For several years in a row, a popular trend in the promotion of companies has been the high importance of a personal brand.
For example, Elon Musk is a person with whom many of us associate the new technical revolution. And only in second place for many users are his brainchildren: Tesla and Space X.
Buyers are becoming more selective: a pretentious story about the company’s development is not enough for them. They want to know why it is worth buying from you. Does your lifestyle, attitudes or habits appeal to them?
High competition in all spheres forces companies to prove their importance and uniqueness. The persona of the leader, owner or mastermind plays a large role in building brand trust.
How to use this trend for business development and promotion, we will consider in our material.
Which sells better: product or professionalism
Sometimes the specificity of a product is such that it cannot be separated from the person behind the production. This is especially true for the service sector.
For example, on almost every medical site you will find the “Our Team” section. It is very important for people to know whom they trust with their health. Visitors form an attitude towards the clinic at the stage of information search.
The same criteria apply to beauty salons or selection of workshops and trainings. Buyers choose a doctor, master, trainer or speaker, guided by personal convictions, how impressed they are. And the product in this case is secondary, because the principle works: a good person makes a good product.
This trend is gradually moving into the production sector. Customers are increasingly googling information about who is behind the production of goods. And they make decisions based on this data. For example, is it worth buying organic products from someone who does not follow a healthy lifestyle himself, etc.
There are many examples from the world of fashion: buyers choose not only well-promoted brands, but also local brands, whose owners are actively blogging on social networks, talking about themselves, and opening the curtain over the production process.
The trend of presenting your business through personality is becoming all-encompassing. However, it doesn’t matter who exactly represents the brand. The main thing is for the target audience to associate themselves with this person.
Of course, it is preferable to build the brand story around the most stable element of the system. For example, the owner. But you can also play on the most charismatic participant – you choose.
We have compiled a step-by-step guide on how to start promoting your company through your personal brand. Take advantage of our tips and examples of successful stories.
Step 1. Build your business owner’s personal brand
A holistic personality perception is formed from little things. This does not mean at all that you have to be a serious businessman in an expensive suit and sign documents with a pen for several thousand dollars.
This means that you have to develop your “corporate” style, stick to it in all situations and hone it whenever possible.
A good example of a unique style is the British billionaire, founder of the Virgin Group mega-corporation, Richard Branson.
He is known for his outrageous antics (like dressing up as a stewardess and serving passengers on his own airlines) and achieving several world records (crossing the Pacific Ocean in a balloon and the English Channel in amphibious vehicles).
Branson is actively involved in television and film, is the hero of several comics. Which, however, does not prevent him from being one of the richest people in Great Britain.
But you don’t have to be a billionaire to have a unique style and charisma. Inveterate travelers are probably familiar with the founder of the popular travel service Tripmydream, Andrey Burenok.
In addition to the site, he is developing his YouTube channel, blogs on social networks, and a telegram channel, where he actively shares life hacks on travel arrangements. He tried all the advice on his own experience, so he tells only proven facts and gives useful instructions to tourists.
To create a personal style and portrait of a business owner, start with:
- forming simple and understandable personal and brand values;
- portfolio of successful cases;
- activity in social networks and real events – more often attend various seminars and thematic exhibitions, participate as a speaker, start a personal blog, etc.;
- writing your own success story – it is not forbidden to even embellish it a little, but be careful – do not try to deceive your audience, because it is not difficult to verify the facts today.
It is very important to pay attention to the fact that your life values are sincere and coincide not only with the attitudes that the company broadcasts, but also with the values of the main core of the target audience. They need to generate responsiveness and trust, and attract brand loyal customers.
Step 2: tell real stories
Use personal stories in your content – i.e. Replace classic sales copy with live photographs and business history. Of course, all this should be logically interconnected and correspond to the product being produced.
This approach evokes emotions in clients and builds trust. It is also well remembered and creates a kind of “anchor” that makes buyers choose your company again and again.
Vivid examples of how Barbie dolls were created (a married couple invented and named a toy after their daughter) or diapers (which a grandfather invented for granddaughters) show how close companies can be to people.
“We are the same, ordinary people who do useful things to take care of your comfort” – this is what your customers want to hear.
Step 3. Make quality content
The attention of users is so scattered that few people today are able to read a longread to the end or watch a long video. Therefore, make unique and capacious content that can “hook” the client:
- Speak with him in the same language, show what he wants to see.
- Tell us how your product is used in real life.
- Create a certain recognizable style of texts or videos.
- Speak in understandable language about complex things (for example, about the nuances of production technology), give useful information for free.
- Create the right mindset – what would you associate your product with? Serious and businesslike or light and romantic? Wrap your business in style-appropriate packaging.
- Create a symbolic association with the business. This can be a real person (the so-called “brand ambassadors”) or a fictional character (for example, Barney Bear).
Step 4. Make the most of social media
Depending on the specifics of your business, focus on Facebook, Instagram and other social networks:
- Develop personal blogs, share expert opinions.
- Shoot short videos for Stories – while this content format continues to be popular.
- Use more pictures of people in your ads. Of course, this depends on the area of business. But, for example, in the service industry, images of real results are a good way to promote.
- Post lifestyle posts on social media: open the veil over your life, share something personal, or tell a story from your life that can be useful to others.
Well, of course, you must be active on social networks and your blog: respond to comments, listen to reviews (even negative ones), respond correctly to criticism, analyze user behavior and shape content based on their preferences.
Step 5. Share not only successful stories, but also work on mistakes
We are sure that in the life of every company there are cases in which something went wrong. But this is also an experience. And you can benefit from it. Tell us how you overcame the problem, share your knowledge – they can be useful to someone too.
Plus, fakap stories bring you closer to your audience – “all people make mistakes.”
And two more important tips
- Develop. The world is changing very quickly: perhaps while you are reading this article, Facebook is already testing an alternative to stories. Therefore, do not strictly follow all the advice – just take them as a basis and come up with your own unique promotion style. Read helpful blogs, learn something new not only in your industry, pump your brain. Time does not stand still – do not stand still!
- Be yourself – this is perhaps the most important advice. It is impossible to achieve success in what you do not like. There is no need to try on “uncomfortable” images, otherwise all behavior will be insincere. The audience feels it.
Your business is a natural extension of your personality, your experience and skills should be reflected in everything that the brand does. Work on building a personal brand is a surefire way to promote your company. Do not forget to follow the trends, but at the same time do not lose your individuality – this way you can form your style and stick to it for many years.