Via the wonders of Twitter, I got in touch with the lovely Alexia Leachman who is a UK based Personal Branding coach. She will be the speaker at the next Personal Branding Club London meetup and has kindly agreed to share some of her best Personal Branding tips with us in this interview. Here we go!
Tell us what you do Alexia?
I clear head trash and help my clients to discover, define and refine their authentic personal brand. So far I’ve been really lucky as I’ve had a really nice mix of clients that have included high profile entrepreneurs, business owners, freelancers and city high flyers. I also run workshops and do talks. When I’m not doing that I’m giggling with my new baby daughter or creatively combining kitchen ingredients.
How did you get into this and what is your background?
My background is a brand strategist and marketer and I worked for over 10 years in the consumer brands & retail business. In that time I worked with the likes of Boots and Tesco creating and developing products. I also worked in the luxury beauty industry where I experienced first hand the power of story in brand building. It was during this time that I was privileged to work with some big personal brands and celebrities when I worked on the BRIT awards and at London Fashion Week.
As I progressed, I found that using a coaching approach worked brilliantly to inspire my team so I decided to train formally. Once I started training I found the rewards of helping others to sort their heads out quite addictive. So I pondered how I could make the transition. Of course, with a branding background I knew I needed to specialise and find a niche. So I guess you could say that my first client was me!
What is your unique approach to Personal Branding?
By helping people to clear their head trash they are better able to know themselves. It is only when one truly knows who we are that we have the foundations on which to create a personal brand that is authentic and has integrity. I’ve developed my own personal brand development process that combines branding and personal development techniques as well as a review of my client’s current brand in the form of a 360 brand audit. The whole process is incredibly cathartic and wonderfully creative.
My background in marketing and branding really helps when it comes to helping my clients create a unique blend that combines elements of their strengths, values, experiences, goals and target market. I’ve been doing for years and I know what good looks like, so I get my clients to refine, refine and refine until we have something that not only stands out but they’re happy with.
The final trick is to give my clients the confidence to launch their personal brand into orbit. Again, this is where the head trash work comes in. By helping my clients to restore total self-belief in their ability to achieve what they want, they are then free to fly as high as they dare!
Tell us about the importance of Storytelling?
I cannot underestimate enough how important a great story is. We are naturally drawn to stories and learn best when what is being taught is contained within a story. Stories allow you to engage your audience and deliver your message in a way that will be more memorable. Being memorable is the key to having a strong personal brand. After all, the reasons we’re all trying to build our personal brand can be distilled to what I like to call the 3Rs – to be remembered, referred or recommended.
What are the three biggest benefits to your target audience and why?
When I’ve asked my clients why they decided to work with me, they were very clear; they wanted to find their story. When they were faced with the question “what do you do?” they didn’t have a clear answer that they could deliver with confidence. Ultimately the main benefit my clients have experienced is more cash! And this has come from having absolute clarity as to what their story is coupled with massive boost of confidence. For example, one business owner, Ben, found that because he is able to communicate clearly what he is about, others are able to recommend him more. Last year Ben’s business just boomed and when we spoke last week, his plans for the future are just off the scale!
What are the 3 top questions asked by your clients?
Amazingly, the question that I get all the time at my workshops is around the necessity of a digital presence. I am always asked to explain why tools like Twitter and LinkedIn are important. It’s too easy to forget that not everyone is clued up about the digital space; many are still waiting to be convinced.
Some of my clients have wondered about how doing a 360 personal brand audit will help them. Of course, afterwards, it seems so obvious to them!
The other question is around the head trash clearance sessions. They can’t believe that these gremlins that have plagued them for years have been banished in a session or two and they’re really curious to know how it works.
If you had a list of ‘best-kept secrets’ you’d recommend, which would you include and why?
One of my favourite books is “Time to Think” by Nancy Kline. One skill that I think is vastly underused is listening and this book helps you to learn just that. Creating meaningful connections is an important part of building your brand and one of the easiest ways to do that is to be a good listener.
I also love “The life you were born to live” by Dan Millman. This book would probably feature on my list of “Books that can change your life” list. I continue to be amazed at its accuracy and the insights it provides.
What are three hard-to-spot Personal Brand pitfalls that are critical to avoid?
I think the main pitfall is to do with misinterpretation of what personal branding is. Some people think it’s all to do with your digital presence, while others think it’s all about your appearance or your ability to self promote. It’s all of this and more.
Another pitfall is that many people think that creating a personal brand is a quick process. It’s not. It’s an ongoing process and your brand is a living evolving entity, as you are. Finding and establishing the foundation of your brand should not be rushed either.
Finally, it seems that people are doing what everyone else is doing to build their brand. That’s not going to help you to stand out. You have to find your own path and do it YOUR way!
Looking out 3 to 5 years, beyond the obvious trends, what do you think will be the next big change in Personal Branding?
As personal branding becomes more mainstream I think it will fragment in the same way that the corporate branding industry has. So, we’ll see personal branding specialists in development, strategy, communications and digital as well as agencies who you’ll be able to outsource your personal brand building activities to.
What Personal Branding tips can you recommend that you’d only share with a close friend (and everyone reading this blog)?
Until you know what you’re trying to achieve, don’t waste time on anything else. It’s all built on this.
Be nice! People do business with people they like. You might be an expert, but if you’re an idiot no one will want to work with you.
What are three things you’ve told yourself that kept you going during your darkest hour?
What am I learning about myself right now? How is this experience is making me stronger? How could I respond differently to this situation so that I didn’t feel so bad?
What are three life memories you recall most frequently and why?
This is an interesting question and for me implies that frequent focus and attention is directed towards the past. This is not something I tend to do – I prefer to live in the present and look forward. I do however have defining moments in my life that have made me who I am and they include losing my mother to cancer six years ago, leaving my job to set up my business and overcoming my terror of childbirth to have a natural home birth a few months ago.
What’s the one thing people can do to help you?
I would love to hear from you if you want to have a chat about your personal brand or if you’re curious about clearing some head trash. I’ve not long got back to my business after the birth of my first baby and am raring to make 2011 a great year! Would love to help you make it one too.
Alexia clears head trash and helps her clients to discover, define and refine their authentic personal brand. Alexia worked for over 10 years with consumer and retail brands creating and developing products that can still be found all over your home. Her stint in the beauty industry brought her up close and personal to the glamour of celebrity and the power of big personal brands.
She now runs her business Blossoming Brands and spends her time working with clients and delivering workshops. Be sure to follow her on Twitter @AlexiaL
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