Build a Successful Brand as a Speaker

Roundtable with Brenda Bence CSP 2011

How do you stick out in a sea of speakers and become the ‘brand of choice’ for your clients?  That was the topic of Brenda Bence’s CSP Roundtable as she shared her thoughts and experience around "How to Successfully Brand Yourself a Speaker.”

During Brenda's three 20-minute sessions, she shared many branding tips, tools, and techniques and revealed the fundamental six components of Brand Positioning which all brands around the world have. Indeed, the same elements that have built such major corporate brands like Apple, Virgin, and Crest toothpaste, apply directly to us as speakers and serve as the basis for building our very own distinct and powerful brands.

The key, Brenda points out, is to take control of the way you want clients to perceive, think, and feel about you as a speaker. How do you do that?  With your brand positioning defined and serving as your foundation and ‘GPS,’ Brenda pointed out that your clients will form impressions of what you stand for based on how well you communicate it. This takes place 365 days a year, 24 hours a day, 7 days a week.  So, every single action you take as a speaker – such as the way you handle client meetings, the programs you offer, your pre- and post-presentation behaviors, the products you offer, your phone manners, business cards, website, Facebook fan page, LinkedIn listing, blog, marketing materials, and even your pricing – all communicate what your brand is, day in and day out. Consistency among every one of these actions, and more, is key.

Finally, Brenda shared her model, “The Brand Triangle™” and challenged roundtable participants to consider how the brand they desire to have is similar or different from the brand they have right now, both as they see it themselves and how others see it. 

Taking control of your brand as a speaker is fundamental to success and it’s the strongest way to not only make sure you get selected for great client engagements, but to make sure you get asked back – year after year - by your most loyal customers.