You’ve evolved. Has your personal brand? の全文書き起こし

00:04:24.319 But what you're sharing is that I've evolved. 00:04:24.319 --> 00:04:30.399 And so that's why there's nothing wrong with me switching taglines if I do it the right way. 00:04:30.720 --> 00:04:31.040 Yeah. 00:04:31.040 --> 00:04:36.560 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. 00:04:36.560 --> 00:04:41.279 You want to avoid switching it up every few days or every few weeks or even every few months. 00:04:41.279 --> 00:04:46.319 You want to give something at least six months to try and see if it's sticky. 00:04:46.319 --> 00:04:58.160 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. 00:04:58.160 --> 00:04:59.120 There's so many ways. 00:04:59.120 --> 00:05:00.399 There's not just one way. 00:05:00.399 --> 00:05:02.560 This is why people are changing it all the time. 00:05:02.560 --> 00:05:10.480 And it's it's because your audience, you have to like align it with how your audience is feeling right now, right? 00:05:10.480 --> 00:05:27.439 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. 00:05:27.439 --> 00:05:36.079 But the way an audience would um describe their challenge or their issue, that changes over time too. 00:05:36.079 --> 00:05:39.120 So, in other words, everything is always evolving. 00:05:39.120 --> 00:05:45.920 So it doesn't surprise me that your messaging and your positioning would evolve over time. 00:05:45.920 --> 00:05:46.959 That's normal. 00:05:46.959 --> 00:05:53.120 A brand is not a fixed entity that sits on a shelf like a legal zoom binder or something like that, right? 00:05:53.120 --> 00:06:03.759 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. 00:06:04.399 --> 00:06:04.959 100%. 00:06:04.959 --> 00:06:07.199 That's where this last one came from. 00:06:07.199 --> 00:06:11.360 I sat down and I said, I got way too much going on. 00:06:11.360 --> 00:06:17.920 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. 00:06:17.920 --> 00:06:23.839 And I'm like, okay, I gotta simplify it because if it's too much, then nobody's clear. 00:06:23.839 --> 00:06:29.839 And I did simplify a few years ago with like these little, you know, step, four steps, made it real simple. 00:06:29.839 --> 00:06:31.920 But now I might even be shifting those a little. 00:06:31.920 --> 00:06:34.560 But it was just like, yeah, you know, get free shit. 00:06:34.560 --> 00:06:36.160 You try

it out, see what you like. 00:06:36.160 --> 00:06:37.920 Maybe I'm for you, maybe I'm not, whatever. 00:06:37.920 --> 00:06:38.720 Get the free shit. 00:06:38.720 --> 00:06:41.839 The second thing was um book the call. 00:06:41.839 --> 00:06:42.720 So it's free. 00:06:42.720 --> 00:06:43.360 It's a chat. 00:06:43.360 --> 00:06:45.519 Why would you not want to get clarity on the chat with me? 00:06:45.519 --> 00:06:46.000 It's free. 00:06:46.000 --> 00:06:47.040 You got nothing to lose. 00:06:47.040 --> 00:06:47.920 That's number two. 00:06:47.920 --> 00:06:59.759 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. 00:06:59.759 --> 00:07:01.839 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. 00:07:10.160 --> 00:07:11.839 I got a personality, yeah. 00:07:12.079 --> 00:07:15.040 And uh, and that was all the different pathways, letting them self-select. 00:07:15.040 --> 00:07:20.720 Now I'm gonna be doing something just a little bit different, but um, but I'm like, I need to simplify. 00:07:20.720 --> 00:07:23.920 And then how can I be simplified if I'm not clear? 00:07:24.240 --> 00:07:26.160 Yeah, clarity always comes first. 00:07:26.160 --> 00:07:39.120 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? 00:07:39.120 --> 00:07:48.399 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? 00:07:48.399 --> 00:07:50.800 And it's like where those two intersect. 00:07:50.800 --> 00:07:58.560 And it's deciding, you know, okay, I'm not throwing away what I've been known for all this time. 00:07:58.560 --> 00:08:02.639 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. 00:08:13.120 --> 00:08:14.000 Right. 00:08:14.000 --> 00:08:20.079 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? 00:08:20.079 --> 00:08:29.120 What are the things I can pull from my entire personal brand to create what I want to become known for next? 00:08:29.600 --> 00:08:29.759 Right. 00:08:30.079 --> 00:08:30.959 That's really where it is. 00:08:30.959 --> 00:08:31.360 Yeah. 00:08:31.360 --> 00:08:32.320 Yes, yes. 00:08:32.320 --> 00:08:32.720 Okay. 00:08:32.879 --> 00:08:35.919 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. 00:08:40.799 --> 00:08:44.240 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? 00:08:59.519 --> 00:09:04.559 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. 00:09:09.759 --> 00:09:12.480 And I know that's a question that a lot of people struggle with. 00:09:12.480 --> 00:09:24.000 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. 00:09:24.000 --> 00:09:27.840 It could just be your personality that makes you different, right? 00:09:27.840 --> 00:09:30.559 So I like to call it your signature advantage, right? 00:09:30.559 --> 00:09:43.039 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? 00:09:43.039 --> 00:09:45.200 We're never your personal brand is you. 00:09:45.200 --> 00:09:46.159 You are the magic. 00:09:46.159 --> 00:09:54.159 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. 00:09:54.159 --> 00:09:57.840 It's the magic you bring that they want to experience. 00:09:57.840 --> 00:10:11.440 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. 00:10:28.879 --> 00:10:29.200 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. 00:10:44.399 --> 00:10:51.519 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.