Surely you’ve heard about personal branding more than once. We will explain how to build your personal brand in 5 simple keys. For this article, we partnered with the founder of the global fashion brand John Paul Ataker. Numan Nimet Ataker has played a primary role in building his fashion enterprise.
He steered the brand to immense success for which it now has stores in both Istanbul and New York City. As a matter of fact, Numan laid great efforts for the success of his brand which is inherent in the reputation it holds today.
What Is Personal Branding?
We could say that it is about the values, experience, and competitive virtues that we project at a professional level.
It is really nothing new. What is now called personal branding is the logical evolution of a concept as old as professional reputation, enriched by social communication and enhanced by marketing techniques.
Are We Turning People Into Companies?
No, absolutely not. Moreover, whoever does it is getting confused, because the way in which the branding of a company works is very different, however much the same tools are to be used.
What Is The Personal Brand For?
Before launching into building your brand, you have to be clear about the objective. Basically: generating business.
On the one hand, at the individual level (it is especially important for freelancers and independent professionals), and on the other by the implications and the positive impact it has in a corporate manner, in the case of being a corporate representative.
How To Build Your Personal Brand In 5 Steps
Here are five necessary step: an orientation that you will have to enrich with work, persistence, and your own intuition to make decisions.
If you are considering strengthening your personal brand, we start from the basis that it is in order to get a professional performance to your knowledge and skills.
If you still do not have a professional base, there is no problem. But get to it today. It is important that you have as accurate and thorough knowledge as possible of the area in which you want to make a name for yourself.
In general, generic knowledge is not enough to highlight. So consider sub-areas of expertise or niches in which acquiring renown will be easier and, in the medium term, more effective.
2. Become a brand
With the previous step, we have defined our market. Now you will have to do an exercise to discover what your competitive advantages are, your weaknesses, what threats and challenges you have ahead.
A very simple matrix that is usually used in marketing plans of any purpose, but one that works very well also to build a personal brand is the SWOT matrix (or SWOT).
You simply have to define:
- Weaknesses: Be objective. Knowing where you falter allows you to draw a defensive strategy if it can’t be solved.
- Threats: from competitors to potential market changes that “modify the rules.”
- Strengths: you must be as objective with your strengths as with your weaknesses. You have to adjust your expectations to what you really have to offer.
3. Create your product
No, the product is not you, no matter how much you are the brand. Whether you are selling a hamburger or an audit. So before you have to have defined what your services are, what they consist of, what they include, and what they don’t.
If you have the possibility, create your own standards and offer something that your competition does not. Congratulations: you have an important competitive advantage.
Never stop expanding your product portfolio, make the most of your niche and your target audience.
4. Acquire expert status
You know a lot about what really interests you in your sector, but it is not enough that you know it, not even that you say it on your Twitter profile: you have to prove it.
The best way is to spread that knowledge for free. Write a blog (and do guest blogging in others in the sector), give talks, publish eBooks, case studies.
Do not regard the public that accesses your expertise as competitors. It is better that you see them as a source of productive synergies. In addition, many of the readers of a blog or attendees of a paper are potential clients who are looking for a solution to a need. So always strive to publish and be visible by interesting, inspiring content in your social profiles.
5. Don’t settle for little, go all the way for it
You must keep your personal brand active and controlled. Create alerts to make sure you are always informed of new mentions, answer all comments, and thank them.
If you have found a formula that works, do not abandon it, but diversifying strategies ensure you always to be there and reach new customers.