Personal Branding 101: Why Your Story is Your Brand’s Secret Weapon with Roz Miller-Choice
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What if you could transform from a "best kept secret" into the go-to expert in your industry? Join Victoria as she unlocks the secrets of personal branding with the renowned personal brand specialist, Roz Miller-Choice, famously known as “ The Expert Maker." Discover how Roz's transition from a television reporter to a leader in personal branding has equipped her with unique insights into helping individuals stand out in a crowded market. Explore her strategies for uncovering and packaging expertise, emphasizing the power of brand positioning and differentiation.
Authenticity is key to crafting a brand story that resonates, and Roz delves into the essentials of building such narratives. Using a personal anecdote, they discuss the importance of resisting AI in brand storytelling to maintain genuine connections with your audience. A compelling brand narrative goes beyond visuals, as they highlight the balance between infusing personal experiences and aligning them with business values. Learn how to reassess and tailor your services to meet the evolving needs of your audience, ensuring a brand story that not only attracts clients but truly reflects your brand's essence.
As this insightful episode wraps up, Roz introduces the transformative process of her "Expert Maker" TV show, which guides individuals in becoming industry leaders. She provides practical steps for building a robust digital presence, maintaining consistent content creation, and enhancing social media strategies without compromising on quality. Whether it’s through professional styling or creating a focused digital footprint, discover how to effectively package your unique expertise in this episode.
The Expert Maker [02:15]
Roz has a gift of uncovering people’s genius and packaging their knowledge so that they have a service based around their expertise to sell. After doing this for a while, she became known as The Expert Maker, where she shows people how to position themselves in the marketplace as experts. Roz’s background in branding actually began twenty years ago when she was a television reporter and anchor in New York. It was her job to interview people and ask the right questions, the same skills that she now uses to pull out people’s genius. She also spent time in television doing publicity where she would have to assist stars of shows, and prepare them for interviews as the face of the television show. Similarly, she now prepares business owners as the face of their business and assists them in becoming their own “celebrity”.
When Roz left television and started her own thing, she realized that she was going to have to be the face of it. She had to learn how to be seen as the brand and a lot of that meant that she had to do speaking engagements as well, so she expanded her message and learned how to speak in front of a live audience for an extended period of time. The Expert Maker was created out of necessity to be able to position herself in the marketplace.
Position Your Brand [06:42]
Roz would define the phrase “position your brand” as it’s the difference between you and every other competitor. There’s very few things in terms of service and products that are going to be brand new to the market, which means there are other people selling the same products and services. There has to be a way that you stand out from the competition, and it may be you. You’re the difference in the product and service that you offer.
How to Uncover and Communicate Deeper Purpose [08:26]
Roz says that in order to uncover and communicate the deeper purpose of why you are doing something or selling something, is to ask yourself revealing questions like, ‘Do I feel as though I have a calling?’, or ‘What would make me jump out of the bed in the morning?’. Take time to be with yourself and analyze these answers. Another question you could ask yourself is ‘Who’s counting on me to live my best life, and what does that look like?’. The most important question that Roz recommends asking yourself is ‘What challenges have you overcome that you could help someone else with?’.
What is a Brand Story? [10:36]
Roz shares that our brand story is made up of personal stories and personal experiences. It’s what brings your brand story to life and it’s what’s vital to having an authentic brand. When your brand is based on you, your soul, how you show up in the world, and how you show up in your business, your brand will sing. It’s also what makes your brand consistent and evolve. Your brand will evolve as you grow if it truly is based on you. By taking the time to craft and fine tune your brand story, you’re going to hold the attention of your clients.
Key Element That Makes a Brand Story Resonate Emotionally [15:07]
Authenticity. All the questions that people will ask about you, your brand, and the services or products that you offer, all boil down to authenticity. Your brand story is tied to personal stories, life experiences, whether it’s in your career, personal life, or social life, they are all part of what makes you, you! When you bring all of that into your brand story, it will make your brand unique.
Expert Maker TV [25:03]
Television is where Roz started, and it’s what she loves to do. She had wanted to make a TV show that was called The Expert Maker and was based on what she did for her clients. When an opportunity came up where a colleague was starting a television network, she jumped at the opportunity. The thirty minute television show took the viewer through the steps that they did to turn their clients into experts in their marketplace. Viewers would watch the interviews used to uncover the clients’ genius, they would see them create a product or service, they would watch the way they photographed and interviewed the clients, all the way until the client transitioned into the go-to in their industry.
The Expert Maker’s Process to Positioning Someone as the Go-To [28:04]
The first step is to find out what their expertise would be. This can be different from what your previous career has been, it can be a challenge that you faced and overcame, it could be a natural talent that you have. Step two is to figure out how much you know about this particular topic. This step involves answering a bunch of questions so that you can gather what Roz calls a ‘Treasure Chest’ of information to create an ‘Information Bank Account’. They then take all this information and turn it into a service or product. From there you go through the ‘Expert Maker Experience’ which is a three day production to get your product or service out there. This involves crafting your brand, working with a stylist, having a photography session, and being interviewed so that the information can be used to create content. Which leads to the last step, creating a digital presence. Roz and her team create a signature speech and start working on creating the digital footprint for them so that they can position themselves as the go-to.
Common Mistakes When Building Visibility Online [32:40]
There are three common mistakes that Roz shares. The first being that they have no digital presence at all. The second is that they do not have a dominant message or seem unfocused on what they are talking about. The third is disappearing or ghosting.
Tips for Staying Consistent [36:59]
Batching content is what Roz does to help create two to three months worth of content. Her and her team will take two to four days to create two months of content. They then use an automated process to post on their behalf in order to keep the consistency. Because of this, Roz never has to think about what is going to be posted. Utilizing moments that may seem mundane to you but still capturing them because they may not be mundane to others. Taking B-roll shots to use for quick clips on social media. If you have a podcast or a book, repurpose that content you already have! All of these are great ways to create content to help you stay consistent online.
How Visual Branding Impacts a Brand’s Visibility [45:51]
Visual Branding is vital and cannot be skipped over. Your visual branding represents all the visuals, it gives an audience an impression of you and your business without needing to say a word. Roz says, get the visuals right, and get more business.
Key Quotes
“When your brand is based on you, your soul, how you show up in the world, & how you show up in your business, that's what makes your brand sing.”
Roz Miller-Choice
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