Personal Branding

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Personal Branding

 The attention span of an average adult is from 7 to 12 seconds. Is your personal brand strong enough to capture someone’s interest in that limited period of time? Personal branding is relevant to a large section of our society from students, employees, to entrepreneurs and business owners. While entrepreneurs and business owners are the face behind their brand, employees seek to influence in their professional network. A common goal unites both groups: the final goal is influences marketing to create and sell your personal story though an authentic story telling. Female Techpreneur brings you useful tips for both groups.

Personal Branding For Entrepreneurs and Business Owners

            Chelsea Krost defines a personal brand as the complete extension of who you are and what you stand for. Ask yourself the following questions: What am I passionate about? Include both personal and professional passions. This approach will increase your authenticity. What am I good at? What makes me credible? Set a strategy to brand yourself before others do it for you by sharing your success stories, defining what do you want to be known for and becoming a recognised authority. All these goals need to be backed up with experience and education.

 

What are your personal brand goals? Personal branding for entrepreneurs and business owners is essential to create a face behind their brand.  A successful personal branding could increase awareness of your company, grow your network, leverage media and collaborations, monetise your digital presence and help to find speaking or publishing deals.

 

The successful personal branding equals storytelling. According to Chelsea Krost, storytelling is based on 3 Cs:

  • Character: tell your audience who you are and give them background details of your situation
  • Conflict: become personal and vulnerable by describing a situation to which your target audience relates
  • Conclusion: present your result with the Aha moment

 

Your expertise and gained knowledge should be clearly stated in your story telling. It should become obvious that you know how you can help others to achieve this and how you are the solution. How you present your conflict determines how memorable and trusted you will become.

 

The next step is to define your target market. Begin with an analysis of your current customers Do you know what are their characteristic and interests? Look for patterns that will help to create your marketing messaging.

 

It is vital to know your product and service. State clearly what value you provide for your clients.  In what form do you share your expertise: consider an ebook, workshop or a 1:1 networking. Ask yourself what is the driving demand for your service, what results will your service or product create, for what cost, what objections can someone have, who are your competitors and what is their audience.

 

As the final step, create buyers’ person focused on their age, location, gender, income, education level, marital or family status, occupation and on personality, values, hobbies, lifestyle. Determine where is your audience on social media. Be where your audience is.

 

Content marketing is an essential tool to attract and retain valuable audience. It is beneficial to build a content marketing framework. Set an objective, the audience, the brand story and roll out the content strategy. You might want to be in charge or to outsource this part of your business. Finally, measure your results with Buffer or Hootsuite.

 

Consequently, create a content calendar prepared for a month. The content should be specific for this month and reflect industry events, holidays and the season. Determine a content format for each post. Track the consumer journey from awareness, consideration, purchase, retention, to advocacy. Remember that personal branding on social media needs hard work, persistence and patience. Give yourself 3 – 6 month trial period before assessing your overall success.

 

To build a strong presence on social media, chose wisely an easy to remember name, logo, signature hashtag, biographic details and photography. These elements should mark your consistent presence across social media platforms. Post on a regular basis and social media analytics tools such as Buffer or Hootsuite. Furthermore, follow the 80 to 20 rule. Dedicate 80 % of your content to engage your community and 20 % to the promotion of your products and services.

 

Think about Livestream video content. People like behind-the-scenes insight to your business such as brainstorming sessions or your keynote speech preparation. This will help you to be more authentic and relatable.

 

If you successfully build your personal branding, you might want to monetise your efforts. It is necessary to gain expertise before you offer it as a service. Continue offering a free value-driven content to raise brand awareness. Monetisation is based on your loyal online community, which you will gain by sharing a valuable content for like-minded people.

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