In this digital age, personal branding is an industry unto itself—and marketers use it to good advantage.
The reality is that personal branding matters because people trust well-established personal brands over less-established ones.
Naturally, then, professionals (B2B or B2C) often invest in creating a personal brand. In reality, though, they should be investing in creating a personal legend.
Why Create a Personal Brand When You Can Create a Personal Legend?
Instead of creating a personal brand, think about creating a personal legend—essentially, an icon—with a legacy that can outlast the person.
Think Steve Jobs, Oprah Winfrey, Princess Diana, Taylor Swift!
All these people, from very different backgrounds, are a personal legend in that they are icons and so own a large piece of real estate in people's minds. The mere mention of their name instantly evokes an image, and even emotions, in people.
Not everyone may like them, but everyone knows about them and has opinions about them. That's the power of a personal legend.
Even without their million-dollar budget, you can create a personal legend. Implement the following five highly potent tactics to do it.
1. Being the Best: A Commitment to Excellence
An unwavering commitment to excellence, and being the best at what they do, is one of the hallmarks of a personal legend.
It's almost like an obsession, and it's found at every touchpoint in their brand: the work they produce, their digital footprint, their overall marketing, and the ways they show up in the world.
While personal brands are all about making their mark in the world with their brand, personal legends are more concerned about going where there's no path and creating one. They are innovative. They are often the first in what is being done in their field, or they do what is already being done better than anyone else in the industry. Daily, they remind themselves of their commitment to being the best and doing more than what others are doing in their space.
Takeaway: Commit daily to being the best at what you do for your business. Learn, discover, and do what you need to do to be the best.
2. Aligning Talent With Overall Passions and Desire to Serve Others
Personal legends are driven by purpose, not passion. Though passion is a trait of theirs, they are not ruled by it. They ensure that their passion is aligned with their talents (strengths) and the need to serve others.
Australian entrepreneur, marketer, and founder of the Red Balloon Group Naomi Simson once said, "Purpose is what you do for others, and passion is more about yourself." (Handpicked podcast)
Personal legends understand that; the need to serve is a calling for them, and so they make it a focus and add immense value through serving. They do more for others than anyone else in their space, making them the best at what they do.
Takeaway: Continually think about your contribution to the world and serving others in everything you do in business.
3. Being Great at Pattern Recognition and Trends
Personal legends are great at recognizing upcoming patterns, trends, disruptions, etc. long before they occur and so can pivot, adapt, and strategize as needed.
