It's all in the brand!
Google Plus, with over 20 million users in its first few weeks is a new hunting ground where you can cut through noise fast and become rockstar much easier due to less competition.
For a guide how to have a great Google + profile read this post. OK so you may not be able to have a business page YET but you certainly can amplify your personal brand.
To do this you need to know how to use core branding principles to unleash your Killer Brand onto Google +
Branding principles:
Having a killer brand can be a very lucrative thing– hence the surge in the past 50 years of corporate branding and, more recently, in the personal branding industry. We understand this.
While I would definitely not recommend a brand advertising strategy for a startup unless you have serious money to burn – e.g. ‘feel good’ and touchy feely branding ads that the big corporates use (This is expensive and there are much more effective ways to spend your cash) you do have to understand, and use, core branding principles.
Branding and Google Plus
Google Plus is still a bit like the Wild West – there’s no sheriff in town. If you use the branding principles I’m about to tell you, not only will you cut through the mass of people that are not using them, but you’ll greatly increase your chances connecting with people just like you.
The key Principles of branding you need to remember are: Focus, Alignment and Linkage
Before we begin discussing how to apply branding to Google Plus, understand that every choice a consumer makes is because of expectation – this is the way the world works. If you can deliver the right expectation, you will get chosen.
Think Appsumo. Expectation: Bargain offers from great web companies
Think 37 Signals. Expectation: Simple to use, effective, quality.
Think Hersey Chocolate. Think Uurrrggh!
How can we unleash this to work for us on Google Plus? Creating a preconceived expectation of YOU through Focus, alignment and Linkage
Principle 1: Focus
Focus is that singular, differentiating, quality that makes us that little bit unique in this world of clutter.
It’s about positioning yourself in a clear, defined place that people can quickly understand. Make this your differentiator. Your job here is to make sure nothing detracts from this differentiator.
How can I apply this to Google Plus?
Think: When someone visits my profile, what is the one takeaway I’d like them to have? Who do I want them to think I am?
Are you a musician? A dancer? The world’s only FUN accountant?
Let us know it!
Whatever that answer is for you – amplify it on your profile. People won’t remember 4 things about you – but they probably will remember 1 – if it’s unavoidable. Especially is the person who visits is interested in the same things as you.
Remember the saying: He who chases both rabbits, catches none. It applies here.
Focus on one thing you want to be remembered for. Amplify it till the speakers are about to pop.
Principle 2 – Alignment
Everything you do should be in line with your differentiator. You’ve heard about authenticity – this is it.
Be very clear about Principle 1: what is your focus and ensure everything about your profile is aligned to this. If you want to be known as the world’s no 1 cross dressing Irish Dancer – then everything about your profile should point to this.
DO NOT do what a close friend of mine is doing – owns a successful business, and his Google plus profile (which includes his company name) he shares lots of anti-capitalistic content ‘down with the system’ and the like.
If you saw, say your lawyer [insert any profession here] downing the corporate machine constantly on their social media profiles – would it affect the way you feel about them professionally?
Branding principles say you do (and this stretches to profiles off Google Plus by the way)
How can I apply this to Google Plus?
Check there is nothing out of line with your focus on your profile. Check the hobbies/Interests/Bragging rights section – you may have put in some personal info that is not aligned with your core focus e.g. ‘record beer bong drinker’ or ‘Bare Knuckle Fighting champ’ – keep that for somewhere else – e.g. a Face book page with high privacy settings.
Principle 3: Linkage
Linkage is how you bring it all together. Your messages should and can link to the core expectation of your brand.
This is where you get your differentiator and constantly, proactively, reinforce it in the minds of your followers/customers.
How can I apply this to Google Plus?
Google Plus sharing allows you to push out all sorts of content, relevant to your differentiator. Think
Remember you turned up the speakers on your differentiator a little earlier? This is where you bring people into the party where the music’s playing.
And you’re the DJ.
And just like in the DJ world – you can either mix other people’s music (blog posts, content, books, webinars etc) with your own unique spin or, like you can create your own and play that.
Just remember – there are lots and lots of DJ’s in the world – many of them are great but nobody knows about them. But if you produce just one hit record, everyone wants to come hear you play.
You can make a living DJing – but the REAL dosh comes from releasing your own proginal tracks. Just ask Tiesto!
I’ll end the DJing alanogies now, but I’m sure you get my point – ultimately ensure you’re linking all your Focus and Alignment together with great relevent content that will draw people to you and re-enforce that expectation
As you can see these are universal truths of branding and not just primarily for Google Plus – but when stepping into fresh, new territory such as Google Plus it is the perfect time to re-evaluate your branding strategy and amplify it.
Would love to hear what you think?
