How do you reinvent or refocus a personal brand?

What does it mean to offer up a professional reinvention or refocusing?

Well, this is something I discuss pretty often with clients I’m working with. It typically comes up pretty early in the process when we talk about what they want their business to become.

The thing about being a professional anything is that often you don’t get the opportunity to turn the same microscope onto your own business.

Over the summer, I did just that when I reached out to about a dozen folks and asked them to provide me feedback on how they perceived my business and the work I do.

This is an exercise I learned from two people I have great admiration for: Dorie Clark and Harrison Monarth.

If you want to learn about their recommendations for doing a 360 on your own business check out Dorie’s book, Reinventing You or Harrison’s new book, Executive Presence.

What I learned was frank and it was pretty close to the things that I felt as well.

To highlight a few of the things that I learned:

  • People view me as knowledgeable
  • I’m well-connected.
  • I’m thoughtful.

What I also was concerned with was that my value proposition wasn’t as clear as I wanted it to be and as clear as I need it to be.

This played out as well.

Finally, I wanted to know where I could offer the most value to people going forward and I found out that despite having hung onto the brand name: “The Revenue Architect” for a long time that my expertise had evolved and that people were really looking to me as a strategist, someone that was really consistent at driving home the point that you need to focus on the right things.

Over the past few months, I’ve begun to put that into practice and you’ll likely see a little bit of shift in the content I deliver as I work to achieve a few goals:

  1. I want to develop new ways to deliver value to you that helps you refocus your business, accelerate your sales, and become more effective at your marketing.
  2. I want to create new ways for people to engage with my content in-person and online.
  3. I want to have a bigger impact on people’s businesses and the communities that they serve by doing more cool pro-bono projects, community activism projects, or other things that contribute to the world. Want to see a great example of this? Check out this video of a young man called Eli.

I wanted to share these thoughts with you because this blog has often been the spot where I’ve worked out how I approach ideas or come up with news ones.

So I wanted to share these new ideas with you in that spirit.

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