The Savvy Business Owner's Guide to Branding Yourself Online
In today’s world, your presence on the internet is your professional calling card. Every post, every status update, and every image could be viewed by potential clients who are considering your product or service. In fact, 82 per cent of consumers say they’re more likely to buy if the owner of a business has a strong, engaging, and authentic online presence— which is why having a strategy for branding yourself online is so important.
Remember, it’s easier to connect with people than with a business or corporate entity. The need for human connection is part of our psychological makeup.
Simply put? If your ideal clients are able to relate to you and trust you on a personal level, the credibility of your business will inevitably be solidified in their minds as well.
The top CEOs and founders in the world understand this concept, using self branding as a critical component of their greater marketing strategy. Think of major business moguls like Simon Sinek, Vera Wang, Ariana Huffington, Brene Brown, and Gordon Ramsay— they have all achieved monumental success by building a personal brand that’s unique, recognizable, and consistent.
But where do you start when you’re completely new to branding yourself online? What are the first steps to creating your identity? And what are the most essential elements of a personal branding strategy?
The First Step to Branding Yourself Online
I always tell my clients that before you can begin building a personal brand, or “start shining”, you need to shake off the dirt and set yourself free from anything that’s holding you back.
As founders, self-starters, and decision-makers, our true selves are often buried under the expectations of others, and outside opinions that don’t actually align with the business owner or leader we want to be.
Can you relate?
If so, I encourage you to consider the following:
Without Earthquakes, There Would Be No Gold
The vast majority of gold is buried deep within the earth’s crust, making it extremely difficult to access. When earthquakes occur, they cause a huge rise in pressure, pushing gold deposits out of the crust and making the precious mineral easier to find.
You’re the Gold in This Situation
Building a personal brand is much like the process of creating gold. You need to shake yourself loose and eliminate the things that no longer serve you before you can clarify your brilliance and start shining to your fullest potential.
How to Shake Off The Dirt and Take The First Step
I encourage answering the following questions so you can get 100% clear about who you are as an entrepreneur (and who you aren’t):
What parts of yourself have you been omitting from your professional life or downplaying because you didn't think people would care?
If you knew there would be no negative repercussions, what would you say to the world?
What false beliefs or doubts have been dulling your shine?
What have you been taught to fear? How would you change as a business owner if you could shed those fears?
These questions will reveal the aspects of your professional identity that no longer serve you.
“It’s always better to have a smaller group of loyal clients than a large group of clients who aren’t fully committed to supporting your business.”
The Full Personal Branding Process
Now that you’ve successfully “shaken off the dirt”, it’s time to define the new you and figure out what differentiates you from your competitors.
You can achieve this by completing 3 key steps:
1. Narrowing Down Your Niche
It’s always better to have a smaller group of loyal clients than a large group of clients who aren’t fully committed to supporting your business. Plus, the more you hone in on a specific segment of ideal clients, the less you’ll spend in advertising costs due to reduced competition and increased efficacy.
Remember, the more defined your ideal buyer persona is, the easier it is to speak directly to the people who are more likely to invest.
2. Finding Your Realm of Radiance
How much of what you do on a daily basis aligns with your passion and greater purpose? How much time do you spend doing things you “should” do rather than things that actually matter to you and bring you fulfillment? Do you offer services just because you’re capable of completing them, even though you don’t really enjoy them?
If so, you’re operating outside your realm of radiance, and you’re preventing yourself from truly shining as the industry expert you are. We give so much of ourselves to our business— but it shouldn’t feel like a sacrifice. When every aspect of our venture is rooted in realm of radiance, we receive more than we give, because we end each day feeling proud, accomplished, and connected to our calling.
3. Leveraging What Makes You Likable
There are countless reasons a potential client might be drawn to you. It could be your reputation for fearlessly speaking your mind, your calm and reassuring voice, or your pragmatic approach to problem-solving.
Whatever it is, it’s your job to emphasize the aspects of your personality that resonate with your audience. And remember, it doesn’t matter if everyone likes these traits or not! It’s about your target audience and your target audience only.
Example:
Jillian Michaels, the high-profile fitness instructor, is known for her aggressive, tough-love coaching style. Some people may be put off by her militaristic methods— and that’s okay! Those people aren’t her ideal clients. As long as the people who do appreciate her coaching style continue to support her, that’s all that matters!
Need Help Polishing Your Personal Brand?
You don’t have to stumble through creating a personal branding strategy on your own. There are already proven formulas you can use to establish a brand that captures the essence of who you are and what you want to achieve.
As an Edmonton personal branding consultant, I use my SIGNATURE GOLDEN METHOD to help self-starters, founders, and decision-makers…
Communicate their value
Captivate potential clients and
Compound their cashflow
Interested? The START SHINING STRATEGY may be exactly what you’re looking for.