WEBVTT
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Hey there and welcome to Conversations Worth Your While.
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It's the podcast where we dig into insights and ideas that will help you to do the thing that you are here to do.
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I chat with HeartLed experts and I ask the questions that I know you're already thinking about, and then we explore conversations that spark growth and that shift perspectives and that will help you to show up fully in your life, in your career, in business, and in your community.
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Today, here's what we're going to be talking about.
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You have evolved, but has your personal brand.
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Because as we grow as people, as business owners, our expertise and our priorities and our ambitions, they all evolve.
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And if we don't evolve our personal brand, then we're not going to attract the aligned opportunities that we would like to attract.
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So today, my guest and I will share what to do when you've outgrown your positioning so that you can become known for what you're doing today and for what you'd like to achieve tomorrow.
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So I'm your host, Linda Booker.
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And if the life you're in no longer fits, this space is for you because through my coaching and through this podcast, I guide purpose-driven people to really reconnect to who they are, rediscover their gifts, and then realign their lives so that they can be doing what they're here to do and have some really good impact in this world.
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So if that sparks something within you, you can find me at lyndabooker.com.
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So once again, today's topic of conversation is you've evolved as your personal brand.
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And today I have the pleasure of being joined again, because this guest was with me last year, uh, Hilary Hartling.
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And Hilary is making her beautiful ripples in her very unique way.
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Hilary has spent years helping entrepreneurs figure out exactly what they want to be known for.
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And today she's turning that same question on the rest of us.
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What happens when the brand you build no longer matches who you've become?
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So I'm so excited for today's conversation.
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Hilary, thank you so much for being on Conversations Worth Your While.
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So fun to be here, Linda.
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Thank you for having me again.
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Oh, you're very welcome.
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So, can you share just a little bit more about, you know, what you do, who you serve?
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Yeah, yeah.
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My career has been interesting.
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I spent 15 years as a movie marketing executive at Disney.
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So that was one evolution of my personal brand.
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Then I evolved into what I've been doing for the last decade, which is I'm a brand and messaging strategist for entrepreneurs and founders and experts.
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And what I really help them do is clarify their positioning, really sharpen their message, and really discover, I shouldn't even say discover, it's uncover their signature advantage, what makes them unique and gives them a unique edge so they can stand out and become known for what makes them uniquely valuable.
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So that's what I'm about today.
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And I especially love helping women in their evolution of their personal brand because I find that is where the gold is.
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Well, that's a beautiful thing.
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Um, and because everything feels so saturated on the internet.
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So, right, so I'm a coach and a podcast host and a speaker, and so are two million other people, right?
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So to understand to like what we need to do is to position ourselves for our differentiation.
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What makes me different from all the other coaches around here?
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And if I don't know that, then no one else is gonna know that, right?
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Yeah.
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Um, but I would like to share, based on what we're gonna be talking about today, that I three days ago discovered even another tagline.
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I have had, okay, let me see if I can get these straight.
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I have had from here to there, I think that was my 2010 tagline way back then.
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From here to there, okay.
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Then um I had like three words.
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I can't remember what they were.
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Then I get get clear, get confident, go big.
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That was another one.
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Then I had oh gosh, I can't remember them.
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I've had so many.
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But you had so many, yeah.
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I've had get unstuck, get to the next level, get uh something else.
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I had three guts.
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Then I had more recently unleash what you were born to bring.
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And now, as of three days ago, I think it's gonna be do the thing you're here to do.
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So okay.
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I love it.
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So I I'm thinking, can I not decide?
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Am I not clear enough?
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But what you're sharing is that I've evolved.
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And so that's why there's nothing wrong with me switching taglines if I do it the right way.
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Yeah.
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I mean, here's here's the thing you want to avoid anytime you have a brand and any kind of brand that you have.
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You want to avoid switching it up every few days or every few weeks or even every few months.
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You want to give something at least six months to try and see if it's sticky.
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And the thing with with evolving, right, there could be so many versions of a tagline or a positioning statement or the way you describe what you do that could land with your audience.
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There's so many ways.
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There's not just one way.
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This is why people are changing it all the time.
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And it's it's because your audience, you have to like align it with how your audience is feeling right now, right?
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And so it's it does have something to do with you, of course, because when we're talking about personal brand, it comes from your own expertise, it comes from what you offer and deliver as a valuable, you know, offering or service or product, whatever it is you're doing, to that audience.
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But the way an audience would um describe their challenge or their issue, that changes over time too.
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So, in other words, everything is always evolving.
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So it doesn't surprise me that your messaging and your positioning would evolve over time.
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That's normal.
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A brand is not a fixed entity that sits on a shelf like a legal zoom binder or something like that, right?
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This is something that is a living and breathing thing, and it evolves as you evolve, and it evolves as your audience evolves, and it evolves as you get more clarity around all of it.
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100%.
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That's where this last one came from.
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I sat down and I said, I got way too much going on.
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My website has so because I'm a scanner, so I'm like, oh yes, I do this and that and this and that now for this and that and this and that.
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And I'm like, okay, I gotta simplify it because if it's too much, then nobody's clear.
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And I did simplify a few years ago with like these little, you know, step, four steps, made it real simple.
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But now I might even be shifting those a little.
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But it was just like, yeah, you know, get free shit.
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You try it out, see what you like.
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Maybe I'm for you, maybe I'm not, whatever.
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Get the free shit.
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The second thing was um book the call.
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So it's free.
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It's a chat.
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Why would you not want to get clarity on the chat with me?
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It's free.
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You got nothing to lose.
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That's number two.
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Number three was um get make a map because I have this pathfinding session where then we can make you the map from where you are to where you want to be, and then you can take that map and do whatever you want with it.
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You don't have to hire me, it's fine, whatever.
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And the fourth thing is you know, pick your program, not your nose.
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I think it only shows your personality.
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I got a personality, yeah.
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And uh, and that was all the different pathways, letting them self-select.
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Now I'm gonna be doing something just a little bit different, but um, but I'm like, I need to simplify.
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And then how can I be simplified if I'm not clear?
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Yeah, clarity always comes first.
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And the thing is, too, is after you've been in business for a long time, you've done you've done a lot of things in a lot of different ways, and there could be so many pathways, but your audience appreciates it when you simplify and you make it easier for them, right?
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So just getting clarity on what might they want next best that aligns with what the kinds of things that I want to do and where my energy is highest, right?
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And it's like where those two intersect.
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And it's deciding, you know, okay, I'm not throwing away what I've been known for all this time.
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It's never starting from scratch, it's starting from experience.
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And you you decide what things you want to pluck from your experience, your expertise over time based on what you want to create now.
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Right.
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So it's like, what can I leverage based on what I want to do now and how I feel like my audience would be served best now?
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What are the things I can pull from my entire personal brand to create what I want to become known for next?
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Right.
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That's really where it is.
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Yeah.
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Yes, yes.
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Okay.
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So the big question is, oh my God, how do I do that?
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Well, a c like you said, it all starts with clarity.
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So clarity to me is it's it's power, right?
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Once you get clear on really who you are, what makes you uniquely valuable and what you want to be known for, then that's when you can make more intentional choices about when you want to create, what you want to pursue, all the things you want to put into the world, right?
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So you want to create something that's aligned with you, first and foremost.
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But I think where you start is first getting clear on what makes you different.
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And I know that's a question that a lot of people struggle with.
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And here's the thing: it doesn't have to be this huge, humongous, earth-shattering revelation that is so different from everybody else in your industry.
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It could just be your personality that makes you different, right?
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So I like to call it your signature advantage, right?
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But when when I'm starting on working with someone to evolve their personal brand, I'm not, we're not like like inventing a new niche or we're not manufacturing a differentiator, right?
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We're never your personal brand is you.
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You are the magic.
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And you are normally, if this is a part of your business or what you do for work, it's people are seeking you out because it's you.
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It's the magic you bring that they want to experience.
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And so I think other um strategists might try to put you in a box and say, you have to be right here in order to figure out how to be clear, but that actually makes you look like other people.
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Yeah.
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And that's the opposite of what we want to do with your branding and the personal brand strategy.
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To me, it's not um, we're not like discovering or inventing what your positioning should be.
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We're excavating it from within you.
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Yeah.
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And a lot of times, you know, the whole expression of it's hard to read the label from inside the bottle.
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This is why you work with a strategist because when it's you, it's so hard to be um, I don't even know what the word is.
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You it's hard for you to do it for yourself.
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Me as a brand strategist, it takes me 10 times longer than doing it for someone else to do my own, even though I can do it, right?
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Well, what's really what's really um fascinating and lovely and aligned is that the pillar of all the work that I do with individuals is you are the center of the universe.
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And when you wrap what you're doing and how you're doing it around who you are, happiness and success will meet you there.
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So, number one pit stop that we make on a coaching journey is who are you now?
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Yeah, what do you want now?
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That's right.
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And can we, and then aligning, and then like what we're going to be doing is aligning all aspects of your life to who you find.
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Now, there's points in between, like fall in love with who you find because people get nervous, like, well, I don't know if I want to find who I am.
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Because what if I don't like who she really is?
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And I'm like, Well, you're gonna probably love.
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I can guarantee you're gonna love who you find.
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Because when you finally get to be yourself, you get to chuck all sorts of crap you don't even need.
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Yeah, I'm sure there's a lot of mindset journeys and that kind of growth.
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But it really is.
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So um, people spend a lot of their lives being who they think they should be.
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Yes, and so true.
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And so I think business owners do the same thing.
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We think our business, here's who what my business should be, what it should look like, how I can look like all the other people.
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Now, I I teach uh I do a I run a group program called Overcoming Imposter Syndrome for for um entrepreneurs.
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And um the impostor is when you're trying to show up in a way that's not really you, and you think everybody can tell you're the only and you're the only impostor there.
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Yeah, um, and so I run into this with personal branding all the time.
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I bet you do.
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I bet you do.
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Yeah.
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So people really need to be like aligned and um with who they are.
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And when you align with who you are personally, mentally, emotionally, then you can start looking at your business, your relationships, you know, your work if you're if it's a career and you don't own a business, um, your hobbies, your friendship circles, all that's got to be relying on everything.
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Fine, it affects everything.
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Yeah.
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So I love that you is at the center because I'm like, amen, sister.
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It is.
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I mean, that's what a personal brand actually is, right?
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And and honestly, most of the time when you're trying, when you're seeking that clarity that you want to start with, right?
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The very first place most people look is outside themselves.
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They look at the exterior and they look sideways at the competition to check out what they're doing.
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And they say, Oh, well, this person's doing this and this is so successful.
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I should do something more like that.
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Instead of going internal and just listening to that inner voice and saying, like, okay, who am I?
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What really makes me special?
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It's really going back to uh it's it's such a unique conversation combination of everything you have ever done, right?
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It's, you know, your expertise, your experience, your strengths, what people ask you all the time, your unique perspective on things uh based on where you come from, based on what you know, it's your personality, it's your interests and your passions.
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All of those things come together in this beautiful combination, this beautiful blend that gives you a unique edge.
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And if you only tap into that, leverage that, and then position that, that's actually a brand that people would want to follow.
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Oh, completely.
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So unique.
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No one else can have that brand.
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Especially I love that you said, you know, a perspective, because a lot of people might have similar skills and similar strengths, similar interests, and even similar passions, but our perspectives are completely unique and in a very positive way, also can be in a very uh uh limiting way.
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I don't want to say negative, I'm gonna say limiting way.
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Um I I like to uh share that each of us humans are seeing everything else in the world through our own lenses, yes, of our lens of our own personal experience and our lens of our our own insecurities, uh the lens of our own fears, right?
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So how how we feel and think about ourselves, put schmutz on that lens.
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Um experiences, put schmutz on that lens so we cannot see the outside world clearly.
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Our job is to clear the schmutz, right?
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That a coach's job.
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That's my job.
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Yeah, Windex that thing.
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Windex it off, yeah.
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Clear vision.
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You can see more clearly, and when you can see what happens when you see yourself more clearly, you're more likely to give yourself grace and then maybe give other people grace and an attempt to see them a little more clearly.
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So it really ripples in a beautiful way.
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Um, you know what's interesting about the lens thing too, Linda, is that's that's why there can be so many people offering the same type of thing, and it will speak to different audiences.
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That's a good point.
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One person will resonate with one audience, and another person will resonate with a whole different audience, and they might be doing very, very similar things, but it's because of their unique personal brand that helps them show up in a way that resonates with one audience versus another.
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Yeah, absolutely.
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I totally, I totally agree.
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So we got um the lens that helps that so when that brings that goes back to what you first said.
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Um when we can align with how the audience is feeling, because how what are they seeing through their schmutz, right?
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And if my language that I'm using or how I'm approaching my differentiation to share with them is what how they would describe, you know, what they're seeing through their lens.
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You wanna you wanna find out their lens, really?
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Right.
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Like that's when you get down to the messaging of it all for a brand, you really want to be using their language, right?
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You're the expert in what you do, you know a lot of the answers.
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You could probably, you know, in five minutes or less on a phone call with some uh a new client, you can probably tell them exactly what they need, but you need to let them discover it.
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And you need to start with them exactly where they're at.
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Exactly.
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Yeah, 100%.
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It's it's so fabulous that this really aligns.
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Our work is so different, yet in the same vein because we're both helping people to discover.
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I love you that you were that you use the word excavating.
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I've never used that word, and it's like perfect, it's the perfect word.
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Digging deeper outside of you, getting it out.
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Yeah, because it's a real short word for what I call in a much more verbose.
00:17:25.519 --> 00:17:33.200
I will shine my light into the dark record, uh, dark corners of your inner wisdom so you can discover what's there, what's next, who you are.
00:17:33.200 --> 00:17:33.599
Yes.
00:17:33.599 --> 00:17:36.799
So that's a long way to say it, but you just said the word excavating.
00:17:37.440 --> 00:17:41.359
You're like blunking with that like light on your helmet, and you're like excavating.
00:17:41.359 --> 00:17:42.319
That's what I'm doing.
00:17:43.279 --> 00:17:44.559
Hey, look, what's in this cave?
00:17:44.559 --> 00:17:45.839
Let's look in here, you know.
00:17:45.839 --> 00:17:46.559
Funny.
00:17:46.720 --> 00:17:49.119
You know, shining light in the dark corners, that's a that's a cool thing.
00:17:49.119 --> 00:18:00.240
Because obviously, everyone has, you know, getting into like the personal development side of it, everyone has like the the you know, the shadow work to do and all, you know, the things that hold them back, and everyone's is different.
00:18:00.240 --> 00:18:03.440
But that also is part of what makes you unique, right?
00:18:03.440 --> 00:18:04.799
Is how you show up.
00:18:04.799 --> 00:18:13.759
And honestly, if someone is starting today and saying, like, oh, let me, I need to take a look to see like how I could evolve my brand, because it doesn't feel aligned right now.
00:18:13.759 --> 00:18:17.519
That is the first signal, is like, does it feel aligned for you right now?
00:18:17.519 --> 00:18:19.920
Are you comfy in how you're showing up?
00:18:19.920 --> 00:18:22.160
Um, is that helping you achieve your goals?
00:18:22.160 --> 00:18:34.400
So the first thing to do is to do a personal brand audit, is to take a look at what still works, what's still what fits, what doesn't fit, you know, like it's really just taking a look at where are you now?
00:18:34.400 --> 00:18:35.440
Right.
00:18:35.440 --> 00:18:36.000
Yeah.
00:18:36.000 --> 00:18:44.079
It's looking at your taglines, it's looking at your offers, it's looking at your messaging, it's looking how people are finding you and what they're seeing first.
00:18:44.079 --> 00:18:46.720
What's their what's their impression and what's their takeaway?
00:18:46.720 --> 00:18:51.680
And is that aligned with who you want to become known for in order to do the things you want to do?
00:18:51.680 --> 00:18:55.200
Or is that like a 10 years ago version of you?
00:18:55.200 --> 00:18:57.839
Because you know, life happens.
00:18:57.839 --> 00:19:00.240
We're not right changing our brands all the time.
00:19:00.240 --> 00:19:04.079
And and again, like I said, it's not switching it every six months, like I said, either.
00:19:04.079 --> 00:19:04.559
No, yeah.
00:19:04.559 --> 00:19:07.599
You want to give it a try, you want to let it stick and hold.
00:19:07.599 --> 00:19:12.400
And you know, as you get more clarity, you get more clarity around how to present your personal brand.
00:19:12.400 --> 00:19:16.480
Because your personal brand, it's it's evolving, but it's always you.
00:19:16.480 --> 00:19:17.119
Oh, yeah.
00:19:17.119 --> 00:19:18.079
It's always you.
00:19:18.079 --> 00:19:18.559
Yeah.
00:19:18.559 --> 00:19:24.000
So you stay consistent, but what you want changes and evolves, right?
00:19:24.000 --> 00:19:27.279
So you're always adding things to the mix of your personal brand.
00:19:27.279 --> 00:19:31.440
And so it's always just taking a look at where are you now and does this feel aligned?
00:19:31.440 --> 00:19:43.200
And if it doesn't, how do you line that up so that you can move forward and feel good in your personal brand and how you're talking about it and who you're connecting with and the opportunities that are coming your way?
00:19:43.440 --> 00:19:43.680
Right.
00:19:43.680 --> 00:19:45.200
That's a really good point, too.
00:19:45.200 --> 00:19:55.599
So when what you just mentioned, like who am I connecting with to even share what I've discovered as I've discovered my my evolution is happening?
00:19:55.599 --> 00:19:56.960
Now, who am I connecting with?
00:19:56.960 --> 00:19:58.799
Am I still connecting with the old people?
00:19:58.799 --> 00:20:15.599
The not old, they're not old, people past people you've always known or something who are not maybe the context that can't are the right contacts for bringing me to where I'm I know I'm ready to be because it feels more aligned to be in this other, other yeah, more event.
00:20:15.920 --> 00:20:32.640
I mean, a really great example of a personal brand evolution I went through is like when you go from um becoming, you know, being known for a Disney movie marketing executive, and my entire network and who I knew was in across the entertainment industry.
00:20:32.640 --> 00:20:39.200
And then I decided to leave and start my own business, but I didn't leverage any of that old network.
00:20:39.200 --> 00:20:53.680
So I not only kind of gave myself a new title, new identity in brand strategist and entrepreneur, but I also turned to an entirely new audience of female entrepreneurs and entrepreneurs who were growing their businesses, right?
00:20:53.680 --> 00:21:01.599
Because I didn't necessarily, if I still wanted to do branding and positioning for movies or entertainment, well, I would be back at a job there.
00:21:01.599 --> 00:21:04.480
I wouldn't have started my own business necessarily.
00:21:04.480 --> 00:21:06.319
So I wanted something new.
00:21:06.319 --> 00:21:08.160
I was ready for that evolution.
00:21:08.160 --> 00:21:20.880
And so you update it because if I was going with my old version, then nobody in this new opportunity land that I could, you know, partake of would be thinking that I was for them, right?
00:21:20.880 --> 00:21:28.400
So it's all about understanding who you are now, what you want, and then positioning it to align with the audience that you want to attract.
00:21:28.400 --> 00:21:29.599
Fingo.
00:21:31.519 --> 00:21:34.960
Personally and professionally, like both too.
00:21:35.200 --> 00:21:35.759
Very much so.
00:21:36.000 --> 00:21:36.799
Yeah, yeah.
00:21:36.799 --> 00:21:39.200
Um, this is this is really fantastic.
00:21:39.200 --> 00:21:44.079
So I love because you have some, you have more concise language than I do.
00:21:44.079 --> 00:21:45.519
So I love that.
00:21:45.519 --> 00:21:59.599
So um the differentiality piece, um, which is um, you know, excavating all your answers from inside you, however, you know that your messaging has to come from the language of your ideal uh audience.
00:21:59.599 --> 00:22:09.279
Or client, how knowing that maybe you've evolved into a new audience, like you just gave an example, you've evolved into a new audience or a new type of a client.
00:22:09.279 --> 00:22:12.400
Um, and so now what does that client want?
00:22:12.400 --> 00:22:14.559
Um, and and what do they want?
00:22:14.559 --> 00:22:15.519
What do they need?
00:22:15.519 --> 00:22:16.640
How are you different?
00:22:16.640 --> 00:22:20.160
That those are the things that um will need to be shared.
00:22:20.160 --> 00:22:23.279
And then, but the upstream of that is like just auditing.
00:22:23.279 --> 00:22:25.519
Like, wait a minute, am I ready for a change?
00:22:25.519 --> 00:22:36.559
That's really the the upstream, the number one is am I do I feel and and I think what happens is we feel like um I I would describe it two years ago.
00:22:36.559 --> 00:22:38.400
I had what I call business burnout.
00:22:38.400 --> 00:22:45.920
I didn't have coaching, I love working with my clients, I love what I do, but I had business burnout, which means I was out of alignment.
00:22:45.920 --> 00:22:46.559
That's it.
00:22:46.640 --> 00:22:48.640
You get a huge indication.
00:22:48.640 --> 00:22:54.160
If you feel like that, it means that something is draining your energy instead of uplifting your energy, right?
00:22:54.160 --> 00:23:00.319
And so that's when you know, you're like, okay, wait, in order to raise my energy back up, I guess I have to evolve to that next level.
00:23:00.319 --> 00:23:07.759
There's something new I need to express, something new I need to offer, a new way I need to position this that's gonna align with who I am now.
00:23:07.759 --> 00:23:08.079
Right.
00:23:08.079 --> 00:23:10.480
And probably a whole bunch of stuff to let go of.
00:23:10.559 --> 00:23:12.160
And behind without sure.
00:23:12.160 --> 00:23:14.480
And I know there's gonna be right.
00:23:14.480 --> 00:23:23.440
Because we, you know, business owners especially have the yeah, but it's like, but if I I I I don't wanna I don't wanna like leave that behind because then what if nobody comes in my new thing?
00:23:23.599 --> 00:23:29.920
I and I can rely on the income from the the we're always afraid of letting something go that did well for us, right?
00:23:29.920 --> 00:23:30.640
Exactly.
00:23:30.640 --> 00:23:40.640
It might not be doing well for you in this season because even if for some reason like that thing might be bringing you money, if it is making you feel burnt out, it is not aligned anymore.
00:23:40.640 --> 00:23:41.759
Exactly, exactly.
00:23:41.759 --> 00:23:42.480
Yeah, yeah.
00:23:42.559 --> 00:23:44.960
There's things I even stopped doing.
00:23:44.960 --> 00:23:57.200
Um, when I first was uh when I was a new coach, I would write this two-page summary after every uh client session, and it would take so long, and I'd be like uh gritting my teeth.
00:23:57.200 --> 00:23:57.599
I hate it.
00:23:57.599 --> 00:23:59.359
I'm like, stop it, why are you doing that?
00:23:59.359 --> 00:24:02.640
So then I now AI can just give you a summary.
00:24:02.640 --> 00:24:06.799
It could, it could, but um that's but I decided two things.
00:24:06.799 --> 00:24:09.279
One is since I hated it, what's a better way?
00:24:09.279 --> 00:24:13.119
And two is what I get out of the session is not important.
00:24:13.119 --> 00:24:15.279
What the client gets out of the session is important.
00:24:15.279 --> 00:24:24.240
So I give them, I record the session for them saying, you know, whatever you um absorbed during the session is what you're ready and meant to know that day.
00:24:24.240 --> 00:24:24.799
But guess what?
00:24:24.799 --> 00:24:32.559
A week from now, I want you to listen to this recording, you'll have shifted, and whatever you're ready and meant to know after after the shift, well, you will absorb then.
00:24:32.559 --> 00:24:36.079
So you get like a double, a double session, basically.
00:24:36.079 --> 00:24:42.079
And and that, and then a part of their growth activity is jot down what resonates.
00:24:42.079 --> 00:24:43.200
What's your shifts?
00:24:43.200 --> 00:24:45.680
What's your uh, what what do you get out of this?
00:24:45.680 --> 00:24:46.880
So I don't have to do any of that.
00:24:46.880 --> 00:24:50.000
All I have to do is they're little growth activities and give them the recording.
00:24:50.000 --> 00:25:03.200
It made it realigned me to a business activity to what I was doing and why, and if it's really the most benefit, and if even if it isn't, I hate it, then I'm not doing it anymore, right?
00:25:03.200 --> 00:25:04.880
So what's aligned to me?
00:25:04.880 --> 00:25:08.240
So I really started to ask myself, what am I doing?
00:25:08.240 --> 00:25:09.759
Why am I doing it?
00:25:09.759 --> 00:25:10.720
Do I hate it?
00:25:10.720 --> 00:25:11.519
Do I love it?
00:25:11.519 --> 00:25:13.519
What would happen if I let it go?
00:25:13.680 --> 00:25:14.079
Right.
00:25:14.079 --> 00:25:15.279
I love those questions.
00:25:15.279 --> 00:25:19.039
Those are so that's a those are great questions in evolving your brand as well.
00:25:19.039 --> 00:25:23.440
Because by the way, if you hate something about what you're doing, that energy will come across.
00:25:23.440 --> 00:25:26.559
And that's not the impression that you want to leave, right?
00:25:26.559 --> 00:25:31.119
So, personal brand, what it really means is that it's your reputation, right?
00:25:31.119 --> 00:25:33.920
Personal brand is your reputation, it's what you're known for.
00:25:33.920 --> 00:25:38.400
And so continually asking yourself, what am I known for now?
00:25:38.400 --> 00:25:50.240
And what do I want to become known for next is a great exercise just to do whenever something feels off, or you feel like you're ready for something new, or you're excited about a new direction of some sort.
00:25:50.240 --> 00:25:53.759
Like it's just a great question to ask yourself.
00:25:53.759 --> 00:25:54.079
Yeah.
00:25:54.640 --> 00:25:55.519
Where you are right now.
00:25:55.519 --> 00:25:56.640
It really is.
00:25:56.640 --> 00:26:00.799
Now, here's a question for your expertise.
00:26:00.799 --> 00:26:01.359
Okay.
00:26:01.359 --> 00:26:14.640
Um, so okay, so for people like me who are scanners, so we have a wide diverse set of interests, a low tolerance for boredom, and we have multiple client types of clients, right?
00:26:14.640 --> 00:26:17.839
The I have the one-on-one client, like the the per I shouldn't say that.
00:26:17.839 --> 00:26:18.640
That's the how.
00:26:18.640 --> 00:26:23.039
I have the client who's like, I've built a successful life, but I'm not done yet.
00:26:23.039 --> 00:26:23.920
What's next?
00:26:23.920 --> 00:26:25.680
I don't know, but I'm ready to do it.
00:26:25.680 --> 00:26:27.359
Yeah, I have that client.
00:26:27.359 --> 00:26:39.920
I have clients that are brand new coaches, yeah, who are like, um, I'm not ready to build a business because I'm not even sure what I know, what I don't know yet.
00:26:39.920 --> 00:26:43.039
So I help them bridge the gap between coach and entrepreneur.
00:26:43.039 --> 00:26:48.880
Then I have another type of client who's a business who does what they do really, really well.
00:26:48.880 --> 00:27:06.000
Um, and then if they offer a white level label service, which is a master coach in residence, then I can help them to help their clients in all the ways so that that firm is differentiated because they come with a master coach in residence.
00:27:06.000 --> 00:27:12.799
That client gets out of their own way when they're in their own way, so they can do their homework from that business better, faster, stronger.
00:27:12.799 --> 00:27:18.799
That client refers other people, like, oh, you got to go to my whatever, because look at that.
00:27:18.799 --> 00:27:27.920
And then uh my seats get filled with people who are here to do the thing they're here to do, and they and I get to help them do that, so it's a win-win-win.
00:27:27.920 --> 00:27:31.839
So now look at see three distinctly different types of clients.
00:27:31.839 --> 00:27:32.400
Yeah.
00:27:32.400 --> 00:27:33.680
Personal branding.
00:27:33.680 --> 00:27:35.119
What's the umbrella?
00:27:35.119 --> 00:27:38.160
That's the thing that I think you just said your umbrella.
00:27:38.480 --> 00:27:39.680
Do the thing you're here to do.
00:27:39.680 --> 00:27:41.119
Yeah, it is.
00:27:41.119 --> 00:27:51.440
I mean, because here's what you want to do when you have distinctive clients, it's okay to have multiple clients as long as you know the distinction and as long as you can create messaging and positioning specifically for each of them.
00:27:51.440 --> 00:28:00.640
And to me, it sounds like they're, you know, they're they're just in different phases or like they're in different points, and so you need to speak to them all differently.
00:28:00.640 --> 00:28:04.400
But what you're delivering doesn't change, right?
00:28:04.400 --> 00:28:26.079
You're helping them get growth and clarity and you know, to feel confident in what they're going after, and like that becomes the umbrella, and that's why your personal brand is so um, it's so great to amplify within your business because it's you helping bring that magic and that clarity to all of those distinct groups.
00:28:26.079 --> 00:28:33.119
And I and and there's there's a through line anytime you're looking at like what okay, well, what is my position, what is my message?
00:28:33.119 --> 00:28:42.720
It's like what's the through line that that all those three groups are challenged with or what they're really working to create for themselves, right?
00:28:42.720 --> 00:28:49.759
And I guarantee there's some kind of through line that you can find there, and there's a reason why they're coming to you, right?
00:28:49.839 --> 00:28:56.079
So when you say through line, that's the line that appl is applicable to all three of those types of clients.
00:28:56.480 --> 00:28:58.640
Yeah, it's just looking at that bigger picture, right?
00:28:58.640 --> 00:29:05.759
Because then then the when you're gonna then hone in and go directly into so you can think of an umbrella brand and sub brands, right?
00:29:05.759 --> 00:29:10.160
Umbrella brand is the through line and what you bring to the table.
00:29:10.160 --> 00:29:26.799
And the sub brands are like, okay, distinctive group A, I need to talk to you this way because your challenges are very different being a brand new coach, not even sure you want to start a business, than this person over here, who we're just helping them grow and feel more confident and get clear on what they want.
00:29:26.799 --> 00:29:27.359
Right?
00:29:27.359 --> 00:29:33.039
Like you're distinctly creating messaging for each, but the umbrella doesn't change.
00:29:33.039 --> 00:29:34.319
Right, right.
00:29:35.519 --> 00:29:36.240
That's that's great.
00:29:36.240 --> 00:29:42.480
Thank you for sharing because I'm sure I'm not the only entrepreneur with very distinct types of clients.
00:29:42.480 --> 00:29:48.720
Um, but but trying to understand, like, because I know my umbrella brand, do the thing you're here to do.
00:29:48.720 --> 00:29:50.160
It's for that's it.
00:29:50.160 --> 00:29:55.519
That no matter what what group I'm working with or what I'm helping, that's the ultimate thing that's happening.
00:29:55.519 --> 00:29:59.200
Yeah, I'm helping them to get unstuck so that they can do the thing.
00:29:59.200 --> 00:29:59.599
That's right.
00:29:59.599 --> 00:30:01.680
Get unstuck, get that clarity, get whatever.
00:30:01.680 --> 00:30:04.079
All the gets I used to have in my old brand.
00:30:04.400 --> 00:30:14.160
That's I think a myth that some people and in and people in my industry will will tell people like, pick one niche, niche down, only have one.
00:30:14.160 --> 00:30:22.160
And that might be great when you're first starting out and you don't know exactly, like, pick pick the version of you that could be your ideal client, right?
00:30:22.160 --> 00:30:27.279
But it there's nothing wrong with having multiple ideal clients.
00:30:27.279 --> 00:30:36.720
If you look at the big movie studios, they can't be successful unless they uh have a like a huge audience, like multi-tiered audience.
00:30:36.720 --> 00:30:38.319
You can't become successful.
00:30:38.319 --> 00:30:52.400
But the difference is, and what people don't talk about, is you just need distinct ways of messaging and creating unique positioning to each of your distinct uh markets or audiences.
00:30:52.640 --> 00:30:59.839
That's all that's all you make it sound so simple, and I'm sure it should be simple.
00:30:59.839 --> 00:31:01.920
Would make it so simple.
00:31:02.319 --> 00:31:04.319
It should be simple, it's not complex.
00:31:04.319 --> 00:31:09.039
And this is the thing when you hear, you know, if you're talking to everyone, then you reach no one.
00:31:09.039 --> 00:31:16.160
It's true, yeah, because you don't want to talk to all three of your audiences at the same time and try to resonate with them.
00:31:16.160 --> 00:31:29.200
You can talk about the umbrella brand to get their attention, but then you have to you go into that specific personality, that persona, that that niche of each of the distinct three and talk to them specifically.
00:31:29.200 --> 00:31:38.480
So people are right when they say if you try to talk to everyone at the same time, you're reaching no one because your messaging gets so watered down, it's it's actually not meaningful to anybody.
00:31:38.640 --> 00:31:47.440
Yeah, you know, that reminds me of a a website that I had built so many years ago, probably two or three years after I became a coach, my second website.
00:31:47.440 --> 00:31:49.680
It was a self-selection homepage.
00:31:49.680 --> 00:31:55.119
Like it said something and then it said, you know, like personal or for business.
00:31:55.119 --> 00:31:59.680
Like, so I didn't have to try to, you know, all of them talk to all of them.
00:31:59.680 --> 00:32:04.960
So it was like, you know, so I can see for something like that that I could I could be doing that again.
00:32:04.960 --> 00:32:08.400
That would be it's a great way for them to self-select, yeah.
00:32:08.480 --> 00:32:10.400
Yeah, because your expertise can go across.
00:32:10.400 --> 00:32:14.640
And if it lights you up to serve all those kinds of people, then go for it.
00:32:14.640 --> 00:32:14.960
Right.
00:32:14.960 --> 00:32:15.440
Right?
00:32:15.440 --> 00:32:16.319
You can.
00:32:16.319 --> 00:32:18.079
Um, and you decide.
00:32:18.079 --> 00:32:25.839
It's it's here's the thing they're gonna get so much more once they're an insider with you, once they're working with you, they're gonna get so much stuff.
00:32:25.839 --> 00:32:32.079
Your brand is just what you're putting out and positioning to the world to get the right people interested in what you do.
00:32:32.319 --> 00:32:32.799
Right.
00:32:32.799 --> 00:32:42.240
And what's really good about understanding and knowing your personal brand as it evolves is when you're networking, because that's really our sales force, right?
00:32:42.240 --> 00:32:52.480
Yeah, that the clearer we are on what we do and who we serve, the clearer our the week, our communication in those networks.
00:32:52.480 --> 00:33:08.160
And then if we can be consistent, um because we've gotten clear and we know what it is now, we know our differentiation, then they're clear because sometime in the future our network will say, Oh, yeah, you know, um, you gotta meet Hillary.
00:33:08.160 --> 00:33:11.279
I'm gonna put you in touch with her because she's gonna A, B, and C.
00:33:11.279 --> 00:33:11.759
Yeah.
00:33:11.920 --> 00:33:15.519
So um it's really so good to become known for something.
00:33:15.519 --> 00:33:25.839
And here's the thing: you you nailed it because you can't, once you're clear, you can't actually become known for that thing unless you're putting yourself out there, being visible, and actually saying the thing.
00:33:25.839 --> 00:33:27.759
That you have discovered.
00:33:27.759 --> 00:33:29.920
Say it.
00:33:29.920 --> 00:33:38.559
And it as soon as you start feeling redundant, say it again and say it some more because people do not hear or see all of your content.
00:33:38.559 --> 00:33:41.039
You have to keep saying it to become known for it.
00:33:41.200 --> 00:33:41.519
Yeah.
00:33:41.519 --> 00:33:57.680
And I also think, like I, you know, with these uh um elevator pitch type things, when I hear when I hear them, they sound so rehearsed and um not natural that I'm I'm distracted from what they're actually saying.
00:33:57.680 --> 00:34:09.840
Um I think when we deliver what we say, although it should be much less verbose than I am, naturally, which I will practice, um, it's our energy and our excitement.
00:34:09.840 --> 00:34:14.719
Like sometimes I've started my elevator pictures with I get to, right?
00:34:14.719 --> 00:34:15.920
Like as I love that.
00:34:16.239 --> 00:34:22.239
I often will start with I'll often start with a question, like, oh, you know when blah blah blah blah blah.
00:34:22.239 --> 00:34:25.039
Ah, that's where I come in and help people solve that.
00:34:25.039 --> 00:34:25.840
Exactly.
00:34:26.079 --> 00:34:26.639
Yeah.
00:34:26.639 --> 00:34:33.119
And and so your energy comes in, your your happiness, you light up.
00:34:33.119 --> 00:34:37.519
So because I've had people say, I want to hire you because I got some of whatever you got.
00:34:37.519 --> 00:34:38.480
I want some of that.
00:34:38.480 --> 00:34:39.039
Right.
00:34:39.039 --> 00:34:40.000
You want the juju.
00:34:40.000 --> 00:34:42.719
Yeah, like you wake up happy every day.
00:34:42.719 --> 00:34:43.679
I'm like, Yeah, you love you.
00:34:43.679 --> 00:34:44.239
Uh-huh.
00:34:44.239 --> 00:34:46.079
You so like, I want some of that.
00:34:46.079 --> 00:34:47.440
Can we just can we get there?
00:34:47.440 --> 00:34:48.719
I'm like, Yes, we can.
00:34:49.039 --> 00:34:50.239
Yes, absolutely.
00:34:50.239 --> 00:34:51.840
No, your energy is part of it.
00:34:51.840 --> 00:34:59.840
I remember interviewing for my very first job out of college, and it was this entry-level assistant media planner at an ad agency in Seattle.
00:34:59.840 --> 00:35:07.119
And there, I found out afterwards, after I was hired, there was one other person I was sort of competing with, and she had more experience.
00:35:07.119 --> 00:35:08.079
I was like brand new.
00:35:08.079 --> 00:35:18.480
I didn't have any experience at an agency, but um the other person did, but they hired me because they knew they could have more fun with me because my personal brand.
00:35:18.480 --> 00:35:25.440
My personal brand the way I showed up because you know, when you're at work, you're hanging out with these people all the time, you're spending so much time.
00:35:25.440 --> 00:35:29.280
So, of course, you want to pick the person that fits well in the dynamic, right?
00:35:29.280 --> 00:35:38.400
So your personal brand comes up all the time, whether you're at a corporate level job or you're working for yourself and starting your own business and trying to attract an audience.
00:35:38.400 --> 00:35:47.519
Like it's so important to understand your personal brand, define it, clarify it, and then be able to create messaging that articulates it well.
00:35:47.519 --> 00:35:55.920
And then, like you said, when you're talking about it, you need to, it's fine to practice, but you can't walk around with a teleprompter.
00:35:55.920 --> 00:36:00.239
And if you sound stiff, then people are gonna think, like, oh, that doesn't feel authentic.
00:36:00.239 --> 00:36:04.559
It's maybe you're putting on a persona to express your personal brand.
00:36:04.559 --> 00:36:09.360
When it's not true for a lot of people if they're trying to do it that way, they're just trying to do it right.
00:36:09.360 --> 00:36:14.960
But the more you can make it more conversational, just like you would tell a friend, the better.
00:36:15.199 --> 00:36:15.599
Right.
00:36:15.599 --> 00:36:17.119
Yeah, I totally agree.
00:36:17.119 --> 00:36:17.920
I totally agree.
00:36:17.920 --> 00:36:18.320
Yeah.
00:36:18.320 --> 00:36:23.280
Well, this has been such a very enlightening conversation for me.
00:36:23.280 --> 00:36:28.000
So I know for sure it has been for our listeners of Conversations Worth Your While.
00:36:28.000 --> 00:36:32.320
Um, and I uh have two questions.
00:36:32.320 --> 00:36:45.519
The first is like before a person hits play on the next episode of a podcast, hopefully this podcast, um, I love to give the listener something they can do right now, in the next five minutes.
00:36:45.519 --> 00:36:50.880
So they might not be able to get all this clarity in the next five minutes, and we can talk about what they could do to get that in a minute.
00:36:50.880 --> 00:36:52.960
But um, like something just small.
00:36:52.960 --> 00:36:59.679
I call it a turtle step, which is the biggest, small, the biggest step you'll actually take in the day.
00:37:00.239 --> 00:37:12.719
I honestly I would take five minutes and meditate and and with the intention of saying, do I feel aligned with what I'm doing and what I'm creating and what I'm offering right now?
00:37:12.719 --> 00:37:14.480
Like, is it aligned?
00:37:14.480 --> 00:37:16.079
Does it feel good?
00:37:16.079 --> 00:37:17.519
Right?
00:37:17.519 --> 00:37:22.159
Just take five minutes and get clear on just that that baby step part of it.
00:37:22.159 --> 00:37:26.079
Because if the answer becomes, wow, this feels so great.
00:37:26.079 --> 00:37:29.199
Now I'm in full alignment, great, you don't have to evolve anything.
00:37:29.199 --> 00:37:30.800
You're at where you're supposed to be.
00:37:30.800 --> 00:37:46.400
If it feels like, oh no, there is like there's some kind of edge there, some kind of friction there, there is some tension there where I feel like I want more, or I've changed, or it's I don't like doing this part anymore, then you're into personal brand evolution.
00:37:46.400 --> 00:37:47.039
Right.
00:37:47.039 --> 00:37:47.840
Yeah.
00:37:47.840 --> 00:37:48.800
Perfect.
00:37:48.800 --> 00:37:49.920
Well, thank you.
00:37:50.159 --> 00:37:51.199
That's fantastic.
00:37:51.199 --> 00:37:52.880
Um, okay.
00:37:52.880 --> 00:37:56.480
So now uh you've been such a great guest.
00:37:56.480 --> 00:37:58.480
I want to thank you very much.
00:37:58.480 --> 00:38:11.840
And um, you've got some really good stuff, and I know there's something you'd like to share with our audience if they're ready to kind of move forward uh and evolve their their brand, um, you know, their personal brand.
00:38:11.840 --> 00:38:14.320
So what can they be doing next?
00:38:14.639 --> 00:38:22.960
Yeah, well, I I have uh a free download that you can have if you want to actually reflect on some of the principles and some of the things we've talked about.
00:38:22.960 --> 00:38:33.760
So if you're if this whole conversation has you wondering whether, you know, your brand still reflects who you want to become, then you can download my personal brand evolution workbook.
00:38:33.760 --> 00:38:38.320
So you can do that at hilaryhartling.com slash personal brand.
00:38:38.639 --> 00:38:39.280
Fantastic.
00:38:39.280 --> 00:38:40.159
Thank you so much.
00:38:40.159 --> 00:38:47.760
I will definitely be sure to include that link and also completely how to get a hold of you in the show notes.
00:38:47.760 --> 00:38:52.239
So um everybody go to the show notes and you'll get Hillary's beautiful gift.
00:38:52.239 --> 00:38:55.119
Um and that that's fantastic.
00:38:55.119 --> 00:38:56.559
I appreciate that very much.
00:38:56.559 --> 00:39:11.679
So that's our show on Linda Booker, guiding people to know their worth, reconnect with their gifts, and align their lives so that uh they feel beautiful, like they're in alignment, so that everything is deeply impactful in their life.
00:39:11.679 --> 00:39:23.920
So if you're sensing it is time to bring your life into deeper alignment, you can explore what that looks like at lyndabooker.com where you will find direction and clarity and you can book a complimentary clarity call with me.
00:39:23.920 --> 00:39:25.679
Why wouldn't you?
00:39:25.679 --> 00:39:38.320
Um, and to if today's episode sparks something with you, just please like it and you know what, share it because I know you know someone who will benefit from this amazing information that Hilary has shared with us today.
00:39:38.320 --> 00:39:41.599
And then don't forget to subscribe because we don't want you to miss what's next.
00:39:41.599 --> 00:39:45.920
And then join me next week for another uplifting conversation designed to support your growth.
00:39:45.920 --> 00:39:53.679
So until next time, make sure you've made this conversation worth your while by fueling the spark that it ignited.
00:00:02.319 --> 00:00:04.799
Hey there and welcome to Conversations Worth Your While.
00:00:04.799 --> 00:00:11.039
It's the podcast where we dig into insights and ideas that will help you to do the thing that you are here to do.
00:00:11.039 --> 00:00:24.800
I chat with HeartLed experts and I ask the questions that I know you're already thinking about, and then we explore conversations that spark growth and that shift perspectives and that will help you to show up fully in your life, in your career, in business, and in your community.
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Today, here's what we're going to be talking about.
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You have evolved, but has your personal brand.
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Because as we grow as people, as business owners, our expertise and our priorities and our ambitions, they all evolve.
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And if we don't evolve our personal brand, then we're not going to attract the aligned opportunities that we would like to attract.
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So today, my guest and I will share what to do when you've outgrown your positioning so that you can become known for what you're doing today and for what you'd like to achieve tomorrow.
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So I'm your host, Linda Booker.
00:00:58.159 --> 00:01:18.239
And if the life you're in no longer fits, this space is for you because through my coaching and through this podcast, I guide purpose-driven people to really reconnect to who they are, rediscover their gifts, and then realign their lives so that they can be doing what they're here to do and have some really good impact in this world.
00:01:18.239 --> 00:01:22.239
So if that sparks something within you, you can find me at lyndabooker.com.
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So once again, today's topic of conversation is you've evolved as your personal brand.
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And today I have the pleasure of being joined again, because this guest was with me last year, uh, Hilary Hartling.
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And Hilary is making her beautiful ripples in her very unique way.
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Hilary has spent years helping entrepreneurs figure out exactly what they want to be known for.
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And today she's turning that same question on the rest of us.
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What happens when the brand you build no longer matches who you've become?
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So I'm so excited for today's conversation.
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Hilary, thank you so much for being on Conversations Worth Your While.
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So fun to be here, Linda.
00:02:00.239 --> 00:02:01.439
Thank you for having me again.
00:02:01.439 --> 00:02:02.959
Oh, you're very welcome.
00:02:02.959 --> 00:02:08.400
So, can you share just a little bit more about, you know, what you do, who you serve?
00:02:08.879 --> 00:02:09.840
Yeah, yeah.
00:02:09.840 --> 00:02:11.520
My career has been interesting.
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I spent 15 years as a movie marketing executive at Disney.
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So that was one evolution of my personal brand.
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Then I evolved into what I've been doing for the last decade, which is I'm a brand and messaging strategist for entrepreneurs and founders and experts.
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And what I really help them do is clarify their positioning, really sharpen their message, and really discover, I shouldn't even say discover, it's uncover their signature advantage, what makes them unique and gives them a unique edge so they can stand out and become known for what makes them uniquely valuable.
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So that's what I'm about today.
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And I especially love helping women in their evolution of their personal brand because I find that is where the gold is.
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Well, that's a beautiful thing.
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Um, and because everything feels so saturated on the internet.
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So, right, so I'm a coach and a podcast host and a speaker, and so are two million other people, right?
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So to understand to like what we need to do is to position ourselves for our differentiation.
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What makes me different from all the other coaches around here?
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And if I don't know that, then no one else is gonna know that, right?
00:03:21.599 --> 00:03:22.000
Yeah.
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Um, but I would like to share, based on what we're gonna be talking about today, that I three days ago discovered even another tagline.
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I have had, okay, let me see if I can get these straight.
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I have had from here to there, I think that was my 2010 tagline way back then.
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From here to there, okay.
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Then um I had like three words.
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I can't remember what they were.
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Then I get get clear, get confident, go big.
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That was another one.
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Then I had oh gosh, I can't remember them.
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I've had so many.
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But you had so many, yeah.
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I've had get unstuck, get to the next level, get uh something else.
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I had three guts.
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Then I had more recently unleash what you were born to bring.
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And now, as of three days ago, I think it's gonna be do the thing you're here to do.
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So okay.
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I love it.
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So I I'm thinking, can I not decide?
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Am I not clear enough?
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But what you're sharing is that I've evolved.
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And so that's why there's nothing wrong with me switching taglines if I do it the right way.
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Yeah.
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I mean, here's here's the thing you want to avoid anytime you have a brand and any kind of brand that you have.
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You want to avoid switching it up every few days or every few weeks or even every few months.
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You want to give something at least six months to try and see if it's sticky.
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And the thing with with evolving, right, there could be so many versions of a tagline or a positioning statement or the way you describe what you do that could land with your audience.
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There's so many ways.
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There's not just one way.
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This is why people are changing it all the time.
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And it's it's because your audience, you have to like align it with how your audience is feeling right now, right?
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And so it's it does have something to do with you, of course, because when we're talking about personal brand, it comes from your own expertise, it comes from what you offer and deliver as a valuable, you know, offering or service or product, whatever it is you're doing, to that audience.
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But the way an audience would um describe their challenge or their issue, that changes over time too.
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So, in other words, everything is always evolving.
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So it doesn't surprise me that your messaging and your positioning would evolve over time.
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That's normal.
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A brand is not a fixed entity that sits on a shelf like a legal zoom binder or something like that, right?
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This is something that is a living and breathing thing, and it evolves as you evolve, and it evolves as your audience evolves, and it evolves as you get more clarity around all of it.
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100%.
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That's where this last one came from.
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I sat down and I said, I got way too much going on.
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My website has so because I'm a scanner, so I'm like, oh yes, I do this and that and this and that now for this and that and this and that.
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And I'm like, okay, I gotta simplify it because if it's too much, then nobody's clear.
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And I did simplify a few years ago with like these little, you know, step, four steps, made it real simple.
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But now I might even be shifting those a little.
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But it was just like, yeah, you know, get free shit.
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You try it out, see what you like.
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Maybe I'm for you, maybe I'm not, whatever.
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Get the free shit.
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The second thing was um book the call.
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So it's free.
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It's a chat.
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Why would you not want to get clarity on the chat with me?
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It's free.
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You got nothing to lose.
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That's number two.
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Number three was um get make a map because I have this pathfinding session where then we can make you the map from where you are to where you want to be, and then you can take that map and do whatever you want with it.
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You don't have to hire me, it's fine, whatever.
00:07:01.839 --> 00:07:06.160
And the fourth thing is you know, pick your program, not your nose.
00:07:06.240 --> 00:07:10.160
I think it only shows your personality.
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I got a personality, yeah.
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And uh, and that was all the different pathways, letting them self-select.
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Now I'm gonna be doing something just a little bit different, but um, but I'm like, I need to simplify.
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And then how can I be simplified if I'm not clear?
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Yeah, clarity always comes first.
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And the thing is, too, is after you've been in business for a long time, you've done you've done a lot of things in a lot of different ways, and there could be so many pathways, but your audience appreciates it when you simplify and you make it easier for them, right?
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So just getting clarity on what might they want next best that aligns with what the kinds of things that I want to do and where my energy is highest, right?
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And it's like where those two intersect.
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And it's deciding, you know, okay, I'm not throwing away what I've been known for all this time.
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It's never starting from scratch, it's starting from experience.
00:08:02.639 --> 00:08:13.120
And you you decide what things you want to pluck from your experience, your expertise over time based on what you want to create now.
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Right.
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So it's like, what can I leverage based on what I want to do now and how I feel like my audience would be served best now?
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What are the things I can pull from my entire personal brand to create what I want to become known for next?
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Right.
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That's really where it is.
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Yeah.
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Yes, yes.
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Okay.
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So the big question is, oh my God, how do I do that?
00:08:37.919 --> 00:08:40.799
Well, a c like you said, it all starts with clarity.
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So clarity to me is it's it's power, right?
00:08:44.240 --> 00:08:59.519
Once you get clear on really who you are, what makes you uniquely valuable and what you want to be known for, then that's when you can make more intentional choices about when you want to create, what you want to pursue, all the things you want to put into the world, right?
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So you want to create something that's aligned with you, first and foremost.
00:09:04.559 --> 00:09:09.759
But I think where you start is first getting clear on what makes you different.
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And I know that's a question that a lot of people struggle with.
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And here's the thing: it doesn't have to be this huge, humongous, earth-shattering revelation that is so different from everybody else in your industry.
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It could just be your personality that makes you different, right?
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So I like to call it your signature advantage, right?
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But when when I'm starting on working with someone to evolve their personal brand, I'm not, we're not like like inventing a new niche or we're not manufacturing a differentiator, right?
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We're never your personal brand is you.
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You are the magic.
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And you are normally, if this is a part of your business or what you do for work, it's people are seeking you out because it's you.
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It's the magic you bring that they want to experience.
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And so I think other um strategists might try to put you in a box and say, you have to be right here in order to figure out how to be clear, but that actually makes you look like other people.
00:10:11.440 --> 00:10:11.919
Yeah.
00:10:11.919 --> 00:10:17.919
And that's the opposite of what we want to do with your branding and the personal brand strategy.
00:10:17.919 --> 00:10:26.159
To me, it's not um, we're not like discovering or inventing what your positioning should be.
00:10:26.159 --> 00:10:28.879
We're excavating it from within you.
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Yeah.
00:10:29.200 --> 00:10:33.919
And a lot of times, you know, the whole expression of it's hard to read the label from inside the bottle.
00:10:33.919 --> 00:10:42.159
This is why you work with a strategist because when it's you, it's so hard to be um, I don't even know what the word is.
00:10:42.159 --> 00:10:44.399
You it's hard for you to do it for yourself.
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Me as a brand strategist, it takes me 10 times longer than doing it for someone else to do my own, even though I can do it, right?
00:10:52.399 --> 00:11:04.399
Well, what's really what's really um fascinating and lovely and aligned is that the pillar of all the work that I do with individuals is you are the center of the universe.
00:11:04.399 --> 00:11:11.200
And when you wrap what you're doing and how you're doing it around who you are, happiness and success will meet you there.
00:11:11.200 --> 00:11:17.120
So, number one pit stop that we make on a coaching journey is who are you now?
00:11:17.120 --> 00:11:19.440
Yeah, what do you want now?
00:11:19.440 --> 00:11:20.559
That's right.
00:11:20.559 --> 00:11:28.559
And can we, and then aligning, and then like what we're going to be doing is aligning all aspects of your life to who you find.
00:11:28.559 --> 00:11:34.559
Now, there's points in between, like fall in love with who you find because people get nervous, like, well, I don't know if I want to find who I am.
00:11:34.559 --> 00:11:36.720
Because what if I don't like who she really is?
00:11:36.720 --> 00:11:38.480
And I'm like, Well, you're gonna probably love.
00:11:38.480 --> 00:11:40.799
I can guarantee you're gonna love who you find.
00:11:40.799 --> 00:11:45.759
Because when you finally get to be yourself, you get to chuck all sorts of crap you don't even need.
00:11:46.000 --> 00:11:48.799
Yeah, I'm sure there's a lot of mindset journeys and that kind of growth.
00:11:50.720 --> 00:11:51.840
But it really is.
00:11:51.840 --> 00:11:56.240
So um, people spend a lot of their lives being who they think they should be.
00:11:56.399 --> 00:11:57.759
Yes, and so true.
00:11:57.919 --> 00:11:59.919
And so I think business owners do the same thing.
00:11:59.919 --> 00:12:06.240
We think our business, here's who what my business should be, what it should look like, how I can look like all the other people.
00:12:06.240 --> 00:12:14.159
Now, I I teach uh I do a I run a group program called Overcoming Imposter Syndrome for for um entrepreneurs.
00:12:14.159 --> 00:12:26.399
And um the impostor is when you're trying to show up in a way that's not really you, and you think everybody can tell you're the only and you're the only impostor there.
00:12:26.480 --> 00:12:30.000
Yeah, um, and so I run into this with personal branding all the time.
00:12:30.240 --> 00:12:30.960
I bet you do.
00:12:30.960 --> 00:12:31.759
I bet you do.
00:12:31.759 --> 00:12:32.080
Yeah.
00:12:32.080 --> 00:12:36.320
So people really need to be like aligned and um with who they are.
00:12:36.320 --> 00:12:55.919
And when you align with who you are personally, mentally, emotionally, then you can start looking at your business, your relationships, you know, your work if you're if it's a career and you don't own a business, um, your hobbies, your friendship circles, all that's got to be relying on everything.
00:12:55.919 --> 00:12:57.519
Fine, it affects everything.
00:12:57.519 --> 00:12:57.759
Yeah.
00:12:57.759 --> 00:13:02.320
So I love that you is at the center because I'm like, amen, sister.
00:13:02.559 --> 00:13:03.039
It is.
00:13:03.039 --> 00:13:05.440
I mean, that's what a personal brand actually is, right?
00:13:05.440 --> 00:13:12.080
And and honestly, most of the time when you're trying, when you're seeking that clarity that you want to start with, right?
00:13:12.080 --> 00:13:15.519
The very first place most people look is outside themselves.
00:13:15.519 --> 00:13:20.559
They look at the exterior and they look sideways at the competition to check out what they're doing.
00:13:20.559 --> 00:13:23.519
And they say, Oh, well, this person's doing this and this is so successful.
00:13:23.519 --> 00:13:25.279
I should do something more like that.
00:13:25.279 --> 00:13:33.360
Instead of going internal and just listening to that inner voice and saying, like, okay, who am I?
00:13:33.360 --> 00:13:35.039
What really makes me special?
00:13:35.039 --> 00:13:43.279
It's really going back to uh it's it's such a unique conversation combination of everything you have ever done, right?
00:13:43.279 --> 00:13:57.440
It's, you know, your expertise, your experience, your strengths, what people ask you all the time, your unique perspective on things uh based on where you come from, based on what you know, it's your personality, it's your interests and your passions.
00:13:57.440 --> 00:14:05.039
All of those things come together in this beautiful combination, this beautiful blend that gives you a unique edge.
00:14:05.039 --> 00:14:14.399
And if you only tap into that, leverage that, and then position that, that's actually a brand that people would want to follow.
00:14:15.759 --> 00:14:16.240
Oh, completely.
00:14:16.240 --> 00:14:18.480
So unique.
00:14:18.480 --> 00:14:20.399
No one else can have that brand.
00:14:20.399 --> 00:14:40.559
Especially I love that you said, you know, a perspective, because a lot of people might have similar skills and similar strengths, similar interests, and even similar passions, but our perspectives are completely unique and in a very positive way, also can be in a very uh uh limiting way.
00:14:40.559 --> 00:14:42.799
I don't want to say negative, I'm gonna say limiting way.
00:14:42.799 --> 00:15:02.480
Um I I like to uh share that each of us humans are seeing everything else in the world through our own lenses, yes, of our lens of our own personal experience and our lens of our our own insecurities, uh the lens of our own fears, right?
00:15:02.480 --> 00:15:08.799
So how how we feel and think about ourselves, put schmutz on that lens.
00:15:08.799 --> 00:15:14.159
Um experiences, put schmutz on that lens so we cannot see the outside world clearly.
00:15:14.159 --> 00:15:16.799
Our job is to clear the schmutz, right?
00:15:16.799 --> 00:15:18.240
That a coach's job.
00:15:18.240 --> 00:15:18.720
That's my job.
00:15:18.720 --> 00:15:20.639
Yeah, Windex that thing.
00:15:20.639 --> 00:15:21.919
Windex it off, yeah.
00:15:21.919 --> 00:15:22.480
Clear vision.
00:15:22.480 --> 00:15:35.120
You can see more clearly, and when you can see what happens when you see yourself more clearly, you're more likely to give yourself grace and then maybe give other people grace and an attempt to see them a little more clearly.
00:15:35.120 --> 00:15:37.279
So it really ripples in a beautiful way.
00:15:37.440 --> 00:15:47.279
Um, you know what's interesting about the lens thing too, Linda, is that's that's why there can be so many people offering the same type of thing, and it will speak to different audiences.
00:15:47.279 --> 00:15:48.480
That's a good point.
00:15:48.480 --> 00:16:06.159
One person will resonate with one audience, and another person will resonate with a whole different audience, and they might be doing very, very similar things, but it's because of their unique personal brand that helps them show up in a way that resonates with one audience versus another.
00:16:06.480 --> 00:16:07.600
Yeah, absolutely.
00:16:07.600 --> 00:16:09.440
I totally, I totally agree.
00:16:09.440 --> 00:16:16.399
So we got um the lens that helps that so when that brings that goes back to what you first said.
00:16:16.399 --> 00:16:23.919
Um when we can align with how the audience is feeling, because how what are they seeing through their schmutz, right?
00:16:23.919 --> 00:16:34.879
And if my language that I'm using or how I'm approaching my differentiation to share with them is what how they would describe, you know, what they're seeing through their lens.
00:16:35.120 --> 00:16:37.440
You wanna you wanna find out their lens, really?
00:16:37.440 --> 00:16:37.679
Right.
00:16:37.679 --> 00:16:43.759
Like that's when you get down to the messaging of it all for a brand, you really want to be using their language, right?
00:16:43.759 --> 00:16:46.799
You're the expert in what you do, you know a lot of the answers.
00:16:46.799 --> 00:16:56.960
You could probably, you know, in five minutes or less on a phone call with some uh a new client, you can probably tell them exactly what they need, but you need to let them discover it.
00:16:56.960 --> 00:16:59.600
And you need to start with them exactly where they're at.
00:16:59.600 --> 00:17:00.399
Exactly.
00:17:00.559 --> 00:17:01.360
Yeah, 100%.
00:17:01.360 --> 00:17:04.720
It's it's so fabulous that this really aligns.
00:17:04.720 --> 00:17:11.599
Our work is so different, yet in the same vein because we're both helping people to discover.
00:17:11.599 --> 00:17:14.240
I love you that you were that you use the word excavating.
00:17:14.240 --> 00:17:18.000
I've never used that word, and it's like perfect, it's the perfect word.
00:17:18.400 --> 00:17:20.880
Digging deeper outside of you, getting it out.
00:17:20.960 --> 00:17:25.519
Yeah, because it's a real short word for what I call in a much more verbose.
00:17:25.519 --> 00:17:33.200
I will shine my light into the dark record, uh, dark corners of your inner wisdom so you can discover what's there, what's next, who you are.
00:17:33.200 --> 00:17:33.599
Yes.
00:17:33.599 --> 00:17:36.799
So that's a long way to say it, but you just said the word excavating.
00:17:37.440 --> 00:17:41.359
You're like blunking with that like light on your helmet, and you're like excavating.
00:17:41.359 --> 00:17:42.319
That's what I'm doing.
00:17:43.279 --> 00:17:44.559
Hey, look, what's in this cave?
00:17:44.559 --> 00:17:45.839
Let's look in here, you know.
00:17:45.839 --> 00:17:46.559
Funny.
00:17:46.720 --> 00:17:49.119
You know, shining light in the dark corners, that's a that's a cool thing.
00:17:49.119 --> 00:18:00.240
Because obviously, everyone has, you know, getting into like the personal development side of it, everyone has like the the you know, the shadow work to do and all, you know, the things that hold them back, and everyone's is different.
00:18:00.240 --> 00:18:03.440
But that also is part of what makes you unique, right?
00:18:03.440 --> 00:18:04.799
Is how you show up.
00:18:04.799 --> 00:18:13.759
And honestly, if someone is starting today and saying, like, oh, let me, I need to take a look to see like how I could evolve my brand, because it doesn't feel aligned right now.
00:18:13.759 --> 00:18:17.519
That is the first signal, is like, does it feel aligned for you right now?
00:18:17.519 --> 00:18:19.920
Are you comfy in how you're showing up?
00:18:19.920 --> 00:18:22.160
Um, is that helping you achieve your goals?
00:18:22.160 --> 00:18:34.400
So the first thing to do is to do a personal brand audit, is to take a look at what still works, what's still what fits, what doesn't fit, you know, like it's really just taking a look at where are you now?
00:18:34.400 --> 00:18:35.440
Right.
00:18:35.440 --> 00:18:36.000
Yeah.
00:18:36.000 --> 00:18:44.079
It's looking at your taglines, it's looking at your offers, it's looking at your messaging, it's looking how people are finding you and what they're seeing first.
00:18:44.079 --> 00:18:46.720
What's their what's their impression and what's their takeaway?
00:18:46.720 --> 00:18:51.680
And is that aligned with who you want to become known for in order to do the things you want to do?
00:18:51.680 --> 00:18:55.200
Or is that like a 10 years ago version of you?
00:18:55.200 --> 00:18:57.839
Because you know, life happens.
00:18:57.839 --> 00:19:00.240
We're not right changing our brands all the time.
00:19:00.240 --> 00:19:04.079
And and again, like I said, it's not switching it every six months, like I said, either.
00:19:04.079 --> 00:19:04.559
No, yeah.
00:19:04.559 --> 00:19:07.599
You want to give it a try, you want to let it stick and hold.
00:19:07.599 --> 00:19:12.400
And you know, as you get more clarity, you get more clarity around how to present your personal brand.
00:19:12.400 --> 00:19:16.480
Because your personal brand, it's it's evolving, but it's always you.
00:19:16.480 --> 00:19:17.119
Oh, yeah.
00:19:17.119 --> 00:19:18.079
It's always you.
00:19:18.079 --> 00:19:18.559
Yeah.
00:19:18.559 --> 00:19:24.000
So you stay consistent, but what you want changes and evolves, right?
00:19:24.000 --> 00:19:27.279
So you're always adding things to the mix of your personal brand.
00:19:27.279 --> 00:19:31.440
And so it's always just taking a look at where are you now and does this feel aligned?
00:19:31.440 --> 00:19:43.200
And if it doesn't, how do you line that up so that you can move forward and feel good in your personal brand and how you're talking about it and who you're connecting with and the opportunities that are coming your way?
00:19:43.440 --> 00:19:43.680
Right.
00:19:43.680 --> 00:19:45.200
That's a really good point, too.
00:19:45.200 --> 00:19:55.599
So when what you just mentioned, like who am I connecting with to even share what I've discovered as I've discovered my my evolution is happening?
00:19:55.599 --> 00:19:56.960
Now, who am I connecting with?
00:19:56.960 --> 00:19:58.799
Am I still connecting with the old people?
00:19:58.799 --> 00:20:15.599
The not old, they're not old, people past people you've always known or something who are not maybe the context that can't are the right contacts for bringing me to where I'm I know I'm ready to be because it feels more aligned to be in this other, other yeah, more event.
00:20:15.920 --> 00:20:32.640
I mean, a really great example of a personal brand evolution I went through is like when you go from um becoming, you know, being known for a Disney movie marketing executive, and my entire network and who I knew was in across the entertainment industry.
00:20:32.640 --> 00:20:39.200
And then I decided to leave and start my own business, but I didn't leverage any of that old network.
00:20:39.200 --> 00:20:53.680
So I not only kind of gave myself a new title, new identity in brand strategist and entrepreneur, but I also turned to an entirely new audience of female entrepreneurs and entrepreneurs who were growing their businesses, right?
00:20:53.680 --> 00:21:01.599
Because I didn't necessarily, if I still wanted to do branding and positioning for movies or entertainment, well, I would be back at a job there.
00:21:01.599 --> 00:21:04.480
I wouldn't have started my own business necessarily.
00:21:04.480 --> 00:21:06.319
So I wanted something new.
00:21:06.319 --> 00:21:08.160
I was ready for that evolution.
00:21:08.160 --> 00:21:20.880
And so you update it because if I was going with my old version, then nobody in this new opportunity land that I could, you know, partake of would be thinking that I was for them, right?
00:21:20.880 --> 00:21:28.400
So it's all about understanding who you are now, what you want, and then positioning it to align with the audience that you want to attract.
00:21:28.400 --> 00:21:29.599
Fingo.
00:21:31.519 --> 00:21:34.960
Personally and professionally, like both too.
00:21:35.200 --> 00:21:35.759
Very much so.
00:21:36.000 --> 00:21:36.799
Yeah, yeah.
00:21:36.799 --> 00:21:39.200
Um, this is this is really fantastic.
00:21:39.200 --> 00:21:44.079
So I love because you have some, you have more concise language than I do.
00:21:44.079 --> 00:21:45.519
So I love that.
00:21:45.519 --> 00:21:59.599
So um the differentiality piece, um, which is um, you know, excavating all your answers from inside you, however, you know that your messaging has to come from the language of your ideal uh audience.
00:21:59.599 --> 00:22:09.279
Or client, how knowing that maybe you've evolved into a new audience, like you just gave an example, you've evolved into a new audience or a new type of a client.
00:22:09.279 --> 00:22:12.400
Um, and so now what does that client want?
00:22:12.400 --> 00:22:14.559
Um, and and what do they want?
00:22:14.559 --> 00:22:15.519
What do they need?
00:22:15.519 --> 00:22:16.640
How are you different?
00:22:16.640 --> 00:22:20.160
That those are the things that um will need to be shared.
00:22:20.160 --> 00:22:23.279
And then, but the upstream of that is like just auditing.
00:22:23.279 --> 00:22:25.519
Like, wait a minute, am I ready for a change?
00:22:25.519 --> 00:22:36.559
That's really the the upstream, the number one is am I do I feel and and I think what happens is we feel like um I I would describe it two years ago.
00:22:36.559 --> 00:22:38.400
I had what I call business burnout.
00:22:38.400 --> 00:22:45.920
I didn't have coaching, I love working with my clients, I love what I do, but I had business burnout, which means I was out of alignment.
00:22:45.920 --> 00:22:46.559
That's it.
00:22:46.640 --> 00:22:48.640
You get a huge indication.
00:22:48.640 --> 00:22:54.160
If you feel like that, it means that something is draining your energy instead of uplifting your energy, right?
00:22:54.160 --> 00:23:00.319
And so that's when you know, you're like, okay, wait, in order to raise my energy back up, I guess I have to evolve to that next level.
00:23:00.319 --> 00:23:07.759
There's something new I need to express, something new I need to offer, a new way I need to position this that's gonna align with who I am now.
00:23:07.759 --> 00:23:08.079
Right.
00:23:08.079 --> 00:23:10.480
And probably a whole bunch of stuff to let go of.
00:23:10.559 --> 00:23:12.160
And behind without sure.
00:23:12.160 --> 00:23:14.480
And I know there's gonna be right.
00:23:14.480 --> 00:23:23.440
Because we, you know, business owners especially have the yeah, but it's like, but if I I I I don't wanna I don't wanna like leave that behind because then what if nobody comes in my new thing?
00:23:23.599 --> 00:23:29.920
I and I can rely on the income from the the we're always afraid of letting something go that did well for us, right?
00:23:29.920 --> 00:23:30.640
Exactly.
00:23:30.640 --> 00:23:40.640
It might not be doing well for you in this season because even if for some reason like that thing might be bringing you money, if it is making you feel burnt out, it is not aligned anymore.
00:23:40.640 --> 00:23:41.759
Exactly, exactly.
00:23:41.759 --> 00:23:42.480
Yeah, yeah.
00:23:42.559 --> 00:23:44.960
There's things I even stopped doing.
00:23:44.960 --> 00:23:57.200
Um, when I first was uh when I was a new coach, I would write this two-page summary after every uh client session, and it would take so long, and I'd be like uh gritting my teeth.
00:23:57.200 --> 00:23:57.599
I hate it.
00:23:57.599 --> 00:23:59.359
I'm like, stop it, why are you doing that?
00:23:59.359 --> 00:24:02.640
So then I now AI can just give you a summary.
00:24:02.640 --> 00:24:06.799
It could, it could, but um that's but I decided two things.
00:24:06.799 --> 00:24:09.279
One is since I hated it, what's a better way?
00:24:09.279 --> 00:24:13.119
And two is what I get out of the session is not important.
00:24:13.119 --> 00:24:15.279
What the client gets out of the session is important.
00:24:15.279 --> 00:24:24.240
So I give them, I record the session for them saying, you know, whatever you um absorbed during the session is what you're ready and meant to know that day.
00:24:24.240 --> 00:24:24.799
But guess what?
00:24:24.799 --> 00:24:32.559
A week from now, I want you to listen to this recording, you'll have shifted, and whatever you're ready and meant to know after after the shift, well, you will absorb then.
00:24:32.559 --> 00:24:36.079
So you get like a double, a double session, basically.
00:24:36.079 --> 00:24:42.079
And and that, and then a part of their growth activity is jot down what resonates.
00:24:42.079 --> 00:24:43.200
What's your shifts?
00:24:43.200 --> 00:24:45.680
What's your uh, what what do you get out of this?
00:24:45.680 --> 00:24:46.880
So I don't have to do any of that.
00:24:46.880 --> 00:24:50.000
All I have to do is they're little growth activities and give them the recording.
00:24:50.000 --> 00:25:03.200
It made it realigned me to a business activity to what I was doing and why, and if it's really the most benefit, and if even if it isn't, I hate it, then I'm not doing it anymore, right?
00:25:03.200 --> 00:25:04.880
So what's aligned to me?
00:25:04.880 --> 00:25:08.240
So I really started to ask myself, what am I doing?
00:25:08.240 --> 00:25:09.759
Why am I doing it?
00:25:09.759 --> 00:25:10.720
Do I hate it?
00:25:10.720 --> 00:25:11.519
Do I love it?
00:25:11.519 --> 00:25:13.519
What would happen if I let it go?
00:25:13.680 --> 00:25:14.079
Right.
00:25:14.079 --> 00:25:15.279
I love those questions.
00:25:15.279 --> 00:25:19.039
Those are so that's a those are great questions in evolving your brand as well.
00:25:19.039 --> 00:25:23.440
Because by the way, if you hate something about what you're doing, that energy will come across.
00:25:23.440 --> 00:25:26.559
And that's not the impression that you want to leave, right?
00:25:26.559 --> 00:25:31.119
So, personal brand, what it really means is that it's your reputation, right?
00:25:31.119 --> 00:25:33.920
Personal brand is your reputation, it's what you're known for.
00:25:33.920 --> 00:25:38.400
And so continually asking yourself, what am I known for now?
00:25:38.400 --> 00:25:50.240
And what do I want to become known for next is a great exercise just to do whenever something feels off, or you feel like you're ready for something new, or you're excited about a new direction of some sort.
00:25:50.240 --> 00:25:53.759
Like it's just a great question to ask yourself.
00:25:53.759 --> 00:25:54.079
Yeah.
00:25:54.640 --> 00:25:55.519
Where you are right now.
00:25:55.519 --> 00:25:56.640
It really is.
00:25:56.640 --> 00:26:00.799
Now, here's a question for your expertise.
00:26:00.799 --> 00:26:01.359
Okay.
00:26:01.359 --> 00:26:14.640
Um, so okay, so for people like me who are scanners, so we have a wide diverse set of interests, a low tolerance for boredom, and we have multiple client types of clients, right?
00:26:14.640 --> 00:26:17.839
The I have the one-on-one client, like the the per I shouldn't say that.
00:26:17.839 --> 00:26:18.640
That's the how.
00:26:18.640 --> 00:26:23.039
I have the client who's like, I've built a successful life, but I'm not done yet.
00:26:23.039 --> 00:26:23.920
What's next?
00:26:23.920 --> 00:26:25.680
I don't know, but I'm ready to do it.
00:26:25.680 --> 00:26:27.359
Yeah, I have that client.
00:26:27.359 --> 00:26:39.920
I have clients that are brand new coaches, yeah, who are like, um, I'm not ready to build a business because I'm not even sure what I know, what I don't know yet.
00:26:39.920 --> 00:26:43.039
So I help them bridge the gap between coach and entrepreneur.
00:26:43.039 --> 00:26:48.880
Then I have another type of client who's a business who does what they do really, really well.
00:26:48.880 --> 00:27:06.000
Um, and then if they offer a white level label service, which is a master coach in residence, then I can help them to help their clients in all the ways so that that firm is differentiated because they come with a master coach in residence.
00:27:06.000 --> 00:27:12.799
That client gets out of their own way when they're in their own way, so they can do their homework from that business better, faster, stronger.
00:27:12.799 --> 00:27:18.799
That client refers other people, like, oh, you got to go to my whatever, because look at that.
00:27:18.799 --> 00:27:27.920
And then uh my seats get filled with people who are here to do the thing they're here to do, and they and I get to help them do that, so it's a win-win-win.
00:27:27.920 --> 00:27:31.839
So now look at see three distinctly different types of clients.
00:27:31.839 --> 00:27:32.400
Yeah.
00:27:32.400 --> 00:27:33.680
Personal branding.
00:27:33.680 --> 00:27:35.119
What's the umbrella?
00:27:35.119 --> 00:27:38.160
That's the thing that I think you just said your umbrella.
00:27:38.480 --> 00:27:39.680
Do the thing you're here to do.
00:27:39.680 --> 00:27:41.119
Yeah, it is.
00:27:41.119 --> 00:27:51.440
I mean, because here's what you want to do when you have distinctive clients, it's okay to have multiple clients as long as you know the distinction and as long as you can create messaging and positioning specifically for each of them.
00:27:51.440 --> 00:28:00.640
And to me, it sounds like they're, you know, they're they're just in different phases or like they're in different points, and so you need to speak to them all differently.
00:28:00.640 --> 00:28:04.400
But what you're delivering doesn't change, right?
00:28:04.400 --> 00:28:26.079
You're helping them get growth and clarity and you know, to feel confident in what they're going after, and like that becomes the umbrella, and that's why your personal brand is so um, it's so great to amplify within your business because it's you helping bring that magic and that clarity to all of those distinct groups.
00:28:26.079 --> 00:28:33.119
And I and and there's there's a through line anytime you're looking at like what okay, well, what is my position, what is my message?
00:28:33.119 --> 00:28:42.720
It's like what's the through line that that all those three groups are challenged with or what they're really working to create for themselves, right?
00:28:42.720 --> 00:28:49.759
And I guarantee there's some kind of through line that you can find there, and there's a reason why they're coming to you, right?
00:28:49.839 --> 00:28:56.079
So when you say through line, that's the line that appl is applicable to all three of those types of clients.
00:28:56.480 --> 00:28:58.640
Yeah, it's just looking at that bigger picture, right?
00:28:58.640 --> 00:29:05.759
Because then then the when you're gonna then hone in and go directly into so you can think of an umbrella brand and sub brands, right?
00:29:05.759 --> 00:29:10.160
Umbrella brand is the through line and what you bring to the table.
00:29:10.160 --> 00:29:26.799
And the sub brands are like, okay, distinctive group A, I need to talk to you this way because your challenges are very different being a brand new coach, not even sure you want to start a business, than this person over here, who we're just helping them grow and feel more confident and get clear on what they want.
00:29:26.799 --> 00:29:27.359
Right?
00:29:27.359 --> 00:29:33.039
Like you're distinctly creating messaging for each, but the umbrella doesn't change.
00:29:33.039 --> 00:29:34.319
Right, right.
00:29:35.519 --> 00:29:36.240
That's that's great.
00:29:36.240 --> 00:29:42.480
Thank you for sharing because I'm sure I'm not the only entrepreneur with very distinct types of clients.
00:29:42.480 --> 00:29:48.720
Um, but but trying to understand, like, because I know my umbrella brand, do the thing you're here to do.
00:29:48.720 --> 00:29:50.160
It's for that's it.
00:29:50.160 --> 00:29:55.519
That no matter what what group I'm working with or what I'm helping, that's the ultimate thing that's happening.
00:29:55.519 --> 00:29:59.200
Yeah, I'm helping them to get unstuck so that they can do the thing.
00:29:59.200 --> 00:29:59.599
That's right.
00:29:59.599 --> 00:30:01.680
Get unstuck, get that clarity, get whatever.
00:30:01.680 --> 00:30:04.079
All the gets I used to have in my old brand.
00:30:04.400 --> 00:30:14.160
That's I think a myth that some people and in and people in my industry will will tell people like, pick one niche, niche down, only have one.
00:30:14.160 --> 00:30:22.160
And that might be great when you're first starting out and you don't know exactly, like, pick pick the version of you that could be your ideal client, right?
00:30:22.160 --> 00:30:27.279
But it there's nothing wrong with having multiple ideal clients.
00:30:27.279 --> 00:30:36.720
If you look at the big movie studios, they can't be successful unless they uh have a like a huge audience, like multi-tiered audience.
00:30:36.720 --> 00:30:38.319
You can't become successful.
00:30:38.319 --> 00:30:52.400
But the difference is, and what people don't talk about, is you just need distinct ways of messaging and creating unique positioning to each of your distinct uh markets or audiences.
00:30:52.640 --> 00:30:59.839
That's all that's all you make it sound so simple, and I'm sure it should be simple.
00:30:59.839 --> 00:31:01.920
Would make it so simple.
00:31:02.319 --> 00:31:04.319
It should be simple, it's not complex.
00:31:04.319 --> 00:31:09.039
And this is the thing when you hear, you know, if you're talking to everyone, then you reach no one.
00:31:09.039 --> 00:31:16.160
It's true, yeah, because you don't want to talk to all three of your audiences at the same time and try to resonate with them.
00:31:16.160 --> 00:31:29.200
You can talk about the umbrella brand to get their attention, but then you have to you go into that specific personality, that persona, that that niche of each of the distinct three and talk to them specifically.
00:31:29.200 --> 00:31:38.480
So people are right when they say if you try to talk to everyone at the same time, you're reaching no one because your messaging gets so watered down, it's it's actually not meaningful to anybody.
00:31:38.640 --> 00:31:47.440
Yeah, you know, that reminds me of a a website that I had built so many years ago, probably two or three years after I became a coach, my second website.
00:31:47.440 --> 00:31:49.680
It was a self-selection homepage.
00:31:49.680 --> 00:31:55.119
Like it said something and then it said, you know, like personal or for business.
00:31:55.119 --> 00:31:59.680
Like, so I didn't have to try to, you know, all of them talk to all of them.
00:31:59.680 --> 00:32:04.960
So it was like, you know, so I can see for something like that that I could I could be doing that again.
00:32:04.960 --> 00:32:08.400
That would be it's a great way for them to self-select, yeah.
00:32:08.480 --> 00:32:10.400
Yeah, because your expertise can go across.
00:32:10.400 --> 00:32:14.640
And if it lights you up to serve all those kinds of people, then go for it.
00:32:14.640 --> 00:32:14.960
Right.
00:32:14.960 --> 00:32:15.440
Right?
00:32:15.440 --> 00:32:16.319
You can.
00:32:16.319 --> 00:32:18.079
Um, and you decide.
00:32:18.079 --> 00:32:25.839
It's it's here's the thing they're gonna get so much more once they're an insider with you, once they're working with you, they're gonna get so much stuff.
00:32:25.839 --> 00:32:32.079
Your brand is just what you're putting out and positioning to the world to get the right people interested in what you do.
00:32:32.319 --> 00:32:32.799
Right.
00:32:32.799 --> 00:32:42.240
And what's really good about understanding and knowing your personal brand as it evolves is when you're networking, because that's really our sales force, right?
00:32:42.240 --> 00:32:52.480
Yeah, that the clearer we are on what we do and who we serve, the clearer our the week, our communication in those networks.
00:32:52.480 --> 00:33:08.160
And then if we can be consistent, um because we've gotten clear and we know what it is now, we know our differentiation, then they're clear because sometime in the future our network will say, Oh, yeah, you know, um, you gotta meet Hillary.
00:33:08.160 --> 00:33:11.279
I'm gonna put you in touch with her because she's gonna A, B, and C.
00:33:11.279 --> 00:33:11.759
Yeah.
00:33:11.920 --> 00:33:15.519
So um it's really so good to become known for something.
00:33:15.519 --> 00:33:25.839
And here's the thing: you you nailed it because you can't, once you're clear, you can't actually become known for that thing unless you're putting yourself out there, being visible, and actually saying the thing.
00:33:25.839 --> 00:33:27.759
That you have discovered.
00:33:27.759 --> 00:33:29.920
Say it.
00:33:29.920 --> 00:33:38.559
And it as soon as you start feeling redundant, say it again and say it some more because people do not hear or see all of your content.
00:33:38.559 --> 00:33:41.039
You have to keep saying it to become known for it.
00:33:41.200 --> 00:33:41.519
Yeah.
00:33:41.519 --> 00:33:57.680
And I also think, like I, you know, with these uh um elevator pitch type things, when I hear when I hear them, they sound so rehearsed and um not natural that I'm I'm distracted from what they're actually saying.
00:33:57.680 --> 00:34:09.840
Um I think when we deliver what we say, although it should be much less verbose than I am, naturally, which I will practice, um, it's our energy and our excitement.
00:34:09.840 --> 00:34:14.719
Like sometimes I've started my elevator pictures with I get to, right?
00:34:14.719 --> 00:34:15.920
Like as I love that.
00:34:16.239 --> 00:34:22.239
I often will start with I'll often start with a question, like, oh, you know when blah blah blah blah blah.
00:34:22.239 --> 00:34:25.039
Ah, that's where I come in and help people solve that.
00:34:25.039 --> 00:34:25.840
Exactly.
00:34:26.079 --> 00:34:26.639
Yeah.
00:34:26.639 --> 00:34:33.119
And and so your energy comes in, your your happiness, you light up.
00:34:33.119 --> 00:34:37.519
So because I've had people say, I want to hire you because I got some of whatever you got.
00:34:37.519 --> 00:34:38.480
I want some of that.
00:34:38.480 --> 00:34:39.039
Right.
00:34:39.039 --> 00:34:40.000
You want the juju.
00:34:40.000 --> 00:34:42.719
Yeah, like you wake up happy every day.
00:34:42.719 --> 00:34:43.679
I'm like, Yeah, you love you.
00:34:43.679 --> 00:34:44.239
Uh-huh.
00:34:44.239 --> 00:34:46.079
You so like, I want some of that.
00:34:46.079 --> 00:34:47.440
Can we just can we get there?
00:34:47.440 --> 00:34:48.719
I'm like, Yes, we can.
00:34:49.039 --> 00:34:50.239
Yes, absolutely.
00:34:50.239 --> 00:34:51.840
No, your energy is part of it.
00:34:51.840 --> 00:34:59.840
I remember interviewing for my very first job out of college, and it was this entry-level assistant media planner at an ad agency in Seattle.
00:34:59.840 --> 00:35:07.119
And there, I found out afterwards, after I was hired, there was one other person I was sort of competing with, and she had more experience.
00:35:07.119 --> 00:35:08.079
I was like brand new.
00:35:08.079 --> 00:35:18.480
I didn't have any experience at an agency, but um the other person did, but they hired me because they knew they could have more fun with me because my personal brand.
00:35:18.480 --> 00:35:25.440
My personal brand the way I showed up because you know, when you're at work, you're hanging out with these people all the time, you're spending so much time.
00:35:25.440 --> 00:35:29.280
So, of course, you want to pick the person that fits well in the dynamic, right?
00:35:29.280 --> 00:35:38.400
So your personal brand comes up all the time, whether you're at a corporate level job or you're working for yourself and starting your own business and trying to attract an audience.
00:35:38.400 --> 00:35:47.519
Like it's so important to understand your personal brand, define it, clarify it, and then be able to create messaging that articulates it well.
00:35:47.519 --> 00:35:55.920
And then, like you said, when you're talking about it, you need to, it's fine to practice, but you can't walk around with a teleprompter.
00:35:55.920 --> 00:36:00.239
And if you sound stiff, then people are gonna think, like, oh, that doesn't feel authentic.
00:36:00.239 --> 00:36:04.559
It's maybe you're putting on a persona to express your personal brand.
00:36:04.559 --> 00:36:09.360
When it's not true for a lot of people if they're trying to do it that way, they're just trying to do it right.
00:36:09.360 --> 00:36:14.960
But the more you can make it more conversational, just like you would tell a friend, the better.
00:36:15.199 --> 00:36:15.599
Right.
00:36:15.599 --> 00:36:17.119
Yeah, I totally agree.
00:36:17.119 --> 00:36:17.920
I totally agree.
00:36:17.920 --> 00:36:18.320
Yeah.
00:36:18.320 --> 00:36:23.280
Well, this has been such a very enlightening conversation for me.
00:36:23.280 --> 00:36:28.000
So I know for sure it has been for our listeners of Conversations Worth Your While.
00:36:28.000 --> 00:36:32.320
Um, and I uh have two questions.
00:36:32.320 --> 00:36:45.519
The first is like before a person hits play on the next episode of a podcast, hopefully this podcast, um, I love to give the listener something they can do right now, in the next five minutes.
00:36:45.519 --> 00:36:50.880
So they might not be able to get all this clarity in the next five minutes, and we can talk about what they could do to get that in a minute.
00:36:50.880 --> 00:36:52.960
But um, like something just small.
00:36:52.960 --> 00:36:59.679
I call it a turtle step, which is the biggest, small, the biggest step you'll actually take in the day.
00:37:00.239 --> 00:37:12.719
I honestly I would take five minutes and meditate and and with the intention of saying, do I feel aligned with what I'm doing and what I'm creating and what I'm offering right now?
00:37:12.719 --> 00:37:14.480
Like, is it aligned?
00:37:14.480 --> 00:37:16.079
Does it feel good?
00:37:16.079 --> 00:37:17.519
Right?
00:37:17.519 --> 00:37:22.159
Just take five minutes and get clear on just that that baby step part of it.
00:37:22.159 --> 00:37:26.079
Because if the answer becomes, wow, this feels so great.
00:37:26.079 --> 00:37:29.199
Now I'm in full alignment, great, you don't have to evolve anything.
00:37:29.199 --> 00:37:30.800
You're at where you're supposed to be.
00:37:30.800 --> 00:37:46.400
If it feels like, oh no, there is like there's some kind of edge there, some kind of friction there, there is some tension there where I feel like I want more, or I've changed, or it's I don't like doing this part anymore, then you're into personal brand evolution.
00:37:46.400 --> 00:37:47.039
Right.
00:37:47.039 --> 00:37:47.840
Yeah.
00:37:47.840 --> 00:37:48.800
Perfect.
00:37:48.800 --> 00:37:49.920
Well, thank you.
00:37:50.159 --> 00:37:51.199
That's fantastic.
00:37:51.199 --> 00:37:52.880
Um, okay.
00:37:52.880 --> 00:37:56.480
So now uh you've been such a great guest.
00:37:56.480 --> 00:37:58.480
I want to thank you very much.
00:37:58.480 --> 00:38:11.840
And um, you've got some really good stuff, and I know there's something you'd like to share with our audience if they're ready to kind of move forward uh and evolve their their brand, um, you know, their personal brand.
00:38:11.840 --> 00:38:14.320
So what can they be doing next?
00:38:14.639 --> 00:38:22.960
Yeah, well, I I have uh a free download that you can have if you want to actually reflect on some of the principles and some of the things we've talked about.
00:38:22.960 --> 00:38:33.760
So if you're if this whole conversation has you wondering whether, you know, your brand still reflects who you want to become, then you can download my personal brand evolution workbook.
00:38:33.760 --> 00:38:38.320
So you can do that at hilaryhartling.com slash personal brand.
00:38:38.639 --> 00:38:39.280
Fantastic.
00:38:39.280 --> 00:38:40.159
Thank you so much.
00:38:40.159 --> 00:38:47.760
I will definitely be sure to include that link and also completely how to get a hold of you in the show notes.
00:38:47.760 --> 00:38:52.239
So um everybody go to the show notes and you'll get Hillary's beautiful gift.
00:38:52.239 --> 00:38:55.119
Um and that that's fantastic.
00:38:55.119 --> 00:38:56.559
I appreciate that very much.
00:38:56.559 --> 00:39:11.679
So that's our show on Linda Booker, guiding people to know their worth, reconnect with their gifts, and align their lives so that uh they feel beautiful, like they're in alignment, so that everything is deeply impactful in their life.
00:39:11.679 --> 00:39:23.920
So if you're sensing it is time to bring your life into deeper alignment, you can explore what that looks like at lyndabooker.com where you will find direction and clarity and you can book a complimentary clarity call with me.
00:39:23.920 --> 00:39:25.679
Why wouldn't you?
00:39:25.679 --> 00:39:38.320
Um, and to if today's episode sparks something with you, just please like it and you know what, share it because I know you know someone who will benefit from this amazing information that Hilary has shared with us today.
00:39:38.320 --> 00:39:41.599
And then don't forget to subscribe because we don't want you to miss what's next.
00:39:41.599 --> 00:39:45.920
And then join me next week for another uplifting conversation designed to support your growth.
00:39:45.920 --> 00:39:53.679
So until next time, make sure you've made this conversation worth your while by fueling the spark that it ignited.
