Often when we think of brands, we think of big corporations like Coca-Cola or Apple. But we online business owners also have brands.
You have a personal brand if a) you’re doing business under your own name, and b) you are the main person delivering the services to your clients.
You are not hiding behind a company, but rather you ARE the company, so it’s vital that people understand:
- Who you are
- What you do
- Why you do it
- What results clients will get from working with you, and
- What the experience of working together would be like.
This is what you need to get across in your messaging.
A personal brand establishes you as an expert – someone who has been on a journey with many twists and turns and struggles, but has returned home with the magic elixir. That elixir is knowledge, insight, and experience that has been turned into a product or service that can now help others with the same problem.
You can demonstrate you are an expert by sharing valuable content and answering people’s questions that address their needs. Explain clearly what you do, the unique way that only you do it, why you do it at all, and the results that you get for your clients.
A personal brand is an experience. When people come across your website, your social media channels, your emails, etc., the words and images on the screen evoke a feeling, and your audience begins to imagine what it would be like to work with you. This needs to be cohesive, so as an online business owner, try to stick to a few content themes and aesthetic. This builds trust and an audience, which ultimately leads to you serving more people and having a greater impact.
A personal brand is you. Keep your audience in mind as you create content and offerings, but ultimately, you need to be yourself. If you craft a certain persona online but then you are completely different on your sales calls, there’s going to be a pretty stark disconnect. Not only that, but you won’t actually attract the soulmate clients that you desire. So always be authentically you in everything you do and create.
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