success - Turbo Coach, achieve breakthroughs - Brian Tracy

Create Your Personal Brand
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ing. Second, it must reflect the kind of person who will elicit
in a prospective customer a strong response: ‘‘I want to do
business with this woman or man.’’ In other words, your personal
brand should reduce or eliminate any sense of risk in
dealing with you in the mind of the buyer.
Who is your ideal customer? What values, virtues, qualities,
and attributes will he be looking for in a supplier of your
product? Do you match this profile? If not, do you have a
burning desire to be this kind of person? Are you committed
to transforming yourself into this kind of person? These are
the key questions you must ask yourself when beginning to
build your personal brand.
Be brutally honest with yourself. In any relationship, to
try to fake who you are is a recipe for failure. To be authentic
is to create trust in all of your relationships, both personal
and professional.
Promises You Keep
As we stress throughout our coaching program, unmet expectations
are the arch enemy of any relationship. This is no
less true in the relationship between you and your customers.
Your brand as a person is determined in large part by
whether you consistently deliver on your promises. Do you
keep your word? Do you follow up? Do your words and actions
match with the image you want to create—that is, with
the values, virtues, qualities, and attributes you claim as your
own?
Constantly examine your behavior. When you slip, resolve
to get back on track. To build and sustain a powerful
personal brand, your message must be an accurate reflection
of you, the messenger.