Don’t Forget that Presentation Counts!
After developing the substance of your personal brand and landing it, you need to nail, package and market it to your audience (employer, group, organization).

Answer these questions: Who am I? What do I want to be? How do I want to be perceived? Most of us don’t think of ourselves as “a package,” but all of us are packages (i.e., “she is so plain, don’t depend on him he will never deliver, he is just boring”). Here is the trick; you want to make sure that you control your packaging (the look, feel, and experience) and the message that illuminates from it.

Honestly, how many times have you bought something just because of the packaging, or paid more for something because it was presented in an exciting way? That’s the main reason we want to pay less for generic – the packaging is uniformly dull. When we see a package that shouts “Energy, Invigoration, Crispy, Clean, Colorful, Beautiful, Sophisticated, Expensive, “we are willing to pay more.

In essence, good packaging helps speed the purchasing decision and leads people to pay top dollars (and that’s what you want your packaging to do right?). Packaging is how you express your personality. So think about how you want to be perceived, what’ competitive edge you want your packaging to send.

Remember, the way you decide to package your unique brand should be evident in everything that you do and attach your name to, the way you walk, the way your talk, the way you dress, the content and appearance of your resume/cover letter, your award winning interview.

Also remember, the market can spot a phony a mile away! Your brand needs to reflect your core substance. Build your brand around your genuine strengths, not the ones you think the market wants to pay a lot of money for right now. You will always do better in the long run by being yourself, both in business and in life.

Nailing your brand is not something you do once and walk away from, it is a constant process of fine-tuning and adjusting your brand to the changing needs of the market and your changing interests, abilities, experiences and skills. Following are a few simple things you can do to help nail your brand today, tomorrow and far into the future.
If you still doubt the importance of nailing your brand, consider the recent experience of the National Football League, which underwent what could have been a brand-destroying four-and-a-half month lockout that featured some tough talk from both players and owners, as well as canceled preseason workouts and games.

While resolving the contract issue a month before the start of the regular season surely helped avoid fan backlash, the fact remains NFL TV ratings and game attendance, as well as merchandise sales, appear to be unaffected. This is due in no small part to the amazing job the NFL has done in the last 25 years of creating its brand as “America’s Game,” essentially stealing this title from Major League Baseball. In a January 2011 Harris Poll, 31% of US adults said football is their favorite sport, close to double the 17% who chose baseball!

The NFL did this by capitalizing on the drama inherent in what is often a violent and brutal game, emphasizing pain, conflict and personal sacrifice in the pursuit of victory. Also the many colorful characters who play and coach this unique sport were brought into the foreground. By nailing its brand image as America’s premier sports league, the NFL brushed the lockout away like a bad dream.

Following is a football-themed “heart check” to measure how effectively you are nailing your brand. While “running up the score” is often frowned upon by football players and coaches, in this case you want to score as many points as possible.

Scale

5Wait, that’s really, really true about me- Strongly agree
4That would be me- Agree
350/50 sometimes, sometimes not- somewhat agree
2That absolutely has nothing to do with me-Disagree
1Let me take the fifth on this- Strongly disagree

1. My brand is evident in everything I do and say, as well in how I present myself to others.
2. My brand is honest and genuine, and based on who I am and what I am best at.
3. I constantly fine-tune and adjust my brand.
4. My brand adjusts to the marketplace, but not the point of losing its unique identity or becoming a market follower, rather than leader.
5. My brand package delivers a world-class experience on first sight (within three seconds).
6. My brand package encompasses preparation, aspiration, staying laser focus, selling like you are crazy, invigoration, and omitting the negative.
6.5. Even people already familiar with my brand substance find the packaging compelling and informative.

Now that you’ve taken the test, let’s analyze how well you are nailing your brand:

If you scored from 7 to 13, you get sacked at the line of scrimmage. You are not presenting yourself or your brand in an exciting way that lets the world know your core substance and unique value proposition. Your brand doesn’t stand a chance!

If you scored from 14 to 20, you are “three and out.” Your packaging conveys one or two key components of your core substance, but not in a compelling way that makes you distinct from your competitors. Whatever chance you have in the marketplace is limited at best.

If you scored from 21 to 26, you make it into the “red zone”. You have managed to make your brand stand out in a crowded marketplace thanks to compelling and innovative packaging that conveys your core substance. But that little something extra is missing. You are still a solid number two brand people turn to when their preferred brand is unavailable.

If you scored from 27 to 33, you score a field goal. Your packaging is top-notch and you are among the leading brands in your field. But still, whether you lack a bow to tie it all together or your packaging’s gleam is a little dulled, you are not the true leading brand in your area of expertise.

If you scored a 34 or 35, you score a touchdown. Your packaging is impeccable and includes bows, ribbons and all the other little niceties that make a product truly stand out on a crowded shelf. You are the leader in your area of branded expertise, and anyone who sees your packaging knows it.

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