September 14, 2021
Branding is all about making something more desirable by highlighting its uniqueness and value. This basic branding principle is usually associated with products and services but it’s relevant to personal brands too. So much of what we do to make a product or service stand out amongst competitors and appeal to customers are tactics that can be applied to our own brands. Here are some key traditional branding principles that you can apply to strengthen your personal brand:
When it comes to marketing a product, giving it a personality and using eye-catching visuals can help it stand out – the same applies to your personal brand. Look at ways that you can be more distinctive in your market. What is it about your personal brand that you love and that others are always complimenting you on? What are your best skills and what energy and working style do you bring to projects?
Visibility is key in all types of marketing – if customers don’t know about you, they can’t interact with or buy from you. Consumers are inundated with so many choices that you have no choice but to be visible and stand out too. Being visible means you’ll stay top-of-mind in your industry and professional network. Along with having a strong online presence on social media platforms (hence why I try to consistently post on platforms like Instagram and YouTube), know where your customers frequent, get out there and speak at events, join networking groups in your area, and engage with your audience.
If you want customers to sit up and pay attention, tell them what they will gain. Marketers know that focusing on the features of products will only get you so far. Customers want to know how they will benefit by making a purchase. Why should people work with you? Pair what you offer with the value you will bring to the lives of those who partner with you if you want to stand out. Check out my blog post where I discuss some of the positive side effects of scheduling a personal brand shoot.
What is it that drives you to do what you do? When you’re passionate, authentic, and do meaningful work, you automatically build trust and credibility. Decide what’s important to your dream clients and see where you can build a link between that and the reason why you’re offering what you do. Take it a step further by making a point of being more authentic in your communications. Your customers want to get to know you and connect with the person they’re thinking about partnering or doing business with. That is why my social media posts and emails aren’t always super formal. I don’t talk super formally so it wouldn’t be authentic of me to write that way to my clients.
Being memorable, authentic, and visible will help strengthen your personal brand. They will always help you stand out amongst your competitors. All it takes is finding the right angle, understanding your audience, and being clear about the what and why behind your brand.