Branding has evolved from associating qualities with a business name to more “social” attributes. Often, your best brand is not the product itself, but the story that made it all possible. In an age of sites like Facebook and Twitter, your personal brand becomes even more important than product branding. Personal branding, and the story that goes with it, can create an instant rapport with an audience that wants to know who you are long before they find out what you are selling.
Build Trust First
Consumers are deluged with ads every day on the Internet seeking to get them to buy, to the point where they now have blinders on as they maneuver through this online obstacle course. However, the same degree of indifference does not hold true of making new personal connections online. If you spend a little time honing your personal story to get them to trust you first, it will be that much easier to make a sale down the line.
You don’t have to have a huge budget to tell your story. Most people’s personal life stories tend to be entertaining, particular if they show you overcoming some challenge or dilemma in your life that the reader may share. It can be done in an introductory video and posted on your online sites. Or, you can add some copy to the “About Me” area of your social networking profile. Give your readers some way to connect with who you are and they will feel like they know you, even if they’ve never met you in real life. If you can lead the reader through some life journey that helped you decide to be in the business you are in, it can also persuade them that you are an expert in your field and that your products and services are worthwhile.
What Makes You Unique
There is only one you in this world. You are unique. As such, your customer cannot get the same level of service from someone else, simply because they aren’t you. Make sure to highlight what makes you unique and why that’s important when picking someone to do business with in the future. There may be hundreds of similar products out on the market, but they aren’t being sold by you. Thus, the advantage to personal branding is that you become the online friend who can help them fix a problem. Instead of selling a product, you sell yourself, and in that process your product brand also becomes personal, authentic, and trustworthy.