You have been working for companies for years, achieved good results with your ideas and you have earned an income from them. You have become known in the market for those ideas and results. Yet the challenge effect is starting to diminish. The spirit begins to wane. Time to present yourself as a brand now and then possibly start working as a self-employed person. A completely new challenge, but how do you do that?
What is personal branding?
It is nothing more than marketing yourself as a brand. You profile yourself by subtly indicating what your uniqueness is, what your experiences are, what achievements you have achieved, what your ambitions and passion are. Personal branding coach Mariëlle de Munnik has put it nicely: "Potential customers form judgments based on how you market yourself. So ask yourself 'how do I want others to see me?'. The trick is to radiate the answer to that question."
Ask yourself questions
It may sound strange, but that is the beginning of business self-knowledge. Answering those questions provides direction for the coming process. Some important questions are:
– Why am I ready for the next step?
– What is my motivation?
– Do I have enough experience to continue independently?
– What skills do I have?
– Is there a demand for this in the market?
– What makes me better than the competition?
– What do I want to radiate?
– How do I want prospects and customers to remember me?
Answer these questions, among others, and record them.
Vision, Mission and Strategy
This is the next step to develop the vision, mission and strategy based on the aforementioned answers.
The vision is a 'realistic daydream'. You have a future goal in mind, but you don't know exactly how it can be achieved. Herein lies the challenge that inspires. The vision not only provides clarity to you about the desired destination, but also to customers and suppliers.
The mission defines the reason for existence and answers the question: 'Why do I do what I do?' The mission is timeless, but applicable to a specific moment. A clear mission motivates, provides focus and connects people.
The strategy describes how the images and goals set in the vision will be achieved. Long-term strategic decisions therefore form the starting point for short-term partial decisions. A common term for strategic decisions in business is between 5 and 10 years.
Once this has been worked out, a clear picture will emerge of how you will market yourself as a brand.
Focus
Applying focus to personal branding and showing what you really stand for immediately creates an image of trust with the prospect and customer. And of course that won't appeal to everyone, but if it does appeal to a certain category, that will be the first gain.
How do I come to life as a brand?
Unknown means unloved. So use all contact moments such as networking, telephone, receptions, etc. to make further contacts. And don't forget your traditional old website. It is perhaps the most content-rich place to bring you as a brand to life. Also check on Google whether your name appears and how you appear. If you are Googled, what do people think about you and what do they know about you? Does it fit your brand? In addition, you must stimulate your brand via website and social media channels such as LinkedIn, etc. Be critical in your choice of social media channels. Also involve family, friends and acquaintances. Ensure the broadest possible visibility. Writing blog spots or going on Twitter is also an important source of showing yourself. Take your time for this. Copying a text can cause damage.
Passion
Passionate people attract attention. So if you notice that attention is there, try to maintain it. Regularity in contacts in particular can promote this. This creates a bond with your customers so that you can establish a personal connection with them. In addition, you inspire trust and increase the chance that others will remember you. And a passion is not something from 9 to 5. A passion is available 24/7. It is part of your daily existence. It can even result in a customer waking you up at night with a problem. This stimulates personal bonding. Sometimes this even results in a favorability factor.
Target group
Research your target group. Try to find out as much as possible. This helps you create the right content. It is important to know what the value proposition is. Make sure your customers become acquaintances. Place interest at the basis of the contacts, where questions from your side say more than your marketing story. Make contacts more personal with personal texts and photos, which will create a bond and enable them to become ambassadors of you as a brand.
What is my added value?
Although the prospect and customer are interested in your knowledge, experience and capabilities, they are more interested in the extent to which you can help the prospect or customer solve their problem. So focus more on the solution options for the prospect or customer. That appeals to them. And let it be subtly expressed that you would be the best choice.
Your brand in words and images
Images speak more than words. That is common knowledge. So you have to take that into account in your communication channels. And in the sense that texts and images are coordinated. The better you visualize this for yourself, the closer you get to your brand. This is possible with the ABC of Personal Branding:
Authenticity (be real and original)
Reliability (instill trust)
Consistency (communicate regularly and with the same message)
Please note, all communication is weakened if you do not keep promises. Such a mismatch damages trust, which is the basis of a sustainable relationship.
Consistency
A good connection between you as a brand and the business relationship means a sustainable collaboration and will also remain in the customer's memory. Don't try to pretend to be better than you are. That can only cause problems. Keep in mind that nowadays people look at everything critically.
Summary
Give structure to your communication. Be visible through the communication channels where your customer is. Record how and where you communicate and how often. Focus on the customer and tell them how you can help them. Be active on social media and website. Use the words and images you have chosen throughout. Write personal posts on social media regularly. Encourage interaction, such as a like. Create your own influencers. Ensure a perfect corporate identity.
