3. Specialize By Lifestyle
Living at the beach, traveling the world, driving a fancy car, singing in a punk rock brand – any aspect of a person’s lifestyle that appeals to his audience can be used to specialize.
4. Specialize By Mission
A Personal Brand can be built around the objectives of the person behind it, whether the goal is to cure a form of cancer, raise money for a new community center, or invent a ground breaking software.
What you stand for entrepreneur.
5. Specialize By Product
Position the brand as a specialist in a limited, but essential product or line of products. Such extras as fast delivery, wide selection or guarantee further enhance this specialization.
6. Specialize By Profession
This is the most basic specialization, ideal for service professionals.
It means identifying a niche within a profession and “owning” it via promotion and Personal Brand Development.
7. Specialize By Service
Similar to product specialization, this is about narrowing down a wide range of service offerings to the one that is most compelling for the target market.
A freelance writer might choose to specialize in corporate slogans.
How This Brand Was Built:
- Walt defined conventional wisdom in creating Snow White as a feature-length animated film.
- Opening Disneyland at a time when amusement parks had a bad, dangerous image.
- Revolutionized the idea of customer service, calling customers “guests,” employees “cast members,” and insisting moment of a guest’s experience must be crafted into magic.
- Disney battled with animators over personal credit, wanting to release films with only the Disney name. He knew the public’s recognition and identification would be invaluable.
- Walk Disney today is still viewed as a kindly father figure thanks to his high visibility on TV or films.
Million-Dollar Personal Branding Strategy #3 : Attributes
- Branding is ALL ABOUT attributes.
- An attribute is any characteristic that is attractive or beneficial to your target market.
- Attributes can be age, height, skill, ethnic background, personality type,
- education, profession, specialty, or anything else.
- List the top five reasons why you think your clients like to work with you
- Of the reasons, what do you think is the most compelling reason?
- This is your leading attribute and should be used as the core message driving all your branding collateral.
“What do you want to be known FOR?”
“What do you want to be known AS?”
What Dan Lok is KNOWN FOR:
- Successful entrepreneur in multiple industries, not just ONE
- Unbelievable work ethics and don’t tolerate mediocrity
- Straightforward and blunt. (Use of profanity)
- Unconventional and sometimes outrageous
- Not always easily accessible. In control of my time.
- Not caring about other people think (FU MONEY)
- Speak from experience, not textbook. Been there and done that.
- Relentless marketer. Walks the walk.
- Advocate for entrepreneurship. Mentor to thousands of entrepreneurs
How To Cultivate An Fascinating Character That Makes You “Famous” With Your Tribe & Creates Business Longevity
“Clients may come to you because of what you do. They stay with you because of who you are.”
WHO IS THIS?
- Shaken not stirred
- License to kill
- British Secret Service
- Drives Aston Martin
- His parents were killed by a robber when he was 8-years old
- Billionaire playboy that lives in a Mansion
- Dressed up in a costume and fights crimes at night
- Immigrated to Canada at the age 14
- No money, no contacts, and couldn’t speak the language
- Parents were divorced at 16
- Failed at 13 business before having his first success
- Found his first mentor and turned his life around
- Learned marketing from his 1st mentor and then became a copywriter
- Became a millionaire by the age 27
- Became a multi-millionaire by the age 30
Why is Back Story Important?
New tribe members must somehow get up to speed.
You have a backstory; how you got to be who you are, where you are, the authority or expert you are, doing what you do, believing and advocating what you do.
This is your mythology, your legend, your life story summarized, and it must be told again and again, endlessly, woven into your newest presentations in different ways… used as foundation.
5 Elements For Crafting A Character Your Tribe Will Bond With
- Your Back Story
- What You Stand For (Your Beliefs And Values)
- Your Magic Powers
- Your Parables
- Your Secret Language
And each building MUST be carefully crafted to match the desired outcome of your market.
The keys to the effectiveness of your personal brand are your character and your story line.
People remember characters and relate to them, and stories keep people eagerly waiting for your next installment.
Stories make people want to open your email, and keep up with you.
“I wonder what Dan will do next?”
A good character is someone who is immediately recognizable. He stands for something, represents a belief, and has a back story (a legend) that’s immediately recognizable.
Examples of Types of Characters
- The Reluctant Hero
- The exceptional man/woman who overcomes challenges
- Us VS Them
The Reluctant Hero
Storyline: You are just a regular person and the spotlight in not your comfort zone.
You just stumbled into this, but the truth is you have flaws just like anyone else and you’re really just trying to make difference in your industry.
The Exceptional Man/Woman Who Overcomes Huge Challenges
Storyline: People are intrigued by characters who are good at what they do.
People love underdogs, characters who triumph against all odds, handicaps, the skepticism of others.
US VS THEM
US VS Them works well because it’s based entirely on the fact that we, as human beings, create our own belief systems, often based on complete irrational things.
First, we like to blame our problems on outside factors.
There’s a formula to use when you use an Us-VS-Them story line approach:
- You discover a secret. The secret proves that the market’s problem (whatever it may be) is the fault of the market.
- You vow to fight against them (the market) and unite together on your mission to solve the problem.
- You emphasize that by buying your product, your client is going to become one of “us”
Character Crafting – Flaws & Disclosure
- No one likes a perfect character. Real people have flaws. We’re all works in progress.
- You sustain your tribe’s interest’s over time to the degree and extent you’re willing to be transparent.
Element #3 – Magic Power
- No one wants to follow a boring character. And nothing will hook your audience like your ability to produce exceptional results.
- What must identify and magnify and feature our SPECIAL, EXCEPTIONAL ABILITIES
Sherlock Holmes’s Magic Power
Sharp observational skills used to analyze and solve the greatest mysteries.
Daredevil’s Magic Power
Although the character is blind, his remaining four senses function with superhuman accuracy and sensitivity, giving him abilities far beyond the limits of a sighted person.
Dan Lok’s Magic Power
The ability to cut through the clutter solve complex business problems and provide practical solutions on the spot.
The ability to synergize different ideas from different industries and make them applicable to entrepreneurs.
BACK STORY DISCUSSION
- Outline your back story.
- How does it tie in with what you are selling and the end result your product or service provides?
Element #4 – Your Parables
- Telling stories is possibly the best way to teach, to convey information, and to bond with your tribe.
- Your parables should always support your character’s identity
- You need an inventory of stories (it has to make a point)
- You need to be adding to the inventory constantly
- Copywriter story. Dan Pena story.
Element #5 – Secret Language
- All tribes and subcultures have their own secret language and rituals.
- And when it comes to having a character that bonds with your audience, you need to speak the secret language as well.
- Vancouver Entrepreneurs Group – VEG
- DLIC – Dan Lok’s Inner Circle
- Masters Circle, MTO, Weekly Focus, Rich By Design, Attitude of Gratitude
- Insider Jokes – “We’ve got a problem.”
Bonus Strategy – Create Your Own “Technology”
- A specific set of instructions, or steps or big ideas that will bring your clients the results they’re looking for, quickly and easily.
- What’s the problem in your business that everyone want’s solved?
- This is the question your “technology” will deal with.
3 Free Tools For Monitoring Your Personal Brand’s Online Reputation
Just go to google.com/alerts and fill your brand name search query. You can select which type of content you are looking for, your preferred update frequency and quantity.
Google Alert will update you and keep you informed about new mentions on the web. i.e. “dan lok”, danlok.com
Like Google Alerts but for Social Media.
You can get free daily email alerts of your brand, company, CEO, marketing campaign, or on a developing news story, a competitor, or the latest on a celebrity.
With Image Raider, you can perform an automated reverse image search and discover websites talking about you without mentioning your name and people stealing or distorting your pictures.
Launch Your One-Year Personal Branding Plan – 8 Primary Marketing Channels
- Client Referrals (Personal Request, Endorsement Letter/Email)
- Direct Mail (Sales Letter, Catalog, Postcard)
- Networking (Business card, book)
- Joint Ventures
- Seminars (Presentations, Workshops)
- Public Relations (Media Kit, Press Release)
- Warm Calling (Product and Service Information)
- Internet (Email list, videos, social media)
What Does Dan Do To Promote And Maintain His Personal Brand?
- Give at least ONE interview per week. 52 interviews a year. (TV, Radio, Podcast or Print)
- Conduct at least ONE interview per week for Shoulders of Titans. 52 interviews a year. (iTunes and all podcast directory)
- Create and upload 200+ videos PER year to YouTube.
- Publish at least ONE new book per year.
- Give away a minimum of 3,000 books a year.
- Deliver at least 20 presentations or speeches a year.
Final Comment from Dan:
We live in an incredible time that you and I can become a Personal Brand. We are all given a CHANCE to become a thought leader, a personality and influencer… without someone’s permission, without signing us in Hollywood or being discovered in a bar.
Not all of us is entitled to have a Personal Brand, make millions of dollars and doing what they love at all times.
Building a brand is like becoming a rock star, or a famous athlete.
We all get a chance. You now have the tools and strategies.