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Like most things in life, branding is not a black and white operation; a lot of grey exists in the brand building space. The whole premise of branding is to set you apart from the crowd, which means that a certain amount of outside-the-box thinking has to occur in order to make that happen, but there's also a very clear framework you should follow to achieve those goals.
In the decade-plus that I've worked as a brand strategist, I've helped different types of businesses across a variety of industries and I've found that there are very defined guidelines to determine whether or not you should consider building a personal brand in addition to your business brand.
#1: You and Your Face Are Integral to The Business
While most CEOs are integral to the inner workings of the business they oversee, not all of them are integral in selling products or services to customers. This is especially true for solopreneurs and entrepreneurs who have to showcase their magnetic personalities and dynamic approach to problem-solving in addition to their goods or services.
When it's hard to separate yourself from your business, there's a lot of grey area for your brand. There's also often a lot of personal resistance to the spotlight for many solopreneurs--which I've both experienced firsthand and talked about at length with clients who feel the same way. It can be hard to feel brave enough to step into the spotlight as a business owner, but with the right plan in place to get you there, you'll start feeling more confident about it.
#2: You Want to Raise Your Public Profile
What's good for the goose is good for the gander...as long as you have the right personal brand to support you on your journey. Whether you're looking to secure more positive press, book speaking engagements, or deliver a TEDTalk, being strategic about how you want the public to perceive you is an essential component of achieving your goals.
It can be hard to pitch yourself to reporters or speaking engagements when you don't have a clear sense of what you should be talking about. A personal brand provides you with a framework for the talking points you'd need to build your public persona, no matter the outlet.
#3: You Have Strong Beliefs or Values That Aren't Necessarily In Alignment With Your Business
This one has come up a lot recently because of recent geopolitical or political hot topics that not every brand needs to be talking about. It can often be challenging to remain quiet about certain issues, especially if you feel strongly about them on a personal level. But it's vital to remember that a business brand is about more than just you; it's about your customers and your employees, and not everyone is always going to feel comfortable with your personal views.
That's where building a personal brand can be really useful. A personal brand gives you some flexibility around what you can talk about, but it's important to be just as strategic about how you go about it because straying too far from your business brand values can have a negative impact on your business bottom line. In this case, a personal brand will allow you to showcase more of your personality while also being strategic about how that connects to your business brand.
#4: You Want to Become a Subject Matter Expert
It's easier to ignore companies online than it is to ignore humans. So, if you want to become a subject matter expert and have people pay attention, it's best to build yourself a personal brand.
A personal brand, however, is more than just talking about what you know best; it also involves a set of values that you stand for, a mission behind why you're pursuing it, and an understanding of the audience you're looking to serve. All of these things will help you forge deeper connections and become a more effective subject matter expert.
Need Help Building Your Personal Brand?
It's not easy to build a personal brand alone, mainly because you lack the perspective you need to create something that will really resonate with your target audience. No matter the reason why you want to craft a personal brand, I can help you create something that feels real, authentic, and organic so that you can feel confident being that version of yourself out in the world.
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