Creating a Powerful Personal Brand Empire with Laura Bull
\u201cThe person is a product themselves\u2014regardless of what they\u2019re selling.\u201d As one of the youngest executives in the history of Sony Music Entertainment, Laura Bull worked to transform people into powerful platforms. Now she consults and teaches these lessons, which are also featured in her new book From Individual to Empire. We discussed all of this and more, this week on the On Brand podcast.\nAbout Laura Bull\nLaura Bull spent ten years with Sony Music Entertainment becoming one of the company's youngest executives at the age of twenty-eight. There she spearheaded artist development and marketing for global brands including Carrie Underwood and Brad Paisley. Laura is now a consultant, speaker, and adjunct professor teaching disciplines in marketing and music business. She is an expert who specializes in marketing and transforming people into viable brands by offering insurmountable knowledge to teach others what it takes to become a powerful \u201cinfluencer.\u201d She currently resides in Dallas with her husband and daughter.\n\xa0Episode Highlights\nWhy do so many misunderstand personal branding? \u201cI think it\u2019s the Don Draper version of marketing with a personal brand as a celebrity endorser.\u201d Laura walked us through the history of influencer marketing from this stage to the modern media landscape where celebrities profit from many different sources including their platform.\nWhere does influencer marketing fit in? \u201cIt\u2019s sort of the wild, wild west\u2014there are no real metrics,\u201d Laura cautions. \u201cThat\u2019s why I always encourage people to look at how someone\u2019s business is doing. Not just the internet metrics.\u201d\n\u201cA lot of people confuse purpose and passion,\u201d notes Laura. \u201cPassion is what you like to do.\u201d We discussed how personal brands should establish a brand statement (like a company\u2019s mission statement) using the framework from Laura\u2019s book.\n\u201cThe psychology of influence is centered around shared values.\u201d While stressing that personal brands should strive for authenticity, Laura frames this squarely around finding shared values with your people\u2014your audience.\nWhat brand has made Laura smile recently? \u201cI have to go with John Krasinski and Some Good News!\u201d Laura noted that this web series consistently brings a smile\u2014and occasionally\u2014an \u201cugly cry\u201d to her face. I wrote about this show and other celebrity content lessons recently on my blog.\nTo learn more about Laura, check out her book From Individual to Empire and follow her on Instagram, Twitter, and Facebook.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices