The Importance of a Personal Brand as a Black Woman in Corporate America

There's a special dichotomy to being a black woman in today's workforce. We are somehow all at once invisible but scrutinized, unheard, and yet expected to serve as an example. It's a sentiment I've heard echoed time and again by friends, colleagues, and clients.?

Creating a personal brand is a powerful way to take control of how you're seen in the professional world. Your brand is an extension of your personality and values, and it's something you can use to stand out in a sea of sameness. Your personal brand is what people say about you when you're not in the room. It's the way you show up in the world and how you present yourself to others. It's what makes you unforgettable.

The Importance of Building Your Personal Brand

You may think branding is relegated to companies and entrepreneurs, but each of us has a personal brand, and it's more important than ever for black women to be aware of and leverage that power.?

Over the years, companies have tirelessly demonstrated that no matter how many lunches we work through, family obligations we miss, or nights we stay late to finish a "group" project, we are replaceable. Personal branding puts the power back in your hands by allowing you to create a name and reputation for yourself that is not contingent on your current job title or employer.

More than that, a strong personal brand empowers you to be more intentional about your career growth. New opportunities come more easily because you're top of mind for the right people. You attract clients, mentors, and sponsors who value what you know and who you are, and you're more likely to get paid what you're worth. When you're clear about your value, what you bring to the table, and where you want to go, it's easier to negotiate from a place of strength and make decisions that align with your goals.

Take a look at this study - it was found that black women’s earnings are, on average, 63% of white, non-Hispanic men’s earnings . 63%! This is an unacceptable pay gap and one of the many reasons why it's so important for black women to gain control of the narrative.

When you build a powerful brand, you are no longer at the mercy of the systems that seek to keep you in your place. You become the CEO of your own destiny.

Brand Awareness v. Brand Impact

We can't talk about brand impact without discussing brand awareness, at least to some degree. After all, if people don't know your brand exists, it's tough to make an impact, right?

Many people view brand awareness and brand impact as one and the same. And while the two are certainly intertwined, there are some inherent differences.

Brand awareness essentially comes down to ensuring your target audience knows you exist. The goal is to get your personal brand in front of as many people in your target audience as possible and create top-of-mind awareness. That way, when they're ready to purchase a course, book a speaker, or hire a director, YOU are the first one to come to mind.

Brand impact is a bit more nuanced.

At its core, brand impact is your ability to influence and lead. Looking a little deeper, it's all about creating a connection with your target audience on an emotional level that drives them to action, establishes you as an indispensable resource, and inspires a deep sense of loyalty.

Both are important elements of a powerful brand strategy. They work in a kind of harmonious cycle, with brand awareness helping to create opportunities for brand impact and brand impact, driving authority and long-term success.

Brand awareness could be an entire article, so I will focus on brand impact in our next blog post.? Stay tuned!

3 Ways to Create a Deeper Brand Impact

Once you've set the foundation for your brand awareness and put your name out into the world, it's time to start thinking about how to increase your impact and create lasting power. This is how you build a relationship with your target audience and create a connection that drives influence, loyalty, and long-term success.

#1 Develop an Emotional Connection

The most successful personal brands are the ones that develop an emotional connection with their customers. This is because people don't make decisions based on logic alone. In fact, according to a study by Harvard Business School, as much as 95% of decisions are driven by emotions.

So, how do you create an emotional connection with your target audience? The first step is to really get to know them. Understand their needs, wants, pain points, and aspirations. What motivates them? What do they fear? What gets them excited?

Once you have a clear understanding of your target audience, you can craft a brand story and messaging that resonates with them on an emotional level. This is the first step to creating a lasting connection.

#2 Be Consistent

Generally speaking, people are creatures of habit. We like routine and we like familiarity. That's why it's so important to be consistent with your brand identity and messaging.

Every time someone interacts with you, they should have the same experience. This means using the same voice, tone, verbiage, and overall aesthetic across all touchpoints, from your website and social media accounts to marketing collateral.

Consistency breeds trust. And when your target audience trusts you, they're far more likely to view you as an authority.

#3 Tell Compelling Stories

People love stories. In fact, we're hardwired for them. The human brain is designed to process information in the form of stories. And when you tell one that resonates with someone on an emotional level, it stays with them for a long time.

This is why narrative-based marketing is so powerful. When done right, it can be an incredibly effective way to deepen your impact and create a lasting connection with your target audience.

The key to telling a compelling story is to focus on feelings. What are the universal emotions your target audience experiences? How can you tap into those emotions with your story?

Remember, people don't make decisions based on logic alone. So, focus on creating an emotional connection with your target audience through your brand story, and you'll be well on your way to increasing your brand impact.

In the end, brand awareness and brand impact are two sides of the same coin. They both play an important role in taking you from an expendable employee to an indispensable resource.?

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Beyond The C-Suite is committed to providing you with invaluable expert communications strategy and brand management execution that will catapult your next-level advancement. What you have to say is equally as important as where and how you say it. We work to craft a personal story and message you are proud to share. No matter your background, where you started, or what you've been through, you have a story and point of view that the world needs to hear. Ready to elevate to a top industry influencer? Need to create stronger name recognition? Contact us to book your Brandsultation with one of our team members to learn more.