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A brand is an original mark that evokes enduring associations and emotions in people. In English the word is translated as “branding.
A brand “brands” a product. For example, seeing the inscription “Rolls-Royce” on the car, people immediately think of success and luxury quality. The cars of this brand have become a symbol of success in the minds of consumers not because of the expensive parts, but because of the well-constructed branding. The parts of other cars can be just as expensive, but without a brand, it will be impossible to sell them at the same price as a Rolls-Royce.
A brand can be almost anything and anyone: companies, organizations, cities, and people.
Personal brand is a person’s brand
An expert, a blacksmith, a nail technician, a blogger, can have a personal brand.
Why is it necessary to develop a person’s personal brand?
- brand raises the price.
Let’s take two psychologists as an example. One builds a personal brand, thinks through the image, speaks in the media. The second one works without trying to build a reputation, to be remembered and to stand out from the competition. The flow of clients and the price tag of the consultation will be higher for the first psychologist. He has a personal brand, he is active, he stands out, remembered, they talk about him. This is a weighty argument in his favor for potential clients.
Think about how much people are willing to pay for Nike sneakers, which do not always differ in shape and quality from sneakers of unknown companies. People pay for the brand, for the label, for the big name of the specialist. The brand adds value to the product.
- the brand is an investment in an independent future.
First you invest in building a personal brand, then the personal brand works for you. There is no point in becoming attached to one company and becoming a faceless professional. Having become a personal brand, a manicurist will no longer depend on the salon where he works. At any time he will be able to leave for another salon or take up private practice, and not lose clients. Because customers will follow him, not the salon.
They want a branded person to join their team. After all, clients/customers/fans follow him. At the same time, a man-brand can work without a company, opening a sole proprietorship or self-employment. After all, he is essentially independent.
- a brand attracts the right target audience.
Through a personal brand, you can express a specialist’s values, his approach to work, and an approximate price tag for services. If a doctor positions himself as a family specialist working with families, he will attract families. Positioning himself as a creative photographer, the specialist will attract bright, open to experimentation models.
On the one hand, a clear focus on the target audience narrows the client base. The photographer can take all kinds of photos, from creative shots to banal lavestorias in the park. But by focusing on the area in which he’s really “cool,” he’ll become a “guru” in a particular niche. That’s much more valuable than being a “generalist.
- Brand dispels doubt.
Often a person comes to a specialist/expert/blogger’s blog or website and doubts whether to contact or sign up for the page. A personal brand helps in the processing of doubts and objections. It conveys the values, personal qualities, skills and abilities of the person-brand. As a result, people immediately understand whether the professional is “theirs” or not. - The brand extends professional influence.
When you are interesting, with a strong personal brand, you attract attention. A doctor with charisma, a memorable image, oratorical skills – simply put, a personal brand – is more likely to be invited to a health show. Faceless and unknown specialists are not interesting to anyone. When a specialist becomes a brand, his opinion carries a lot of weight. Colleagues begin to follow him, quote him, cite him as an example.
A personal brand is needed:
- Bloggers;
- Influencers;
- Specialists;
- Experts;
- Freelancers;
- Entrepreneurs.
If you want to become famous (at least in a narrow circle), expand your influence, attract clients and not depend on the mood of your employer – build a personal brand.
