Jun 21, 2022
When it comes to personal branding I often encourage clients to
think about their Why first. Their purpose.
But my guest this week, Suzanne Tulien, made me think about this differently and actually finishes her personal brand process with Why.
Why you've got to check out this episode:
Most entrepreneurs are marketing even before defining their brand. No wonder they're wasting money, time, and effort on something that isn't working.
How can you create a brand that stays around and lives through outside forces beyond one's control?
Today on this episode of the 'personally brandtastic' podcast Suzanne Tulien shares the clarity and DNA that should be embedded in your brand makeup for an unshakeable foundation. Added to that are the essential characteristics and elements that make your brand stand the test of time.
She also doubles down on the importance of focusing on one's unique attributes, letting them consistently stand out in what you say and do, making you relatable to people. That way you don’t chase clients, instead, they will come to you.
3 Rs Read Resource Reflect:
"Marketing might get you prospects in the door, but it is your brand that keeps them coming back." - Suzanne Tulien
Suzanne Tulien is a Brand Clarity Expert and Founder of Brand Ascension. She is also an International Speaker and Author.
Like you, Brand Clarity Expert, International Speaker, and Author, Suzanne Tulien, notice the variety of creative ways people are 'branding' themselves both consciously and unconsciously.
With over two and a half decades of strategic communication, employee brand engagement, and internal brand development, Suzanne's inside-out brand-building strategy creates the clarity and actions necessary for her clients to drive consistency, distinction, and advocacy long-term. Because her Brand DNA approach is radically different, she is paving the way for companies and personal brands to elevate their value position and reduce marketing costs while growing market share.
Suzanne has been interviewed on podcasts all over the world. As an international speaker and certified trainer, she thrives in front of live audiences and virtual environments.
As an author of The 6 Myths of Small Business Branding and co-author of Brand DNA; Uncover Your Organization's Genetic Code to Competitive Advantage, also published in China, and her latest book Personal Brand Clarity: Identify, Define, and Align to What You Want to Be Known For…she is helping to pave the transformational highway to grow by conscious, strategic design; not by DEFAULT!
Connect with Suzanne Tulien:
Check out Suzanne's personal about section mentioned on the podcast
Connect with Paul Copcutt:
03:04 - How does branding differ from marketing?
06:01 - A methodology she uses to help with brand clarity
08:28 - The recipe for your brand's demise
09:33 - Maintaining brand consistency even as you grow and scale
11:56 - Deep dive discussion on the three characteristics that help ensure your brand DNA's success
17:14 - How everyone already has a brand, and the risk of letting everyone control your brand
18:58 - Getting into your unique set of brand differentiators to relate with your audience
21:38 - Final critical steps in your brand DNA process
24:29 - Why have the 'Why question' at the end of the exercise than at the beginning?
25:41 - 30 things Suzanne suggests you consider focusing on when it comes to your personal branding
27:14 - What makes people reluctant to show up for who they truly are
28:10 - A personal brand she singles out for being consistently inconsistent
29:33 - Favorite podcast that focuses on understanding the self and human body scientifically
33:05 - What speakers and event organizers should focus on now with the world opening up again
35:13 - Favorite quote
35:40 - Where you can get Suzanne's books
"It's our job as the owner of the brand to get crystal clear, to identify, define, and then align ourselves to that set of perceptions that we want others to have about us or about the brand." - Suzanne Tulien
"Your audience is fickle. You can't control them; you can't guess what will happen. Your best bet is to get clear, for the basis of action, on who you are and what you know you can deliver every single day consistently." - Suzanne Tulien
"My caveat is, how can you even be authentic if you haven't identified and defined who you are? Your authenticity ends up being what you think others want you to be." - Suzanne Tulien
"Think about what does that authenticity mean? Am I trying to please my external environment? Am I really honed in and grounded with my core values and who I know I am?" - Suzanne Tulien
"I want to take that deep dive and dig in and really get grounded as to who I am so that I can be in the driver's seat of my own life." - Suzanne Tulien