The Three Key Steps To Become the “Go-To” Using Your Personal Brand
It’s all very uncertain now isn’t it? Slowly emerging from a short, sharp recession with a General Election looming on the horizon, people are worried about putting their hand in their pocket. Advertising seems to fall on deaf ears - it’s like throwing money down the drain, not to mention Google and Meta’s determination to reduce your reach and make you pay even more in the vain hope that you’ll get lots of leads. There are literally hundreds of adverts promising to help you grow a 6 figure business, which if you were to believe half the population would own a yacht.
It’s widely accepted that the best way to create a resilient business is to build relationships with your audience. This ensures that even when they don’t need your service now, when they do, or when someone they know does, you are the first person to come to mind. A no brainer even.
But how do you do that?
There are lots of different ways but three key ones that are essential:
Know and communicate your USP;
Ensure that all elements of your personal brand reflect what make you special;
Create compelling content and have a strategy to ensure your audience sees it enough to cement YOU as the go-to provider of your service.
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Let’s examine these in more detail:
Know and communicate your USP
There are very few markets now that are not incredibly competitive. in 2023, NatWest and Beauhurst’s New Startup Index reported a record 900,000 companies started, up 12% on 2022. That’s nearly a MILLION. That’s insane! And lifestyle companies, such as therapists, celebrants, photographers and eateries made up a big part of that growth. With all that competition it’s become even more essential that you have something that stands out amongst the noise.
What is it that makes you different to Jane Bloggs down the road? Is it experience or qualifications? A special skill, or a niche? Do you have a certain look that relates to the business you are in (makeup artist or fashionista for example)? Is it the way you do what you do, or where? Is it the price you charge or the quality of the work that you do? And what is the evidence that supports it?
Once you know why people should come to you rather than someone else suddenly things become clear. Your ideal client takes on a form, you know what look and feel your personal brand should have (more to come on that later) and your messaging becomes laser focused - what, how and where.
Create a personal brand that reflects what makes you special and that calls out to your ideal client
Brainstorm words that reflect your USP. Write them down and leave space between them. Once you’ve done that, write down some other words to support them. For example if you are a content writer and social media expert and your USP is that you’re a storyteller, then you might also write down beside it: mysterious, creative, engaging, fun, a quick thinker. Then you create content that reflects these words.
So in the above example: your logo needs to be fun and interesting as well as iconic. Your website should be really attractive and engaging. Your personal branding photographs should grab the viewers attention and make them want to know more, read more.
All of your content needs to be consistent with a story teller and help your audience understand the benefits you will bring to their business. But don’t forget - you won’t be everybody’s cup of tea. And that’s ok.
Create compelling content and have a consistent strategy
And finally, get to posting, blogging, sending emails, networking. Devise a strategy - one that will have communicating regularly and consistently with your target audience. It doesn’t need to be back-breaking work; or complicated.
It could be as simple as a networking meeting once a week - where your ideal client hangs out of course; with you clutching a business card with your website details and a beautiful personal branding photograph on the back so that people recognise you and associate your face with your business.
It could be a social media strategy with a Facebook page, membership of groups or regularly posting images, reels and stories on Insta. There are so many ways to connect with your audience - just make sure that you identify your ideal client and then you’ll know where they hang out (digitally and physically).
There is one more thing that you need to do and that is to have patience. Unless you are lucky enough to be the only person in your area offering a service (and then you’d have to wonder if there was a demand), it takes time to become to the go-to service provider. Consistency is key, resilence is essential and patience will keep you sane.
If you need help in identifying your USP and in crafting your personal brand, get in touch. Let’s get you to the number 1 spot.