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How Corporate Executives Are Building Personal Brands and Why It’s Working

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Reality television captivated audiences back in 2009, with shows like Jersey Shore and Mob Wives, it was the golden age of trashy television drama and we couldn’t get enough of it. Fast forward to 2019, entrepreneurs, influencers, and most recently c-level executives, are using those same tactics (minus the trash) to build large followings, and grow their personal brands.

Technology has given every small and large business owner, employee, or student the ability to make a name for themselves across media platforms. It has only been within the last five years, that we have really seen a growth in entrepreneurs hiring a single individual to follow them around with a camera, and create content specifically for their brand.

According to the Bureau Of Labor Statistics, Overall employment of film and video editors and camera operators is projected to grow 13 percent from 2016 to 2026, faster than the average for all occupations. The number of Internet only platforms, such as streaming services, is likely to increase, along with the number of shows produced by these platforms. By now we all know that creating content in the form of word, audio, video and picture is a necessary part of doing business. The phrase “content is king” still rings true. What’s so different then about corporate executives getting in on the action, and why do we love it so much?

Reality television and why we love it so much

Psychology Today reportedly conducted a detailed study of 239 people to find out exactly why Americans seemed to be hooked on reality television. The largest contributing factor between someone just watching a show once, and someone who watched the show religiously, was that they fantasized about being famous, successful, or having large amounts of attention.

Entrepreneurship and business had been a top contender for audience attention as early as 2001 when the reality show Dragon’s Den first started, followed by its successor, Shark Tank in 2009.  The Apprentice, Undercover Boss, The Profit, and Hotel Hell, are just a few others that prove business deals and a successful journey to the top are something people also fantasize about and want for themselves.

Now, we have reality television 2.0. We are able to see real people, running real businesses, operating on a daily basis, in real time. We actively watch startups document each sacrificial moment, each failure, each glorious victory and cheer them on as we witness the birth of another amazing company.

Executives used to be just the faceless individual behind the business, making plans and implementing ideas from the top while the employees on the front lines were the one’s really engaging with the consumer. Today, executives are realizing they are more than just indoor leaders. They have a unique message that is truly embedded in the company culture, and it’s one that consumers love to see.

I interviewed Claude Silver, the Chief Heart Officer of VaynerMedia to talk about her content, values, and vision. As the CHO she oversees anything that involves people such as: recruiting, culture, talent management and employee experience. Her role offers her many opportunities for speaking engagements, HR forum appearances, and genuine blurbs of wisdom, which all contribute to her growing content and following.

She recently started working with Rich Cardona, a retired Marine Corps aviator turned interviewer/video editor, to create content for her personal brand, an overall reflection of VaynerMedia. Rich didn’t have formal education in videography, but he came with leadership development, kindness, true grit and used those skills to teach himself.

Finding and nurturing exceptional talent is something that has given Claude much of her success. When asked why she chose to work with Rich she said “Because I think Rich is untapped talent and he is a veteran, there is so much courage in that, he risked his life for our country and I trust him…I can trust to record my video’s with him.”

VaynerMedia’s Co-founder Gary Vaynerchuk started building his personal brand the exact same way, hiring a videographer named David Rock to document his entrepreneurial journey, which has now spun off into multiple shows like DailyVee and Trash Talk, a show about flipping merchandise for cash.

VaynerMedia isn’t the only company recycling the tactics from reality television. Sue Ellen Watts, founder of an HR company called Wattnexts, documents her business life in a vlog titled The Unconventional Life. So, What can executives, managers and small business owners expect to see if they adopt the same method? See below!

1. Turn your consumers into die-hard fans

When Steve Jobs appeared on stage to launch the first iphone in 2007, he had already created an army of adoring Apple fans that couldn’t wait to buy it. Jobs had built a brand around both the products and himself. Much in the same way that I first consumed Claude Silver’s content to become a fan of her, business owners can expect the same reward if they are consistent and honest about the video’s they share across platforms.

Reality television had drama, today we see it represented through celebrations and failures when a leader is brave enough to share them. Claude Silver recently posted a video of her newborn child on Instagram and fans celebrated along with her. “I had been posting a lot on Facebook, sharing my thoughts on it, and Gary is one of the biggest influencers out there, there’s no better person to take example from, so when I started at VaynerMedia naturally my content increased.” said Silver after being asked why she started documenting.

2. Create an open-door policy with the world

A recent Gallup survey reported that only 41% of employees strongly agree that they know what their company stands for. If more than half of your employees aren’t sure what the company’s values are, how can your customers? By documenting your values and process as a leader, your employees can watch and learn, whether they are in the same office or in another country.

It also gives consumers a chance to offer feedback and make requests on a product or service almost immediately. In the same way, it produces a more positive work culture. If employees can see a leader that keeps their values consistent between their professional and personal life they will be encouraged to do the same.

3. Find talent by reverse engineering

By documenting the daily life of your business, your consumers become fans, and fans share their gratitude by showing you their talents. If your business is looking for the next customer service star, videographer, social media expert or sales rep, there’s no better place to look than within the group of people that are already invested in your mission and already committed to your brand.

They’ll be able to watch what’s happening with the managers, executives and front line workers in real time by watching a vlog or piece of content on social media and understand the culture, even before they step through the door. Reverse the role and top talent will be knocking on your door asking to work with your business.

Taking consumers and fans behind the scenes is an approach we can expect to see continuing to rise in popularity. For executives or owners that have yet to begin documenting, it might be beneficial to note that branding at it’s core means connecting with your target audience on an emotional level.

Hiring a videographer to film ‘a day in the life of’ will create deeper connection, brand longevity and increased revenue if done correctly. No-one wanted to be Angelina on Jersey Shore but everyone wanted to be Pauly D. Keep your content real, relatable and genuine. Rich Cardona said it best “no one cares about the company anymore, everyone cares about the people behind the company.”

Carlee Lloyd is the creator of The Self-Care Enthusiast, a brand and blog that inspires everyone to be unapologetically themselves in life and business. Self-Care For Your Business Monday is a show airing on LinkedIn each and every Monday to help small and large businesses grow and thrive. Find her on LinkedIn or check out the blog for in-depth articles and real time updates from her life.

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How Your Friends Determine Whether You Succeed or Not

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Can anyone do without having friends? We all have our friends, we share ideas with them, talk together, have fun, and fight. Yes, that’s the baseline of friendship. But, do you know that aside from you, your friends can determine whether you achieve success or not?

There are two things in friendship which are the ability to ”love” and the ability to “influence”. This means you are loved and you are influenced. How do your friends affect your success in life? How are they one of the biggest deciding factors of your success? Let’s find out.

What type of friends do you keep? 

First, what type of friends do you keep? Who do you call your best friend? There are two different kinds of friends, good friends, and bad ones. A lot of people have lost their pathway to success and some have also found their road to success all because of the friends they keep, the people they mingle with. 

Who is your best friend? Answer carefully. Having a best friend means you find each other compatible and understanding. Analyze who your best friend is. If your best friend has not motivated you to do something positive, if who you call your bestie has never given you positive advice, lastly if your best friend has never informed and advised you on your shortcomings, then you don’t have a best friend.

This quote tells us “birds of the same feather flock together”. Countless people have changed from their good nature into a bad one all because of friends. One thing to note is, “negative people move with negative aura”. If your best friend is filled with negativity inside-out then you will surely be affected by his/her negative aura.

They influence your success with positivity or negativity 

The friends you keep can either influence you with positivity or negativity because your friends have the power to change your kind of person completely. 

This is how your friends influence you:

  1. They influence you indirectly with what they do
  2. They influence you directly by teaching and giving you advice 

Yes, that is how they influence you. For instance, you watch a movie and you like the way the actor walks. The question is if you truly like the way the actor walks, won’t you try to imitate the actor? Of course, you will.

Just the way you imitate the actor is the same way your friends can influence you with their character. However, the funny part is, they don’t have to teach you to do things like them. You just find yourself imitating and copying them gradually.

An important question to ask is, are you imitating a good friend or a bad one? If you imitate a good friend then you will be good, but if you imitate a bad person, you will surely become a bad person.

Everyone wants to succeed, a good friend will always teach, enlighten, and motivate you for success. A bad friend will only motivate you to do evil things (smoking, drinking, fight, envy,).

And you should know that things like that are a great enemy of success and even of God. So, if you have these bad elements in your life, how will you achieve success? There is no way!

And also, they can teach and advise you directly. But, what do your friends teach you? When you ask them for advice do they inspire you positively or teach you the bad stuff.? A lot of people have regretted lifelong decisions just by listening to the advice of friends. 

The company you keep has the power to influence and change you. Never forget that a positive influence will teach, motivate, and brush you up for success. While a negative influence will inspire you to become a bad person, change your good nature, and leave you with regrets in the end.

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The 3 Step Process to Building a Profitable Pitch

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As a communication coach, one of the top questions entrepreneurs ask me is how to deliver a winning pitch to potential investors. They want to know if there’s a magic formula to get an investor to say yes and buy into their dream and their business. (more…)

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The 4 Pillars of Wealth and Abundance

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Have you ever wondered what the formula for a wealthy and abundant life is? Many people have. Lots has been written about the subject of wealth creation and living an abundant life. It was a breaking point in my journey and pursuit of success when I found out that there is a clear path to achieve success in life. Thanks to those who have shared their journey, we can clearly see and follow the principles of prosperity. (more…)

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Here Are 4 Reasons Why You Should Have a Podcast, Youtube Channel or Online Show

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Confidence comes from a place of strong understanding of self. After close to three years on radio, I’ve grown from a shy introvert to a shy introvert with an extrovert persona. When the mic is turned on, I can channel a version of myself that some say is attractive, strong, and of course, confident but it wasn’t always this way.

What I want to share with you is what I discovered on this journey into broadcast that you can apply to your life, your ventures, and your personal development. This doesn’t require any fancy gear. It does require a leap of faith on your part because once you go down the road of media; it can change your life.

1. Perceived Expertise

When you go to a doctor, you expect their knowledge will guide them to a solution to your problems. When you have a show, you become your listeners’ doctor. For all the multiple thousands, maybe millions, of YouTube channels, podcasts, and user-created content in the world, each person that gets behind a mic takes a position on their passion, their opinions, and their themes.

They challenge the status quo for the benefit of their listeners in hopes to entertain and educate. With consistency on your side, those fans place you on a platform and give you permission to influence them.

2. Global Acknowledgement

One of the benefits to increasing confidence is when you receive thank you notes from people you may never meet. The feeling of enriching someone’s life from halfway around the globe, provides validation you’re enhancing someone else’s life with your wisdom and your wit.

The very first time I was told I was making a difference in someone’s life in a country other than my own, I felt like I caused massive impact that transcends my circle of influence. When you experience just how much you can cause impact and it comes back to you, it’ll change your worldview.

“Be grateful for what you have and stop complaining – it bores everybody else, does you no good, and doesn’t solve any problems.” – Zig Ziglar

3. Backed By Numbers

One of the most exciting ways to measure success is to quantify your growth. It’s not enough to just broadcast. Having subscribers and downloads helps to know, numerically, how well you’re doing. Word of caution. This can be a way to set yourself up for distress because of number envy but if you understand what the numbers mean; you can control the narrative of the numbers.

The major number that makes most people smile is 10,000. I’d advise it to be 1. Here’s why. As you grow in your industry, so does your reach. If you learned that the one person that subscribed totally changed for the better because of you, wouldn’t that be worth the effort?

4. Effective Communication

While it’s not talked about much, having a show is documentation. You create a dynamic account of your life, your industry, and the pulse on what’s important simply by having a show. When you find a channel to improve your communication skills, you demand attention and people will listen to you. You become more trusted as a leader and people will follow you once they believe you can lead them to their wants and needs.

“To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a guide to our communication with others.” – Tony Robbins

These insights have helped many people become leaders and, ultimately, move others to their best selves. It’s worked for me and I hope it works for you. At the end of the day, it’s all about showing up and showing out.

Have you ever thought about having a radio show? If so, what would you talk about? Let us below!

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