POWER POSITIONING: THE SECRET BEHIND SUCCESSFUL PERSONAL BRANDS

Why Personal Branding Matters

Personal branding is a key service offered by These Guys I Know. Over the years, we’ve collaborated with celebrities, founders, business leaders, and high-profile partners like McKinsey. Here’s a little secret:

Personal branding isn’t just about being seen. It’s about being seen in the right way.

There’s a common myth that to build a successful personal brand, you need a big, noisy profile. However, the truth is that positioning matters far more than profile. A strategic plan around positioning is the crucial starting point.

To be known is one thing; to be known for the right things is another. You can have all the visibility in the world, but if people don’t know what you stand for, your efforts will be diluted over time. You won’t reach your full potential.

Profile (or awareness) without clarity is just noise. The world is noisy enough.

The Power of Positioning

At These Guys I Know, we specialize in power positioning. This involves strategically positioning your personal brand in the right space with the right authority. It aligns with your values and where you want to go.

Here’s how effective positioning can benefit you:

• Get offered roles and opportunities that align with your values and goals.

• Build platforms that support future business or product ventures.

• Become top of mind for the right people at the right time.

• Transfer your personal brand equity into real-life business opportunities.

  
  

A Real-World Example

One of our favorite examples comes from a client with a very public profile. They were known for what they called “shiny floor shows,” light entertainment, and glossy magazine spreads. They had high visibility and were charming, media-savvy, and recognizable. However, behind the scenes, they wanted to make a shift.

What did they really want to be known for? Business and finance.

We were surprised too. However, in discussions, we could see they had the knowledge and genuine passion to back it up. The problem? No one else knew.

Not the public. Not the press. And critically, not the decision-makers in the industries they wanted to enter.

Strategic Planning

In our first session, we did what all great strategists do (just kidding!) and drew a Venn diagram on an A4 sheet:

• Circle A: Current State - What they were known for, including hero career moments, public perceptions, and media narratives.

• Circle B: Future State - How they wanted to be seen, the industries they aspired to influence, and the ideas they wanted to lead.

• Circle C: Combination of the two - the Future State plus elements from Circle A that were helpful for achieving the new position.

  
  

This power position drove our strategy and decision-making. We mapped the transition, identified transferable credibility, reframed the narrative, and started influencing perception from the inside out. We made decisions that actively dialed up desired position points and avoided opportunities that diluted our power positioning.

The Lesson Learned

The lesson? Being well-known isn’t enough. If the positioning is wrong, the profile can become a barrier. While visibility is great, positioning is power.

Crafting Your Personal Brand

At These Guys I Know, we help people and brands move with intention. We craft positioning strategies that align with your goals, open doors, and support the next chapter of your career or business.

We’ve built and evolved the personal brands of some of Aotearoa’s most well-known faces. We support ambitious founders, professionals, and entrepreneurs in taking control of their narrative and creating meaningful opportunities for themselves.

Ready to Transform Your Brand?

Are you ready to make your brand work for you? Our Personal Brand packages are now available here.

These Guys I Know is an on-demand strategy and execution partner for ambitious businesses and brands. We work with smart individuals and organizations to develop, launch, and grow businesses, concepts, and ideas. We’re laser-focused on results and would love to introduce ourselves.