Leveraging your Personal Brand to grow your business
When you run your own business, it's easy to get stuck in a rut. You're so busy trying to keep things afloat that you forget there are other ways of telling people about who you are and what you do—ways that could actually help your business grow when used correctly. If we're going to turn our businesses into brands, we need to be able to tell those stories in a way that resonates with our target audiences. That's where personal branding comes in: it's about finding ways to connect with people through what makes us unique as individuals—not just what makes our company different from its competitors.
The Difference Between a Business and a Brand
When we think about businesses, we think about products, services, prices, and the problems that they solve for us. When talking about a brand, we're talking about the way someone experiences your business. The strongest brand narratives utilize all five senses and make their audience feel something. A great example of this is a Coca-Cola ad in a movie theatre. Their ads often invoke nostalgia, bringing their audience back in time in their minds. When combined with the "pop-fizz" sounds, the smell of popcorn, and visual images of carbonated bubbles, the viewer is directly engaging with their brand- even if they aren't drinking Coke right then. While it might or might not convince the viewer to go buy one from the concession stand, it will likely leave them with a positive impression after this interaction with the brand.
You Need to Be Able to Bring Your Personal Brand to the Table
You have a personal story, and your audience needs to hear it. People do business with people, not businesses. Aligning your business with your personal brand will make it easier for you to connect with your audience. Maybe you make the best cookies in the world, but there are a lot of cookie makers out there. To cut through the noise, knowing how to position yourself in the market and the ability to tell your story in a way that will specifically resonate with your audience is key. You want to convey your brand personality on social media, on your website, in interviews and podcasts, and the way you show up in person.
Give Yourself Credibility
Managing your online reputation is an important part of growing your personal brand. Potential customers want to know why they should trust you, listen to you, and follow you. Make sure you know your audience, what they like, don't like, what their turn-offs are, and what speaks to them at an emotional level. Then align your content marketing with providing your audience value. By being visible to your audience, you set the stage to be known as a credible, authoritative figure in your niche which will make them want to do business with you.
Authenticity Matters
In order to stand out from the crowd, you need to own your personal brand. Authenticity is important. Be human, be approachable, and be real with your audience. You want people who would never consider buying from you before now feel like they know what makes your business tick and why they should choose it over any other option available.
As you fine-tune your personal brand, you'll be able to start taking advantage of the additional marketing opportunities that come with visibility and authority. Speaking opportunities, podcast guesting, and guest blog posts are the gateway to huge opportunities like TV appearances, branded events, and more. Don't be afraid to be a visible part of your business. Remember, Walt Disney built Disney- not Mickey Mouse.
