You have likely heard about the importance of building your personal brand. I am expanding on this myself, as I have done a great deal for my organizations and business leadership, but I need to do more for myself. It is more important now than ever to take this action. When time is so precious, and there is so much clutter across channels and platforms, it is critical to differentiate yourself.
As technology like AI is evolving it is making some efforts more efficient but it also is creating the opportunity for a higher abundance of content, the potential for more churn of messaging but not the highest quality. Therefore, there still is a great opportunity to stand out with your message and content, which is all a part of your brand.
Organizations are starting to recognize the value in their leadership and team members having their own brand and visibility. Some are now incentivizing individuals who build their brand or have established one. It helps the organization as a whole if the individual’s expertise is recognized.
Here are a few thoughts on building your personal brand:
Authenticity: Focus on your experiences and interests, as well as where you have background, knowledge, and expertise. This will naturally allow you to be authentic. An HBR study found that brands perceived as authentic build more of an emotional connection and engage on a deeper level with brands they find authentic, leading to 57% of consumers being more loyal to the brands they find authentic.
Consider different approaches that make it more authentically you. Weave in other things that you enjoy. It could be cooking, baking, various exercises, or music. Tap into varied areas that might be passionate about. This can help you build an approach that is both uniquely and authentically yours.
Authority and Credibility: This is related to the above. You need authenticity to be credible, but you also need background and expertise so that people recognize your knowledge and authority. Research by Edelman shows that 81% of consumers need to trust a brand from which they purchase. A personal brand helps establish credibility and trust with your audience. This helps back up the rationale on why they would continue to read on, learn more and overall why they should listen to you.
You may want to consider actions you can take to expand that credibility. This reinforces your authority on the topic while also giving you more background and information to pull from. So, take the course, get the certificate, do the thing! Go for it!
Influence: A personal brand can position you as a thought leader, an expert in your field. According to a survey by MarketingProfs, 70% of consumers prefer to learn about a company through articles rather than ads, indicating that sharing your expertise can enhance your influence. This isn’t necessarily about being a “Social Influencer” but having a Point of View to share and being able to influence others on a topic.
Resilience: A personal brand can provide a buffer during economic downturns, as individuals with strong brands often have more job security and opportunities for continued growth. Having the ability to be recognized for your expertise can unlock new paths forward that you had not even considered.
Connect Live: Build connections with people in person when you can. Do not limit your outreach to social media, email, text, or WhatsApp. Talk through what you are doing, and demonstrate that brand in person. Most importantly, listen to what others are doing, their perspectives and experiences. Hear and take in their feedback. This can add another layer on what you are doing and how you are evolving.
In summary, in an ever-chaotic marketplace, it is more important than ever to build your individual brand. As you build on this and engage, keep yourself open to constructive feedback. You will evolve, improve, and reap the rewards!
Personal branding is priority topic for me, so this article is just the beginning. Please stay tuned for more.
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