How to Create Your Own Personal Brand

March 06, 2017

The word “brand” is usually used to refer to a company or line of products, but it actually goes beyond that. A company’s brand is the perception people have of that company. For example, thanks to Apple’s branding efforts, we all know that Apple products are sleek, cutting edge, and innovative (even if they don’t always live up to the hype) or that Nike is the brand for athletes (even if other brands have better products).

Your personal brand is the world’s perception of who you are. Building a personal brand is the best way to influence the people around you: employers, coworkers, employees, customers, supplies, even your competitors. By creating a personal brand, you control the narrative and help people perceive you the way YOU want them to.

How can you create your own personal brand?

Find the heart and soul.

What is the most important aspect of who you are and what you do? What is the “mantra” that drives your product or service? Think about what matters most to you, and that is the heart and soul of your brand.

Appeal to emotions.

Tugging on someone’s heartstrings is the best way to get them on your side. You need to think about how you make your product/service/persona to make people feel, and how you want them to perceive you. The emotional appeal of your brand is what will set you apart.

Determine your purpose.

What is it that you are offering to people? What do you have that makes you unique from others? Why do you stand out from the crowd? This goes beyond just the skills, products, or services you have to offer, but it includes your personality, character, and passions.

Describe yourself.

How would you describe yourself? Are you an artist, a leader, a strategist, or a team player? What words can you use to endear yourself to others emotionally? Think about the things about you that appeal most to others, and use that in your creation of your personal brand. Be a “passionate creator” or a “willing assistant” or an “enthusiastic leader”.

Keep it simple.

Your personal brand should be distilled to one or two simple concepts. Don’t try to be everything to everyone, but find your niche and make it work. Narrow the scope of your brand to a simple concept that everyone can relate to. The simpler the idea of you and your brand, the more easily people will be able to relate to it.

In the end, your personal brand is how the world will perceive you. It’s best if you can control the narrative and help people to see you the RIGHT way.

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The internet is one of your best and most cost-effective tools for marketing. However, to use it right, you need to understand the mentality of the average web user. For most people, it’s all about finding the most appealing, concise, and easily accessible information and solutions to their problems. The vast majority of the younger web users prefer images and videos to written content. If you’re trying to reach that younger audience, you need to use video marketing!

Video marketing is effective for the simple reason that EVERYONE loves well-made, clever, and interesting videos. If a picture is worth 1,000 words, videos are worth far, far more. You can deliver a powerful, engaging, funny, clever, or interesting message in a matter of seconds using video. You can also tell a story to entice web surfers to click on your link and see what more you have to say. Well-made videos can stop any casual web surfer in their tracks, perhaps even long enough to get them interested in your product or service.

Video marketing is also effective because it’s entertaining. Go to YouTube, and you’ll find HUNDREDS of videos on every topic under the sun. Many of them are created to make you laugh, cry, think, and be interested in something new. Videos present important information in an entertaining way. People love to be entertained, and it can make learning a whole lot more enjoyable. You can teach useful things through the medium of entertainment.

Best of all, video marketing is available to anyone. You don’t have to be an internet marketing genius to use video marketing. All you have to do is know how to make a good video. That may mean hiring a video expert to help you create something informational, engaging, and entertaining. Once you have the video, you can post it to your website, blog, social media accounts, and even a YouTube channel. If the video is well-made and engaging, it has a much better chance of being shared around.

Videos tend to “go viral” (being shared all over the internet) much more often than written articles. Viral videos can get millions of views in a very short amount of time. If you’re the one who created the video, all those viewers will link the video to your company/business. The viral nature of the video means thousands, hundreds of thousands, or even millions of people around the world will find out about you and what you have to offer.

The truth is that video marketing is one of the most effective tools in your arsenal. If you want to reach the widest audience possible, it’s worth investing in making videos that entertain, educate, and engage in a clever, interesting, and animated way!

You’d be amazed by how many people use social media incorrectly. They post content that tries to hit “everyone”, without any sort of targeting or strategy to reach the demographic best-suited for their product. If you’re serious about using social media to reach your target market, you can’t just post whatever springs to mind. You need to come up with a plan, targeted content that is visually appealing, and learn the ins and outs of the various forms of social media marketing. That is the only way you’re going to read that audience!

Here’s what you need to know:

Step 1: Choose the right platform.

Facebook, Twitter, Tumblr, Pinterest, Instagram and YouTube all offer access to a different target audience. Pinterest is more popular among women, Facebook is more commonly used by businesses, and Twitter is the short-form social media for busy people on the go. Understanding what each platform offers—mainly in the demographics that frequently use the platform—is the first step toward using your social media effectively.

Step 2: Learn the ins and outs.

Learn how using the right hashtags can make your Twitter posts more engaging and reach a broader audience. Learn how Facebook Ads effectively help you to put your published content in front of the right people. Learn what sort of YouTube videos are most effective for promoting your content. The more you learn about the platform, the more easily you’ll be able to plan the marketing strategy.

Step 3: Learn more than one.

Sticking with just one social media network isn’t going to get you the results you want. You need to learn to use multiple networks, and learn how they can cross-promote each other. Twitter posts can be automatically posted to Facebook and vice versa, or short YouTube videos can make your Facebook feed more engaging. Instagram photos will do well on Facebook and Twitter. Learn at least three or four of the primary social networks, and you’ll have a better reach!

Step 4: Be engaging.

The primary purpose of your content is to get people to stop what they’re doing and focus on what you have to say/share. Your content needs to be visually appealing, offer entertainment or real value, but most important of all get people engaged. Ask a question, offer advice that’s likely to be shared, or solicit your readers’ opinions. The more people engage with your posts, the more likely they will be to engage with the posts marketing and selling your product or service.

Step 5: Give something special.

Your social media followers want to feel they’re getting something special for their interaction with you. Offer them discounts, special deals, or coupons as a reward for their engagement. This offers them value, which in turn increases future engagement.

Marketing is all about putting your message in front of the right people in the right way. Thanks to social media, that has become easier than ever. If used correctly, Facebook, Twitter, YouTube, Snapchat, and all the other social media platforms will allow you to engage directly with your target demographic.

First off, social media is where people go to relax and distract themselves from work. It already has a positive association in their minds, meaning the things they see while on social media will also tend to have that positive connotation. If your marketing campaign appeals to them, inspires them, or catches their interest, they’re far more likely to engage with it than they would while surfing the internet for education or information.

Social media also provides you with a surprising amount of information on who people are. Facebook, for example, compiles not just names, but also locations, interests, ages, likes and dislikes, and so much more. You’ll be able to use the social media profiles to target the right people with the right message. If you use the platforms’ various paid options, you’ll tap into their compiled databases to ensure your marketing campaigns are targeted at the customers most likely to be receptive to your message.

Social media gives you a much broader reach than you’d get from other sources. While Google’s SEO rankings are dependent largely in inbound links to your website, it does take into account links from social media. The more people post links to your page or content, the higher your SEO ranking. However, that also increases your visibility on those social media platforms and increases your authority.

People are always looking for new and interesting, content that educates, entertains, and gets them thinking. If you approach content creation with that mindset, you’ll find that the images, videos, and articles you post to social media have much better engagement. The more people engage with and share your content, the more you are perceived as an authority. This in turn increases the chance that people will seek you out when they have a question they need answered or a problem they want solved. Your reputation as an authority is worth gold!

Social media also allows you to keep your finger on the pulse of what’s trending, popular, and of interest to your target demographic. If you “join in the conversation” with your marketing and content, you become relevant and trending as well. You’ll find that social media enables you to stay current with the times in a way classic content marketing never could!

Twitter is so much more than “just another social media platform”. It’s actually one of the best platforms to use for business, as it offers a broader yet more targeted reach than any other social media network. With 300+ million users and 500 million Tweets sent per day, it’s a small business’ most valuable tool for expanding your audience.

Why is that?

Your competition is using it.

You can find your competitor brands on Twitter, and the last thing you want is to be left behind!

It’s quick and easy.

All you have to do is type up your message in 140 characters and hit the Tweet button. You can share info about a new product, offer a discount, or announce big changes easily.

It offers better visibility.

To get hundreds or even thousands more people to see your content, all you have to do is use the right hashtags. Hashtags increase the visibility of your post beyond your immediate network. If used correctly, they can help you reach a much broader audience than you ever could on your own.

It’s good for your brand.

Any business that isn’t on at least Twitter and Facebook are “behind” and “antiquated”. To stay relevant and modern, you need to be using social media networks—even if you don’t master them, at least use them!

You can stay on top of trends.

Want to find out what’s “in” or trending? Use Twitter Search to help you find out what people are saying about a certain topic. Get in on the conversation or create content that makes you relevant. It’s a great way to ensure you stay in touch with the world around you.

It’s great for networking.

You can talk to anyone in the world just by tweeting to them. There are no limits on reach, so you may find a broad range of opportunities you’d never have found otherwise. All you have to do is keep your eyes open and think creatively.

You can be smart with your communication.

Instead of spamming your social media with useless content, Twitter enables you to start a two-way dialogue with people. You can make jokes, share interesting content, or talk to people directly. You’ll find it will help you to refine your brand and message!

If used correctly, Twitter can be your most effective tool for engaging with your customers and followers. Be smart with your Twitter use, and it will help you to improve your brand and message.

The addition of videos to Facebook revolutionized the way brands and companies can reach new fans and followers. Now, you can give people interesting, valuable content in the form of a short, snappy video. If a picture says 1,000 words, a video is worth a whole lot more.

Here are some tips to help you use Facebook Videos that will serve your brand:

Launch a product

If you’re doing a physical product launch, use Facebook Live to show people what’s going on during the launch. Even if they can’t be there physically, your fans will be able to enjoy the experience from the comfort of their home and still feel like they’re part of the buzzy new product.

Take them behind the scenes

People love to feel like they’re getting something special or exclusive. To make your fans feel special, take them behind the scenes of your business operations, your new product, or some special event.

Interact with customers

Facebook Live allows you to interact with customers and followers in real time, answering questions, giving information, and even sharing tutorials and how-to’s. The more you interact with people, the better!

Interview someone interesting

Give your Facebook fans the chance to hear from someone else: an expert in their field, a celebrity, or someone else who will pique their interest. Interviews can be fascinating and provide a lot of value in just a few minutes of video.

Surprise people with a sale or promotion

Videos are a great way to get people interested in sales and promotions, and you can share a lot of info in a few seconds or minutes. Plus, you’ll find people are far more likely to share the videos to others they believe will be interested in the sale or promo opportunity.

Tell a story

People connect with stories more than they do anything else! Use your Facebook platform to tell stories: of people whose lives have been improved or changed by your products, funny and interesting things that happened to your company, or the process of creating a new brand or product. Stories are always more interesting than marketing content or product feature lists.

Discuss current events

There will always be something happening in the world around you, and Facebook Videos give you a chance to discuss them at length. Trending issues change on a daily basis, so make sure to “strike while the iron is hot” and get those videos uploaded before something else becomes more relevant.

Is the content on your website too vague? While many people believe that it’s better to avoid “small talk”-style content for new visitors to your site, we’ve found that more direct content can lead to better results. If done right, you’ll find that it’s a much more effective way to get your visitors from Point A (arriving at your website) to Point B (taking action) as quickly as possible.

You’ve Got Seconds!

When a visitor arrives at your website, you have no more than 7 seconds to capture their interest. That number is usually more like 2.5 seconds, as the interest span of most web users is getting shorter thanks to high speed internet browsing. That means your content needs to tell people exactly what to expect from your website in as little time as possible.

Get to the heart of the matter quickly, with as few words and as clearly as you can, and get to the call to action. Everything from your images to your color palette to your text should hook the visitor from the moment they arrive.

Trim it Down

As the owner of a business or the proud producer of a product, you want everyone to know about the benefits of what you offer. But did you know that long-form text can be the fastest way to lose your visitors’ interest? If you want to hook them, you need to keep everything short and snappy.

Trim down your introductory content to a short list of the benefits, what the product can do, etc. Don’t try to “sell” them, but let them know what makes you the best solution to their problem. Shorter, punchy content will be more effective than a long-winded post every time!

Be Clear

Remember that you have 2.5 seconds to hook visitors. The best way to do that is to tell them everything they need to know with an image or a catchy video. But you also need to make sure it’s very clear what it is that you do.

The design of your website is far less important than the clarity of your message. If your website doesn’t tell visitors what you do at first glance, you’re losing out on valuable seconds. Make that design speak clearly!

These three elements will ensure that your website content hooks visitors from the moment they land on your page. Clear, concise, punchy, and direct content is the key to converting your visitors and random web users into customers.

Almost 600,000 patents were filed in the U.S. in 2015 alone—a very clear indication that the world is constantly finding new and creative ways to do things. Innovative technologies are being released every year, and it’s up to all of us to keep up with the times. To stay truly competitive in the ever-changing world, your business needs to incorporate new and improved technologies into your ways of operating.

Think about some of the ways that technology has changed in the last few years:

Innovations in home automation and entertainment led to the production of the Amazon Alexa, a smart computing device that “listens” to your commands and does what you ask.

The integration of Bluetooth into many new technologies allows us to connect and pair devices that once were believed to be incompatible or unrelated.

Social media platforms are focusing on user experience, tailoring everything to your unique preferences, desires, and activities.

It may seem overwhelming to keep up with all the latest technologies and innovations. Just staying abreast of the changes in social media alone can take a team of digital marketers every hour of every day. But, as mentioned above, it’s vital in order to remain relevant.

If you aren’t changing with the times and utilizing the improved technologies, your competitors will. They will find an easier, more effective way to target your customers, or a much more user-friendly shopping option. They may integrate a new, updated feature into their product that yours doesn’t have. Or, they may simply be able to contact your customers via some new social media platform that allows them to make their mark in your customers’ minds. Without relevancy, your business is doomed to fail.

So how can you integrate these new technologies into your current business structure? You may feel like you’re locked into a certain way of operating, given that your existing personnel has skills focused on existing business strategies. How can you expand?

Simple: bring in fresh talent!

When technology became vital for business operations, the IT department was born. Perhaps it’s time for you to create another new department, one that focuses on examining new technologies and seeing how they can benefit your company. Expanding your pool of talent to include innovators and tech-focused minds can help to drastically improve your company’s relevance.

Or, bring in an outside team of experts and consultants, like Resolve Online Solutions. Let us help you update your operations to include the latest and greatest in the tech world so you can have a better chance of staying relevant in today’s highly competitive marketplace.

The term “influencer marketing” is defined as “a form of marketing in which focus is placed on influential people rather than the target market as a whole.”

Think of Michael Jordan’s partnership with Nike (Air Jordan’s), YouTube stars playing video games live on their channel, or Instagram celebrities doing tutorials of a new product. In addition to using the product, the “influencers” recommend their followers to buy or try a product.

Influencer marketing can yield seriously impressive results for the right companies, products, and services. There are three industries that can benefit greatly from influencer marketing:

Fashion and Beauty

The beauty (cosmetics, personal hygiene products, creams, lotions, and the list goes on) and fashion industries are ideal for influencer marketing. People tend to be highly influenced to wear certain brands or try certain products. If you can use an influencer to recommend your product to their followers, you have a significantly higher chance of reaching those followers than you would through any other marketing methods.

Instagram models, YouTube tutorial videos, and even discounts/sales shared from the influencers’ platforms can do more for your beauty or fashion products than the average marketing campaign.

Tech

Tech products tend to be in the higher price range, and can be a bit technical and challenging to use. Influencer-driven video tutorials and how-tos can be highly effective at convincing potential customers to take the plunge to try your tech product.

But this influencer content can also have the added benefit of providing real-life reviews. Most savvy tech shoppers will look for product reviews before buying. If they find an influencer video or how-to which includes genuine commentary on the quality of the product, they’ll be far more likely to buy. Plus, the backlinks from the high-traffic influencers’ pages can improve SEO.

Fitness and Health

The world of wellness marketing is one of the toughest to crack, which makes influencer marketing so effective. People who have a large fitness, health, and wellness-based platform have garnered followers because people believe in what they’re saying. If they endorse your product, their followers will be likely to give it a try.

Fitness and health influencers tend to have one of the most loyal followings, as they are “ambassadors” for fewer brands than the average beauty/fashion and tech influencer. They may be harder to convince, but if you can get them to work with you, they can yield better results than either of the other two industries.

It can be frustrating when you go to the trouble to set up a website for your company but then do not see any positive results, such as an increase in website visits, incoming calls and17 emails or more walk-ins.

So, why doesn’t your business appear on Google? Read on for things that you should be aware of about Web search engines today:

Your Site Should Provide Fresh Content on a Regular Basis

Google gives higher priority to websites that routinely put out fresh, relevant material. This means that you could establish a pattern of informative blog posts on your site that will show the search engine that you are providing timely and useful content, which most searchers are looking for.

Customers Need to Be Able to Easily Navigate the Website

If your website is clunky and difficult to navigate, Google will typically downgrade you when it comes to search engine results. Ease of use and fast access to information is a priority for Google. Avoid forcing large videos to load and optimize code as well as image sizes on your site so it will load as quickly as possible.

Your site should instantly load for mobile users too and not just desktop browsers, or Google will position you lower in the results.

You Must Set up a Listing With Google My Business

Search engine giant Google has created a system that makes it easier for companies to get the word out about their website. You’ll want to set up a free Google My Business listing so that Google can properly identify your online presence.

Otherwise, inconsistent information from review sites such as Yelp and random directories could make it more confusing when it comes to Google cataloging details about your company.

Running your business already takes an enormous amount of your time and attention. Chances are, you have so much on your plate already that you cannot devote your own resources to improving how well your company is doing in search engines. This is where the team at Resolve can make a difference. We invite you to connect with us today to schedule a free consultation on how to get your business up higher in Google search results.

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