Are you going to be a brand?

5 min read

// There is a plan.

Working on promoting yourself shouldn’t be too big a deal - it’s just you, right?

But the problem is, everything I’ve done to promote myself has been methodical yet unplanned - I’ve recently dug deeper on what I do to bring my ‘brand’ and any ‘brand’ to the fore and it’s been interesting in what I’ve dug up.

You see, I’ve worked with a few companies to grow a presence, including this newsletter (if you can call that a fledgling brand?) and there are a few things that I’ve done to grow a presence and have people understand what I stand for and what being ‘Matt King’ entails.

I managed to distill this into three main areas - they each cover a fair bit in broad strokes but these are the fundamentals I think I stand by and that have helped me elevate myself.

// Association.

The first point on my list is ‘Association’ - by which I mean that people need to have something to associate with you.

You need to have a point of difference to stand out from everyone else and that when people hear it again in a different setting recall your name.

For example, I ride an electric skateboard.

I love my Exway board and I often travel to local events or meetings riding it - it’s not just for ‘branding’ purposes as it’s also hugely convenient but it’s also a point of difference against someone else.

When I started the ‘SalesChange’ brand during COVID - the ‘brand’ was all online and it focused on sales coaching and content creation so it took some thought in how to stand out. I settled on the brand colours (red and black) and then went about trying to figure out a way to remain consistent.

That emerged as a black t-shirt (with the logo) and a black cap - I showed up EVERYWHERE in the same outfit.

People associated themselves with me being in that outfit and it became a ‘thing’ - like Clark Kent and his glasses.

The first thing you can do to build your presence and ‘brand’ online is to find out what your point of difference is against everyone else - whether that be your image, your beliefs or something as simple as riding an electric skateboard - find out what separates you from the ‘run of the mill’ and then lean into it.

Make everything about that difference about you - speak about it, show it off and ultimately own that space.

// Absence.

I don’t mean disappear - I mean be present around people, even when you’re absent from them.

How?

This is all about your intention to contribute - if you want people to remember you then you need to contribute and show up for them.

I am an ideas guy and I love hearing about how others are facing a problem and I’ll then give my opinion or stance on it - this way, I am contributing to their problem and ultimately, providing value and a position.

When you give someone something to think about, you are in their mind at the point of inception, “the point in time at which an idea is first expressed or thought of, or to refer to the process by which an idea is hatched or planned”

When it comes to them recalling that idea - you are present.

Of course, I am only talking about generating an idea but it could be how you show someone how to do something or helping them achieve a particular task - the point is, contribute something to someone and give them something to think about.

Of course, this could also come down to having some simple laptop stickers to show off your brand - giving someone something tangible is a physical representation of what I’m talking about.

If you’ve ever been to a trade show or a conference and you’ve picked up the pens, squishy balls or branded stickers - this is what they are trying to achieve but you can do it equally as well (if not better as you’re not tied to any branding/company constraints)

Speaking of branded goods - do you want some brand spanking new ‘The Clique’ laptop stickers? - I will send you one in the post - just drop me an email).

Trust me though - it's crucial to maintain a presence in people's minds even when you’re not physically with them. The route 101 of all things branding.

To achieve all of this, I’ll reiterate - you have to focus on contributing and providing value to others, to do this - focus on sharing your ideas and opinions, especially when others face challenges, help them with tasks, or even offer those pesky laptop stickers as a way to represent your brand.

// Attraction

I can summarise this up in one simple sentence - be someone that others want to be around/associated with.

I saw a great speech recently which said that the smartest person in the room was often the kindest and I like that as a mantra to live by - having compassion, empathy and understanding of everyone in the room - whether they are struggling or succeeding is the way to get people to associate with you.

It’s what makes you someone that others want to be around - if I see someone sat alone in a busy room, I’ll ask how they are. If someone has a question, I’ll do my best to answer it - and the examples can go on and on. It’s about being someone that helps and supports others.

It’s how you can even go so far as to have a ‘brand’ deal.

Let me tell you a story - I bought my first ever electric skateboard in January 2022, by April 2022 I was appointed as a brand representative because I was able to get the brand to become attracted to me. (Even when I’d never ridden a skateboard before January 2022)

I did this two ways - through the style of my social content, it was bold, dynamic and distinct - these are values that the skateboard brand associated with and then, when I got the opportunity to speak with the UK Brand Lead and the head of commercial (in China) - I showed enthusiasm, interest and passion about the project.

Sounds simple right? It is - you just have to live by particular values.

// What does this mean for you?

In conclusion, building and promoting your personal brand is a completely deliberate process but it’s one that requires strategic thinking and consistent effort.

Three key takeaways from my experiences and insights are as follows:

Firstly, the importance of "Association" cannot be overstated. Find your unique point of difference and fully embrace it. Whether it's your image, beliefs, or an interest (like riding an electric skateboard), make it an integral part of your brand identity.

Consistency is key; make everything about that difference about you, proudly showcasing it in all the content you produce.

Secondly, maintain a presence even when you're physically absent - Contribute to others by sharing your ideas, offering assistance, or even providing tangible items like stickers. By being a valuable presence in their lives, you become a part of their thoughts, ensuring they remember you and your brand even when you’re not there.

Lastly, the power of "Attraction" lies in being a person others want to associate with. Embrace kindness, compassion, empathy, and supportiveness. These qualities will naturally draw people towards you. This attraction can lead to brand opportunities and partnerships, showcasing how living by particular values can open doors.

Finally, building a personal brand is about finding your unique identity, staying present in people's minds, and being someone others genuinely want to be around.