They are, perhaps, the most dreaded four words in the English language. Few four-word sentences have the power to strike fear into a person's heart as quickly and efficiently and fill them with a boatload of anxiety. But, unfortunately, the most difficult conversations start that way and usually sting a bit. In this case, I need to talk to you about your personal brand.
The topic of a personal brand may have lessened the blow of those four words, but as we approach the new year, you must understand that the art of personal branding is rooted in storytelling. It's time for you to own yours and introduce your story in a meaningful, personal way.
Personal branding has evolved over the years from what Amazon CEO Jeff Bezos referred to as "what people say when you are not in the room" to what people see when they search for you on Google.
As the CEO of your personal brand, there are more and more opportunities to attract a larger audience and generate the right messaging that positions, packages, and positively promotes you. You must utilize the right channels to share your content or the unique problem you can solve.
With so many brands online, it can be more difficult for individuals to stand out amongst the digital media marketplace of experts. But here's the thing: Opportunities are there waiting for you, but if there is no social proof to support your knowledge and expertise, you may lose your ideal audience to the next best thing they see online.
This is why we need to talk.
Let's take a look at what you must have to make your personal brand stand out in a sea of sameness.
You must take time to be clear about who you are as an individual and your core values. By understanding the unique value that only you have to offer through your experience, expertise, and education, you need to clarify the problem you solve better than someone else in a similar field. Get very granular and specific with your target audience, speak to them and not at them, and, more importantly, give them what they want in a way that makes a connection.
Who, what, how, and whom?
Make sure to create an impactful headline and statement that includes who you are, what you do, how you do it, and for whom. It shouldn't be more than a sentence and should be used in your online profiles and as an introduction when meeting new people to communicate your brand.
Are you ready for your close-up? Get a professional headshot, as it's the first thing someone sees when they find your online profile. Represent yourself the way you want. Ensure that your profile has up-to-date and accurate information about you and utilize all the available tools on your page — each touchpoint is a potential opportunity.
Do a Google search of your name and the keywords associated with your name. Make a note of where you rank on Google and what links show up for you. You want to be aware of what others see when they find you and if you need to make necessary changes or updates.
Think about what you want to be known for in your industry. Then, figure out your niche — the more specific you are with your offering, the easier it will be for the right people to find you.
I’ve got questions.
Use the top 10 questions you get asked by your customers or clients as the starting point to create content for your audience. Break down each question and decide on the best format, images, video, and audio to deliver your content.
Be a contributor and not just a poster on your social media platforms. Comment, like, share, and connect with other people across your platforms. Real connection can lead to real opportunities for collaboration that can quickly expand your reach and audience and grow your online community.
In addition to promoting thought leadership and expertise in a particular field, a strong personal brand brings back the human element to life and business. It allows for community, which ultimately leads to people who trust your brand.
It's increasingly more important to have a solid personal brand, so don't wait until 2022 to get started. Instead, build a better personal brand today and tell your unique story the way you want your audience to know you.