Catriona Pollard: Where Business And Personal Collide
YOUR EXPERTISE IS REAL. IT IS EARNED. IT NEEDS TO BE SHARED.”
PR and personal branding strategy guru Catriona Pollard firmly believes everyone has a story to tell and wisdom to share. However, as women, we are inherently shy about it. Putting ourselves out there into the big, wide world of business and proclaiming expert status is scary. ‘What if someone calls my bluff? What if I’m really not that good?’ Imposter syndrome is all too real, but Catriona urges women to stand up and reclaim the word EXPERT once and for all.
“Being an expert isn’t about you, being an expert means sharing your knowledge with others, knowing that it could help them in some way,” Catriona says.
“It’s not about power, it’s not about arrogance and it’s not about bragging. It’s having the courage to share your knowledge with others with the desire to help them,” she says.
Catriona has worked in public relations and personal branding strategy for over 20 years, and over that time has developed her own 5-star system to becoming an industry-recognised expert which is applicable to a range of niches.
Her own journey has seen her move from sitting on her couch dreaming of running a successful PR company, to just two years later operating one of Australia’s most respected and innovative agencies. Catriona herself has quickly elevated her own personal brand to encompass international speaking roles, training, media commentary and is now also a published author.
How did she do it? Her new book From Unknown to Expert outlines step-by-step how to boost your career and become a recognised leader in your industry, along with practical tips, templates and examples to guide you through the process.
One of Catriona’s most important recommendations is to dedicate time and effort to your own personal brand; “reputation is the new currency”. This is, essentially, the way you market yourself and consequently how others see you. So often, emphasis is instead placed on business branding, but knowing who is behind the logo is incredibly important to both clients and prospective collaborators. Your personal branding builds trust and credibility, and ultimately – expert status.
“People are talking about you when you’re not in the room, whether you like it or not. So, you need to be intentional about creating your brand, or others will create it for you,” Catriona says.
“When you have a strong personal brand, your opportunities expand, and employers and colleagues can become more receptive. Building your personal brand helps carve out your place as a leader in business and helps to build your reputation as an expert.”
Moving beyond vulnerability
On paper, building your personal brand is simple – share your stories as often as you can across a range of platforms. However, in the real world, this can be challenging. Vulnerability and self-doubt have a nasty habit of creeping in just when you take that breath to leap. However, Catriona has a different take on these feelings:
“We live in a world where bravery is often only seen as a physical thing, such as jumping off a cliff face or saving a kitten stuck in a tree. But it is also about being vulnerable. It’s about being prepared to discuss your weaknesses and failures. Vulnerability is intensely brave and powerful,” she says.
“Having the courage to be honest and exposed when you tell your stories will make them so much more impactful. They will start resonating with people.”
This is a concept she understands well. Even after all her experience and hard work to achieve her well-deserved recognition, even then she felt the pangs of vulnerability.
“Telling my story honestly was a brave act for me. Writing From Unknown To Expert put me in an incredibly vulnerable place, open to criticism and failure. But from my point of view, sitting on the couch just wishing I had the courage to write a book or take that next leap into the spotlight was even more of a failure than trying and not succeeding.”
How to amplify your personal brand
According to Catriona, once you embrace the spotlight and get comfortable with sharing your stories, opportunities abound. Jump onto social media and post an interesting anecdote, a new innovation in your industry, a blog you have recently written, even a childhood memory! Think outside the square and utilise any avenue possible to develop relationships and nurture your increasing likability and trust amongst followers.
Additionally, consider signing up as a speaker at an industry gathering or holding your own niche event. Reach out to mainstream media with an innovation or insight, or think about writing a book or developing a newsletter or magazine to further showcase your expertise and become recognised as a key influencer.
“Continually investing in your personal brand will ensure you stand out from your competition. It is through elevating yourself above others in your industry that people will clamour to work with you,” Catriona said.
Allow your light to shine
With courage and a great personal marketing campaign underway, you must also believe in yourself. After all, no matter how hard you try, if you conduct yourself from behind a mask, eventually it will slip. Catriona urges other women to stand in their power and refuse to let self-limiting beliefs take hold. Believe in your own expertise and experience and be willing to share it freely.
Reluctance is fed by self-doubt, so shake off the imposter syndrome and go for what you want.
Catriona Pollard offers PR and personal branding consulting, training and mentoring.
website: cpcommunications.com.au
Learn more about how her 5-star system can help you:
website: UnknownToExpert.com