This is a full interview of Andrew Chow; author of Personal Branding 247 http://ikiguide.com/2017/04/14/interview-with-andrew-chow-author-of-personal-branding-247/

1. R E S O U R C E
by ikiguide in BookReview, Interviews posted 14April,2017  0  1
InterviewwithAndrewChow,Authorof
PersonalBranding247.
TodaywehavethehugepleasureofinterviewingAndrewChow,theauthorofPersonalBranding247!
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2. AndrewChowisknowntobeapragmatic,forward-looking,competitive,intuitiveandgivingperson.Hischaracterisevidentin
hispersonalbrandingasasuccessfulsocialmediaandpublicrelationsstrategist,entrepreneurandspeaker.
Asaglobalspeaker,Andrewhasconductedtalksinmorethan15
countriesandwaslistedtheTop10MostInfluentialSpeakerin
Singaporein2013bytheSingaporeBusinessReview.Heservedas
thepresidentoftheAsiaProfessionalSpeakersSingaporeandwas
conferredthecovetedSpiritofServiceAwardbyAPSS.Histalks
covertopicsrangingfrompersonalbranding,digitalmarketing,
Enneagramprofiling,topublicrelations.Theavidtravellermost
recentlyheldhissolophotoartexhibitionasafund-raisingeventfor
alocalcharity—TeenChallenge—whichheisavolunteerof.
WW:HelloAndrew!Itisgreattohaveyoutoday!Thankyouforyourtime.
Andrew:Thankyouforhavingme,WanWei!
WW:Congratulationsonyourbook!Canyoutellusmoreabout“PersonalBranding
247”?
Andrew:SuccessfulpersonalbrandingistheessencetoturningAverageJoeintoJoeExtraordinaire.Itiswhatmakesyouget
noticedfromthecrowd.Thewayyoudress,soundandbehaveforsuccess—bothonlineandonline—willdeterminethe
perceptionothershaveofyou.
Totakechargeofyourpersonalbrandingistodifferentiateyourselffromyourcompetitors.Howdoyouriseabovetherun-of-
the-mill?Whatisyouruniquevalueproposition?Howdoyouidentifyandarticulateit?Howcanyoubestleverageit?Personal
Branding247hasalltheanswers.
Thisbookiswrittenexplicitlyforentrepreneursandbusinessownerswhoarekeentogainrecognitionasexpertsintheir
respectivefields,establishtheirreputationandcredibilitytoadvancetheircareers.
PersonalBranding247isaboutyou.
WW:Howdoyoudefine“Personalbranding”,andhowisbrandingforaperson
differentfrombrandingforanobject?
Andrew:BeforeIanswerthis,letmeaskyouaquestion.Whatishigherthanbranding?
WW:Haha,I’mnotsure?
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3. WW:Haha,I’mnotsure?
Andrew:Theanswerisactuallyacult.
LookatAppletoday.Isitacult?
Yousee,Appletodaytranscendsbranding.Whatevernonsenseinfuturetheywillcomeupwith—forinstance,iPhone8.Youwill
wantit.Evenifyoumightfindoutthatitisincreasinglynotasgoodaspreviousproducts.Youjustdon’treallycare.
Soinmyview,brandingforaproductissolelyfocusingoncreatingaconnectionwiththepeoplewhoarebuyingit.
Solet’sdefinebranding.Brandingcanbedefinedas“uniquenessmadevisible”.Thismeanstosaythattherearetwopartstoit.
Firstly,youmusthaveuniqueness.That’syourcoreandyoursubstance.Then,youmustalsobevisible(createtheformtomake
yourselfknown)—becauseitreallyisuselesswhennobodyknowsaboutyoursubstance.Theformandthesubstancemustboth
exist.
Sopersonalbrandingtomeisreallyaboutlettingpeopleknowyourvalues.Authenticityisthedistancebetweenyourvisionand
yourvalues.Itistheconnectionbetweenyourvisionandyourvalues.Itismatchingyourformwithyoursubstance.
Forexample,alotofpeoplelovesaying“Thisismygoal,thisiswhatIwanttoachieve.”However,theydonothavethevaluesto
bringthemthere—soitispurelytalk.
Likewise,alotofpeoplehavenoblevisions,suchaswantingtohelpalotofpeople,improvingtheworldorlivingagoodlife.
However,iftheythemselvesarenotmindfulaboutbeinghealthy,iftheyarenotlearninganythingneworimprovingthemselves,
ornotevenspendingtimewithfamily,thenhowaretheygoingtomakethesevisionshappen?
WW:Thatisareallyinterestingconnection—thankyousomuchforsharing!
“Authenticity”isreallyaninterestingconcept;howcanthepublicbesosurethatthey
knowthe“authentic”you?
Andrew:Actually,thisiswhereyoucantesthowstrongyourpersonalbrandis.
Forexample,ifyourpersonalbrandisattackedwhenyouarenotintheroom,checkbackifyouhaveadvocatestodefendyou.
Advocatesarepeopleinthesameroomwhoaresosureaboutyourcharacterthattheywillactuallyspeakupforyou.Aperson
withaterriblepersonalbrandwillseldomhavesuchadvocates.
Itislikeabrand—whenabrandisattacked,thebrandambassadorswillalwaysspeakuponitsbehalf.Youcan’tspeakfirst—if
youdo,itisonlyanindicatorthatthebrandhasnopowerofauthenticity.
WW:Canyouelaborateabitmoreabouttheword“vision”?
Andrew:Sure.Forexample,ifyouareabloggerlookingforanicheanddecidedthatitwouldbe“luxurytravel”,thenitmightbe
wisetoalwayslookandplaythepartalltheway.
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4. Yousimplydon’tdressshabbilyandcallyourselfaluxurytravelblogger. Similarly,youdonotapproachbudgethotelorbudget
airlineassponsorsforyourtravel.AndifIdon’tseeyouadvisingbusinessorwealthypeopleonwhichluxuriousplacestogo…
thenperhapsyouareinthewrongniche.
Soyouhavetobeinthatspaceorcirclethatyousaidyouown.Thisisreallyknownasthebrandpositioning.
Forexample,ifmyvisionis“Iwanttohaveabalancedlifestyle”,thenmyactionshavetobeinlinewithmyvision.Icannoteat
unhealthily,workallthetime,notexercise,andstillclaimtohaveabalancedlifestyle,canI?
WW:Onecommonmisconceptionaboutpersonalbrandingisthatithastobeperfect.
Whatdoyouthinkaboutthis?
Andrew:Frankly,forusspeakers,Ithinkitisimportantthatthepersononstageisthesameasthepersonoffstage.
Takemyselfforexample.I’mdefinitelynotarar-raroraloudpersonandevenwhenIamonstageItrytohaveanauthentic
conversationwithmyaudience.
Sometimeswemeetspeakersandfindthattheyaretwodifferentpersononstageandoff-stage.Whentheyareoff-stagethey
don’tevenspeaktoyou,orarecoldtowardsyou. Whentheyareonstage,theycanbesomotivational.
Soitisnotperfectionthatmatters,butauthenticity.
WW:Doyouhaveanythoughtsaboutmillennialsandpersonalbranding?
Andrew:Idon’tthinkmanyyouthsnowadayswouldconsiderthemselvesas“private”.
Youngpeoplethesedaystendtoweartheiremotionsontheirsleeves!Forexample,theycanwakeupanddoaBoomerang.
Andtheydon’tmindshowingpeopletheirsleepyfaces.
That’sunpolishedauthenticity.It’srawbutpeoplelikeit.
WW:Haha,thatissotrue.
Andrew:Anotherthingaboutpersonalbrandingisthattheworldonlyrewardsachievers;theworlddoesnotrewarddoers.
Therefore,onyourlinkedinaccount,alwayswriteachievementsunderyourworkexperience,notyourjobscopeordescription.
Yousee,alotofpeoplesometimeswonder—“WhyamInotpromoted?”Thelineoflogicisthattheyaresofaithful,theyalways
meetdeadlines,theyareresponsible. Sowhycan’ttheygetpromotedsoonerthanthosewhoareseeminglylessresponsible?
Yet,arealltheseattributesnotrewarded?Veryofteninthecorporateworld,itisbecausetheydon’tknowhowtopresentwell,
ortodrawattentiontothepositiveaspectsofthemselves.
So,weobservethatthepeoplewhogetpromotedarethepeoplewhoknowhowtotalk. Itisthebalanceofeffortsandresults.
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5. So,weobservethatthepeoplewhogetpromotedarethepeoplewhoknowhowtotalk. Itisthebalanceofeffortsandresults.
WW:Yes,Icouldn’tagreemorewiththat!Sometimeshighermanagementissobusy
thattheycanonlytrustwhatpeoplesay,insteadofgoingbacktocheckwhoisactually
doingtheactualwork.Peoplesometimeshavenoqualmsabout“stealing”credit.
Andrew:Yes,theworldbasicallyfocusesalotabout“form”andnotsomuchabout“substance”.Soyes,Iwouldencouragethe
“doer”toalsotakeastepbacktoworkonhispersonalbranding.
Focuson“achievements”,andnotthe“jobscope”.
However,veryoftenwhenwedotaketimetohaveaface-to-facetalkwithsomeone,wewillrealizequicklyifpeopletrulyknow
whattheyaretalkingabout.
WW:Howdoyoutell?
Andrew:Forinstance,foracertaintopic,manypeoplewouldbetalkingaboutitinthesamewaylikewhatyouwouldhaveread
inbooks.Ideaswise,theywouldjustbequotingofforcopyingsomeotherpeopleandsoonandsoforth.Thereisnooriginality
intheirthoughts.
Soyouknow,thisguyhasnosubstance.Heisnotathought-leader. Heisathought-duplicator.
Isaythisinthemoderncontextofcontentmarketingaswell.Let’ssayyouhaveablogandyouwanttofillitwitharticles.Thatis
simple—youcansimplypurchasearticlesonline.However,youcannotpurchaseapieceofsubstanceororiginality.
Letmegiveyouascenario.Therearesomepeoplewhodonotconsiderthemselvesas“influencers”.Theydon’tevenconsider
themselvesaspeoplewithstrongpersonalbrands.Ifyouweretoobservethemclosely,thesepeoplehaveveryhighlikeability
andstrongsocialmediaengagement.
Thenyouaskyourself,“Whyisthisso”?Well,simplyput,thesepeopleareoriginalandhavesubstance.Sothesearethepeople
whoaretherealinfluencers.
It’sthesubstancethatmatters.
WW:ThankyouforyourtimeAndrew,andwewishyouallthebestwithyourbook!
Andrew:Thankyouforhavingme,WanWei!
Wehopeyouhaveenjoyedtoday’sinterview!Andrewcanbefoundinallhissocialmediaplatformsunderthemoniker
@ideasandrew.
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