How to Build a Personal Commercial for Your Brand
Here are some tips on how to introduce yourself effectively and communicate your personal brand in that introduction. Sometimes, it’s a struggle to sound professional, unique, and personable. Luckily, there are some tips in a book called Be Sharp (BookSurge Publishing) by Paula Asinof and Mina Brown that brilliantly laid out a personal commercial in three key steps:
Make your first impression.
Your essence factor describes the essential qualities you exhibit as a professional. Write three or four words that describe your essential qualities as a professional. Add an adjective that describes a dynamic quality about you. Describing your professional self this way sets the stage for a great first impression. For example, I’m Mary Brown. I’m a strategic financial planner for Squirreled Away funds.
Be in the know.
Your guru factor identifies your knowledge and expertise. To find your guru factor, list your special areas of knowledge. Choose one or two areas of expertise that are relevant to your goals. If you struggle with this step, try finishing the statement “People recognize my expertise in… .”
The guru factor is about what you know, not just what you do. For example, After spending 12 years with a major accounting firm, I took my expertise in financial management with key stakeholders and opened my own firm.
Identify your best stuff.
Your star factor is what makes you special in how you get things done. It can describe your personal qualities, professional characteristics, or your style in how you apply those qualities to your work life. To find your star factor, list the qualities and attributes that set you apart from your peers. Choose a few that are important to your success and describe why they matter.
The star factor includes words that describe you, such as I’m known for … , I’m recognized for … , or Others describe me as … . Tell how your star factor is important to what you do. For example, Clients trust my advice and feel secure in how I manage their money.
When you’ve taken all three steps, put them together to create your personal commercial:
I’m Mary Brown. I’m a strategic financial planner for Squirreled Away funds. After spending 12 years with a major accounting firm, I took my expertise in financial management with key stakeholders and opened my own firm. Clients trust my advice and feel secure in how I manage their money.
Many cultures teach that it’s impolite to talk about personal accomplishments. When you’re creating your personal commercial, though, you shouldn’t feel shy about what you’ve accomplished. Gather all this information as a factual account of what you know.