PERSONAL BRAND

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BUSINESS BRAND
Session notes: The Entourage Retreat Expert
Pop-Up Series, Fiji May 2024
Facilitated by Amanda Delosa, Yellowpanda [email protected] | 0414 605 850

The core difference between your personal brand and business brand:
Personal Branding:

Developing a robust personal brand provides entrepreneurs with several invaluable benefits,
especially when aiming to position themselves as industry thought leaders and influencers. Here
are five key advantages:

1. Enhanced Credibility: A strong personal brand helps establish an entrepreneur as a

credible authority in their industry. This credibility is crucial for gaining trust and respect
from peers, clients, and potential partners. As an expert, the entrepreneur can influence
decisions and shape industry trends.

2. Increased Visibility and Recognition: A well-crafted personal brand ensures that

entrepreneurs are more visible in their field. This visibility can lead to more opportunities
for speaking engagements, media appearances, and collaborations with other industry
leaders, all of which enhance their profile and recognition further.

3. Greater Networking Opportunities: A strong personal brand attracts other

professionals and creates more networking opportunities. These connections are
invaluable for exchanging ideas, gaining insights, and fostering partnerships that can
lead to new business opportunities.

4. Differentiation from Competitors: In crowded markets, a personal brand that clearly

articulates an entrepreneur’s unique value proposition, expertise, and vision can
differentiate them from competitors. This uniqueness makes it easier for customers,
investors, and collaborators to understand why they should choose to engage with them
over others.

5. Legacy and Impact: Building a personal brand allows entrepreneurs to leave a lasting
impact on their industry. By consistently contributing thought leadership, they can
influence the direction of their field, mentor emerging talents, and have a lasting effect on
industry standards and practices.

Each of these benefits plays a crucial role in transforming entrepreneurs into thought
leaders and influencers within their industry, enabling them to leverage their reputation
to achieve greater business success and personal fulfilment.

Business Branding:

Developing a compelling business brand that resonates deeply with customers and stands out
in the market involves strategic planning and execution. Here are five
strategies to help achieve this:

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 1. Define Your Unique Value Proposition (UVP): Clearly articulate what sets your brand
apart from competitors. Your UVP should address a specific need or solve a unique
problem for your target market. This distinctiveness will help customers understand why
they should choose your brand over others.

2. Foster Emotional Connections: Build a brand that emotionally engages with your
audience by telling stories that resonate with their values, aspirations, or experiences.
Emotional branding can create loyal customers who feel a personal connection to your
brand, making them more likely to recommend your products or services to others.

3. Maintain Consistency Across All Touchpoints: Ensure that every interaction with
your brand, from your website and social media to customer service and packaging,
reflects your core brand values, aesthetics, and messaging. Consistency helps build
trust and reinforces your brand identity.

4. Leverage Customer Feedback and Engagement: Actively listen to your customers

through surveys, social media, and direct feedback to understand their needs and
perceptions of your brand. Use this information to refine your offerings and improve
customer experience, which can strengthen your brand and increase customer loyalty.

5. Innovate Continuously: Stay ahead of market trends and be willing to innovate,

whether through product development, adopting new technologies, or finding new ways
to engage with customers. Innovation keeps your brand relevant and exciting, which is
crucial in attracting and retaining customers.

By implementing these strategies, a company can develop a brand that attracts

customers and creates deep, lasting connections that foster loyalty and drive growth.

Personal Brand Growth Checklist:

Define Your Brand Identity

Identify your unique strengths and skills.
Determine your passions and values.
Articulate your personal mission and vision statements.

Understand Your Audience

Research your target audience’s needs, preferences, and challenges.
Define your ideal audience persona.

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Create a Branding Strategy
Develop a consistent messaging framework that reflects your identity and
resonates with your audience.
Develop content buckets, talking points, brand assets such as a style guide

Build Your Online Presence

Create a professional website or portfolio (AllMyLinks)
Optimise your social media profiles for your personal brand.
Consistently update your content to keep your audience engaged.

Content Creation
Plan a content calendar focusing on your expertise areas ( content buckets)
Produce high-quality, valuable content such as blogs, videos, podcasts, or
infographics (Pro Tip: Get onto podcasts - use your recording to create mini clips
and other social media content )
Use storytelling to make your content more relatable and engaging (Your unique
life experiences, failures etc) *define any topics not up or public discussion

Networking and Collaboration

Attend industry conferences, workshops, and networking events.
Engage with other industry experts and influencers on social media.
Collaborate on projects or content to expand your reach.
Enter awards programs that are reputable and well known in your industry

Leverage Social Media

Regularly post insightful and relevant content on platforms where your audience
is most active.
Engage with followers through comments, messages, and live sessions.
Pro tip: Consistency is key and you don't have to be across all platforms if it
means consistency is affected.

Seek Feedback and Adapt

Gather feedback from your audience and peers on how to improve your brand.
Analyse engagement and performance metrics to refine your strategy. Pro tip:
Don’t just measure likes and comments - review metrics that show the reach and
views

Personal Development
Continuously educate yourself to stay current in your field. Pro tip: you can then
share those a’ha moments with your audience

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 Invest in professional development courses or certifications.
Practise daily journaling. Pro tip: review these journals once a week for any
content ideas, major realisations, breakthroughs or problems you found a
solution to.

Promote and Market Your Brand

Consider representation to help secure podcasts, guest blogging or speaking at
events to boost your visibility and credibility. ( i.e PR Agency, Publicist or
Speaking Agent)

Monitor Your Brand

Set up alerts for your name and brand mentions to monitor your online
reputation.
Regularly review and update your digital footprint.

Additional notes:

Podcasts:

● Always aim to record your interviews in a studio environment to ensure the best quality
footage
● Our preferred podcast studio is https://www.pivotalconversations.com.au/. Ask for Kyle (
tell them I sent you ). They are currently in Melbourne and Sydney.

● For Brisbane/GC studio - I recommend https://rivercitystudios.co.au - ask for Luke

● Utilise Facebook and LinkedIn groups to find podcast opportunities (search for podcast
guests)

● Look for opportunities on websites like: https://podcastguests.com/

https://podmatch.com/ and https://www.matchmaker.fm/

Assembling your own media team:

● We recommend finding a graphic designer who is great at producing brand style guides
in addition to creating branded templates for use in Canva.
● Look for a Video Editor who can transform your long-form interview content into micro
vids for socials (you’ll need to provide time stamps for what you want them to cut unless
they are really across your key messages and understand how to hook an audience)
● Consider reaching out to freelance journalists for copywriting and support - If they have
a good nose for news, they can also be helpful in finding the golden nuggets in your
interviews to be converted into additional content - they might also be good at time
stamping your interviews.

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 ● Social media content scheduler and manager. This person ideally prepares your
monthly content in advance with your input and direction. At around the 3-6 month mark
they should become experienced enough to start developing content in your tone and
voice. If you set them up with customisable templates in Canva they should also be able
to create content, in addition to scheduling.

The Yellowpanda Strategy Process

Our formula has helped raise the 'favourable' public profiles of federal and state politicians, as
well as launch and shape the profiles of future thought leaders across industries, including
construction, manufacturing, professional services, aviation, property, health & technology.

How we do it…

Over 30 days (with an agreed commitment from all parties to deadlines), we work with our
clients to deliver the following:

1. A comprehensive audit of your current digital footprint

2. Custom communications strategy
3. Personal brand guidelines
4. Social media + content guidelines
5. Leadership positioning
6. Final recommendations

Once our work is complete, you can either implement the strategy yourself or have our team of
professionals take your brand to the next level.

If you’d like to know more about our work, and success stories you can view our personal brand
deck here: Yellowpanda X YOU