OtterPR Publicist Danielle Grossman discusses how personal branding is built and maintained for ultimate business success
For decades, the term “personal branding” has been batted around in marketing and entrepreneur circles. With the advent of social media and its current status as a major player in the business-building and marketing game, a personal brand for your business or entrepreneurial endeavor is more important than ever.
Danielle Grossman, a publicist with OtterPR, gives five actionable tips to build your personal brand, no matter the industry.
1. Who Are You?
“Figure out who you are and who you want to be,” advises Grossman. Knowing who you are is the first step in crafting a personal brand, but it may be easier said than done. With so many options and the amount of inspiration available at one’s fingertips, it may be difficult to pinpoint what face one wants to show to the world or what personality one wants to inject into their branding.
What’s integral is that once the question of “who you are and who you want to be” is answered, that it’s stuck to. Bouncing around the “personality” part of personal branding can confuse the public and muddy your branding waters.
“Some questions to ask yourself to figure out who you are: What is my passion? In what areas do I excel? Why do I keep going? Where do I want to be in 5 years? What impact do I want to have? How do I want to be remembered one day? What advice and tools can I share?” says Grossman.
2. Define Your Audience
Once you figure out who you are, you have to figure out “your people.” What type of people are you targeting with your product or service? Perhaps you cater to women in business or one industry specifically.
Grossman acknowledges that as your life changes, your audience may change as well.
“I cater towards all entrepreneurs and businesses because of the advice I can offer and expertise I can share. But I know I truly connect with young moms, navigating work and motherhood. I know my audience has changed over the years, and yours may change too.”
Grossman reiterates the advice given in tip #1,” don’t change who you are.” You can pivot with your audience and target market, but who you are as a person should stay static.
Looking at other people in your niche, especially on social media, can be overwhelming. As Ben Folds once sang, “there’s always someone cooler than you”. That can cause some anxiety, and one may get confused on their way to building their personal brand.
But researching and learning about your market and competition is essential as you build your brand. Who are the other experts in your field? Who are the leaders in the industry, and how did they get there? Many mentors and leaders offer education, and it may be worthwhile to take some of that education to help a brand grow.
Utilizing best practices is always suggested when building a business, and the same goes for building a personal brand.
Your social media accounts should be synced and follow a similar branding theme.
“This helps you stay in your lane and cater to the same audience,” says Grossman.
A website is a must-have in most cases. If you are clueless about designing a well-branded website, seek help from a professional. It’s worth investing in creatives who can help craft a truly unique personal brand online.
5. Get Out There and Share Some Vulnerable Moments
Once you get your personal brand in place, putting yourself out there is another step towards getting that personal brand recognized. Try to get on a few podcasts, hire a publicist, or offer to write some guest articles.
Vulnerability also helps support a personal brand. Followers will remember the vulnerable, intimate moments. Share personal photos, stories that followers can relate to, or something related to your target audience.
“This helps you stay authentic and resonate with a broader audience. I find when I post a photo of my daughter, I garner six times more interaction than I do on a post about media or the news,” says Grossman.
A personal brand helps your business grow and thrive as a business owner or entrepreneur. Remembering to remain authentic in engagement, consistent in content, and compelling with your story will build a well-known personal brand that people can’t forget in no time.