Brandworking V Networking
Networking is one of the best ways to build your personal brand, but if you don’t understand how the brain works, you could be wasting your time.
When it comes to branding and marketing messages, especially in the form of a spoken conversation, if your prospect’s brain hears anything remotely sales oriented, the fear centre of the brain, called the Amygdala, instantly triggers a feeling of doubt and discomfort.
Instead of taking you to the next level, your elevator pitch could take you and your brand credibility to the basement.
When it comes to promoting your brand when you meet people face to face, the brain has natural defences to avoid the risk of making bad decisions, and the confused mind will never buy.
The key is to understand that the brain doesn’t like things it can’t recognise in an instant, like jargon, acronyms, flowery or elaborate language, so when you explain your brand, what you do and why someone should choose you, it’s best to keep things simple to avoid over complicating the brain.
The brain also engages and focuses better when the subject being discussed is deemed to be important because the brain automatically filters out non essential information. Remember, your ideal prospects are 10,000 times more interested in themselves than they are in you and your services. So keep your pitch focused on their favourite subject – them.
The most important secret to communicating your personal brand, is to know that the brain works in pictures not in words. Painting a picture of the positive outcome you deliver, using visual language that will allow the prospects brain to come to it’s own conclusions, means they are more likely to want to know more about your solutions.
Most importantly, it’s vital your brand message remains consistent. The fastest way to erode your trust currency is to have a few brands on the go at the same time or to show up at events with a different businesses card, or worse, have a card with one brand on the front and another on the back.
By creating a single-minded brand which embraces all of your talents, skills and expertise, instead of multiple brands or businesses, you avoid the trap of being seen as unsure about yourself. Because who wants to purchase the services of a generalist, when they could go to a specialist and get better results.
Consider the Virgin brand. They supply a range of services including airline, trains, fitness, money cards etc. But they all come under the same generic brand identity, with the same brand culture and message.
Like all sciences, practical tests are always more interesting than theory, so the best way to use Neurobranding science to promote your personal brand when you are meeting people is to put these brain secrets into action when attending your next WNA Networking event.