Over the years, the way we consume content has changed. While we still read the news online and perhaps watch CNN or ABC News, we also use social media to keep in touch with friends, share our lives, and get information.
This multi-channel approach to gaining information has created a challenge for businesses. While we are regularly inundated with ads on social media channels, our attention has begun to wander. Consequently, marketers must now adjust their strategies to make sure they catch our attention, engage with us, and convert that interest into a purchase.
The Importance of Personal Branding
In a world full of Influencers, personalities, and brands, it’s crucial you stand out from the crowd. While you want to develop a brand that is recognizable, you also want to ensure it is uniquely you.
According to HubSpot Blogs’ research, 66% of consumers say a brand’s personal qualities are more important to them than its corporate credentials. Additionally, 57% of respondents cited a brand’s cultural fit as significant in the purchase decision-making process.
Building a Brand
While it’s important to stand out from the crowd, you also want to become recognizable for the right reasons. You need to build a brand that is not only known for its outstanding customer service but also has the character that resonates with your target audience.
To do this, you need to take a few steps to find your personal brand voice, determine the qualities that define you, and then develop an identity that reflects these qualities.
When you put yourself in the shoes of a consumer, you can start to define your personal brand. What do you value in yourself and your business? What are your unique selling points?
These are all questions you need to answer to find your personal brand voice. They will help you to articulate how you can provide value to people and be unique in the marketplace.
Craft a Brand Portfolio
Once you have a clear idea of who you are as an individual and what your brand philosophy is, you can start to build a brand portfolio that is representative of your personal style and values. This portfolio should include everything from logos to product layouts and typography to website design.
When designing your brand portfolio, take time to consider how each piece fits together. Is the identity cohesive throughout all elements of your brand? Does each element complement the other?
Create Brand Content
With a clear idea of who you are as a brand, you can craft content to support your identity. What does your ideal buyer look like, sound like, and feel like?
You can use content to engage with consumers on different channels. Perhaps you want to create a blog to attract potential customers to your brand. Or, you can develop an online course to engage existing customers. Or, maybe you want to create a podcast with engaging content to drive podcast discovery.
As you consider what content will best represent your brand, remember to keep your audience in mind. What platforms do they use, and how can you speak to them?
Find Your Niche
To be successful in business, you need to find your niche. What is your unique value proposition to the world?
When identifying your niche, it’s important to consider your target audience. Who is most likely to be interested in what you have to offer?
To help you figure out your niche, look at what other businesses are doing and their approach to generating sales. The more you know about your competitors, the better positioned you will be to develop a unique value proposition.
Create Digital Paths to Purchase
Now that you know who you are, what you offer, and how you will communicate, you can begin to craft digital pathways to purchase.
What are the primary channels people use to research, learn about, or purchase your products or services?
You, as a marketer, must determine the preferred paths to purchase for your target audience. What makes you different from your competitors? Can you provide unique value in a digital world?
By identifying your target audience’s preferred channels, you can develop marketing campaigns, website content, and social media strategies that will help them learn about your products and make a purchase.