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That’s right, the main purpose of creating a personal brand and promoting it is not fame. Remember that! The main goal is money. And if you don’t now understand how developing a personal brand will bring you money, then stop.
Without a monetary goal, everything will quickly drift away into oblivion. It will become a hobby. And every hobby is not a regular hobby, and more often than not, it ends when there are gaps.
In the case of business, there are no gaps if “purpose matters.” And to make it easier for you to decide how to monetize your personal brand, I’ll give you some ways to decide. And then I’ll tell you which one is the best of the best:
Selling your services or products (classic of the genre);
Dating monetization (getting a percentage of transactions between people);
Recommendations (you get paid to recommend you).
Perhaps that’s it. Not so much. But what’s the first item alone worth! I would say everything. It will make you as golden as Scrooge McDuck.
So my recommendation is where to start: Think right now about your product line (whether it’s consulting, training, or physical products) and you can even figure out how you’re going to sell them.
But in any scenario, even without your products, through your personal brand you will keep such an asset inside you that in any crisis you will always stay afloat.
A personal brand is something that does not lose value over time, it is not a currency exchange rate. If you promote your personal brand and develop it, it will work forever. Or to quote the classics, “First you work for a name. And then the name works for you.”
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When you understand the products, who you are, and generally have it all packaged into a single image, you can get down to choosing a site. A what-what? What site?
It’s simple. I believe you can only develop a personal brand on social media and the Internet in general through content. The idea of personal introductions doesn’t fall away, but it’s not scalable well, so I’m betting on a platform.
Again, you can move your personal brand through offline platforms. That’s speaking at conferences, for example.
But since they are quite rare, not many people go to them, and perhaps they are not in your city, I propose to use the Internet. But there are also different possibilities.
- A blog site. This is the site on which you are now. Relevant for a huge number of search queries in seo;
- Instagram. A network built on images (although text and video are important too). Relevant for “inspirational” areas;
- YouTube. Video platform. Relevant for entertainment content, even if it is business or inspirational;
- Facebook. Relevant for political, government and business (big) topics.
As you can see, there is no one and best platform. The audience is spread out. Although all sites have a little bit of everyone. But here you need to think not only in terms of “where my audience” but “where it is the most active, where I can distinguish myself, and where there is less competition.
That’s when, when you combine all the factors, you can get the best results.
Content
This is a real dilemma for many people. I especially often hear the phrase, “I don’t have the talent to write/perform on camera/photograph.”
And I won’t hesitate to tell you – that’s total bullshit. Everyone has talent. Although it would be more correct to say, no one has it, and all of it is acquired by his own toil and sweat.
So think about what you will write on the selected site that people are not only studied you as a phenomenon, but monetization of the personal brand, too, took place through their purchases from you.
On this case, without going into detail (it stretches for another 5-6 pages), but in general strokes will give you the direction of your efforts:
- Farmer. You broadcast purely on their professional subjects (if you are a makeup artist, then write about makeup);
- Bazaar. You broadcast near-purpose topics (if you are a makeup artist, then write about beauty);
- Leftist. You talk about everything about everything. In other words, everything that is not related to your profession, but interesting to people.
The most difficult model of content is “Leftist” because you need to position yourself as a cool person, and then, smoothly transfer the subscriber to your product.
“Bazaar” is necessary if you have limited professional content, or it simply is not interesting for the audience.
Personally, I chose the strategy “Farmer”, it immediately shows my expertise, and thus brings the most targeted customers, who understand who I am and what their problems I can solve.
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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.
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Any approach requires a head, even making cabbage patties. But only if they do not work, then you can repeat them.
And in the case of building a personal brand of a person such a song will not fly, because to create a different impression, however, as well as change the first, it is not an easy task. So if you shoot, then immediately in the head.
And that’s what I’m here for, because I’ve been down this road more than once. And not to go far for an example, in writing this material I will describe the creation and promotion of your personal brand from scratch, step by step.
We’ll go through all the steps step by step, we’ll take apart the tools and tricks that I used (not all of them, of course).
- Positioning .
Once you understand what you will be selling, you already understand your personal brand positioning.
But it often happens that products don’t save the situation, and you still don’t understand who you are. So the first thing you should do is ask yourself one rather silly question, “Who am I?”
The answer should be constructed either through the prism of “Me, s_____,” or through 3-5 facts about yourself, or through the position of “A friend’s story.” Let’s stop at the latter and break it down in detail.
So, what should I tell my friend who doesn’t know you so that he understands who you are, how you are different and what is the benefit of working with you? It’s complicated. Although you can cheat and say something like “Good specialist. Individually suitable….”.
But I will stop you right there, and tell you that this is WATER. Anyone can say that about themselves. You need to be, if not the only specialist in the world, then at least you should be different from everyone else, in terms of positioning.
The best way to be different is to narrow your field. Although I know a few other options. But in the case of my project, that’s how I went about it.
- Packaging
Remember the phrase – “You look the other way on your clothes, but you look the other way on your…”? Well, now you have just continued it wrong. You meet by the clothes you wear, and by the same clothes you see off. That’s why it’s very important to create an image so that you look effective.
And it’s not just about clothes, it’s much deeper than that. And to understand this, I will show you a few elements as an example.
2.1 The signature gesture.
You can attach the word “branded” to every part of your personal brand package (including your clothes), but I’ll take the example of a gesture and show you how it works.
If you look at my avatar, you can see me holding my hand. Do you think it’s just a gesture? No. It’s a gesture that I have to associate with people. So are the brand words I use in my content.
2.2 Case studies/feedback.
Show me who your friend is and I’ll tell you who you are. Here’s pretty much the same thing, just show me your portfolio or your clients, and I’ll decide whether or not I’ll buy from you.
That is, the cooler your results or the people who have bought from you, the cooler you are. That’s why I suggest that everyone get useful material from me at once and form an independent opinion about me.
2.3 Communication Style
You may notice that here I speak to you, and with a capital T. But in the case of the project in social networks, because it is a completely different audience, I communicate in Y.
This manifests itself not only in letters. But the text itself is sharper, it is on the verge of being as straight and official as possible.
2.4. naming
When creating a personal brand in social networks, you can call yourself by your first and last name. But it’s better to make a memorable, creative name.
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