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Businesses aren't the only entities that have a brand. In today's world, any individual who wants to grow a professional reputation and stand out in their marketplace can benefit from having a personal brand. No matter what your definition of success, you need to persuade other people to recognize your value if you want to achieve it. A personal brand helps you to do this, whether your goal is to land a new job, grow a client base, or ask for a promotion.
The good news is, while branding has become something of a buzzword, it's actually a fairly simple and straightforward concept. In essence, it's all about understanding the value you offer and how to convey that to your audience. Let's take a closer look at the steps and strategies you can use to develop and promote your personal brand.
What is personal branding?
You can think of a personal brand as the reputation you intentionally craft for yourself. Everyone has a reputation. This is built through the impressions you make on people, the relationships you form with peers and colleagues, and your communication with other people, both in person and online. Your reputation is, essentially, how your colleagues would describe you, and the opinions and beliefs other people form about you based on your actions, words, and habits.
A personal brand, on the other hand, is more about how you want people to see you. It's crafted and purposefully constructed to bring clarity to your abilities, values, passions, personality, and beliefs. Each component of your personal brand influences how other people perceive you, and how much visibility and influence you have within your field. It tells people who you are and what you do, letting them know why they should trust you and the products or services you offer.
The role of personal branding in digital marketing
Most people think of celebrities and entrepreneurs when they picture a personal brand. The truth is, though, that a strong personal brand can be an advantage for anyone who wants to grow their reputation and further their career.
While branding is a good idea for employees in any field, marketers in particular can benefit from having a strong personal brand. A business hires a digital marketer to accomplish many of the same things a personal brand does, namely growing their network, visibility, and authority with potential customers. If your personal brand demonstrates that capability, that can be a powerful differentiation.
A strong personal brand is important for marketers at any stage of their career. When you're searching for job opportunities, a strong brand can show employers why you'd be a better fit for their team than other applicants. For employees of a company, it can open doors for leadership positions or high-profile projects. For a marketing entrepreneur, branding helps you develop the name recognition that will attract and land clients. Granted, each of these types of marketer will likely want to emphasize different things with their branding. This is why it's important to start the process by defining your goals, allowing you to tailor your branding efforts to meet those needs.
Steps to build a strong personal brand
1. Define your mission and unique identity.
When you're creating a company's brand, you start by defining its values, mission, and unique value proposition. Developing a personal brand starts the same basic way. Take a moment to brainstorm how you want others to perceive you. Think about your personality, your expertise, and your "why"--what drives you to do what you do? What do you offer to your audience? When you can answer those questions, you have a solid foundation to build your personal brand on.
2. Identify the sources of your authority.
Being true to your values and personality will give your online presence authenticity. Identifying what credentials, experiences, skills, and knowledge you bring to the table is how you'll establish your credibility. In other words, why should people listen to what you have to say? List out any relevant degrees or marketing certifications that you hold, as well as your professional and personal achievements and the strengths or positive qualities that can make you a thought leader in your industry. The more you can present yourself as an expert in your field, the more trust you'll be able to build with people who view your online content.
3. Understand your target audience.
Knowing what defines you and sets you apart from your competitors is just the first step to building your brand. Just as important is knowing the right way to convey that message to get the attention of the clients, customers, employers, or other professionals that you're trying to reach. You can start by thinking about basic demographics like age and economic status but you should go beyond this, too. Consider their likely interests and behaviors, what communities they belong to, what drives and motivates them, and what their biggest pain points are. Your goal is to identify ways that you can appeal to the right followers and help your target audience along on their journey.
4. Develop your personal narrative.
At its heart, branding is all about storytelling. People with strong personal brands have the ability to tell their stories in a way that's clear, compelling, and makes them relatable to someone who's reading their website or social media posts. This doesn't just have to focus on your career. Sharing aspects of your personal story can help to differentiate you from other people in the market, showing people why they should listen to you over your competition.
5. Solidify your brand descriptors and messaging.
At this point, you have all the pieces that you need to develop an effective brand. The next step is to convert that information into a cohesive image and message that you want to convey. Consistency is key when it comes to branding. People should have the same perception of you whether they read your profile on LinkedIn, your posts on other social media platforms, or the insights you share through blog articles or YouTube videos. Something that can help to achieve this consistency is to come up with a one-sentence message, complemented by a list of brand descriptors. These are adjectives or descriptive phrases that accurately embody or convey your unique identity. Be specific when choosing these, picking powerful words that will make an impact and help you develop a distinctive voice.
6. Develop your media strategy to communicate your story.
To reap the full benefits of all the effort you've put into crafting your brand, you need to promote it in the right places for your target audience to see it. Not every platform will be a good fit for every person. The key is to hone in on your community and determine where your content will have the most visibility for the individuals within it. Remember: your goal isn't to appeal to everyone, and if you try to you'll likely dilute your message. Set up social media profiles on the platforms that are most relevant to both your target audience and your personal style and the type of content you want to create. Consider how content like blog posts, podcasts, and videos will fit into this strategy and promote the growth of your brand.
7. Create compelling content on a consistent schedule.
This is the stage where all of the above elements come together. The first rule to keep in mind is to deliver value with everything you post. Not only is high-quality content more likely to make an impression on people who read it, but it also makes your audience more likely to share it with their peers. That kind of organic audience growth is one of the best ways to establish yourself as an authority in your niche, and can help you stand out in a crowded landscape.
The importance of consistency can't be overstated here, either. If people know when to expect content from you, the chances of them actually seeing it increase dramatically. The ideal posting frequency and timing will depend on the platform. For example, Instagram users tend to be most active in the evenings and on weekends, so a few posts a week during those times will yield the best results. With something like a blog or podcast, a weekly posting schedule is likely more sustainable, while content like a newsletter can go out once a month.
8. Use feedback from your audience to refine your strategy over time.
Building a brand isn't a one time project. It's an ongoing process that will likely require some refinement and adjustment over time. Once you start to post content, periodically gather and review data about who is viewing it and when. If an article or social media post gets a lot of attention, try to determine why and post similar content in the future. Also pay attention to any comments or reviews that people leave. You know how you want to convey your brand, but your audience is the expert on how it's actually coming across. Seek out opportunities to get this kind of feedback then integrate it into your future content to improve its odds of success.
Tips and strategies for effective personal branding
Be authentic.
People can tell if you're just putting on a persona. To make a real connection with your audience, you need to give them a reason to trust you, and that means being your authentic self. It's also much easier to maintain a consistent voice across content if it's all coming from that same authentic place. In the crowded online landscape, perspectives that feel honest and genuine have the edge, and are the most likely to cut through the noise.
Embody your brand in personal interactions.
The internet is an excellent tool for building a personal brand, but it's not the only option. Having face-to-face conversations can often be a way to build deeper relationships and forge stronger connections. Bring your brand to life when you attend networking and industry events. If people get the same impression from you in the real world that they do from your online content, that will build confidence and trust, and can make a big difference in the success of your brand development.
Use a combination of owned, earned, and paid media.
Owned media is everything that you create for yourself, like personal websites, social media content, or books and articles you publish. Earned media is when you get exposure through other people, like mentions in the press, recommendations and testimonials from clients, or comments and likes on your social content. Paid media includes things like ads you buy or collaboration with influencers.
All of these can play an important role in building your brand. The owned media you produce is the core of your brand and the first thing you should establish. Adding earned media to this is excellent for building trust, showing your audience that others in your niche recognize your accomplishments and contributions. Finally, paid media can help to grow your following and broaden the scope of your influence by getting your content in front of a new crowd. As you're refining your brand strategy, consider how you'll use a mix of media types and leverage a variety of platforms to meet your ultimate goals.
In conclusion: Branding is critical for marketers
Some people are naturally skilled at branding, but for most a strong brand doesn't just happen. It requires diligent work, careful planning, and sustained commitment to producing content on a regular schedule.
While it does require effort, though, there isn't a magical formula or secret tool that you need to create a strong brand. It comes down to understanding yourself and your goals, then using the right language to convey that authentically in your unique voice. With self-awareness and dedication, anyone can create an effective personal brand.
Businesses aren’t the only entities that have a brand. In today’s world, any individual who wants to grow a professional reputation and stand out in their marketplace can benefit from having a personal brand. No matter what your definition of success, you need to persuade other people to recognize your value if you want to achieve it. A personal brand helps you to do this, whether your goal is to land a new job, grow a client base, or ask for a promotion.
The good news is, while branding has become something of a buzzword, it’s actually a fairly simple and straightforward concept. In essence, it’s all about understanding the value you offer and how to convey that to your audience. Let’s take a closer look at the steps and strategies you can use to develop and promote your personal brand.
What is personal branding?
You can think of a personal brand as the reputation you intentionally craft for yourself. Everyone has a reputation. This is built through the impressions you make on people, the relationships you form with peers and colleagues, and your communication with other people, both in person and online. Your reputation is, essentially, how your colleagues would describe you, and the opinions and beliefs other people form about you based on your actions, words, and habits.
A personal brand, on the other hand, is more about how you want people to see you. It’s crafted and purposefully constructed to bring clarity to your abilities, values, passions, personality, and beliefs. Each component of your personal brand influences how other people perceive you, and how much visibility and influence you have within your field. It tells people who you are and what you do, letting them know why they should trust you and the products or services you offer.
The role of personal branding in digital marketing
Most people think of celebrities and entrepreneurs when they picture a personal brand. The truth is, though, that a strong personal brand can be an advantage for anyone who wants to grow their reputation and further their career.
While branding is a good idea for employees in any field, marketers in particular can benefit from having a strong personal brand. A business hires a digital marketer to accomplish many of the same things a personal brand does, namely growing their network, visibility, and authority with potential customers. If your personal brand demonstrates that capability, that can be a powerful differentiation.
A strong personal brand is important for marketers at any stage of their career. When you’re searching for job opportunities, a strong brand can show employers why you’d be a better fit for their team than other applicants. For employees of a company, it can open doors for leadership positions or high-profile projects. For a marketing entrepreneur, branding helps you develop the name recognition that will attract and land clients. Granted, each of these types of marketer will likely want to emphasize different things with their branding. This is why it’s important to start the process by defining your goals, allowing you to tailor your branding efforts to meet those needs.
Steps to build a strong personal brand
1. Define your mission and unique identity.
When you’re creating a company’s brand, you start by defining its values, mission, and unique value proposition. Developing a personal brand starts the same basic way. Take a moment to brainstorm how you want others to perceive you. Think about your personality, your expertise, and your “why”–what drives you to do what you do? What do you offer to your audience? When you can answer those questions, you have a solid foundation to build your personal brand on.
2. Identify the sources of your authority.
Being true to your values and personality will give your online presence authenticity. Identifying what credentials, experiences, skills, and knowledge you bring to the table is how you’ll establish your credibility. In other words, why should people listen to what you have to say? List out any relevant degrees or marketing certifications that you hold, as well as your professional and personal achievements and the strengths or positive qualities that can make you a thought leader in your industry. The more you can present yourself as an expert in your field, the more trust you’ll be able to build with people who view your online content.
3. Understand your target audience.
Knowing what defines you and sets you apart from your competitors is just the first step to building your brand. Just as important is knowing the right way to convey that message to get the attention of the clients, customers, employers, or other professionals that you’re trying to reach. You can start by thinking about basic demographics like age and economic status but you should go beyond this, too. Consider their likely interests and behaviors, what communities they belong to, what drives and motivates them, and what their biggest pain points are. Your goal is to identify ways that you can appeal to the right followers and help your target audience along on their journey.
4. Develop your personal narrative.
At its heart, branding is all about storytelling. People with strong personal brands have the ability to tell their stories in a way that’s clear, compelling, and makes them relatable to someone who’s reading their website or social media posts. This doesn’t just have to focus on your career. Sharing aspects of your personal story can help to differentiate you from other people in the market, showing people why they should listen to you over your competition.
5. Solidify your brand descriptors and messaging.
At this point, you have all the pieces that you need to develop an effective brand. The next step is to convert that information into a cohesive image and message that you want to convey. Consistency is key when it comes to branding. People should have the same perception of you whether they read your profile on LinkedIn, your posts on other social media platforms, or the insights you share through blog articles or YouTube videos. Something that can help to achieve this consistency is to come up with a one-sentence message, complemented by a list of brand descriptors. These are adjectives or descriptive phrases that accurately embody or convey your unique identity. Be specific when choosing these, picking powerful words that will make an impact and help you develop a distinctive voice.
6. Develop your media strategy to communicate your story.
To reap the full benefits of all the effort you’ve put into crafting your brand, you need to promote it in the right places for your target audience to see it. Not every platform will be a good fit for every person. The key is to hone in on your community and determine where your content will have the most visibility for the individuals within it. Remember: your goal isn’t to appeal to everyone, and if you try to you’ll likely dilute your message. Set up social media profiles on the platforms that are most relevant to both your target audience and your personal style and the type of content you want to create. Consider how content like blog posts, podcasts, and videos will fit into this strategy and promote the growth of your brand.
7. Create compelling content on a consistent schedule.
This is the stage where all of the above elements come together. The first rule to keep in mind is to deliver value with everything you post. Not only is high-quality content more likely to make an impression on people who read it, but it also makes your audience more likely to share it with their peers. That kind of organic audience growth is one of the best ways to establish yourself as an authority in your niche, and can help you stand out in a crowded landscape.
The importance of consistency can’t be overstated here, either. If people know when to expect content from you, the chances of them actually seeing it increase dramatically. The ideal posting frequency and timing will depend on the platform. For example, Instagram users tend to be most active in the evenings and on weekends, so a few posts a week during those times will yield the best results. With something like a blog or podcast, a weekly posting schedule is likely more sustainable, while content like a newsletter can go out once a month.
8. Use feedback from your audience to refine your strategy over time.
Building a brand isn’t a one time project. It’s an ongoing process that will likely require some refinement and adjustment over time. Once you start to post content, periodically gather and review data about who is viewing it and when. If an article or social media post gets a lot of attention, try to determine why and post similar content in the future. Also pay attention to any comments or reviews that people leave. You know how you want to convey your brand, but your audience is the expert on how it’s actually coming across. Seek out opportunities to get this kind of feedback then integrate it into your future content to improve its odds of success.
Tips and strategies for effective personal branding
Be authentic.
People can tell if you’re just putting on a persona. To make a real connection with your audience, you need to give them a reason to trust you, and that means being your authentic self. It’s also much easier to maintain a consistent voice across content if it’s all coming from that same authentic place. In the crowded online landscape, perspectives that feel honest and genuine have the edge, and are the most likely to cut through the noise.
Embody your brand in personal interactions.
The internet is an excellent tool for building a personal brand, but it’s not the only option. Having face-to-face conversations can often be a way to build deeper relationships and forge stronger connections. Bring your brand to life when you attend networking and industry events. If people get the same impression from you in the real world that they do from your online content, that will build confidence and trust, and can make a big difference in the success of your brand development.
Use a combination of owned, earned, and paid media.
Owned media is everything that you create for yourself, like personal websites, social media content, or books and articles you publish. Earned media is when you get exposure through other people, like mentions in the press, recommendations and testimonials from clients, or comments and likes on your social content. Paid media includes things like ads you buy or collaboration with influencers.
All of these can play an important role in building your brand. The owned media you produce is the core of your brand and the first thing you should establish. Adding earned media to this is excellent for building trust, showing your audience that others in your niche recognize your accomplishments and contributions. Finally, paid media can help to grow your following and broaden the scope of your influence by getting your content in front of a new crowd. As you’re refining your brand strategy, consider how you’ll use a mix of media types and leverage a variety of platforms to meet your ultimate goals.
In conclusion: Branding is critical for marketers
Some people are naturally skilled at branding, but for most a strong brand doesn’t just happen. It requires diligent work, careful planning, and sustained commitment to producing content on a regular schedule.
While it does require effort, though, there isn’t a magical formula or secret tool that you need to create a strong brand. It comes down to understanding yourself and your goals, then using the right language to convey that authentically in your unique voice. With self-awareness and dedication, anyone can create an effective personal brand.