Today I take a look at the personal brand of Joseph Ranseth.
I’ve done this now with Joseph, Rebekah Radice, and Phil Gerbyshak. And there are more to come. It’s a pretty fascinating thing to analyze—how a leader makes use of their personal brand to further the growth of their company. I call this building a personal marketing platform.
It’s a common thing to see in the real estate industry. We all think it’s a common thing elsewhere because the idea of building a personal brand has been around for a good 20 years. But actively managing your personal brand in order to generate real leads for your business? That’s a much more active approach that some people are doing a super job with.
First, let’s review the 8 points that determine an effective personal marketing platform
- You have a company you work for or lead that has a separate name, brand, and web presence.
- You have one main hub that you own and control where your target audience can find you.
- You have social outposts where you authentically engage a community through sharing ideas and content—not simply linking people to your special offers.
- You have at least one big idea that you offer the world, that is free.
- You are known for a distinctive service that also provides value, which is not free.
- You have a personality that is clear, beyond the company you work for.
- You have a thoughtful manner in which you ‘funnel’ your audience into followers and, later, customers.
- You show up consistently and consciously.
Add Joseph to the list of folks doing this very well.
1. You have a company you work for or lead that has a separate name, brand, and web presence
Joseph is the founder of Vine Multimedia, which recently rebranded itself as Vine Strategy, out of Winnipeg, Alberta, Canada. Vine is a firm that builds branding and marketing strategies, websites, and social media campaigns. With the rebrand to Vine Strategy, the company has a greater focus on helping purpose-driven, non-profit organizations. The call to action: Start a movement.
Joseph also is the organizer and host of the Global Influence Summit.
But Joseph has his own website, a popular Twitter profile, an equally popular public Facebook page. He has contributed to the Forbes Coaches Council as well as spoken at TedxManitoba. Here he is in action:
2. You have one main hub that you own and control where your target audience can find you
When you consider what his value proposition is here…
Simple, every day acts – our jobs, family duties, etc – can create significant results when driven by a powerful purpose. Find yours, and get ready to Take Your Message To The World™ today!
…it’s brilliant. That’s a highly personal offer to the world. He’s not talking about how your organization can fulfill its purpose or how you can reach more prospects or persuade more readers or any such thing. It’s about you taking your message to the world when you find your purpose.
Yes, the Vine Strategy website can and does get this same message across with compelling home page imagery and copy. But Joseph is the catalyst.
(Side note: If you Google “Joseph Ranseth” his home page is the first thing that comes up. Not a social network profile, to my point in a recent post on personal websites.)
3. You have social outposts where you authentically engage a community through sharing ideas and content—not simply linking people to your special offers
The key with this element of personal marketing is that you’re not solely using your personally-branded social profiles to promote your content, books, speaking engagements, online course, etc. You’re using them to engage.
— Joseph Ranseth (@JosephRanseth) July 27, 2017
4. You have at least one big idea that you offer the world, that is free
Joseph offers his Take Your Message To The World™ Blueprint for free. It’s a nice and tidy, nine-page ebook that outlines the how and why to apply the same three steps Gandhi and Dr. Martin Luther King used to change the world.
While Joseph doesn’t update his blog nearly as frequently as I think he should, given the power of his message, that blueprint has an evergreen quality to it that make his website a solid personal marketing platform for him.
Joseph also makes periodic appearances on podcasts to promote his message.
5. You are known for a distinctive service that also provides value, which is not free
This is clear on his personal website. Joseph’s primary call to action there is to Start a Movement and count on him for coaching. After you read a bit about what coaching entails, you can then book a strategy session with Joseph. The only reference to Vine Strategy at this point is a non-linked mention on his Meet Joseph page.
But here’s the thing about that. If you’re going to book Joseph for a coaching session or a speaking engagement, you’re going to know about Vine Strategy. And take a look at just how aligned his personal marketing message is with his agency’s offering:
6. You have a personality that is clear, beyond the company you work for
Sincere, authentic, thoughtful, humble, and purposeful. Those are words I would use to describe Joseph, and I don’t even know him personally. He does an outstanding job of being who he is, as demonstrated through his public posting on social, his speaking, and his appearances on podcasts.
7. You have a thoughtful manner in which you ‘funnel’ your audience into followers and, later, customers
I touched on his Take Your Message To The World™ Blueprint earlier. It’s not just an email gate to add people to a Mailchimp list, though it does that. Joseph uses Click Funnels connected to personal list on Mailchimp (not the Vine list), in order to build his following via email.
I like the softer touch here. Maybe you have a message you want to take to the world, but you’re not really ready to build a marketing strategy—let alone a website—to evangelize it. Following Joseph’s guidance privately or even working through a one-on-one session with him might be something you are willing to do for now, however.
If that message is a key element of a greater, non-profit cause, you’re absolutely going to turn to Joseph and his team to build the campaign around that message and cause.
8. You show up consistently and consciously
What I like about Joseph’s use of Twitter, Instagram, and Facebook is that they’ve got a gentle pace to them. He doesn’t hit you over the head with posts. But he’s there, consistently, throughout the day, sharing tidbits that are both thoughtful and powerful.
Sometimes they are others’ posts and quotes, often they are his own. Rarely do they include a link that you now have to click through to read the rest. Not only as that last part rare, it’s a mindful way of staying engaged with social followers right there within the social channel.
There are many great lessons from how Joseph Ranseth is managing his personal brand, turning it into a genuine and authentic personal marketing platform.
If there are others you respect who seem to have their own personal brand, like Joseph, Rebekah, and Phil, run them through my eight-point checklist to see how they measure up. I’d also love to hear who you have in mind in the comments.