Why Personal Branding Is Vital For Businesses Of All Sizes
Here’s the deal: A personal brand is pretty much a requirement these days. More people are going into business for themselves now than ever. More and more, we find consumers choosing meaningful connection and individuality over the status quo. And when you get right down to it, forging connection is precisely what a personal brand is.
Smart high-vibe entrepreneurs are known for something, and there is a reason people want to work with them. They are consistent, intentional, clearly communicate what they do best, and are mindful of what their audience really needs. And with strong, clear messaging in place, they’re naturally positioned to welcome the right opportunities.
If you’re unsure where to begin, read on. We’ve got you covered.
What is a brand?
Your brand is what comes to mind when people think about your business. A powerful brand makes you memorable, and gets noticed. It’s your promise to your customers. It’s visuals, it’s a feeling, a tone, and the unifying concept that brings all you do into one cohesive message, and at the same time, sets you apart.
What is a personal brand?
A personal brand can be face-first (a la Oprah) or simply reflected in the values shared by the founder and the business (like me!). Are you a solopreneur? Are you a personal brand within a business brand? Ultimately, whether your company shares your name or not, every brand is personal. The customers you love will in turn love your work because of who you are. So, even if you have a team, you are the ultimate differentiator.
Some people get squeamish about having their name or face out there as a brand. But think of it this way: folks talk about you after you leave the room regardless; you might as well be intentional about the impression you leave. What do you want people think about in regards to you, and your business identity?
Why are personal brands important?
When your brand is relatable, shares relevant information, insights and tidbits, even if they’re personal, you’ll create loyalty. For example, a real estate brand can share home buying and selling successes, or tips on assessing what your home is really worth, both being great ways to establish a connection with their audience.
As a bonus: branding yourself will set you up for other beneficial opportunities in the future. Sharing and establishing your point of view now may prepare you to write a book one day, or teach a workshop, get speaking engagements, or be a guest on a podcast...sky is the limit! (Ps. While you’re putting yourself out there, be sure to collect metrics and analytics… but don't let that drive you crazy. Being intentional with the content you create is way more important.)
Why is consistency so important?
In a word, consistency = trust. Seriously. Have you ever had a friend or family member who constantly shifts or breaks plans with you? After about the fifth time, do you trust them to follow through on the sixth? Do you even respond to that next invitation? If you commit to sending a email twice a month... do it. Customers might not always read the entire thing but they come to expect an email in their inbox. It shows dedication, and establishes your expertise.
Of course, you’ll switch up a bit what you share on social vs. what you include in a newsletter, but your voice needs to be consistent. And when you pick up the phone to talk to a customer? That should sound familiar to them, too.
Tools and methods to grow and establish your brand.
- Get clear on your values + strengths. What’s unique about how you do what you do? What do you love doing late at night and early in the morning? What do you want to be known for? Do you need new tools or skills to make that reputation a reality?
- Content helps you clarify who you are, and zero in on your niche. Write blogs, share articles, create short videos, take good photos... whatever your strengths are, put it out there, regularly. (Feeling overwhelmed? See our cheat sheet on making editorial calendars!) Create value by answering questions for potential customers before they even ask. Share your purpose.
- Reach out to those you admire. Be seen. Introduce yourself. Join events and groups.
- Give stuff away for free, or for the low, low price of an email address. (By stuff we mean insights, tips, tools, video how-tos, or even samples of your physical products.)
- Pay attention to who you’re talking to. Know your target, and know them well. Listen to them. Share the spotlight with those who show up for you. Share gratitude.
- Make a schedule, and actually stick to it. This work is never “done”. But don’t let that stress you out. Breathe into it, and make building and growing on your brand a regular part of what you do.
- Put yourself out there. It may be uncomfortable at first, but think about all the people you follow and why you love them. It’s because they feel human and approachable. Your audience wants the same from you, and your unique point of view.
When it comes to hiring you or your company, it's important that you are known for your expertise. Don’t be afraid of giving away your secrets. It’s the things you’ve learned that will best position you as an expert. We did just this with our High-Vibe Entrepreneur series, and the Your Unstoppable Brand free download. We’re constantly developing more tools for current, future, or maybe never clients, because if we can deliver value now, we’ll be a go-to resource for a long time. You can do this, too!
It’s often easier to feel confident about your branding when you get outside yourself a bit. We’d love to be your sounding board, and help create an engaging and rewarding brand for you, and your business. Schedule a call today.