You’ve probably heard this before, but when it comes to building a business and attracting clients, trust really does matter. People buy from brands, businesses and people that they trust – and personal branding is a highly effective way of building trust. So what is personal branding and why is it important?
What is personal branding?
Simply put, is the process of creating a brand identity for yourself or your business. It isn’t about marketing your business, but about marketing yourself as the leader or owner and becoming known for your expertise, values and insights.
Many refer to Tom Peters as ‘the father of personal branding’ following his article in 1977 called ‘The brand Called You’.
The phrase ‘personal branding’ can sound vain. When I first heard it, I had a mental image of endless self-promotion or vanity posts. However, that isn’t necessarily the case (see below!).
Done effectively, it can be highly powerful when it comes to attracting and retaining clients.
People buy from people they know and trust, and having people feel as though they know you and your business, will deepen your connection.
Standing out from the crowd
With the rise of social media, digital content and online content, it is harder than ever for a business to cut through the noise and be found by the right people.
But I have witnessed how business owners have the power to build personal relationships, gain followers and attract clients, all through having a strong personal brand.
How you can build a personal brand
Before you start, it’s important to think about who you are as a person and the kind of clients and audiences that you want to attract. Then you can create content that is authentic and genuine.
A good place to start is creating social media accounts and posting consistent content as well as engaging with your audience.
Putting yourself forward to speak at events or on podcasts will also help you to raise your profile and become trusted.
Having a personal website, a newsletter in your name or a YouTube channel are all great platforms for building a loyal audience of people interested in you and your content.
It is important to stay consistent in your tone of voice and topics so that people feel they get to know you over time.
What to avoid when it comes to personal branding
If you’re at a party and always talking and never listening, people will quickly switch off.
The same applies in personal branding.
Many assume it’s all about talking the loudest, promoting their latest achievements and being an expert all of the time.
In reality, personal branding is about building connections with an audience, becoming known and being trusted. That means asking questions and getting involved in discussions. It also means asking others for advice and ideas all play a part in personal branding.
If you’re building a personal brand, try to avoid relentless self-promotion and instead focus on genuinely useful content and engaging with those who follow and respect you.
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