According to LiveScience.com, chemistry is the study of matter, its properties, how and why substances combine or separate to form other substances, and how they interact with energy. You could say the same principles apply when it comes to personal branding.
A complex combination of substances inside each of us determines how we interact with the world and people’s perceptions of us. They include genetics, family dynamics, experiences, education, occupation, personal beliefs, and spiritual connections. The unique combination of these physical and chemical properties can create a desired (or undesired) outcome.
With this thought in mind, we’ve created a core list of top brand attributes (properties, if you will) inherent in every solid personal brand. It’s the combination of these attributes that makes the compound brand. And while each is mutually exclusive, together they create a ripple-like reaction that turns professional into personal and back again.
1. Bold
The most compelling brands are the boldest brands. People with bold brand attributes aren’t afraid to state who they are or what they represent, and they make no apologies for putting their message and image out there. They realize their brand isn’t entirely about them. It’s about the help they can provide to others based on the hard work they’ve put into their profession and the promise they fulfill.
2. Resilient
In everyone’s life, difficulties will arise. We inevitably face rejection, failures, and shortcomings. The capacity to recover as quickly as possible is a key brand attribute shared by the strongest brands. How will we ever learn to deal with adversity if we only have positive outcomes? When we overcome large and small challenges, we strengthen our core to face the next obstacle and prove that we can rise above our circumstances.
3. Authentic
Authenticity is perhaps the trait most necessary for credibility and the easiest to achieve on our list of brand attributes. Your personal brand is an extension of everything that makes you a complex character. There is a star inside each person, made of their lifetime of galaxies. And just like stars, there is no brand quite like another. Every human being is unique and can provide value, especially in well-defined situations where they are best suited to thrive. When the stars are aligned (i.e., you match well with your ideal customers), there is an innate level of genuine trust that others cannot easily replace.
4. Nurturing
A person who displays a nurturing personality will always be appreciated in all circles and spheres. This brand attribute lies at the core of service to others. It points to a genuine determination to help someone achieve a goal and a clear understanding of the process and expectations along the way. As our customers enter unknown territory, the ability to nurture becomes essential to provide confidence in both the person and the process.
5. Different
Differentiation is perhaps the most powerful element on our list of brand attributes. It can also be the most elusive at times. Many of us wonder what truly sets us apart from everyone else in our industry. When it seems as though the steps, criteria, and goals are equal among competitors, it can be challenging to focus on your point of differentiation. The truth is, you have many. The greater truth is — you only need to open the door with one of them.
6. Faithful
You may decipher this element on our brand attribute list in multiple ways. First, if you have faith in someone or something greater than yourself, your purpose is focused on the greater good. Second, you must be faithful in your approach and display of your personal brand. Only then will you achieve the recognition and riches you deserve. And finally, faith in yourself and what you stand for will help you maintain direction and provide more rewards than you can imagine.
7. Adaptable
The Greek philosopher Heraclitus said, “Change is the only constant in life.” The strongest brands are prepared to roll with the punches, pivot, and shift with each sharp turn. The double entendre effect of this key brand attribute is the ability to adapt to your customer’s needs from their point of view and understanding, as well as the ability to adapt to a changing landscape or industry. Adaptability is one of the greatest strengths in the sales arena, period.
8. Confident
Most professionals do not suffer from a lack of confidence to perform the task at hand, but they may lack the confidence necessary to promote themselves boldly. However, once that obstacle is breached, a world of opportunity opens in ways that surprise even the boldest among us. Confidence is the secret element that can move a brand from ordinary to extraordinary. After all, “A great brand doesn’t just change the way others see you… it changes the way you see yourself.”
9. Expertise
Being recognized as an expert in your field is the edge that pushes a brand beyond recognition and into a solid return on investment. All the other brand attributes are admirable and even necessary. Yet, without knowledge and expertise, most people don’t reap the rewards of respect and referrals. Luckily, you can become a respected expert through education and practice. Let it not be lost that education without awareness brings obscurity. That’s why infusing your expertise into defining, developing, and displaying your brand with purpose and passion is vital.
Conclusion
You are a culmination of your experiences and all the properties that make you unique. Your personal brand is a reflection of that. When you combine your unique properties with the nine brand attributes listed above, you end up with a compelling brand that attracts growing business. Contact us today to ensure your brand stands out from the crowd with everything on this brand attribute list.
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BrandFace® is a personal branding firm for entrepreneurs and experts who want to STAND OUT from their competition and attract their ideal customers so they can become recognized and sought after authorities in their space. Tonya Eberhart & Michael Carr are the partners behind BrandFace. Their mantra is, “People don’t do business with a logo. They do business with a person.”