Once you have completed your Character Brand Profile, what happens next? Don't just stuff it in a folder and file it away as if the job is finished. It's only valuable when the profile inspires action. So activate it.

Character branding is deliberate and intentional, not a passive task to be marked off a checklist. Your completed profile should drive every decision you make from content choices to marketing and branding. 

The more it's used, the more valuable it becomes. Here are some ways to start using it immediately.

There are dozens (No, I take that back, hundreds. No, actually thousands) of possible topics. Gathering content to use is easy, but curating materials into entertainment that enhances your brand is tricky. 

First, instead of simply searching for popular things or relevant topics, identify content that can highlight your character traits. How will your brand be enhanced by choosing Topic A vs. Topic B?

When you've identified a topic, find points of friction or controversy, to highlight your unique perspective. This is the art of hijacking attention from an otherwise ordinary story. There's more on hijacking attention here (membership required). 

Practice storytelling skills to turn a single topic into multiple storylines by filtering the topic through different character traits. Start with any topic, then tell a story through a single character trait in your profile. Now do it again, using a different character trait. Keep going. See how it turns into multiple possibilities? Choose your favorite and run with it! 

Whether you work with a partner (cohost or guest) or are a solo performer, a profile can add fun to your performance.  Here's how:

Out-of-Character Opinions: Everyone has opinions that violate a character trait. Point it out. For example, you may hate reality shows but have a positive comment about the new season of The Bachelor. Here's a way to use that opinion to emphasize a trait: " Every reality show is a waste of time, but the new season of The Bachelor is oddly intriguing." See how this sets up a topic you may otherwise think has no place for your brand and it makes a character statement. 

Playful Teasing: Knowing the traits of everyone you interact with opens avenues for teasing, which makes each character more memorable. For example, a Junk-Food Junkie can be exaggerated by nicknaming her The Snackmaster. With clearly defined traits, it's easier to practice the Three E's of Entertainment: Exaggerate, Enhance, and Embellish. 

Perhaps the greatest benefit is the confidence to perform without fear.  Nobody likes complaints, and the entire world is quick to point out things they disagree with (hello, Cancel Culture), but changing your brand because of a negative response often causes performers to slip into the Zone of Mediocrity, and that is a horrible place to be.

Some complaints are good complaints because it's an indication the audience is figuring out who you are and what you stand for. 

A Character Profile gives your on-air character the power to perform fearlessly. When complaints arise (not if, but when), the profile is a guide to help you know if you were performing in your pre-determined role. If you are, don't let the complaint bother you. If you stepped outside of your profile, the complaint may be valid and you can adjust. 

A great character profile based on your real-life personality traits is a valuable tool and every content creator should make it a priority. Then learn to use it as a filter to build a character brand.

For details on how to build a 5-Star Character Brand profile, check out the full self-guided on-demand course with all the tools and resources to fully develop your personality here.