Personal branding is a popular trend. The idea is that you create brand recognition for your name, working toward that goal rather than branding for your product. The conflict for many comes with idea that it is the product that drives profit, not the person behind it.
If too much time and energy is spend branding your own name, it could be that the product is never properly marketed. However, personal branding can still be helpful in several situations. Personal branding for an online business is going to look very different than one that does not operate primarily online. How does a small business go about personal branding, and why should it be done?
Credibility and Name Recognition
If people know who you are, they are more likely to believe your product or service is high quality and that it can help them — if that is the reputation you exude. You must establish yourself as an expert in your field. Try to make sure that your name and your business or product or service are mentioned together. Write articles, speak at events, attend expos, and get your name out there whenever you can.
Remember the Product
People are not really going to buy you in most cases; the product or service is what fills the need. They may choose your version of it because they know your name, but your product or service has to do or be what it promises. Also, just getting your name out there does not guarantee they even know you have a business. Do not neglect to promote what you are selling. Do not get so caught up in personal branding that you forget to let people know what you have to offer, and do not forget that quality still counts.
Online Personal Branding
For a small business run primarily via a website, blog and social media, personal branding does a couple of things. First, is allows you to sell other products, apart from your first, and the promotion is mostly done for you. If you run a great blog and your name is attached to it, then your first online course or e-book is going to go over much more easily, as potential customers will recognize your name and know they love you from your blog. For example. Crystal Paine made sure her name was attached to her blog name, Money Saving Mom, early on. Now, she has thousands of loyal readers, and they all know that any course or book associated with her is going to be something they want to get their hands on.
Local Personal Branding
Small businesses operate primarily face- to-face go about personal branding in another way. They spend time in the community, support local charities and youth sports, donate items to silent auctions, and attend local networking events. Be kind, offer great customer service, and get involved… and make sure your customers know about it. Word will spread and your name will be a solid local brand.
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