Five Tips to Create Your Personal Brand

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Are you the brand?

When most of us quit jobs to start businesses, we often talk about our new companies as if they were bigger than they are. We use “we” instead of I, and we like to give the impression that there are other people in the business when most of the time, it’s a one person shop.

There may be valid reasons to do this, but I find that in most cases, the only reason behind the decision to position the business this way, is the fear of the business owner that he or she needs to appear bigger and better in order to seem credible and attract clients.

When we make decisions based on fear, and feel the need to window dress rather than be ourselves, we often miss the best opportunities to shine. Here’s why:

As a small business owner, your number one marketable asset is you. You are the business. You are the brand. You are the brainpower and the heart and soul of the company. You are the one building the client relationships, and caring and nurturing those clients so that they become repeat customers and raving fans.

Even if you have staff or team members, or you subcontract parts of the work to other businesses, you are the face of the company.

By contrast, in large companies and the corporate world, the face of the company is not one single individual. Millions are spent building corporate images, advertising and marketing, and serving customers. In many cases, these large companies do not appear to the consumer as being very human.  But their sheer size and investment keeps them in front of potential customers. So following their standards and trying to appear more “corporate” to be more credible, is a flawed approach from the start.

For small businesses, the single biggest source of new customers is usually word of mouth. People will come to you because they feel they know, like and trust you, or because someone they trust recommends you.

Your best forms of marketing are those that allow you to be personal, build relationships and connections with your potential customers, and those that are also realistic for your balance sheet.

Here are five ways to start building your personal brand:

1. Ditch the “we” talk unless you are delivering your services with others.
2. Tell a little about yourself in all of your marketing material and connections with your customers. Share the experiences that shape you. Choose anecdotes that would resonate with your audience and that connect with the theme of your services.
3. Design your services in such a way to reflect what you love to do, and are good at, as opposed to what you can make money at because you’re good at.
4. Have a signature topic or product that you want to become known for and market that relentlessly. Avoid the urge to be all things to all people, and be that one valuable and irreplaceable person.
5. Use your natural talents as your best forms of marketing your business. For example, if you enjoy writing, write articles to email to your clients, or publish in a local paper. If speaking is your thing, getting in front of more audiences is a surefire way to build authentic connections and gain exposure at the same time.

Following these tips will allow you to show off your most marketable asset, which is you.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:  Sherri Garrity is the Chief Corporate Fugitive and creator of the Five Keys Success System^TM for ex-corporate employees and aspiring entrepreneurs who want to break free from the confines of their corporate experience and  unlock their business potential for greater  personal freedom and prosperity. The Corporate Fugitive system demystifies the business of setting up, managing, marketing and growing a successful entrepreneurial adventure. Visit www.corporatefugitive.com for free tips on how to unlock the business in you.