Using personal branding, business owners can attract new customers and increase their loyalty. Although the competence in the market is constantly growing, and it’s harder and harder to stand out, a personal brand can be an effective crisis management tool for businesses and professionals who provide services. Moreover, such a brand may guarantee the quality of services that in its turn creates credibility and attracts new clients.
What is a Personal Brand?
There are a lot of definitions, but the most accurate one is that a personal brand is an image that is forming in the minds of other people, your target audience, at the mention of your name. Yes, you can consider yourself a brand if, at the mention of your name in conversation, there’s no need to explain who you are and what company you represent.
Surprisingly, some business owners still confuse between the terms "a brand" and "an expert." Well, let’s deal with it: an expert is someone who is well-versed in something; a brand is an image in the minds of customers that pops up at the mention of a person. An owner of a personal brand can:
- Raise prices for the services without compromising the business.
- Reduce advertising costs without compromising the flow of customers.
- Expect a higher salary and promotion if he is an employee.
Who Needs a Personal Brand?
Personal brand may help business coaches, consultants, psychologists, designers, doctors, photographers, marketers, lawyers, etc. – anyone who’s willing to promote his services.
Very often, clients are not confident in the quality of services until they are provided. And sometimes there is no certainty even after the services are provided. Fortunately, a well-known personal brand can easily solve both issues. It confirms the high quality of services, establishes the trust to the person and the business, and attracts more customers.
The power of personal branding is undeniable. It’s also in demand among people who are already employed but preparing to start a business or strengthen their positions.
Let’s review essential tips for creating a personal brand along with Lucy Adams, an amateur marketer and a blogger from BuzzEssay.com.
#1 Clearly Define the Area in Which You Will Build Your Brand
To do this, answer the following questions:
- What values can you bring to people?
- What customers’ problems can you solve?
- Why should clients remember your name?
If you can offer something unique, you have much more chances. For example, if you’re a French-speaking marriage counselor offering services in the USA, you will immediately attract everyone who talks French.
#2 Clearly Define Your Target Audience
Find out as many details about your typical clients as possible, including on what they rely when makes a choice, what’s important for them, what attracts them, what they are afraid of, etc.
Break the target audience into several segments and work with them. For example, a children's photographer breakdown might be:
- Moms who book a photo session for children.
- Managers of advertising agencies conducting children's photo shoot.
- Advertising companies of goods and services for children, which need photos of their products.
- Editors of publications about children, which are in need of illustrations.
#3 Design Your Brand the Way Customers Will See It
Include all possible attributes:
- Appearance. Consider the visual component of the brand.
- Style. Define the principles on which you plan to work.
- Use professional achievements to illustrate your competence. Show diplomas and certificates obtained upon completion of training at universities or on courses, titles, and awards, as well as recommendations from satisfied customers.
One of the most compelling attributes is the stories of success from your customers. They differ from standard recommendations by the fact they specifically show the problem you solved and how you solved it.
#4 Find Your Weak Points
Examine the strengths and weaknesses of your brand, both professional and personal. Develop the skills you need at work, including oratory, communication, and writing. Personal branding involves publicity; it's not for shy people. Make a plan for the development of personal skills.
#5 Follow Successful People in Your Area
If your niche is not new, there are always at least a few people who achieved great success in it. Try to take all the best from them, analyzing their steps in this business. What qualities do they have? How they behave in different situations? What tools did they use to create their brand?
Of course, you can’t just copy the "powers that be" and become as successful as they are, but they always have a lot of things to learn.
At this note, I wish you all the best in your business endeavors!