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Everywhere I turn lately, the term Personal Branding is being hailed as THE way for small businesses to gain the upper hand from their competitors, and from ungainly corporations. It certainly seems to be the latest 'buzz' term being used to spruce up some of yesterday's marketing ideas.
I'll admit that the two words roll off the tongue rather nicely. Personal Branding sounds both intimate and corporate at the same time. But what is it and do you need to know about it?
Personal Branding is important
You may believe that you don't need to worry about personal branding. I disagree. Whether you are a sole trader or you have staff, the vision and the values behind the business are yours. And yours is the face that people see and associate with your business.
Remember that people don't buy from company logos, brochures or websites; they buy from people whom they've got to know, like and trust. In other words, they buy from YOU.
Web 2.0 is full of opportunity
Just a few short years ago it was very expensive to have a website built. Now, every small business can have a presence on the internet at no financial outlay at all! They used to be very technical and full of geeky mystique, that's no longer the case either. The internet isn't going away, it's evolving at a rapid pace.
The online social networks (LinkedIn, Facebook, Twitter, Blogs, Forums, etc.) are full of business owners who are building visibility and establishing themselves online. They're building their personal brands. I've been on Twitter since April 2008 and have seen for myself the number of UK small businesses joining literally exploding since the beginning of 2009! They've realised that they need to take part.
It's just another way of marketing
If you go to networking meetings, (and I hope you do because it's a very important marketing activity!) you'll probably see some of the same people over a period of time. And I expect you've noticed that certain people seem to be everywhere! Based on what happens each time you see them, you'll gradually form an opinion about the type of person they are and what their business is about. As they will about you! That's personal branding. What networking online does is to put that process on steroids!
In this economy you can't afford to be invisible
If you need more clients (or more business from your current clients) then you already know you need to be actively marketing and getting your name and message out there often. That's personal branding. Your clients are very selective in what they spend their money on, especially now, so you need to use every weapon in your marketing armoury to make sure they spend it with you. And they won't do that if they don't hear from you. They'll spend their money on someone who is more visible and who makes the most noise (ie. Who is building their brand). That could be your competitor.
Are you really going to stand by and let that happen? I didn't think so!
Build your Personal Brand and get more business
Make sure your message is consistent - on all your marketing materials AND on the internet.
Plan a campaign to *pull* people in to become your clients
Be seen often, in many places and by lots of potential clients
Build your credibility as a specialist in what you do
Take action now!
© Louise Barnes-Johnston, 2009