What You’ll Learn From This Episode:
- How to grow independently over everyone else or your competition
- How to get that unique selling proposition and connect with your audience
- Differentiating corporate and personal branding
Related Links and Resources:
The free resource is they can get at www.g3brandingformula.com/masterclass. This is a webinar that I set up especially for you. It’s kind of detailed up exactly when you need to go out there and build your USP (Unique Selling Proposition).
Leonard Kim is the coauthor of Ditch the Act: Reveal the Surprising Power of the Real You for Greater Success. In his book, Leonard reveals the seven-step brand process, which teaches readers how to own and expose who they truly are, form meaningful relationships that move the needle and ultimately, uncover the greatness that already exists from within, to stack success.
His TEDx Talk, Why You Should Let Your Fears Guide You, has been internationally recognized as one of the best TED Talks by Forbes, Inc. Magazine, and Mashable. Leonard is recognized by Forbes as a Top Marketing Influencer, Inc. Magazine as a Top Digital Marketer and Top Youth Marketer and by Entrepreneur as a Top Personal Branding Expert. Adweek recognized him as one of their Socially Strong Entrepreneurs Every VC Should Be Following. He went from being almost homeless to becoming a personal branding expert whose content has been read over 10 million times. He has amassed a social media following of well over 500,000 people. He’s been featured in a huge list of publications, including Mashable, Inc, Entrepreneur, Forbes, Fortune and more.
Here are the highlights of this episode:
1:53 Leonard’s ideal Client: My ideal clients are a business owner or a large company who's looking to go out there and become the number one dominant force in their industry. If we see how most of the people compete in the business, what they do is they try to compare apples to apples to gelatos and they compete to rise up to the top. But there's a better way to go out and do it. And that's by taking yourself outside the competition and just growing independently over everyone else. When you're able to do that, you are able to stop competing with the competition, you're not going 'one-on-one' with them instead you are on a different path because you don't even see other competition existing. In that way, you can carve out new path for yourself to reach the eminent top.
2:53 Problem Leonard helps solve: The biggest problem I solve is most people don’t really know how to get that unique selling proposition to go out there and distinguished themselves from the rest of the audience. And the other thing that's distinguish is a lot of people don't know how to bring their real selves into the situation. Now, if we look at the culture today, if we look at Instagram, TikTok, and everything else, people are promoting their very best moments in their lives. Yet, when we think about someone with the Lamborghini, Ferrari or something like that.. "how's that guy got that car?" and we can't really relate to them. And it causes a disconnect between us and them. Instead, relational components that allow us to go and connect with others, comes from hardships, from the pain, from the trials and tribulations that we've been through. And by owning our own story, we're be able to go out there and connect with others, and so many people are too scared or don't know how to go out there and communicate that message in a way to go and connect with their audience, that they're missing the point and not they're not able to connect with their audience in a way were they're actually giving them to 'know, like, trust' and fall in love with them. When someone falls in love with you, they either want to get married to you or do business with you.
4:23 Typical symptoms that clients do before reaching out to Leonard: For me personally, I talked a lot about my failures, my struggles, my downfalls in life, I had almost committed suicide, almost homeless, I was showering in the dark, and have my microwave, I had to plug-in into the hallway to go heat up my food because I have no lights in the home unlike now. And because all that was going on, people think about their struggles and the things they've gone through. Doesn't matter how intense they were, how miniscule they were. Connect with me on that deeper level and they're like "wow, you're such an inspiration?" and I don't know how I'm inspirational.
5:26 What are some of the common mistakes that folks make before finding Leonard and his solution: Let's say you want to become the top motivational speaker in the world. if we're thinking in our head who the number one top motivational speaker there is, chances are, male: Tony Robbins, female: Gabby Bernstein. Most people go out there and they imitate that number one person automatically and start to share exactly what they're sharing. But this person is 18 years into building their personal brand and knows where they want to build their personal brand. We can't start from the very top to go out there and dominate the market, you have to start with 'who you are'. You have to flip the equation around instead of copying someone else; you have to start with 'WHO'- and that who is 'you’.
6:16 Leonard’s Valuable Free Action (VFA): A lot of people don't know that the intersection between the personal brand is how I see myself and how the world sees me. So, what I like to do is I like to get two sets of post-it; let's say one is green one's yellow. On the green one I would like to write down one word that describes me as much as I can, come with around 10 or 20. And with the other set, I pass it all out to my friends, family members, colleagues, whoever it may be. Have one word that describes me and I go and collect them. Now at the end of it, I'll find a wall like this (white wall) and I put them together. And I'll start to have some clusters where there's similarities. Now let's say I'm 'smart' & no one else said I'm smart, I'm probably not smart. If I say I'm 'funny' and no one else says I'm funny, I'm probably not funny. But I'll be able to identify maybe something like one trait that's in my personal life, one trait in my business life, or something that I like to do for fun. And those 3 core elements that stick out, becomes the core of your personal brand. I like to call it the 'branding starship'. Because once those 3 things stick out, that's the intersection on how I see myself and how the world sees me.
7:44 Leonard’s Valuable Free Resource (VFR): The free resource is they can get at g3brandingformula.com/masterclass. This is a webinar that I set up especially for you. It’s kind of detailed up exactly when you need to go out there and build your USP (Unique Selling Proposition). Get branded, get seen, and get customers. So, you can go out there and know exactly what it is you need so you could become the number one dominant person in your industry.
8:30 For personal and company brands, is there a difference between those two strategically or not? Your corporate brand has one dedication mission; brand image, you want to go and maintain it and it has to be consistent. But your personal brand is the 'feeder' for your corporate brand. Let's say you have a company of 5,000 people and imagine if all 5,000 people are on board to go and build their own personal brands to build your business. Probably impossible, you might be able to get like 50 to 100. But if you're able to do that, you have 50 to 100 different unique voices to go out there and share that personal brand and combine that into the corporate brand. Good example of that, I used to work with a tech medicine at the University of Southern California. We have over 500 doctors working with us. We take that Doctor's brand for example Dr. Jennifer Boozer; you put her face, her likeness, her everything, and we put her with our corporate brand. So, she kind of gets the halo effect from the corporate brand and she gets seen as an expert too. And we do the same with Dr. Stello.. and there's so many different doctors. And we give different faces to the brand that can be seen.
“You have to flip the equation around instead of copying someone else; you have to start with 'WHO'- and that who is YOU" – Leonard Kim