What is a personal brand?
To me, there are two types of brand – a personal brand and a business brand.
A personal brand is connected to an individual. It’s when you can clearly put a face to a business and you build a connection with the person behind the business. Good examples of those building personal brands in the online world of entrepreneurship are Jenna Kutcher, Jasmine Star and Marie Forleo. They have created huge businesses but they are still personal.
A business brand tends to be focused on larger businesses with many employees. It’s less personal as you don’t tend to see the faces behind the brand. It doesn’t mean they are any less successful, it just means they are bigger. Examples of business brands are those like ASOS or Anthropologie.
Now, I talk a lot about the difference between a brand and branding. This is because it’s so important as a business owner that we realise that having a brand is about so much more than just the visuals.
Don’t get me wrong, having a strong visual brand identity is extremely important when it comes to building and growing a successful brand but it’s just one piece of the puzzle. This is why I created The Flourish Experience. I’m passionate about helping online service-based business owners such as coaches and consultants to build a flourishing personal brand.
Creating a successful online brand encompasses many elements that enable us to build trust with our audience. I go into these below where I’m going to tell you how to build a personal brand.
How to build a personal brand
1. Get clear about your expertise
The first step in building a personal brand is to get clear about what it is you want to be known for. What is it that you do well and who best does it serve? By establishing a niche market and audience, you can directly speak to those who you enjoy working with and know you can help.
If you aren’t specific about what you do and who you do it for, you will end up marketing to no one.
For example, if you are a social media consultant, you may think that you can help any business to improve their social media presence and grow their audience. However, by niching down on a specific area of social media or a specific audience type, you will be able to establish yourself as an expert and the go-to person in your area of brilliance.
2. Understand your value and your worth
Understanding your value and worth typically comes down to your pricing. Instead of working out your pricing structure based on how much you would like to earn, think of it in terms of value.
Ask yourself how much value can you bring to your clients with your services? By working with you will they be able to double or triple their revenue? Will they feel much more confident in themselves or their offering that will lead to endless opportunities? How much time would it take someone to learn what you do and do it themselves?
In order to understand your value, you need to know what problems your ideal clients face and how you can help them. What impact will it have by choosing not to work with you? That’s where your value lies.
3. Create a brand identity that attracts
A strong visual brand is an important part of creating a personal brand. In fact, it’s an important part of creating any brand but we are talking personal brands here so we’ll stick with that.
Your brand identity is essential the first impression that your audience gets from you. Ensure you have a brand identity that attracts your ideal clients whilst showcasing you as the person behind the brand.
4. Develop a marketing strategy and be visible
No one is going to know about you if you don’t put yourself out there and be visible. You need a solid marketing strategy and visibility plan that works to meet your overall business vision and goals. Once you have this, you then need to put it into action. Stick to your strategy and be consistent.
Show up for your audience and give valuable content that showcases your expertise. Build that know, like and trust factor that will ultimately result in sales because you know your stuff. You just need to let your audience know that you know your stuff too.
5. Be authentic, be YOU!
As a personal brand, there’s no getting away from it – you are the face of your brand.
People buy from people and there will be an audience out there that want to buy from you.
Don’t look at what others in your field are doing and try to emulate them. Be yourself. Add your own spin to your topic and focus on what makes you unique.