Personal Branding for Brokers

Last year, I watched the movie Air when it first came out in theaters. If you like business and sports, you would enjoy this movie. It’s a cool story.

The film is set in 1984 and is based on true events about the origin of Air Jordan, a legendary line of basketball shoes. In the movie, a Nike employee, played by Matt Damon, seeks to strike a business deal with rookie player Michael Jordan.

Of course, Michael Jordan went on to become one of the greatest athletes of all time and a billionaire. Much of his wealth came from his deal with Nike and what that Nike affiliation has done for his personal brand. As one of the most effectively branded athletes of all time, Jordan made a fortune in the endorsement business. It’s estimated he has made $1.5 billion from Nike alone.

While Jordan’s accomplishments are well documented and stand on their own merit, he also benefits from the power of personal branding. When you’re as well-known as he, it becomes easier to get things done. People seek him out and jump at the chance to do business with him.

But despite all his success, Jordan surely has problems. Everybody does. Nobody is perfect. It’s hard to think about Michael Jordan having worries, doubts and frustrations, because the power of his personal brand shines so brightly.

Fortunately, the benefits of personal branding are not limited to famous athletes and celebrities. Brokers like you also benefit when a lot of people know who you are and have positive feelings about you.

Personal branding is most effective when you put a little “theatre” into it. Be like Jordan, and put on a bit of a show when you’re interacting with your sphere of interest.

What do I mean when I say you put a little “theatre” into your life?

Well, when you go see a stage performance in a live theater, you don’t see behind the stage, and you don’t see the actors fall out of character. Similarly, in your life, put on a bit of a show. That’s not to say you are pretending to be someone or something you are not, but it does mean you put forth the best image possible.

Think of it this way: Most people are afflicted with the “grass-is-always-greener-on-the-other-side-of-the-fence syndrome.” Take advantage of that. Exploit that common human tendency. Paint a picture of yourself that is desirable enough that everyone will want to reach their heads through the fence and eat your grass (so to speak). People don’t need to see your dirty laundry. They should see you as someone who leads the kind of life they admire and want to imitate.

Adopting a theatrical approach to your personal branding efforts in no way whatsoever should cause you to be someone you are not. Be animated, play the part and highlight your strengths but never ever lie or deliberately mislead.

But one word of caution as you harness the power of personal branding like Michael Jordan: Brokers can’t live on personal branding alone. A personal brand makes people more likely to work with you, but you still have to prospect – research prospective clients, email them, call them on the phone and/or see them face-to-face.

The grass is actually quite green on your side of the fence, but as a good broker, you still need to pick up the phone and invite people over to your “field.”

Jeff Beals helps you find better prospects, close more deals and capture greater market share. He is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. He delivers compelling speeches and sales-training workshops worldwide. He has spoken in 6 countries and 41 states. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.