Mar 13, 2024
Karen Tiber Leland, an author, coach, and Sterling
Marketing Group's founder, emphasizes the importance of a strategic
and thoughtful approach in personal and business branding. She
notes the evolution of personal branding, highlighting its shift
towards responsibly showcasing contributions rather than mere
self-promotion. Karen provides expert strategies for attracting
ideal clients and effectively creating branding, especially in
business. She underlines the significance of CEOs actively
participating in social media to foster consumer trust. Advising
CEOs, she recommends focusing on practical experience and skills
rather than just certifications, to better demonstrate expertise
and attract suitable clients. Additionally, Karen underscores the
lifelong significance of learning and the necessity of an open
mindset, asserting that the capacity to learn is not limited to any
age group.
https://bit.ly/TLP-400
Key Takeaways:
[03:06] Karen shares the importance of a strategic,
thoughtful approach in personal and business branding, cautioning
against one-size-fits-all methods. There is a caution against the
tendency to confuse tactics with strategy, urging a clear
understanding of brand definition, strategy, and tactics as
distinct components. She mentions that defining a brand involves
more than just a logo or tagline, with various facets to consider,
and asserts that understanding the business and customer is the
crucial first step in this process.
[07:38] She mentions that with technological
advancements, especially in the realms of the internet and AI,
executives, and entrepreneurs are compelled to build a robust
personal brand. Karen notes the broad impact of a strong personal
brand on investor relations, talent retention and recruitment, and
customer trust. She stresses the CEO's need to be active on social
media, as it is likely to build trust in the company among
customers. Karen highlights proactive reputation management in the
AI age, emphasizing the need to train platforms like Google about
identity and values.
[10:35] Karen tackles the issue of false expertise
claims in inaccessible fields like marketing, coaching, and sales,
recognizing the challenge consumers encounter in discerning genuine
experts from those making false claims. Even with tools like
ChatGPT, Karen highlights the importance of maintaining a unique
voice and perspective in content creation. She stresses educating
consumers about valuing experience over certificates and short-term
programs. She believes taking a stand for one's knowledge is
crucial, attracting the right clients and deterring those who may
not appreciate true expertise.
[15:33] She mentions the unrealistic expectation of
completing an entire to-do list in a day, instead, prioritizing the
two or three top tasks that will define a successful day,
considering additional tasks as a bonus. She challenges the
illusion of completing everything and advocates for realistic
prioritization. Additionally, Karen notes a common issue among CEOs
and entrepreneurs, where they engage in tasks that could be
delegated, often driven by a need for control.
[19:50] Karen talks about the changing work
expectations for Gen X and Gen Z individuals, emphasizing the
importance for companies to adapt by redefining work to include
remote options, stressing the need for leaders to acquire or refine
skills for effective remote team management. Discussing remote work
challenges and benefits enables global hiring but poses issues with
time zones and cultures. With this, she suggests boosting online
meeting interactivity, maintaining efficiency, and fostering
connections through emails and calls.
[25:06] She shares her passion for trail riding and
how engaging in such activities contributes to their happiness and
overall well-being, highlighting that there are valuable lessons
she had learned from horseback riding, theater, and art, which they
integrate into their coaching sessions as analogies or metaphors.
Karen emphasizes the importance of being a satisfied and healthy
individual when coaching others. Her diverse experiences have
contributed to her creativity and effectiveness in supporting
individuals and companies in expressing their uniqueness through
personal and business branding.
[29:56] Karen shares the significance of lifelong
learning and having an open mindset, regardless of age, advocating
for continuous learning for everyone. The significance of acquiring
the skill of learning itself, noting that being a lifelong learner
keeps individuals interested and growing. She also touches on the
concept of a growth mindset and how it is easier to work with
individuals possessing it, even if they lack specific technical
skills, as opposed to those with a fixed mindset.
[34:51] Karen shares the '1% improvement' strategy,
emphasizing that small enhancements, like refining a LinkedIn
profile or acquiring new skills, can lead to cumulative personal
and professional growth. Karen discusses the evolving landscape of
personal branding, noting that it's no longer about bragging, but
responsibly communicating one's contributions. She also explains
that in a world driven by visibility and engagement, individuals
must take responsibility for sharing achievements to make a
meaningful impact.
[38:17] Closing Quote: Remember, you don't need a
corporation or a marketing company to brand you now: you can do it
yourself. You can establish who you are with a social media
following. - Ray Allen
Quotable Quotes:
“When rebranding, clearly define the brand, its
strategy, and tactics for a successful transformation.”
“A personal brand used to be a luxury, but is now a
necessity.”
“Train Google across the Internet on who you are and
what you stand for, or you're not going to be found.”
“It's not just about reactively managing your
reputation, it's about managing your reputation proactively.”
“Having a distinct voice and a distinct point of view
and distinct information will separate you.”
“Use AI as an assistant, don't use it as a
replacement.”
"You have to thoroughly consider the correct strategic
and tactical approach when doing a business branding.”
“Be willing to take a stand for who you are, what
you've done, what you know, and back it up.”
“The key is to learn to prioritize what matters
most.”
“Leaders should train themselves or get trained in
skills for handling virtual teams.”
“You have to learn how to create interactivity so that
people aren't just sitting there for hours just listening
statically.”
“It's hard to be coaching people if you're not happy
and healthy yourself.”
“Analogy makes a huge difference.”
“Oftentimes, the most powerful examples for people are
things that are outside the business.”
“One strength of a CEO is the willingness to
learn.”
“You have to learn how to learn.”
“The key is being open to learning. This is what
creates movement and growth, creates value, whether it's in
business or life.”
“1% improvement makes a big difference.”
This is the book mentioned in our discussion with
Karen:
Resources Mentioned: