Big brands spend a lot of time and money creating the 'Brand' and we are all familiar with big brand names such as Nike, McDonald's, Apple. But sometimes there is a key ingredient missing, which the smaller business can capitalize on at an early stage of their business... personal branding.
“If you are not branding yourself, you can be sure that others will do it for you”
A good time to focus on the personal aspect of your brand is when you are starting out, and taking the time to nurture and develop it constantly. Your best personal brand will help nurture consumer confidence, trust and loyalty, which supports your overall business brand. You are the brand and the brand is you. You are marketing yourself as well as your business.
Your personal brand is as much about you as your product or service. It is unique to you. What are your values, principles? What do you stand for? What are you known for? What's your vision? Is your personality reflected? Are your strengths included? Is it authentic and true?
Once these have been identified, you can start to shape and manage your personal brand which needs to be conveyed across your business, your website, your literature, your advertising, your social media and every professional and non professional move you make. Perceptions can easily be misconstrued if conveyed in a manner that does not support your brand identity. Everything you do links back to your business.
The small business owner when focused and committed to delivering on their personal branding to their customers in the act of doing business strengthens the branding of their business too. When done continuously and consistently what you do becomes your trademark. Then, if your business warrants a logo, it will incorporate all that you do well. So that when your existing customers see it they know exactly what they are going to be getting. Confirmation of this behaviour through feedback and testimonials and positive perception will provide future customers of what they can expect from you.
Much better to be remembered for the experience that you gave your customer and not just your logo.