Those who know of my work are aware of the emphasis I place on a Personal Brand. For each of my Coaching Clients, I construct a long version of this personal brand – this version speaks to who they are and who they aspire to be as a leader while claiming it all as true in the current moment.
The Client and I then move to create a succinct version with two cuts. The first cut answers the question, “Hello, what do you do?” And the second cut anticipates the next question, “How do you do that?”
The succinctness finds its origin in the search for responses to those ‘dinner party’ questions. However, the reason for discovering your succinct brand goes much deeper. This is not about slogans or catchy, pithy phrases to supposedly sell something. This is about your Story.
When left with the normal, average response to ‘what do you do,’ we usually bore people straight to some polite response that frees them to move right along. We’ve missed the chance to invite them into our Story.
And that is the point of the succinct brand – it is not a slogan intended to sell, it is an expression of what you do. When it is all said and done, this succinctness speaks to the core of what you do – the outcome of all your efforts. It must first be compelling to you.
When you answer this question with confident brevity, you have a much better chance of compelling your listener to want to know more. Our normal approach has us telling the inquirer loads of information they don’t want to know. When compelled by our confident answer, the inquirer – now the listener – is asking questions of importance. They are asking because they want to know.
You have successfully invited them into, and engaged them in, your Story.