People these days are brand-savvy, accustomed to considering the character and integrity of the founders behind an enterprise as well as the merits of the product or service it provides. In other words, if they like your brand, your business will benefit. So it only makes sense to be thoughtful about creating your personal brand, because like it or not, people are already developing an opinion of who you are and using that to make decisions about your business. Here are four steps for developing your personal brand:
Self-discovery
This first step is one of the most important in developing a personal brand that is authentic, and therefore more appealing, to your target audience. You can start this process by taking personality tests, making lists of your key values and passions, or even asking trusted friends and family what they see as your strengths.
Once you have gathered all of this information about yourself, it is time to prioritize and synthesize the results. The more clear and concise you can make this, the easier the next steps will be.
Find your Niche
In order to determine what your niche is, you need to know what makes you unique. Consider your competitors or colleagues. Who do you admire and what is compelling about them? Then consider what makes you unique. What makes you stand out from the crowd? What story can you tell that no one else can? The answers to these questions define your unique niche.
Target Your Audience
Determine who your target audience is. Learn everything you can about your prospective customers and audience. Who are they? What do they do for a living? How old are they? What needs do they have? When you know exactly who you are talking to, you will be better positioned to make an authentic connection with them.
Connect
Now that you know who you are, what makes you unique and who you want to talk to, it’s time to think about how you will connect with your audience. Whether it’s at a networking event, a social event or online on social media, be aware of your brand and how to best communicate who you are.
Create a social media plan. If your brand involves design or aesthetics, prioritize Instagram. If you are a business leader, focus on your LinkedIn account. Sketch out a content strategy. Consider what kind of topics are interesting to you and your target audience. Make a plan for what types of content to produce and track your progress.
This step also includes deciding on the aesthetics of your communications. What colors align with your brand, what font, what tone? Be sure your website, social media accounts and emails have a consistent look and feel.
Now that you have a good sense of who you are and you have a plan for communicating this with your target audience, your personal brand can shine through and reflect positively on your business.