How to Become Known for Something (Instead of Posting Random Content) | Ep. 353

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For all the people looking to win out
there, did you know that the people

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getting invited to speak, landing
clients, and getting recognized

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aren't just creating content?

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Nope.

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That's right.

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They have IP, personal brand IP.

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That's intellectual property,
things that belong to them, that

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are unique to them, that they own.

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They have ideas, frameworks,
and perspectives that people can

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point to and say that's theirs.

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So in this episode, I'm gonna show you
how to build your personal brand IP so

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you're not just another voice online.

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You're the person known for something.

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Check it out

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Hey, hey, what's up everyone?

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I'm Brandon Birkmaier, your personal
branding coach, and today we are talking

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about how to build your personal brand IP.

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This is something that I've
been doing all along the way.

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Every time I take on a new project, I
try to figure out, is this something

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ownable that I can build, that I
can look back on, and it's a little

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bit of a milestone, a marker that
is mine, that is recognizably mine.

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And that's really the goal, is
to go from just randomly posting

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content and from being all over
the place to being recognized.

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So today we're gonna try to take you
from random to recognized to being the

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authority in your market with some clever
little ideas turned into bigger brand IP.

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So some simple steps to doing that.

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Every time I think about an idea, there's
a few things that I do to take it from

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just something anyone could talk about
to something that is specifically mine.

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And I really solidified this process
when I was building the book for

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Front and Center Leadership, which was
me saying, "How do I teach personal

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branding to rising corporate leaders?"

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And the first thing I had to do was
figure out what problem was I solving.

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And as somebody who teaches personal
branding, I could solve a lot of

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problems, but solving the problem
of rising managers meant-- Well,

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I chose that audience, right?

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I chose who it's for, and then, okay,
well, what am I helping them do?

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Well, they have a lot of leadership
things that they could solve, but

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the personal branding thing is
something that I could help with.

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So step one, solve a
problem that people have.

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So I went in and say, okay,
rising leaders are the people, and

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the problem is their obscurity.

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They're not getting
recognized for promotions.

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They're being overlooked for
training opportunities or projects.

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And then I applied my topic,
personal branding, to that area.

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And what was fun, this doesn't have to be
boring, what was fun is going through and

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saying, "Okay, what are some ways that
I can talk about personal branding that

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are memorable? What are some metaphors?"

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And every week I would write down
a new idea, a new way of thinking

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about how I would explain this to
someone in a very simple visual way.

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And the way that I came up with it
was the idea of front and center

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leadership, which meant to me being
front and center, being the person that

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instead of hiding in the crowd, steps
up, takes center stage, and leads.

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And that analogy allowed me to paint
a picture and tell different stories

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along the way, but that little metaphor
is what helps me explain it to people.

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But it started with having a
problem that I wanted to solve,

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and I had to seek that out.

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I said, "Okay, within that metaphor, what
are people actually struggling with?"

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And had to put words to that.

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So the words that I put to it were,
the thing holding people back from

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personal branding is their own
reluctance to put themselves out there.

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We don't always want to raise
our hand and be noticed.

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And then how do you get
past that reluctance?

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Well, you have to take some initiative.

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So I created this yin and yang, right?

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This light and dark, saying, okay, the
problem of reluctance and the solution

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of taking initiative is the core premise
behind this personal branding book that

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I called "Front and Center Leadership."
So I found a very specific problem to

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solve and created a language, a way to
talk about it that worked in my book So

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once I solved a problem or knew a problem
I wanted to solve and I went through,

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okay, here's all the steps I would do
to help people, give them ideas on how

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to do that, the next thing I had to do
is I had to take those ideas and make

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sure that they changed how people think.

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So number two is you have to have a
new idea that changes how people think.

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Ideas are fine, but they're not brand IP
if they don't change what people think.

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Like for anyone out there
that was a rising leader, just

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telling them, "Hey, do personal
branding," isn't thought-provoking.

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It's not ownable.

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Anyone could tell you that.

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"Hey, put yourself out there more.
You should be online," right?

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I had to go and figure out a way to
change how they thought about it.

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I had to say, "Okay, personal branding
isn't a problem of you just getting

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out there more. It is actually you
overcoming your own personal reluctance

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of being out in the crowd and
understanding what creates reluctance,"

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and I'd go through that with them.

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So the idea of being front and center
was really about overcoming something

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and changing the ideas of what is
worth doing and what's not worth doing.

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So it might not be groundbreaking, but at
least it was a different way of thinking.

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So any idea you create, there's a standard
way, and then you have to come up with,

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well, what do I think that is different
than what oth-other people standardly say?

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Most people say this, I think this.

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That's an easy construct
to come up with a new idea.

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So for me, most people say post online.

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I say overcome your reluctance.

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Find a way to stand out.

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And then the third thing we need to do
after you've solved the problem that

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people have, create a new idea that
changes how people think, the third

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thing is to frame that idea in a way
that is easy to understand and remember.

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Frame that idea in a way that is
easy to understand and remember.

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I think the mistake that a lot of people
make right here is they just take an

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idea, any idea They figure out what their
steps are for that idea, and they just

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organize them in a clever acronym, right?

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We have my steps method or my fire
method or whatever the thing is.

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And to be honest, it's pretty forgettable.

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Those methods that are labeled, sure
they make them easier for you to

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remember, but they're not doing the
job, which is to paint a picture to

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other people and make them interesting.

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So I'd like to challenge you to say,
if you've solved a problem and you have

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a new idea, which most people skip,
what are ways that you could frame it

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that helps paint the picture for them?

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And this might be instead of just
defaulting to steps, maybe try to figure

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out, well, what does this look like?

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What is the imagery that I could use
that would help people understand this?

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Or what is the metaphor I could use
that would help people understand this?

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And then if you have steps, great,
you could have steps and a system.

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But if you connect those steps to
some sort of imagery or metaphor or

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a way of understanding, then it has
a better chance of moving forward.

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One of the great examples is the Simon
Sinek speech about starting with why.

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But the reason it's memorable isn't
'cause of his specific steps, it's

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because of that concept that is easy
to remember, that new idea that don't

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start with how, start with why, right?

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It was a new way of thinking about it.

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And then you had the imagery
of the golden circles, right?

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The, the concentric three circles that
on the outside what we solve this,

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in the inner circle is how we solve
it, and the most inner circle is why.

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And it's just a very visual, memorable
thing to burn into someone's memory.

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And he's on stage in a TED Talk
showing it on a, a whiteboard, and

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that imagery is what sticks with
people, and it was a good metaphor.

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So the steps necessarily aren't what
matters, but really figuring out how do

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you frame it in a way that takes the idea,
turns it into something that's structured

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and ownable that only you've ever created,
but also is memorable because it ties

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into a metaphor or imagery of some sort.

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So if you wanna build authority in
your market and go from random to

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recognized, take those three steps.

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Solve a problem that people have, create
a new idea that changes how people think,

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and then frame it in a way that is easy
to understand and remember This is part

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of how I teach people to build their
brand IP to come up with new ideas.

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If you're interested in working
through some of that together,

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I'd love to talk to you.

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I work on people's brand IP with them
and also their content systems, creating

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authority content that gets them not just
recognized, but also brings them clients.

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If you wanna talk with me about
that, feel free to reach out.

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You can go to
brandsonbrands.com/scorecard, and there's

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actually an assessment you can take,
10 questions that help identify some

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of the things you could be working on
all for free, and it gives you access

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to book time with me for free for 30
minutes so we can go through it together.

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That's brandsonbrands.com/scorecard.

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I'd love to get to know you better.

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That's it for today.

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Hope you guys enjoyed the show,
and we will catch you next time

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Browns on Browns