Everything you do is linked directly to your Personal Brand. As entrepreneurs and small business owners, we have a distinct advantage that larger companies do not. When it comes to our brands, we have the ability to get very personal.

Larger companies strive to establish a relationship with their target audience by making their brand feel more personal or relatable. This is one of the reasons why spokespeople are such a commodity - larger companies piggy back off of the relationship an audience has with that spokesperson. Those experiences are then tied directly to their product or service thanks to the Personal Brand draw of their spokesperson.

Take Tiger Woods for example. W hen he is hired by Nike to represent their latest ad campaign, the mere image of him stands for perseverance, determination and overall excellence. Nike benefits from those perceptions simply by having Tigers brand lined up with theirs.

You don't have to take such expensive measures, as a small business owner, because you have the ideal spokesperson to represent your brand - YOU!

With that said, there are 7 keys (the 7 C's) your brand must possesses to establish that personal touch, and ultimate loyal following, with your target audience. They are:

Character: Everything begins and ends with you. Your character is at the heart of your brand. As you develop your Personal Brand, if you discover that your character shows up in a less than favorable way, use this as an opportunity to grow. Without a strong character, the remaining six success principles won't matter to anyone.

Commitment: Not surprisingly, when others see that you are a committed individual, they will join in helping you achieve your goals. We are attracted to people that follow-through on their word and have a "no matter what” attitude. When you are committed, you deliver on your promise and show the value of your Personal Brand. Great brands are built on this C - make yours one of those brands.

Confidence: You'll find confidence at the backbone of self-esteem. It is our confidence that makes us unstoppable and drives us forward. Let's not confuse confidence with arrogance, which is a sign of insecurity or poor social skills. True confidence knows no limitations and strives for solutions. How are you acting on this key in your every day life?

Competence: Being competent is more than just knowing a skill. True competence comes from h

aving failed, dusted yourself off and tried again. Competence is what separates the amateurs from the professionals. The more competent you become, the more competence you will project through your Personal Brand and the more loyal your brand following.

Consistency: We respect those that show us consistency through their actions. A great idea not followed through on is fleeting. Consistency takes continuous effort. Without consistency, your efforts are diluted over time and ineffective. If you are inconsistent in how you communicate your Personal Brand, your brand will confuse and eventually loose interest in the eyes of your target audience.

Creativity: Life doesn't offer us a blueprint for success, which means we must ignite our creativity to achieve. Those that are creative live out of their imaginations. As life evolves, and thankfully it does, the creative are in great demand because they are always seeking out solutions to new challenges. How about you? Are you seeking out new solutions or are you stuck in what was?

Courage: Courage looks fear in the eye and laughs. It sees only what is possible. Getting clear on your brand attributes means revealing yourself - flaws and all. It takes courage to recognize that sometimes, you must let go of who you were in order to become who you were meant to be. Personal power and courage go hand in hand - I believe they are one in the same.

© 2006 - Liz Pabon. All rights reserved.

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