Why personal branding is the future of branding your small business

Your brand is out there whatever you want it or not, so you better take control of it!

Beginning with launching my first business Boosting Business in 2008, I have been a relentless advocate for the critical importance being in control of your personal brand, and I find it hard to believe that there is still a debate about this topic today.

Personal branding to some people sounds like something that Instagram influencers, TED talk speakers, and corporate CEOs need to worry about and not small business owners. Maybe it is because small business owners spend so much time developing the brand of the business itself – creating marketing materials, communicating with customers “as” the business on social media, etc. – that they don’t see how their brand could or should be different or separate.

The truth is personal branding is a powerful tool for raising not just your own fortunes, but the fortunes of your business. That goes for any major pivots or changes your business makes, or if you decide to open a different venture at some point.

Let me explain why your personal brand matters to the success of your business, and how you can build a brand that is all your own:

When you meet with someone, what do you do beforehand? You look them up online!

What do you do after that meeting? You look them up online!

What do you do when you are trying to figure out how you can work together? You look them up online!

What do you do when you are choosing between working with one person versus another person? You look them up online!

Over the next few years, this is only going to become more ingrained into the way we do business. We can’t help it. We make decisions based off what we see, and if all we see is an outdated presence online, we are going to assume that person is outdated, and as a business owner the same impression will be transmitted to your business. Your brand is out there whatever you want it or not. So, you better take control of it.

How your personal brand affects your small business

We know it is the people behind the name who make a business what it is. And what is more, before they interact with a business, today audiences want to know the folks behind the scenes – especially the founder and other executives. And what they learn can make the difference between trusting in and working with a brand or moving on to another.

So, what do people want to see in your personal brand? They are eager to know what makes you you; your sense of humour, your passions and your thoughts. Of course, the emphasis would be on your business and industry, but by sprinkling in some personal details and anecdotes you will add a relatable, human touch.

To sum it up, the more audiences see your personal side, they are more likely to feel a connection with you thus trust you. This is why a personal branding strategy has the potential to impact your small business’s bottom line.

But how can you build a personal brand that effectively builds a connection with your target audience and gets results for your brand? Let us take a look at that:

1. Start Planning Early

Start thinking about what you want your reputation to be and how you want it to impact your company. Without planning, you could end up figuratively setting yourself into a mold that is hard to break later.

What do I mean? Basically, you could come away with a reputation that is harder to change down the road. First impressions are everything, and there is never a second try for a first impression. So when it comes to your professional reputation, it is best to plan ahead.

Ask yourself these questions:

• Who is my audience (age, gender, location, industry, ambition, love, hate, fear, humour, etc)?
• How do I want people to see me? (is it realistic and why is that important?)
• What top 3 qualities do I want to be associated with my personal brand?
• What area of expertise do I want to be known for?
• How will I showcase that expertise?
• What parts of my life will I share with my audience?
• What channels and media will I use?

2. Steer Clear of Self Promotion

By its very title, personal branding may first come off as self-centred and self-staging. But there is a definite difference between offering real value and shameless self-promotion. In essence, personal branding is more like building a solid reputation. And shameless self-promotion is counterproductive to that.

When you speak to your audience, whether it is through content, social posts or at an event, focus on being honest, authentic and transparent. Give your audience insights that can help them in their personal and / or professional journey. Generously share your personal experiences that enhance the information you give, and avoid anything that could be viewed as a sales pitch.

How does this help your brand? As people are attracted to your message and personality, they will naturally transition to your brand.

If they need help and want to hire a company, yours might very well be the first that comes to mind. And because you have never pressured them with promotion, but enriched them with your insight and experienced you will be more trusted.

3. Be Authentic

While we touched on this, let us take a deeper look at what it means to be authentic and why this matters.

Authenticity does not mean polished and always picture-perfect. In fact, it is the opposite. It shows people the real you, flaws and all.

We have all seen videos of people who are super stiff and over-rehearsed and it is almost painful to watch. On the other hand, when someone is relaxed, with no script, speaking from the heart, it is inherently more powerful. Even if their speech and grammar isn’t perfect, we are drawn to them.

Why is that? Because such authenticity makes someone more down-to-earth and relatable. You can picture that person as your friend. That, paired with their expertise, makes you take notice when they give advice.

4. Deliver Consistent Value

Of course, authenticity and transparency will only take you so far. If you don’t back up your relatable image with solid value, your audience won’t stick around.

What do I mean by value? You need to deliver content and advice that will help your audience to succeed. It could provide a solution to a common problem or insights into avoiding industry pitfalls. Do your research and uncover what issues and problems exist in your industry, as well as what fears people have. Then, use your expertise to provide solutions and allay fears.

The most common way to deliver this value is through content. Choose a format that will engage your audience. It could be blog posts, LinkedIn articles, infographics, videos, podcasts or something else.

5. Commit to a Regular Schedule

If you want to build a personal brand that makes a difference, then you can’t disappear for long periods and then re-appear randomly with new content.

You need to be dedicated to a regular schedule. Whether posting on social media, writing blogs, or delivering video content, your audience needs a regular connection to you. This will also show them what kind of business you run. The more consistent you are, the more your audience will view your business as trustworthy and on the ball. But admittedly, all of us get busy from time to time. The best way to keep up with your audience is to put your schedule down in writing.

The bottom line

Small business owners have so much on their plate, there’s no way that “work on personal branding” makes it on the daily to-do list. And while building and maintaining a personal brand is important, no one will tell you that it is more important than making sure you have enough money to cover payroll, or that your sales funnel is capturing enough potential leads.

That being said, building a strong personal brand is how you help grow your business from a solo venture into something more substantial, long-lasting, and impactful. Your personal brand will outlast the brand of any business, so put as much time and effort into your story as the story of your current venture.

It will pay dividends now and in the long run. Wishing you the best of success!

Trine Tveen Nielsen, Brand Strategist and Designer