Personal branding, have you ever stopped to think about what makes up Brand YOU?
In a world of constant clutter and disruption, especially in these challenging times, how do you make a mark, be it for the company you represent or for your own business to flourish. How can you be seen as relevant, trustworthy and true.
Have you ever thought of how recruiters or clients seek out the relevant people in this vast ocean of humanity? How can you brand yourself and make yourself more visible to those who matter? What are your distinguishing attributes? What are your ‘superpowers’ ? Why would prospective clients or customers want to work only with you.
Building an audience for your personal brand can in turn create exposure for your company and thus lead to sales and more business for your company. CEOs, Entrepreneurs, job seekers and small business owners today, now more than ever before, need to first connect with their audience, share relevant content with them and build a following to establish themselves as thought leaders. Ask yourself this question: ‘Does your target audience trust you enough to work with you and stay loyal to you’.
In the words of Zig Ziglar, the popular American author, salesman, and motivational speaker, “If people like you, they will listen to you, if people trust you, they will do business with you.” It is all about trust, it’s all about your story and what makes up the person you are. If your brand does not spell trust, then no one will be drawn to you.
Remember, it’s not always about selling. Clients today love a story, a true story where they aren’t at a first pigeon-holed into buying a service or brand. It’s about letting people know that you are out there and can be valuable to them in business and personal situations, staying consistent and true to people with who you come in touch. It’s about staying calm in choppy waters so that people remember that aspect of you and want to come back and engage with you.
Here are few pointers that could help you develop your personal brand:
- List your 3 top superpowers: Superpowers are your abilities to outperform others, e.g. great insight, tenacity, decisiveness
- What are your core values and skill sets?
- What’s your irresistible offer formula? Be a specialist, not a generalist
- What are the hurdles you have overcome in your life & your career? How have they helped you grow?
- What are the trends or topics that you relate with? Develop your content strategy
- What drives you? Develop your brand vision & your brand personality
- Create a video bio- Have a YouTube channel as part of your personal branding campaign. Your video bio will be the first thing that your potential customer will see. You could also post this on your blog
Other key aspects to keep in mind:
- Optimize your personal website
- Choose your target audience: build a fan following/community
- Develop your visibility strategy
- Choose your personal brand colours for all your assets
Once you start putting answers to the above, you will see your personal brand formula evolving. It’s the secret sauce that sets you apart, the reason why a customer will approach you.
Every aspect of your personal brand should reflect in anything related to you, be it your signature, your company logo, your company colours & assets, your motto, vision statement. And remember your brand is not synonymous with your online profile only. It’s relevant offline too when you engage with your potential and existing clients and peers at events. Wherever you want to be present, keep it all consistent.
Personal branding is the essence of you. It’s something that you breathe and embody throughout the customer journey, it’s how your customers perceive you. It doesn’t get formed overnight. It takes time, patience and sustained engagement.
At the end of the day, remember, people connect with people. So find the perfect balance, keep your story simple, live it every day of your life, enrich it, own it.
The world will soon follow you.
AUTHOR:
Poornima Matthan is a seasoned Communications & Reputation Management professional who has worked in India and the US, with a wide array of customers and business verticals