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Brand, Consumer Trend, marketing


Consumers are getting personal. PMOT, the ‘Personal Moment Of Truth’ is here!

It is essential for business owners to understand the part their ‘personal brand’ plays in a developing buying cycle, and how the rise of the personal brand has formed a new moment of truth in consumer purchase behaviour, PMOT.

The times of purchasing a product or service on face value are long gone. Google coined the phrase ZMOT (zero moment of truth) back in 2011; it refers to a point in the buying cycle when a consumer researches a product prior to purchase, on average consulting a further 10 sources of information.

Enter 2018 and there’s a new kid on the block, PMOT (personal moment of truth), you heard it here first. I will post some more articles that dive deeper into PMOT and how to target this space, but here’s the principal.

The consumer’s decision to engage with a product, service or business now includes a new research phase…

…YOU!

PMOT is a new point in the buying cycle where a consumer or other interested party researches the ‘personality’ behind the product, even before the product itself. If you’re a business owner or business ambassador then this research phase can include any information that web 2.0 holds on you.

An explosion in content has brought almost unfathomable choice for the consumer. It’s only natural that we look for improved ways to filter this content and refine our decision making process. Forming an emotional bond with a product or service that includes insight gained from someone’s ‘personal brand’ is becoming an increasingly important part of this process. It helps us connect at an emotional level.

Whether its B2B or B2C relationships your after, the winners in PMOT world are going to be those personalities that rush out and meet the audience head on with copious amounts of personal content.

There are some awesome PMOT practitioners out there already, such as Gary Vaynerchuk (garyvaynerchuk.com). Gary sets the benchmark in the way he develops his personal brand and shares his personal content to support his broader business objectives. In fact you’re more likely to become a customer of Gary’s based on his personal brand than that of his hugely successful media business. There are countless others too.

There is an undeniable opportunity for the people behind businesses to connect with the consumer at a much deeper level than before. Along with this is an increasing pressure for us business owners to jump on-board the media band waggon and start crafting our personal brands to act as the North Star in our customer relationships.

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Brand, Consumer Trend, marketing


If only this quote had come straight from the Vulcan cool man himself. 

Our man Spock has certainly earned his Starfleet pips when it comes down to personal branding.

In my opinion he is the most memorable character to go where no man has gone before, present iterations included.

His enduring characteristics have been the subject of more memes, parodies, spoofs and spinoffs than you can shake a media stick at.

Your point Jim?

The rise of personal brand in word of mouth marketing (aka social media) is influencing our decision making process. This includes purchase behaviour, trust, loyalty and other emotional connections.

In this article let’s take a quick look at the definition of ‘personal brand/branding’ so we’re nice and clear on things.

• Personal branding is the practice of people marketing themselves and their careers as brands.

• Personal branding is the on-going process of establishing a prescribed image or impression in the mind of others about an individual, group or organisation.

• Personal Branding is the means by which people remember you.

• Personal brand helps build your business, but it still centres on you as an individual.

Thanks for those definitions Wiki!

I see personal branding as your very own retail Point of Sale “Hey you I’m over here!”…”Like what you see?” … “Try me on for size”… “Wow, we look good together” … “See you at the checkout” … “Until next time!”

This is no bad thing, far from it in fact.

There is a new research phase in the customer buying cycle called the ‘personal moment of truth’ (PMOT), that capitalises on the value you communicate through your personal brand.

Please read my earlier article on PMOT and the rise of personal brand for more detail: Step aside Google’s ZMOT, it’s 2018 and there’s a new kid on the block…

For business owners and entrepreneurs there is a stunning opportunity to share your intellectual and emotional qualities with the consumer.

A strong personal brand can yield tremendous ROI whether you are working for a business or leading one.

Developing your personal brand means considering what you want to be associated with when people think of your name. This could be a particular subject matter and expertise, or other qualities that link you naturally to your business, product and service.

A clear understanding of how you wish to be perceived allows you to be more strategic with your brand building process.

Remember that your personal brand MUST be true to YOU… the clue is in the word ‘personal’.

For the most part these brand-building considerations should come naturally to you. If they don’t or aren’t then you’ll need to question why.

Chances are you didn’t rescue 10 orphans from a burning building before jumping 5 stories into an ornamental fountain. So don’t pretend you did, or would for that matter.

The market will smell you coming if you try to BS it!

It makes perfect sense for business owners and employees to step forward and support organisational objectives through their personal brand.

Particularly when you consider that most businesses are founded on the personality of the business owners to begin with. This personality resonates further in the employees when employing relevant to the business values.

So what discerning media business (that’s you) wouldn’t take full advantage of this incredible opportunity to get noticed?

Let’s take blind dating for example; 10 years ago the research phase was limited, so you were more likely to cross your fingers and jump in with both feet.

But what if that hot date lacked a social footprint in 2018, you’d probably swipe left and move on. I mean, what are they hiding?

Creating content that focuses on your personality increases your chance of wooing the consumer and starting a long and lasting relationship

Swipe right, schwing!

For many of us it’s a daunting prospect to promote ourselves across web 2.0 (and beyond), for the express purpose of being prodded and probed.

But it’s essential to understand the huge value to be gained by embracing this chapter in the customer/consumer decision-making process.

And so the market respectfully but rather impatiently asks you to step forward and put on a media show…


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