I'M CONSTANTLY ASKED, "DO I NEED A BRAND PLATFORM" AND MY ANSWER IS ALWAYS THE SAME:
A personal brand is simply: how you’re perceived. It’s how you present yourself to the world. Your reputation and image. And branding is: controlling that perception through strategy. And perception is everything.
Personal branding is about your goal and purpose. And you have to keep this narrow, direct, and obvious so you aren’t displaying some all-over-the-map persona, even if your interests and personality are sometimes all-over-the-map. You’ll create your brand image very intentionally by only using the traits that fit consistently with both you and your company. Establishing clear guidelines turns your brand into a guide to help you keep a clear focus.
YOU as an individual are the best offering. You are your brand. If you want to be the first image that pops into your audience’s mind, you have to take control of your message and actually communicate your value.
It is up to you to frame your value as simply and clearly as possible in a way that your target audience will understand. If you don’t do this you risk people guessing what you’re doing and coming to the wrong conclusion... or worse, never thinking about you or what you do at all. When people know what you do and how you can help people, they will want to work with you and share you with their friends.
We ultimately have complete control over our personal image and how others perceive us. If we randomly fling social media posts, website color palettes, and sales templates into the universe with no clear intention, we are letting others define us. And let’s face it, when other people pick your nickname, it’s rarely dripping with the coolness you imagined.
What I’m saying is this: Brand or be branded.
Consistency is key. It takes five to seven impressions for someone to remember a brand. (source)
Brands that are consistently presented are 3 to 4 times are more likely to experience brand visibility. (source)
Successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity. (source)
The average revenue increase attributed to always presenting the brand consistently is 23%. (source)
The greatest negative impact of inconsistent brand usage is the creation of confusion in the market. (source)
The good news? Anyone, regardless of your background, can build a powerful brand. It does take time to build a brand platform, but it’s totally doable if you want it. (And I know you do.)
No matter what you want to be known for, learning to strategically present, position, and promote yourself is essential. Strategically cultivating your image is the best move you’ll ever make...but only if you use a winning strategy.