Fifteen years ago, I left my corporate planner job to try my hand at site selection. I loved my job as a corporate planner, but I can’t say I loved being a corporate gal, and site selection allowed me to exercise my strengths, which were vendor relationships and negotiating contracts. But no sooner did I start the new career that I realized I was not a natural salesperson, now expected to make cold calls to fi nd meeting planners who needed my services. Needless to say, the sales training role- plays I did with my boss did not go well. In fact, I cried right there in his offi ce while trying to fi nd the right words. It was excruciating. I knew there had to be a different way—a more authentic way—to grow my business. It was then that I stumbled upon my superpower, my raging introvert’s escape route from cold call solicitation. I could develop a personal brand. That is how it all started…. That’s how my brand moved me from crying big ugly tears at my sales training, to dialing into my own strengths to cultivate relationships. Over the next several years—through developing my Twitter presence, writing a Leanne Calderwood, CMP, is a site-selection professional, trainer, speaker and one of the hospitality industry’s most preeminent LinkedIn experts. You can connect further with Leanne at [email protected] or fi nd her on LinkedIn, of course! If you’re just getting started on building your personal brand, consider the three things that helped me get started: 1. FIND YOUR WHY. For me, it was to fi nd a diff erent way to create trust with my industry and attract business. My WHY has changed since 2007, but it was being deeply rooted in my reasons for developing a personal brand that kept me going on the busiest of days. 2. FIND YOUR DIFFERENTIATING FACTOR. Mine was as both a meeting planner and meeting supplier, where I could provide insights into both sides of the sales equation. My diff erentiator has also changed over the years; but the key is to fi nd yours, and use that factor in your brand messaging and content. 3. CHOOSE ONE PLATFORM. Trying to be on all the platforms, all at the same time, can lead to overwhelm and burnout very quickly. Choose one platform to start with, build a consistent habit and then add another platform. Each platform has its own learning curve, enjoy the process as you gradually add to your brand repertoire. Personal Best Having established herself as a brand expert in the event industry space, Leanne Calderwood, CMP, shares her journey and tips. blog, adding some videos and increasing my LinkedIn presence—I attracted business in a different way, through creating a “know, like and trust” factor with my community. I focused my content on trends, productivity hacks, social media tips and sales advice for the meetings industry. I went from being this polite, introverted girl from Western Canada, to being a thought leader, someone who both my clients AND my industry partners could get to know better. When you create a brand or amplify your presence on a platform, you never really know what it’s going to attract. I was hopeful that it would deepen my relationships with clients, prospects and industry partners, but it also attracted so many opportunities, including the attention of my competitors and a new business partner, opportunities to speak on podcasts and live video shows, and now sharing my message on the main stage (and contributing to publications such as this one). Along with the opportunities, I acquired many valuable skills and tools, and I learned a lot about myself. GREAT MINDS Achieve+Succeed Spring 2023 | Ignitemag.ca | 65
