What forms your personal brand?
Apart from your logo and website, your personal brand includes your overall presence online including your videos, your photos, the way you speak and represent yourself, your story, your vision, what your brand stands for, how you connect with people and who your ideal clients are that you want to attract.
Here’s what goes into creating a brand. As you can see from the graphic below the logo, website, colours and so on come right at the end and are just the tip of the iceberg. Your brand is so much more than the graphic elements that make up the visuals.
First, you need to get clear on why you do what you do, who it’s for and the story behind your business and your brand – especially if you’re a personal brand. I’d argue that any brand these days benefits when the CEO shares their journey, their passion and purpose behind the business. People are craving human connection and they want to get to know you. Don’t forget that!
Why you need a personal brand
Maybe you have a huge business vision and you know deep down that you have a gift for the world that is absolutely life-changing. The thing is, that you feel like people don’t know it, or can’t see it, and you may be so tired of convincing potential clients that your product or service holds so much value.
If you have a better and easier way to show your clients who you are, what you do, why you do it and why you’re the best person to help them, your business can grow much faster. Let’s look at just some of the reasons why you need a personal brand!
You stand out from the crowd
Gone are the days when getting yourself out there online was difficult. Because of social media and the internet, anyone can jump in and start a business online or become an influencer. You need to stand out from your competitors and be memorable.
I often hear people say that you don’t need a brand or a website and that you can just find clients on Facebook or LinkedIn. Yes, it’s true, you can find clients by reaching out to people who’ve been following you for a long time, but it will only get you to a certain point.
If you want to position yourself as a leader and authority in your industry, you need a strong brand to back it up and to take yourself to another level. Your online presence is your chance to show people what you know and how you know it. When you brand yourself online with a genuine true-to-you personal brand, you’ll attract your ideal clients through your message, imagery and your story. You’ll become memorable and stand out amongst the sea of other people who may be offering something similar. You will then start attracting better clients, the type of clients who you love working with and you can start to charge more.
You’ll become memorable and stand out amongst the sea of other people who may be offering something similar
It opens up opportunities.
When you have a good personal brand, clients will organically find you through social media (via your live-streams, story posts, messaging) or by coming across your website. Brands will reach out to you because they like what they’ve seen, and your brand can attract numerous other opportunities in business; partnerships, speaking engagements and PR. Because of my personal brand, I’ve been interviewed numerous times including in Forbes.
It builds trust
People are much more likely to buy from an individual they can relate to, than a large corporation who’s not in direct contact with the products and services they sell.
When your audience can connect with you and your story resonates with them, it lays the foundation for your audience to “know, like, and trust” you. It is much more likely that people will buy the offers that you put out there after your audience has gotten to know you for a while first by reading your posts, receiving value from your Facebook live videos, receiving your newsletter or even just reading a post about how your day at the beach went!
Selling is easier
When you have a solid personal brand, your brand does some of the selling for you. Closing sales is a lot easier when the person on the other side is already 80% sold on you. You go from someone who has to beg people to buy from you to people begging you to work with them!
An example is when I had my wedding photography business in the UK. I was about 28 years old at the time. When we nailed down our brand we were able to charge much higher prices. I was easily able to sell packages priced at 7000 Pounds because I had my personal brand behind me.
Another example is when I booked a dream client who wanted a full-service personal brand creation after I responded to her post on Facebook. She took one look through my website, and she knew I was the one! She hired me after a Skype call and flew me and my family to Seychelles for a $19K personal brand creation package. Read more about that here.
Fast forward two years and she commissioned us a second time. On this occasion, we flew out to Indonesia and filmed all of her videos for her new signature group program on the islands of Lombok and Bali!
So yes, you could run a business without a brand, but then what kind of clients are you going to get? If you cut corners and have a make-do brand, you are going to attract make – do clients!
If you would like to delve deeper with me, and learn how to nail down your personal brand, join my Build Your Brand Online program! This is a LIVE, 6-Month Group Program that takes you step-by-step through the exact process on how to brand yourself as the expert you are!
Chanelle is a business coach/consultant and personal branding specialist with over 20 years of experience. She's been featured in Forbes, Thrive Global, Stylist Magazine and COACH Magazine. She runs a global training business and works with women helping them launch, grow and scale their online businesses and create a freedom-based life through entrepreneurship.