People buy from brands and small businesses they know and trust.
Especially when it comes to making decisions when searching online for the best products or services, we don’t like to buy from a faceless corporation. Personal connection is key when it comes to making purchasing decisions.
Regardless of the type of business you are in – Construction, Financial Services, Lawyer, or Real Estate Agent – literally every type of business you can think of – if you want to achieve long-term success and stand out from your competition, you need a strong personal brand in order to do it.
Your customers want to buy from a trusted friend and expert. And generating sales is what it’s all about. That’s why you’re in business.
What Does A Personal Brand Do For A Small Business?
Your personal brand serves several important functions:
- It tells people who you are and sets expectations. People can easily understand your core values and who you are through your brand.
- It’s the face of your company or online presence. Branding gives you authenticity and shows that you’re legitimate.
- It defines your reputation. As Jeff Bezos once put it, “Your brand is what other people say about you when you’re not in the room.”
- Your personal brand sets you apart from other businesses in your niche.
Your personal brand tells your potential customers “Why” they should come to you.
PEOPLE BUY PEOPLE.
It’s that simple.
They buy from brands that they relate to and whose messaging resonates with them. It creates an authentic connection that builds trust and strong relationships. And trust is the number one factor in sales.
FACT: If you have any sort of online or public presence, it’s already setting these expectations and creating a reputation for you. As soon as you create a social media profile or publish a blog post, you’re already branding yourself unconsciously.
Clearly Identify Your Ideal Target Market
In order to brand yourself successfully, you need to know who it is you serve. In other words, who is your ideal target market?
As a business and marketing consultant, I find that this area is where my clients struggle the most.
FACT: EVERYONE is not your customer/client. When you speak to everyone – you speak to no one. Your message gets watered down and doesn’t make an emotional connection with your ideal customer.
You need to know their demographic information, but more importantly, you need to know about their values and behaviors. If you understand your ideal customers’ core values and tastes, you can better appeal to them to create a strong relationship. And by identifying a very specific target market, you will be able to better communicate with them in your messaging and marketing.
Being visible on every social media platform means nothing if your audience doesn’t relate to your message.
Content Is King For A Small Business!
Content plays several important roles in your personal branding:
- Builds Trust. Consistent, helpful content builds a relationship with your audience where they trust you to help them.
- Demonstrates Authority. The material you put online shows your authority in your niche. It gives you a chance to showcase your skills and expertise.
- Gains Exposure. Your articles, videos, social media posts, and other work helps to bring new people into your sphere. People will find you when they’re looking for information about something you can provide.
- Generate Leads. Content can be used as part of your marketing funnel to generate and qualify leads. The more relevant and engaging your content is to your ideal target market, the more leads you will capture.
The right content gains trust… and trust is the key to customer lifetime value.
The Fundamentals Of Marketing Still Apply
The fundamentals of marketing still apply – even in 2022 – but in new ways. It’s about putting the needs of your audience above your sales needs and creating an authentic emotional connection. And in today’s digital world, we are fortunate to have the ability to gather enough data to know what’s working and what isn’t.
Having a strong personal brand can be the difference between getting the business or seeing it go to your competitor who is more recognized in your industry than you.
It can give you the power to bring in more revenue by having the ability to charge and get premium pricing.
Developing a strong personal brand alongside your business brand is more than just a good idea – it’s good business.
Building a brand takes strategy. If you need some guidance, reach out! I have a wealth of knowledge, and together, we can build a brand that speaks directly to your target market.
