WHY brand yourself?
When you’re a small business owner, your personal brand is almost as important as the products and services that your business has to offer. Figuring out how to get the word out about your business – how to stand out in a competitive landscape – can be a big challenge for small business owners. The ability to differentiate yourself from your competitors is how you will gain more exposure, acquire more customers, and ultimately achieve success as a small business owner. To emphasize the importance of personal branding for small businesses, I’m sharing with you the 6 ‘Be’s Of Why Personal Branding Is The Key To Small Business Success.
Having a solid understanding of your personal brand will allow you to…
1) Be authentic.
Finding your personal brand should be an evolutionary and organic process – after all, your current and prospective clients are investing in you, and will want to know what you really stand for before investing in your business offerings. Authenticity is vital when it comes to building your brand because people want to know that you are real and genuine about what you do.
Your brand should be built on your dreams, purpose, values, uniqueness, passions, specializations, characteristics, and favourite activities. Be clear about what you want, what you can provide for others, and what you love to do. Being strategic and proactive about what you (and ultimately your business) stand for will ensure that you stand out.
2) Be memorable.
Knowing who you are and what you stand for will make it easier for potential clients to remember you. Your products and/or services are likely offered by various companies, but your personal brand will make your offerings rise above the rest. People like to work with and buy from others who share common values and interests. A back story on your business and how it evolved, some branded promotional items that you can leave behind after an initial client meeting, or a funny tidbit about who you are as a person will make you (and ultimately your business) likeable and relatable – vital qualities for small businesses.
3) Be in control of what people think about you.
People have a natural instinct to typecast you based on the image you project. What you wear, how you speak, and how you interact with others will lead them to make assumptions about who you are as a person. The same goes for your business. Having a solid understanding of your brand will help you to project the image that fills the needs of your target audience – putting you in control of how you are seen by others.
If you don’t brand yourself, others will do it for you.
4) Be transparent.
Just like customers don’t want any surprises from a well-known brand, people don’t want to discover any surprises about a person or small business who they are going to potentially do business with. Be honest about your skill set and what you can and cannot offer. No one is a true expert – everyone has more to learn, and the ability to be open and honest about that will make you relatable.
Be yourself, but also be self aware. Be open about your background but keep it positive and professional. Your personal stories are part of what make you unique, but you want to keep a filter on as too much information can sometimes hinder your business potential.
5) Be different from the competition.
Knowing what makes your business different from your competitors will give you an advantage and make you stand out. Don’t leave it up to your consumers to figure out what your unique offerings are – do the work for them and outline what makes you different upfront.
6) Be open to new opportunities.
When done right, putting your personal brand out there will draw in your target audience. People will be attracted to your business and new opportunities may come to you that you may not have anticipated. Having a solid understanding of your brand will help you to keep tabs on who you are what you (and your business) are evolving to become.
You are your business. Being strategic and proactive about how others see you, what they will get when working with you, and what you can and cannot do for them will result in success. Just Be You.
Not sure where to start? I can help. Learn More.
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