If you’re a business owner, you’re probably well aware of the importance of personal branding. People are more inclined to hire you and pay more for your time if they are familiar with your personal brand. Furthermore, having a well-known personal brand opens doors to opportunities such as speaking engagements, book sales, and media attention.
Establishing oneself as an expert is one of the most important aspects of developing an influential personal brand. Many entrepreneurs are experts in their own right, but being an expert vs being perceived as an expert are two different things. As a result, you may be losing potential clients to someone who isn’t as knowledgeable or accomplished but has a strong personal brand. Prospects who haven’t worked with you before regard strong personal branding as the first (and quickest) indicator of trust in an economy where time is money. So, today, I’d want to share some ideas about how to think about developing your own brand.
Table of Contents
- 1 Personal Branding Fundamentals
- 2 Building Your Personal Brand in 4 Easy Steps
Personal Branding Fundamentals
To begin, here are some fundamental personal branding strategies to bear in mind when you develop a brand strategy.
1. To get attention, you’ve got to get out there regularly.
This one is quite straightforward. You’ll be deemed respectable if you get in front of people frequently and are consistently informed. You must put yourself out there sufficiently so people recognize your name and what you have to give, whether you’re sitting on panels, guest lecturing in college classes, speaking at conferences, giving press interviews, or contributing comments on Twitter.
The majority of people consider personal branding to be a function of being in the news cycle or speaking on as many stages as possible. Personal branding benefits from visibility and cultural relevance, but these aren’t the most significant factors. That’s because, as strange as it may seem, personal branding shouldn’t be about you at all. Instead, it should be about your target audience. After all, you don’t get to choose whether or not you’re an authoritative figure. It is your audience’s responsibility to do so. Most entrepreneurs believe that press appearances equate authority when publicists talk about how crucial it is to be involved in the media and give insights. Being in the news, on the other hand, merely offers the sense of authority. Genuine authority comes from the correct type of publicity, in which you provide truly compelling ideas to an engaged audience.
3. Private interactions matter as much as public relations.
Your public persona and how knowledgeable others view you have a lot to do with personal branding. However, it’s also about how successfully you work with clients on a regular basis and how well you keep your clientele. Obtaining media attention is merely one aspect of the overall personal branding process.
Building Your Personal Brand in 4 Easy Steps
Keeping those foundations in mind, here are four practical personal branding ideas.
1. Maintain a professional-looking personal website.
Though most businesses focus on PR, guest posting, and other methods to boost their own brands, they frequently overlook one of the few digital assets they genuinely control: their own websites!
Sure, having a feature you wrote appear as the first link on Google when someone searches your name is wonderful, but having a link to your page with all of your press features, services, work, testimonials, and more is even better. You can make your digital presence more than simply visual candy by creating a personal site; you’re providing folks the opportunity to work with you. Plus, if you don’t currently contribute to a business newspaper, you can start a blog on your own website! You can get it ready in no time with tools like WordPress, and with the correct blog content and approach, you can do a number of things:
- By sharing interesting information, you can gain followers.
- Use your blog as a lead generation tool to gain greater internet exposure and close more sales.
- Over time, establish credibility as a thinking leader.
It takes time to make a personal website work for you (particularly if you have a common name! ), but if done right, it pays off over time.
2. Twitter! Use it to interact with the press.
While journalists and writers receive hundreds of pitch emails from publicists and CEOs, they take the time to read each and every one of them. Plus, writers enjoy dealing with the same people over and over, so if you proposed a wonderful idea or connected the writer to a source she needed once, you can count on them to help you again and again. Here’s how I’d suggest beginning the relationship.
To begin, keep in mind that you don’t have endless opportunities to pitch, so make each one count. While email is a viable option for pitching, I recommend joining Twitter and following the writers who cover your industry. Writers frequently issue “source requests,” which are invitations to meet with people who fit the story they want to write. This is a terrific approach to get your tale in front of writers if you’ve been engaging with their posts. Even if your story isn’t a good fit, asking if you can make an introduction to someone who is might be a better fit will save the journalist time.
Provide value first, and when you need something, it will all come back to you.
3. Put your stories out there
Though it’s crucial to use assets you own (such as personal websites and email lists), existing platforms with built-in audiences can frequently be even more beneficial. Contributing to reputable business newspapers or even smaller business blogs is a perfect illustration of this.
You could believe that in order to be selected for writing for these journals, you must be the CEO of a hugely successful firm. That isn’t the case at all. It all boils down to storytelling; if you have an engaging and valuable narrative to share, you’ll have a good chance of being published in these journals.
Although your own blog may not have a large number of subscribers, some of these other publications do. People who love your writing are more inclined to seek you out or employ you to assist them with a topic on which you’ve written.
4. Personal branding is 80% about how you work with clients.
When it comes to personal branding, you’re attempting to transmit the idea that you’re dependable… on a large scale. However, before you can accomplish something at scale, you must first be able to do it successfully in small doses.
In their pursuit of new clients, too many entrepreneurs overlook their existing customer base. That’s not a good way to run a business since, for one thing, your current customers are a great source of testimonials and referrals to new consumers. According to Gartner, only 20% of your current clients will provide 80% of your company’s future revenue.
Overall, focusing on customer retention can help you and your organization establish a solid reputation. As a result, you will be known as a trustworthy service provider rather than a publicity-seeking opportunist.