Karen Happel
I can’t believe it was nearly twenty years ago when my cousin asked me, “Have you seen this new singing show called American Idol?”
I hadn’t. When I finally got around to watching an episode, I was instantly hooked. It wasn’t Simon Cowell’s blunt criticisms or Paula Abdul’s optimism that engaged me. Neither was it the contestant’s vocal acrobatics nor their lack thereof.
It was their backstories, the glimpses into lives back home, and their quirky personalities that pulled me in. I could relate to Kelly Clarkson’s girl-next-door innocence and Keri Pickler’s exuberance.
According to personal branding expert Karen Happel, storytelling is the foundation of marketing. Here are my six big takeaways from our conversation:
- Tell stories. Our brains are inclined to organize events, moments, and memories into narratives. Likewise, we are drawn to stories that are engaging and relatable. Use the story behind your book, product, or service to engage and relate to your audience.
- Plan your brand. Selecting unique aspects of your personality or life that serve your message and sharing them with your audience will make you memorable and relatable.
- Observe the eighty-twenty rule. Spend 80% of your time creating value and 20% marketing.
- Establish yourself as an authority in a specific area. Your audience needs to be clear on exactly how you can help them.
- Teach your audience via live platforms. Use Facebook or Instagram Live to teach your community your specialty.
- Shift your mindset around money. Price your products and services at their true value. There will be people who disapprove of your prices. Understand they are probably not a good fit for your service, but there are plenty of people who are.
How are you developing your personal brand?
