This post was written by guest author Samantha Casey.

The word “image” circulates around the planet like a breath of air, clinging to each of us, and illustrating to the world who we feel we are. Without consideration towards our image, the opportunities in business we desire will breeze right past us, zooming in on those who have created an image of integrity, class, and respect.

Clients come to me at times and question why they are not generating any new business. They are extremely knowledgeable in their fields, have a great product/service, and are using strong marketing strategies. Many times, I find they are just simply missing key points to presenting a reputable image, and through my consulting work we work to help them fine tune those areas of opportunity.

Here are helpful, key areas to review and consider for your professional image:

Online presence – With the internet providing mainstream communication, it is a place to boost your image and to lay a foundation which identifies you as professional, poised, and full of integrity. Create a profile within your networking sites that will outline your area of expertise. List your skills, talents, and specific focus. Look at your website background. Is it clean? What message does it deliver? What message do you want to deliver? Be careful with photos. Photos instantly create a label.

Sure, it would feel great if people knew the real you, but they are going off of what they see online, especially at first glance. For example, if you want to be viewed as professional, do not post photos which are extremely revealing or incredibly casual.  Even if you are in a profession where you are promoting your appearance, you can post photos which highlight your best features and still represent you as respectable.

Wardrobe – We are judged on our wardrobe, whether we realize it or not. Have you ever walked into a business meeting and noticed a young woman in an extremely low cut blouse and short skirt or, a young man in jeans, sneakers, and a tee shirt? Or, how about when going to the grocery store you see someone walking around in their pajamas? What were your initial thoughts? As much as we all want to be respected for who we are inside, our image is our personal billboard. So, how we dress indicates how others portray us.

Of course, we dress to occasion. When attending an event we may be in semi-formal attire, and when meeting friends for lunch, we may be in casual attire. Yet, in business scenarios, professional attire commands a respect. It says to the world that we are composed and polished. So, take a look at your wardrobe. Does it tell the story that you want? Does it appear misleading in any way? Is it too revealing, too casual, too formal?

Language – How we speak, write, and communicate also labels us. If you are the CEO of your company, and are tweeting something along the lines of, “Dats coo, hit me up later,” what do you feel your audience perceives? Or, if promoting your material and the headline says, “Nu Muzik!” what are you telling readers about you? This is a critical point to consider.

Many times we don’t even think twice about what we say, we just want to get the word out. Just remember, how you communicate is up to you. How others perceive you is also up to you. If you want to be viewed as intelligent, your communication needs to follow suit. If you want to be viewed as an Executive, your communication needs to follow suit. Think carefully about what you are saying, writing, or texting before you deliver.

Overall Conduct – Whether at an event, online, or in a meeting, conduct represents your image. Too often we don’t think about this in detail. It can help our image or harm it. For example, when we’re online in social networking sites, we have every opportunity to empower our image. If we are sharing personal information, we need to be aware of what we’re saying, and decide if it’s appropriate for the world to see. Remember, the Internet is the World Wide Web and everyone is watching.

If we’re at an event and we are networking, yet are drinking in excess and are not thinking clearly, this will impact how others perceive us in such situations. If we are scheduled for a meeting, yet show up 20 minutes late, are dressed casually, and are unprepared, those meeting with us are casting judgment. Thus, overall conduct reflects every aspect of our image.

Another aspect of conduct is how we respect others. As a professional, you have the opportunity to engage with people of many backgrounds, walks of life, and experiences. If you are shunning someone because they are not famous, or because they are not as educated as you are, or because they are male and you only want to do business with women, this will affect your overall image in ways that you may have not considered.

For example, if you are a consultant seeking to assist others, yet are speaking of others negatively, what does this say about your business? If you are a doctor, yet are not fully reviewing your patients’ charts and looking for every possible way to help them, what does this say about your practice? Consider respecting all walks of life, even if they are not pertinent to what you are looking to do. You never know who knows who, and the one person that you’d least expect to be relevant to your business, could be the one person who holds the key to you opening new doors of opportunity.

Your Image is Your Personal Billboard.

You deserve to be appreciated for the professional you are, so make your billboard shine! The world awaits!

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Samantha Casey is the founder and operator of Relentless Consulting Group, a firm that helps businesses and individuals market to the world. She is a blogger, reader, and networker with a passion for helping others and building strong brands. Follow Samantha on Twitter to find out more about her.

*Photo by cr55

Personal branding includes finding ways to stand out among the crowd. I already wrote about becoming a rockstar. Here are five quick ways to stand out online in a sea of other voices.

1) Promote other people

I hear the fastest way to a man’s heart is his stomach. (For all the women out there who would like to cook for me, the previous statement is indeed true :-)

Well in the same way…

…The fastest way to a blogger’s heart is making comments and helping to promote their blog. If you do this consistently, you will be seen as an ally. You will stand out from the crowd. Read about my concept of having a Target 10 here.

2) Make and post videos

There are a lot of people who simply will not get in front of a camera. Do it and you’ll instantly stand out from them online.

3) Know thy customer or audience

The more you know your customer the better. You need to cater your content to your community.

4) Post every day

I can barely find enough good information. I can find plenty of information – just nothing good. And the ones who do have good stuff post once a week or less. I forget about them.

Don’t fall into this trap. I used to tell people that posting to their blog was sufficient. I’ve completely changed my opinion on this and now say that unless you are posting at least once each weekday – you aren’t serious about growing your business online.

Post each day. Make a schedule so that you can determine what you will write about ahead of time so you don’t get writer’s block.

5) Write How To content

Another thing people want is specific how to content. If you post one “how to” article each day (and it’s good), then you WILL stand out online. And please don’t mess around with ambiguous or cute titles. Be freaking direct please.

Today’s Action Steps

First, if you found this article helpful – please share it with people who would benefit from reading it.

Second, write down in the comments the technique that you will implement today. Sketch out how you will stand out online.

Now go take action.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, speaker and social media marketing coach who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

*Photo by TMAB2003

Personal branding is partly about being a rockstar. Someone who stands out from the crowd in a radical way.

Chris Brogan had this thing he did a few years back where he referred to his readers/followers as social media rockstars. He even created a huge list of rockstars on his website with links.

I liked his idea – it made sense that “rockstardom” was now democratized.

And it’s true. Really anyone with enough hustle can create a unique and compelling personal brand online. But here are a few thoughts…

First up…Don’t be boring

“There are no rules in filmmaking, only sins, And the cardinal sin is Dullness”
~ Frank Capra | The Name Above The Title

It’s really the one thing that most people hate in life… boredom. That’s the real punishment when someone is sent to prison. It’s what causes kids in school to have behavior problems. Boredom causes people to do crazy stuff like split up with their spouses after many years, abuse drugs and alcohol or  threaten their own lives and the lives of others with reckless behavior.

Worse – boredom will drive away potential partners, clients, customers and associates faster than you can say “I’m really not a dull person.”

So how do we deal with boredom?

One of the ways we can stand out is with the Peacock Theory

This is the idea that by being outrageous on the outside (appearance, attitude or behavior) will cause excitement and attention. A great example of this is the 1990′s basketball star Dennis Rodman.

He was a little extreme with his attention grabbing techniques. By dying his hair blond and piercing his body he definitely stood out from the crowd. He was a rockstar. It’s up to you whether you’d like to use this style or not. It works – but you also have to make sure you have the substance to back it up.

One variation of the peacock theory is to do something that isn’t radical but it is congruent with your personal brand. For example, Mari Smith always wears the same color. Watch her live, on video or meet her in person and she is wearing the same turquoise color. It works.

One of the ways I’ve employed this technique is to use the greeting “good morning” during all hours of the day. People often will respond “good morning” back to me without thinking. Then they catch themselves realizing it’s NOT morning and stop to consider why I’d greeted them that way.

That’s all I need. I’ve broken down their automated response and I now have a better chance of sticking out in their mind for the future.

Command the room

Another great technique that I’ve observed Eben Pagan do on a number of occasions is “command a room” with his presence. He enters the room with confidence. His personal branding is strong because he’s poised and has himself together.

You will also see politicians “command the room” and “work the crowd” by shaking hands and smiling at people. They are very focused on being the center of the crowd and gaining attention.

Build Social Proof

Social proof is talked about a lot in Robert B. Cialdini’s book Influence. Social proof is the idea that most people believe something is valid, good or worthy if they see enough other people believing something is valid, good or worthy. You really need to apply this principle in personal branding.

Probably the best example of social proof that I can give you for personal branding is from Gary Vaynerchuk’s Facebook Page. He is standing in the midst of a group of people who all seem to be having a great time together.

The group is smiling and seemingly enjoying themselves. When you land on his Facebook page, you can’t help but think “I want to join this party.” And you will most likely click the LIKE button.

In the beginning stages of personal branding you may need to manufacture social proof. I’m not talking about lying, but rather asking people for testimonials, references and endorsements.

Be visible

Today’s lesson is this … above all else – be visible. Don’t be boring. Stand out from the crowd while surrounded by a crowd that loves you and your personal brand. To do this takes some effort and hustle. But it will be worth it as you build a personal brand that will earn you more money and create endless opportunities for you.

Today’s Action Step

Take the idea of the peacock theory and apply it to your personal brand or business. For example, when I meet someone new I use the phrase “good morning” no matter the time of day.

Choose something that can use to stand out and break people’s patterns. Then begin to incorporate this new technique into your regular interactions. The goal is to work toward “rockstardom.” So get started.

Now go take action.

This article is part of the Internet Marketing Basics series where we cover the fundamentals of internet marketing and social media.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, speaker and social media marketing coach who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

Personal branding does not mean that you should act like a company. Personal branding also doesn’t mean that a company should act like a person. It means being yourself – being conscience of who you are – and knowing what you stand for. It’s also important to become a person of value.

Personal branding

The goal of personal branding is to be seen as a person who adds something to others. Sounds simple but let me tell you a story.

I was in Best Buy ready to buy a hard drive a few months ago. I was out of storage space and because I shoot a lot of video I needed extra space for my files. The sales guy was showing me a few models on the shelves. As I asked him some questions he realized that I needed a drive that could write video files more quickly. He made a recommendation of the type of drive I should get. I agreed and asked where I could purchase.

“We don’t sell them here,” was the response. I was confused. Why would he tell me about a drive they didn’t carry. He went on to explain where I could find the product online and even wrote down the web address for me. He was hurting his own business by recommending a drive they didn’t carry. But he became someone of value to me.

Contrast this example with the slimy salesperson who doesn’t have your best interest in mind. You can tell from the outset that they only want to “sell” you. How does that make you feel?

Pretty awful. But when someone offers legitimate value – you feel grateful.

Your personal brand should set you apart and get people talking

When you are a person of value, you set yourself apart from your competition. We already talked about knowing your stuff. Now become the person who gives freely.

There is no limit to how much you can give. Seth Godin writes about becoming a person of value in his book Linchpin. It’s a great book about making yourself indispensable. Of course I think it’s a book that cuts to the heart of personal branding.

When you become a person of value you get people talking. Word of mouth referrals can be a huge indicator of your future success in business. People that know you have value to offer will freely recommend you to friends and colleagues.

So how does this all apply to Internet marketing and social media?

Business is tough these days. You have to find ways to leverage your resources and make them go further than ever before. Here’s a few tips when growing the value of your personal brand:

• Give away helpful advice – Literally give away some of your best stuff. Seek out people to help and give, give, give. The internet makes this easy to do
• Connect people – regardless if it will directly benefit you or not. Be the connection point between people. When someone mentions that they are looking for a product or service, offer to connect them with someone you know who provides it. Use your social networks to scale this.
• Increase your own value – by reading, studying, learning and experimenting. Look to better yourself and become a person who has so much value that you’re in demand.

Think about the person who adds the most value to your life. What is it about them that’s valuable? Do they make you feel empowered and confident? What can you learn from them and apply to your own business?

Today’s action step

Practice giving of yourself. Seek out ways to help three clients or prospects this week. Even small gestures of value can make a huge impact on your personal brand.

Here are a few ideas…

• Clip a magazine article that pertains to a prospect’s business and send it to them with a written note.
• Make a connection between two of your clients or customers. Introduce them and suggest they do business together.
• Offer to write a recommendation for a few of your customers or clients. You could even do this on LinkedIn.

This article is part of the Internet Marketing Basics series where we cover the fundamentals of internet marketing and social media.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, speaker and social media marketing coach who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

*Photo by masochismtango

Personal branding starts with trust. You need to become a trusted adviser for your prospects and customers. Trust comes from having integrity, but also from knowing how to get results.

Becoming a VCR programmer

A trusted adviser is someone people can lean on when they need advice. Let me tell you a story…

When I was a kid I was a huge photo/video nerd. I knew way more than the average teenager about cameras, lenses and video editing. As a result, family members were always bugging asking me to help them with this or that when it came to video or photography.

I helped and it got worse. More people would come and “ask” me to do random stuff that I wasn’t even that good at (program a VCR, hook up a new radio, or try to fix their computer).

The point I’m making here is that by having some knowledge in one area made me a trusted adviser. I created a little internal family “brand” that projected itself onto other areas.

The same can be said for your personal brand. If you become a trusted adviser in one area, people will associate your business with getting results.

“Trusted adviser” is the baseline of personal brand

When you spend the time building up trust:

• You become the go-to person and in turn the go-to business.
• Your income will go up because you are now the top of your game.
• Once you have some trust from a small group of people it’s easy to leverage them to help you gain more trust with a wider audience. This is referred to as social proof.

How to become a trusted adviser

When gaining trust from prospects and customers it really boils down to two things

1) Know your stuff
If you read about your business, industry and customers for two hours per day you’ll become an expert. It’s that simple. But I will caution you that experts aren’t all that important. Colleges and Universities are full of experts who make measly salaries. Knowing a lot is good, but you need more. One idea is to use Netvibes to read all the major blogs and articles in your industry.

2) Practice your stuff
Take what you learn from reading two hours a day and implement them as fast as possible. Get some feedback and then adjust accordingly. You need to gain experience. Without implementation there is no real learning. But if you actually put into practice what you learn – your trust level in your own abilities will skyrocket and in turn your prospects will trust you even more.

What if you were the go-to person?

Do this simple exercise with me. Close your eyes and imagine yourself as the go-to person in your industry. Feel the power you have when you really know your stuff (from actual experience). Spend time feeling good about how you are turning yourself into an expert.

A word of caution: becoming a trusted adviser expert should not create a false sense of pride or arrogance. Stay humble. Realize that there is much you don’t know and always be willing to learn more.

Today’s Action Step

Put something into practice in the next three hours. Because you are reading this, your already building up your knowledge and value. So spend time putting one thing into use that you’ve learned this week. Make it specific to your business and brand that will help you become an experienced adviser people trust.

For example, let’s say you’re a personal fitness coach and have been reading about the health benefits of training with kettlebells. Go get yourself some kettlebells and test out what you’ve learned. Only then can you speak with the authority of a trusted adviser.

Now go take action.

This article is part of the Internet Marketing Basics series where we cover the fundamentals of internet marketing and social media.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, speaker and social media marketing coach who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

*Photo by bschmove

Personal branding seems to be the hot topic these days. If you are a small business owner or a sole entrepreneur, personal branding can be very powerful for you.

Personal Branding

This concept of personal branding started with a guy by the name of Tom Peters who wrote about “Brand You.” He argued that employees need to see the new economy in terms of developing themselves as a brand just like Donald Trump, Tiger Woods and Oprah.

The goal is not to become as big as Oprah with your own media empire (although that would be nice). Instead, you want to become a rockstar in your industry or business sector. You literally create a persona that attracts people by becoming a “personality” rather than just another product or service provider.

I’m not talking about branding your business. I don’t have much use for branding when it comes to small businesses. Unless you have millions of dollars to spend on Superbowl ads and expensive icons (think Geico), you should avoid general branding like the plague. For your business focus on direct response marketing instead.

Although I’m down on small business branding I do recommend personal branding. It is something that you can do little by little each day. In my mind branding yourself comes down to consistency. Consistency in what you stand for AND consistency in doing the activities that will morph you into a brand.

Why personal branding is so powerful

For those who slave away at a desk job, personal branding is important because NO ONE that you work for or with is looking out for your best interest. When you leave your job (or get laid off) having a strong personal brand will be the bridge that helps you land your next gig.

If you are working in your own small business, you have to differentiate yourself from your competition. You may not have more money, a bigger ad campaign or even better sales people working for you. But you can develop and cultivate a personal brand that will “rub off” on your small business and employees causing you to rise above your competition.

If you are still not convinced, consider this… you are being Googled. Potential cusotmers, potential employers, even potential lovers are entering your name in Google and finding out about you in advance. So your online personal brand is your first impression.

My question is …what kind of first impression are you making?

How To Take Control Of Your Personal Brand

Become a trusted adviser and expert by knowing your subject matter. You must know your industry. A simple Google search can yield thousands of news articles, websites and resources that will allow you to stay in the know.

I recommend setting up a free Netvibes account to keep on top of it all. You need substance more than style. But more importantly, after you are in the know, you should become a curator of content and the go to source for others.

Become a person of value by giving away value to prospects and customers. By freely giving away value, you are building up goodwill with those people who are starting to see you as a rockstar. Learn to influence others by giving of yourself.

Become a rockstar and command the attention of your industry and your customers. This comes from other people giving you social proof. By cultivating even a small following you are laying the framework for a larger following. In order to do this you need to be visible.

Imagine your brand

What would your business look like if you actually worked on developing your personal brand? Imagine being able to walk into a room and command the attention of people in your industry. Imagine your online article or blog posts being read by potential customers making them hungry to do business with you. Building your personal brand can be the difference between struggling in business and achieving amazing success.

Today’s Action Step

As you begin to develop your personal brand – take out a piece of paper and spend the next 10-20 minutes answering these questions.

• What makes you different from other people who might have a similar background?
• What is it that makes people what to work with you? (What attitudes, knowledge, skills and abilities do you already have or are developing)
• List out the value that you can create and give away to others. Be specific and list three things.
• At the end of the day – what gets you excited and fulfils you? What type of person do you imagine yourself being?

This article is part of the Internet Marketing Basics series where we cover the fundamentals of internet marketing and social media.

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Joel Mark Witt is the Publisher of Folk Media and author of 21 Days To Twitter Leadership. He is a producer, author, speaker and social media marketing coach who consults with businesses and nonprofits on how to use social media in marketing and communications. Get more from Joel on Twitter or Google Buzz.

*Photo by stefano principato