Much is made these days about building a personal brand. In other words, you’re selling yourself to your audience. A good example of this is the Kardashians. They made themselves famous for no other reason than to promote their lifestyle and gain followers to buy into them as a brand. It served them very well for the better part of a decade, but is it the best way to go? There’s no good answer apart from taking an introspective look at yourself and your business to see what will work for you.
When Your Personal Brand Is an Asset
Business of all sizes are prone to being “faceless.” That is the business doesn’t have an image that customers can identify. All the customer knows is that they buy products from the business and receive them. Their impression of the business is essentially an operation somewhere that sends out packages or products. This is an excellent opportunity to put a name and a face to the business so customers get to know you.
The premise behind creating a personal brand is to give customers the feeling that there’s a person behind the organization. Sure, people run businesses, but if the customer doesn’t know who they are, there’s no sense of personalization. Customers feel more welcome and comfortable when the CEO brands himself or herself as the brains behind the operation.
How Personal Should You Get?
One of the aspects of branding yourself is the fact that you’re putting your life and philosophies out there for people to read. It’s true that everyone has opinions, and you’re no different. But do you want your opinions out there for just anyone to read? Or should you keep an eye on what you’re saying to create a public persona?
Putting yourself on display can be problematic, especially if you don’t edit yourself and ensure you don’t say things that can be picked apart later. You have to be comfortable with the idea that people take what you write, say, and do almost literally. In other words, you can’t let it bother you when news media picks up on something you did recently. A good example is Daryl Katz’s purchase of a mansion in Bel Air. A major purchase like this is almost always going to get mentioned in the media, and you have to be able to deal with the resulting commentary.
Dealing With the Drawbacks of Personal Branding
A major drawback to creating a personal brand is the time investment. You may find that you spend more time promoting yourself than keeping an eye on your business. Or you seem to attract more critics than anything else. You have to be able to manage your time and keep a thick skin at all times. You can’t please all the people all the time, and your business comes first.
It may be worth it to create a public face for your business. Doing so generates customer goodwill and sets the tone for the ethos of the business.
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