Over the past decade the term ‘personal branding’ has taken on new meaning due to the advent of social media and customisable web developing software. In a world of vast, seemingly faceless corporations, having a personalised brand that sets you apart from the rest can prove pivotal in garnering consumer trust, loyalty and return custom for your company. Given that only 33% of buyers trust messages from a company compared to a remarkable 90% who trust recommendations from known individuals, personal branding is a resource in which all business owners should invest.
At its core, personal branding is all about establishing your key attributes and then presenting them in a way that is clear for potential clients, business partners and investors to comprehend. As Forbes writer Shelley Zalis explains;
“Personal branding isn’t about coming up with a complicated strategy. Rather, it’s about knowing who you are and what you stand for, and then finding ways to make that visible. It’s about amplifying your skills and passions, which is key to rising up in the messy middle”.
Personal branding used to simply consist of a business card with your name on it. However, in the age of social media there are various factors to personal branding such as social media profiles, blogs, news mentions, video blogs (aka vlogs) and podcasts; all of which factor in to
your personal brand.
When executed correctly, personal branding can be extremely beneficial. Studies have shown that social media messages posted by individual employees are re-shared 24 times more frequently than those shared by companies.
Moreover, personal branding is not simply limited to employees. In fact, reports show that 82% of people are more likely to trust a company when their senior executives are active on social media and that 77% of consumers are more likely to buy when the CEO of the business uses social media.
For instance, when you think of the tech giant Apple one of the first images that comes to mind is former CEO Steve Jobs. His personal branding of innovation worked wonders for Apple and remains integral to the ongoing success of their brand. As Tom Peters explained in a Fast Company Magazine article;
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding…To be in business today, our most important job is to be head marketer for the brand called You”.
Fortunately there are a wealth of ways to cultivate and promote your personal branding. Some of the most successful methods for implementing personal branding within your company’s existing digital marketing strategies include;
Strategic logo design : According to studies it takes consumers only 10 seconds to form a first impression of a brand’s logo so it is important that you make it a good one. For these reasons it is strongly advised that you tailor your company logo so that it reinforces your personal branding.
Upon designing a new logo you should opt for a clear, bold style that clearly represents the message want to project. Many of the most easily recognisable logos, such as McDonald’s ‘M’, Jaguar’s leaping animal and Chanel’s interlocking ‘C’s, all utilise simple visuals and symbols that are easy to identify and remember. In fact, the human brain processes these images 60,000 faster than we process logos with accompanying words.
Another key aspect to perfecting your logo design is to adopt a simple colour scheme. Many brands such as Apple have redesigned their logos over the years in this manner. This is due to the fact that colour is a huge factor in brand recognition; with signature colours such as Starbuck’s green, Coca Cola’s red and Twitter’s blue having been shown to increase brand recognition by 80%.
Redesigning your logo with these principles in mind can prove crucial for engaging with your consumers; especially when you consider that 90% of all purchasing decisions are made subconsciously. Redesigning a logo that evokes positive emotions and reflects your personal branding will encourage potential consumers to remember and recommend your company to others.
Create unique, engaging content : In the world of digital marketing content is king and personal branding is no different. A great way to engage customers is through a personal blog wherein you share details of your company’s accomplishments, daily practices and future goals. In fact, marketers, who prioritize blogging are 13 times more likely to enjoy positive return on investment (ROI).
Posting content that is in tune with your company’s personal branding will enable clients to establish a relationship with you and your business. Blog posts, weekly podcasts and daily vlogs are clear examples of this; especially when you consider that leads generated by employees through such social media activities are 7 times more likely to convert than other leads.
Cultivate a following : Promote your personal branding by starting relevant conversations across social media such as within LinkedIn discussion forums, via Twitter chats and across Facebook groups. Given that 77% of all discussions on social media are members seeking advice, information or help, and that reps who use social media in their sales process outperform 78% of their peers, these social networking channels are excellent conduits for promoting your personal branding and establishing yourself as an amicable authority within your field of industry.
Consistency is crucial. Due to the fact that it takes five to seven impressions for someone to remember a brand, it is imperative that you take advantage of these techniques so that consumers recognise your personal branding and actively engage with it. To learn more about improving your personal branding then please feel free to contact Cloud Ten today for individually tailored support.