Many people, such as motivational speakers, authors, coaches, entrepreneurs, and figureheads, are talking about personal branding.
And many people are trying to build their companies and drive traffic, conversions, and sales.
Having a clear vision and mission for your brand helps to align your values with the products or services you are offering. This connection creates a bridge between building brand awareness and increasing conversions through engagement.
And you do that by creating a 3×3 grid of what you stand for personally.
Components of the 3×3 Grid
The grid consists of nine one-minute videos as follows:
- Three Why;
- Three How, and
- Three What
The ‘Why’ Video
Imagine it like a series of goals and stories.
For example: When I was 18, I wanted to compete professionally for Nike, and I dropped out of school. True story.
The ‘How’ Video
“How” is what you did based on that story, that frustration, the thing you had to overcome.
- I got a mentor.
- I got a job at American Airlines.
- I started an agency to be able to help other people that are doing e-commerce.
What did you do, and how did you share that expertise. That’s the “how” layer.
The ‘What’ Video
“What” is what you sell. You’re talking about what you actually can do.
- Therefore, I have an agency, and I sell packages that do digital marketing,
- I employ a lot of young adults and train them, and that’s how businesses can fund our education program.
When you show that your personal goals align with your company goals, people buy into your vision.
It’s like Simon Sinek; it starts with why.
People buy your ‘why.’ They don’t buy what you sell.
So when you’re on social media, and you’re able to tell your story passionately, people believe in what you stand for, and therefore they buy into that.
Personal Branding and Remarketing for Long-Term Business Success
Sharing stories that reveal the ‘why’ behind your business, demonstrating your ‘how’ expertise, and showcasing ‘what’ you have to offer can help build a natural continuum of relationships on your Facebook public figure or business page, enabling effective remarketing.
Remarketing involves targeting individuals who have previously viewed a specific video and guiding them through a sequence of additional videos.
For example, those who have viewed video 1 will be directed to watch videos 2, 3, 4, and 5. Similarly, those who have viewed videos 5, 6, or 7 will be guided through a different sequence of videos. These remarketing sequences help to create a cohesive viewing journey for the individual.
As you build a library of stories that are evergreen, for example, when you are interviewing your customers, when you’re saying thank you, when you’re sharing something that you learned, then your customers, partners, and employees build your brand for you.
The more you share, the more they will reflect that back. The more you get content into your content library, the more you can pull out your greatest hits.
Then place them into your 3×3 grid. And that creates amazing power because your personal brand sequences power and awareness over to your company, which is where people buy.
And that’s how you bring the two together.
This is where remarketing sequences come into play. You can use various channels such as LinkedIn, Facebook, YouTube, Twitter, and email to reach your target audience.
It doesn’t matter what channel you use as long as you have a clear goal, relevant content, and a targeted audience.
The most important thing for marketers to focus on is building relationships. Instead of being overly focused on selling, it’s important to focus on the engagement aspect, which is the glue that ties everything together. This is what will ultimately lead to long-term success.
The strength of a brand is not determined by its slogan or advertising campaign but rather by the sum of positive and negative relationships it builds with customers, the community, and employees over time.
This is the heart of effective evergreen marketing, and it’s what allows you to effectively use multiple channels together to reach your target audience.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.