What exactly is "personal brand"?
I could give you the (very) long consultant version of the definition of "brand", but the best - and most succinct I've ever heard - is that brand is "promise".
Some of us have written down "personal mission statements", some of us have internal core "guiding principles", some of us go to church, some of us just "get on with stuff" and try not to overthink things!
In a socially connected world, however - whether we like it or not, whether we intend it or not - people are assessing our "personal brand" by what we choose to do - and not to do - online.
But I don't want people to judge me based on what I do online!
If you're online - people will judge your character, what you're offering, and how you'll achieve this.
If you're not online - they'll make a different sort of judgement...
I can't speak for you - but I'd rather be in control of my destiny. Social media can seem overwhelming for some - but with the right guidance you can both:
- Define the promise you want to display to the marketplace (i.e. your personal brand)
- Use social media in a way to live your personal brand.
Does this absolve you from how you act offline? Of course not! It's just that offline you're less visible.
What contributes to my personal brand?
I found a good article on this, that included this graphic:
Over the next few weeks, we'll review how social media can assist us in each instance - in a way that is genuine, but that doesn't take so long we won't do it!1) Producing and delivering content
In the modern world of "Everything as a Service", customers are finding it increasingly difficult to distinguish between various competitive offerings. So now - HOW we sell is more important than WHAT we sell.
Part of your personal brand needs to be to deliver the RIGHT content, to the RIGHT customer, at the RIGHT time.
So - how do you know WHEN to deliver a piece of content? You need to master the art of "listening online".
A big topic, - but as an example - are you leveraging Google Alerts?
You can enter (amongst other things) the names of your customers and prospects - and have Google conveniently send you an email on a regular basis, whenever your customer/prospect is mentioned online:
This will alert you to what is happening NOW within that organisation - perhaps there's some content you can send them that's relevant and timely?
LinkedIn's Sales Navigator product will also throw up useful information - including staff that are coming and going:
These are just a couple of ways you can monitor your audience in order to understand when and how to reach them.
Today's consumer is extremely savvy and engages with ONLY the people and brands they find worthy of their time and (potentially) money.
Over the next few weeks we'll continue this 3-part series of just how you can Improve your personal brand value via social media, and give you the tools you need to start becoming a personification of your ideal self online.