Have you ever wondered if you even need a personal brand? You’re not alone. That’s the #1 question I’m asked about personal branding.
These are the frequent reasons people cite for not building their personal brand:
- I’m an employee with no desire to start a business
- I run a successful company with more than (20, 50, 100) employees
- My company’s not about me
- My company is focused on sales, not branding
But the truth isn’t if you need a personal brand, but what you are doing with the one you already have.
Because your brand is your reputation, and everyone has one.
A few years ago, I began compiling a list of other common personal branding questions I’m frequently asked. Now I’m answering as many of those questions as possible.
1) What is a personal brand, and why is it important?
Your personal brand is your reputation, not just how you look. It’s more than all of the design pieces people typically think of. Branding has evolved, and today most experts who discuss branding are actually talking about reputation.
A personal brand encompasses everything you say and do in the world about yourself, as well as how others perceive your brand. When people meet you, what kind of vibe do they get from you? What type of personality do you have? If you meet at a networking event or you’re introduced via email, we know the next thing most people do is visit your website. If not, they’ll go to your LinkedIn page. A strong personal brand is important because your reputation plays a key role in your professional success.
2) Do I need a personal brand?
Many people say to me, “Oh, I don’t need a personal brand, I’m never going to start my own business. I’m an employee and I’m happy with that.” But you need personal branding to distinguish yourself and your expertise. If you’ve been posting on LinkedIn about places you’ve spoken or things you’ve accomplished in your work life, you have a history that your future employer can reference. Build your personal brand as a professional and an expert in your field.
3) I have a relatively big business. Is it important for me to have a personal brand?
Yes. In this case, your personal brand is your thought leadership. What do you personally stand for, and how is that reflected in your business? What do you want to do with your business? How can your personal brand help in achieving that success?
4) My company isn’t about me, so why do I still need a personal brand?
I understand it’s not about you. That’s not why you’re here. However, because of who you are and because of your history, using your personal brand to further your mission will only make your cause more engaging to the public.
5) Everyone already has a personal brand. Do I really need one too?
You may not be aware of it, but you have a reputation — that’s what your personal brand is. It’s what you say about yourself, what you show about yourself, and what others say about you. It’s how you dress, what you post on LinkedIn, and even how people experience you in professional settings. All of those things are already part of your personal brand. Don’t you want to be strategic and use it to your advantage?
6) How do I define or discover my personal brand?
There are exercises that you can do to start this process. Why did you start your company, and what are your goals for it? Do you have a long-term vision for your business? How can you build the bridge from where you are now to where you want the ultimate accomplishment of your business to be? How do you personally contribute to that?
Think about the parts of yourself that you want to express through your business. You can do this by holding up a mirror to yourself. Ask people who know you well, “How would you define my personality, and what do you think I’m really good at?” People will say things that may not seem related to your business on the surface, but with further exploration, you will see how they are related. Maybe someone will say, “You’re a great listener.” You can incorporate that into your business by saying, “We take your problems seriously. We’re good listeners.”
Your personal branding should naturally reflect the best of who you are—and highlight the unique value you bring to a business. This will further distinguish you from your peers. Other things that contribute to personal branding are things that make you unique. Have you had any unique experiences that you could share with people to help them remember you?
7) What steps can I take to build my personal brand?
You want to be seen as an expert in a specific area. The things you talk about, from your website to when you network, are reflective of the personality you want to share with the world. So if you’re a little quirky in a relatively serious industry, post a fun and quirky picture of yourself on your “About Us” page.
8) Should I invest in professional photography?
If you’re a business owner, you should absolutely invest in professional photography. You need to have different shots you can use not only on your website, but also on your social media. Get new photos at least yearly. Find a professional photographer at a price point you can afford. Negotiate a package if they don’t already have one that suits your needs. Your photography is important, especially if you’re active on social media.
9) How do I know which platform is right for building my personal brand?
People think they need to be everywhere on social media, and if you are a one-person business or a two-to-three-person business, you probably can’t do that. So how do you choose?
If you’re in a professional services business, you want to be active on LinkedIn. Post at least once a week and build your thought leadership. Let’s say you’re a graphic designer. Post once a week about what you’re seeing in the design world, like shifting trends or new advances in fonts and colors. Having a longer, well-thought-out post once a week is better than two short, mundane posts. The key is to be consistent. Pick one social platform to start with — and get really good at it. Engage with other people’s posts, especially people who engage with yours.
If you’re in a visual field like photography, Instagram is the second platform you should look at. You can post your photos with little copy because Instagram is still a very visually driven platform. If you are a family photographer, think about Facebook. Parents and grandparents who might pay for family photos would likely be on that platform.
Social media platforms like TikTok, X, and Threads are constantly changing. If you have limited time to use social media, go with what’s established. LinkedIn and the Meta platforms are a good place to start.
10) What is the best thing I can do to grow my personal brand through content?
The most valuable asset you own, along with your website, is your email list. News of the demise of email has been greatly exaggerated. Email is alive and well. The best part about email? Even if every other platform shuts down, your list stays with you. If people are visiting your site, don’t miss the chance to get them on your email list. You have a great opportunity to build your brand reputation with people who have opted in to learn about you.
11) How do I differentiate myself from others in my industry?
People often feel they don’t know how to stand out. That goes back to the question of defining your personal brand. Think about what makes you different. Do you have more experience than the average person? Have you worked for a variety of industries? What makes you, you? What kind of magic do you bring to what you do? Take five unique things about yourself and start talking about them. Then look and see which one or two things drive the most engagement.
12) How do I create compelling content for my personal brand?
The answer to that goes back to what you care about, why you started your business, and what your philosophy is. There are different levels of a personal brand. There’s the part where you provide information about who you are and inspiration about what you’ve helped clients achieve, and then there’s the part where you provide thought leadership.
For example, if you offer an innovative service that has historically only been done one way, thought leadership is talking about why it’s been done that way and what you think may be wrong with that philosophy. Talk about how you’re tweaking that practice or building a new one. Thought leadership is stepping out from the common conversation and creating one of your own.
13) What are some common mistakes to avoid when building a personal brand?
Avoid oversharing, engaging in political or religious debates, or discussing personal challenges before you’ve had time to gain perspective. Those are the big three. Since not everyone will agree with your views, it’s best to steer clear of politics and religion. For the third one, don’t make your misery, your message. Share your perspective once you’ve gotten through something.
14) How do I network effectively?
How you network once you choose a professional group is a question that isn’t often asked, but is very important. A professional organization is good, especially when you’re still building your skills, but you’re not going to get as much work from those groups. Other groups have only one person in a stated industry in the group for the purpose of building relationships for referral purposes. The people in the group aren’t intended to buy from each other, but they are expected to understand the other members’ businesses so that when they hear of someone who needs your kind of services, they will refer you. Consider whether you’re looking for a group that offers learning opportunities or one that focuses on building a referral network.
15) How do I leverage personal storytelling in my personal branding?
Storytelling should play a major role in building your personal brand. Talk about what your own experiences have taught you and how you’ve applied those lessons to the work you do. This applies whether you work for someone else or you run your own business. How did you end up in this career? What are the threads from your childhood? What are the links from your work experiences? How did your work influence you to become the person you are today?
Storytelling is what gets people to remember you. Throughout history, storytelling has been used to educate, to convey lessons and meaning, and to make things stick. Think about the stories that define who you are, and start sharing them.
16) Where do I go from here?
Personal branding isn’t just an option; it’s a necessity. It helps you stand out in your industry, attract the right opportunities, and communicate the reputation you want others to remember. Whether you’re just getting started or refining your approach, the next step is to take action. Start sharing your story, engage your audience, and don’t be afraid to show up as your most authentic self. Remember, your personal brand is already out there; it’s up to you to utilize it strategically.
If you’re ready for personalized guidance, our team at Prosper for Purpose would love to explore how we can help you build personal branding that makes an impact.
LEAVE A COMMENT
Comments