There are still many of you bristling at the idea of what you see as "fabricating" your personality, so I want to illustrate what I mean by returning to the world of radio presenters.

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Once you've given some thought to the key aspects of the persona you wish to portray in public, you have your story, and you have aligned yourself with a particular personality model, what can you do to share, develop and maintain that persona?

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Some business personas work better than others and seem to have greater longevity.There are some personalities that are simply more appealing.

You probably will naturally align your own persona with one of these (or even a mixture of two) and then build your story around it.

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There are endless courses online teaching "How to be a Social Media Celebrity" which are essentially designed to show you how to build a strong persona online and use social media to improve your business.

These can be a huge turn-off for people who "don't want to be a celebrity"!

But what exactly is celebrity all about?This podcast explores the term further.

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It's human nature to want everyone to like you, but if you want to be a market leader you will have to take a stand for something (and against something).

This will make you unpopular in some areas but will help you build a raving fan base. Being lukewarm is not something that makes a market leader.

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Breaking down what market leaders do to make them the market leaders is a great exercise, and there are some success models that you can adopt too.

But if you want to be a leader and not a follower you need to stop imitating and be uncommon.

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A great exercise is to think about the people who are leaders in your market or in markets you follow and are interested in.

What do you know about them? Why do you follow them? What's their story? Then see if you own online content is as easy to analyse.

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What do you have in common with these films, books and tv shows?

Well, if you want to be a market leader then people will want to know about you before they invest time, money and energy in you.

Who are you? What do you stand for? What are your personal philosophies? What's your story?

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If you're in any doubt about the idea of people buying into people, then this Bitesize podcast illustrates the point further.

Examples from tv, film and literature prove that people buy into characters not just with money but with their time and emotion too.

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Why is your persona important? Why can't you just be yourself and go with the flow?

Essentially, people buy into people and you are your own USP. In order to build a relationship with your audience/followers/customers they are going to know who you are and what you stand for.

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