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What is your most important goal for your business this year? What differentiates you from your competitors? Why would customers pay for your services? These are the questions that your business coach usually asks you at the beginning of the year.

These were also the three questions posted by William Arruda before he led his Personal Branding workshop for ICF coaches today. It was a pleasure to be a part of this powerful workshop, and I will share some of the tips in this blog.

William defined the term “brand” as a unique promise of value. He said that the “brand” is the core asset of marketing and followed by sale, turning leads into business. The benefits of branding are as follows:

  • Clarity
  • Attraction
  • Loyalty
  • Wealth
  • Happiness

Willam’s Reach 1-2-3 success! ™ Process (The reach personal branding process) is as follows:

  • Extract: uncover your brand based on authenticity and be clear about who you are, what you want to be known for and what your offer is. Make sure you have your own products to match your brand.
  • Express: communicate your brand to your target audience with an ACT-B Model (Awareness, Consideration, Trial and Buy). Your customers will evaluate your digital presence with volume, relevance, diversity, purity and validation.
  • Exude: align your brand environment by using social media tools, especially LinkedIn and video, make sure you have an interactive website in this web 2.0 era and be selective on your potential customers and the endorsements you received.

Now, live your brand!

In the next couple of weeks, I will update my brand with what I learned in the workshop. You may follow my blog by clicking on Follow button on the upper right side of the page.

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