Why Do You Need a Personal Brand?

Do you truly know how you are presenting yourself to others?  Do you know how you want to be perceived by others?  If you don’t know who you are or what you want to represent, nobody else will either.  Whether or not you realize it, you’re a walking personal brand – a persona that defines you and illustrates to the wider public who you are, where you have been and where you are going.

When you do an online search for someone (or yourself), the information you find is the backbone of a personal brand. It is your personal best and worst, all open for public view. Depending on your role, your personal brand also reflects on your company’s brand—after all, you are a window into what your company values and cares about.

You can either take charge in shaping your image and identity, or you can let your brand be construed as others see you - their impressions or misconceptions of who you are. If there are negative things online, people might have a distorted view of who you are. If a search turns up well-written and insightful blogs, spunky social media accounts or bold professional networking pages, their curiosity may be piqued. However, your personal brand should authentically express who you are—and you must own it.

The Benefits of a Well-Crafted Personal Brand

·       Separates You From the Competition

You’re willing do whatever it takes to elevate your company so it stands out in a crowded marketplace, but the truth is people relate to other people, not impersonal companies. You may also wield the power of being a recognizable face behind your business. Your personal brand can help set the tone for your whole company and help it stand apart from the rest, so make it count.

Think of your personal brand as a way of taking control of your reputation and creating a statement that summarizes who you are. Honing your own brand also separates your company brand as unique and distinctive, and it gives customers a “real person” to identify with the brand.

·     Establishes You as an Expert in Your Field

Those who are perceived or identified as industry experts have a leg up in the business world. They are more recognizable, they command higher fees, and doors open more easily for them.

Create a catchy tagline for yourself that explains what you do. It’s important to let people know what you have to offer, and this messaging should be consistent across your website, social media profiles, business cards, and any other marketing.

·      Define What You Stand For

Defining your personal brand is about revealing to the world who you are, what you believe in, and what you stand for. It should be liberating, because your brand is ultimately who YOU have chosen to become.

What is in your heart and soul? What do you really care about? What are your passions? Though it may seem morbid – if you died tomorrow, how would you want to be remembered?  Turn those thoughts into content.  Write a blog. Start building an online community of followers. Become a professional speaker. Just remember your brand can’t be something manufactured—people will smell fake in an instant. It must honestly reflect your beliefs.

·       Attract New Clients, Employers, and Employees

Your personal brand should be a selling point to new clients, potential employers, and even future employees. Have you cultivated a reputation as someone they would want to do business with or work with?  Do you show how you can create value for those around you? If people believe in you, if they trust what you stand for and see that you have integrity, they will want to work with you, work for you, or buy your products.

·       Explain How Your Past Fits Into Your Present

Over time, your career will change course and you will grow in different ways. The great thing about a personal brand is being able to pull all of the pieces together and explain your evolution by developing your narrative. This is your chance to tell your story.

Your branding narrative helps explain your overall progression in your career, interests and life. The key is to focus on how your prior experience brings value to who you are now. Think of this as your WHY.  Why do you do what you do?  Why should people choose to do business with you?  Your why is just like you, it shouldn’t be static – it should grow and evolve over time. 

If you are struggling to define your personal brand, contact the experts at SK Consulting.  From concept to creation to implementation, we’re there with you every step of the way.

If You Build Trust, They Will Come

There’s no denying consumers crave a deeper connection with the companies they do business with. That’s why having a fancy website and logo isn’t enough to define your brand anymore. So, it’s very important to thoughtfully create a personal brand that truly shares who you are and what you stand for.

If a brand isn’t appealing to your audience or not genuine, it can repel customers. But the process of creating a brand can be intimidating for some.  Let’s break down some tips on how you can avoid branding blunders when it comes to helping instead of harming your business.

1. Have a Personal Brand

Whether you intentionally create a brand or not, every communication and experience you have with customers and potential customers is shaping your brand.

That’s why it’s critical to create a positive brand communication. If you don’t take time to define your brand, your message can get wishy washy. That lack of clarity will hurt your marketing efforts.

2. Be Original

Often when people start out in business they think that imitating their top competitors is a good idea. Don’t imitate, instead innovate.

Accentuate what makes you unique. Differentiate yourself. Show why your differences make you a better choice. Do this by creating signature systems, products and messaging that sets you apart.

3. Be Authentic

Some people take a dress-up approach to branding. They feel like they must be something they are not in order to attract customers. Authenticity in marketing matters more than anything. Being honest and transparent builds trust.

A brand should be genuine and always maintain consistent messaging that is in alignment with your personality and brand.

4. Be Consistent

Your personal brand promise and message should be clear with every communication.

The more consistent your brand is, the stronger it will attract followers. As you write blog posts, eBooks and social media posts etc., make sure the thoughts, opinions and information shared is consistent with your personal brand.

Every communication should reflect your brand personality and values.

5. Write Your Own Stuff

Content marketing helps you develop leadership in your industry. Your fans want to hear from you – not the same old thing that everyone else is writing.

Every time you write it’s a communication that builds a relationship with your followers. They experience your personality and voice. Every time you write a blog, article or tips, you are establishing yourself as a subject matter expert.

Writing unique articles also boosts your website SEO.

6. Define Your Niche

No business can be all things to all people. It’s really important to define your target market. Period.

The more you can narrow down your target market the better; otherwise, you risk confusing your customers and you’ll have a harder time attracting your ideal client.

7. Be Gracious

Everyone has a tribe, the group of people with whom you have a reciprocal unconditional love and connection. Raving fans will tell the world how amazing you are. That’s why it’s important to give special treatment to your tribe.

Find your tribe. Reward them.  Give them special offers. Allow them behind-the-scene peaks. Share advanced notice about things in the pipeline.

8. Be Professional

The Internet knows all.  So, if you make a mistake, someone’s going to catch it.  For example, when you send a newsletter with typos or broken links it reflects poorly on your brand. When your customer has a problem and calls customer service, they want their issue resolved.

It may seem petty, but pay attention to your appearance. Watch the language you share on social media. Your demeanor should be humble not arrogant. Display ethical behavior when attending public events. Answer the phone professionally.

All of the above components don’t necessarily make up your brand, but they do back it up.  Take a look at how you want people to view you, your business, the experience they have when doing business with you.  If you are consistent, professional and genuine, you will be sure to get repeat customers and best of all – referrals!

If you need help developing and maintaining your personal or business branding, contact the experts at SK Consulting.  From Concept.  To Creation.  To Implementation, we’re there with you every step of the way!