What do a soft drink, a pair of running shoes, a razor blade, and a motorcycle have in common? Well, each one can be associated with at least one well-known brand. Building a brand name may be an arduous journey. In this entry, I will share some essential steps toward shaping your brand as an Independent Service Provider—without dying in the attempt. If, in the end, your name becomes top of mind with your clients, then the journey will have been worth it.
What am I talking about?
The most iconic people and brands have managed to embed themselves so deeply in our (sub)conscious that just seeing a simple shape is enough for their name to pop up into our minds. You don’t believe me? See this:
Do you dare say you don’t think of a sports brand when you see this? I don’t think so!
Giants like Nike, McDonald’s, and Coca-Cola don’t just sell products. They convey values, experiences, emotions. They’ve excelled at appealing to the heart of their target audience, not to their head. A successful brand is all about connection, and this is what you should aim for if you want to scale your personal brand and stay top of mind with your ideal client. But—there’s always a “but”—getting there isn’t quick or easy. Do you want to take the tour? Keep reading!
What Is a Personal Brand?
According to Jeff Bezos, who knows a thing or two about this topic, your personal brand is “what people say about you when you’re not in the room.” That means:
- Your personal brand is external.
- It has to do with how others perceive you.
- It’s the idea people form in their minds based on what you say and what you do.
- It’s the set of values people associate with you.
- It’s the collection of impressions, expectations, and emotions that your presence inspires in others.
- It’s the mark you leave on people when you interact with them.
Why Does a Personal Brand Matter?
Personal branding isn’t a 21st-century invention. The oldest reference I found dates back to 1977, when American writer Tom Peters published the article “The Brand Called You.” In it, he clearly outlines why your personal brand is you, why it’s essential to manage it, and why you should introduce yourself to the world as your own brand.
Since your brand is you, you’re the only one with the authority to inform it, to shape it, and to decide what pathways it will take. And because we’re all unique, no two personal brands will ever be alike.
Still not sure about why a personal brand matters? Keep reading!
Everyone has a personal brand—the difference is that some people manage it, and others don’t. If you are in the latter group, you’d better change that!
First, developing your personal brand helps you show up in the world. It helps you get noticed and sell yourself. Despite today’s increasingly anonymous interactions, we still buy from people. We choose products and services from those we know, trust, and connect with. Used wisely, your personal brand can become a strategic tool to help you stand out, build that emotional connection, and hit your target. You only need to be strategic. Second—and I’m quoting Antoine de Saint-Exupéry—, because “A goal without a plan is just a wish.” Your goal is that your ideal clients find you. The plan is to develop your personal brand so that they do, smoothly and naturally.
The Essential Traits of a Strong Personal Brand
We’ve explored what a personal brand is and why it matters. Now let’s talk about what makes it effective. These traits aren’t ranked by relevance—each is a building block of a strong brand—but they should all be inherent to your personal brand.
Authenticity
Your personal brand should be authentic. If it’s not genuine, people will notice, and you’ll lose credibility. Credibility builds trust, the cornerstone of any relationship. So trust me, be authentic!
Differentiation
Your brand should also be different. Remember, your personal brand is you—and you’re one of a kind. In a sea of sameness, what stands out grabs attention. It’s simple, if you want to be seen, you need to stand out.
Coherence
Your personal brand must be coherent with your values. This builds trust and customer loyalty. When what you think, say, feel, and do are in sync, consistency flows naturally.
Visibility
No one will find you if you’re hiding in the shadows. You need to be visible. And you need to be where your target audience hangs out. Build an attractive shop window and keep the shutters open. This is how you tell your audience what you offer and how you can help.
Strategy
Strategy is the keyword of personal branding. Your strategy should align with your goals. And the tools and channels you use should help you reach them. Thus, your ideal client can see you are the perfect match.
Relevance
Lastly, your brand must be relevant. Relevant to your target audience. It must offer them value, address their needs, and appeal to their dreams and aspirations. If they don’t feel you are talking to them, they won’t pay attention.
6 Steps to Building Your Personal Brand
Where to start? Well, start from within!
Building your personal brand is an exciting journey, but it can also be overwhelming. So here’s an insightful tip: Be organized!
Building your personal brand is a creative evolution. Like anything creative, it takes time, dedication, and effort. There’s no one-size-fits-all approach, because every brand is unique. But if you break down the process into small, easy-to-handle steps, the journey will be easier and the outcome stronger.
Below I share 6 steps to help you make this personal brand-building process easier:
Step 1: Know Yourself
If you want to offer something, first, you need clarity on what that something is. Here, I’d suggest a little introspection. Face yourself and ask yourself the big questions:
- Who am I?
- What do I love doing?
- What don’t I enjoy?
- What am I good at?
- What could I improve?
This is like creating your online profile. But you can’t cheat! Honesty is key here.
If you find these questions tricky, check out this post where I share a couple of hints to help you out.
Step 2: Define Your Niche
You can’t please everyone—and you shouldn’t try. Focus on the fields and areas that interest and inspire you, where your talents align with your passions. The sweet spot between what you love and what you’re good at can often be the secret to finding your niche. Defining your niche goes hand on hand with your specialty. If you don’t have one yet, here’s a good idea: Choose it! And prepare to own it.
Step 3: Identify Your Ideal Client
Who do you want to work with? Think about the problems that your product or service solves, and about the benefits they bring to your potential clients. Where are they located? What do they like? What don’t they like?
Create a detailed profile of your ideal client. Create your buyer persona. Define their age, gender, background, culture, social status, interests, values, concerns, and challenges. The more specific, the easier it will be to craft a branding strategy that speaks directly to them. This also helps you choose the right tone, communication style, and platforms to reach your ideal client.
Step 4: Define Your Unique Selling Proposition
Once you understand who you are and who you want to help, define what you bring to the table. Your Unique Selling Proposition, or USP, is what solves your audience’s problems.
To clarify your USP, you can ask yourself three key questions using Simon Sinek’s Golden Circle:
- What do you do? What products or services do you offer?
- How do you do it? What’s your process, and how is it different?
- Why do you do it? What is your motivation? What’s your purpose?
As Sinek states, most people can perfectly explain what they do, some can explain how, but few can clearly articulate their why. And why is your why important? Because it helps inspire the trust and connection that lead a prospect from being that to being a client.
Your why allows you to state your USP loudly. And you USP is the heart of your competitive advantage. It’s the reason a prospect chooses you over someone else. It’s what helps position your brand and attract your ideal audience.
Step 5: Develop Your Visual Identity
Let me start by making a distinction between Branding and Visual Identity. Many tend to confuse these two or use them indistinctively, but actually, visual identity is just one piece of the puzzle (Branding being the “puzzle”).
Your visual identity is the visual expression of your strategy and values, and it includes several key elements:
- Logo: It’s the graphic representation of your brand. Quick tip: Keep it simple, but make it memorable.
- Color palette: Choose colors intentionally. Each color carries meaning and emotional weight—use this to your advantage.
- Typography: Your fonts should reflect your audience. A playful font for Gen Z won’t work for a medical corporate board.
- Graphic elements: Lines, textures, shapes, and spacing all contribute to your visual message.
- Imagery: Use inclusive and meaningful photos or illustrations that align with your strategy and audience.
Your visual identity should tell your story and spark an emotional connection. Use it consistently across all channels and platforms—e-mail, website, LinkedIn, Instagram, TikTok…—so your audience can recognize you instantly.
Step 6: Get Loud, Get Seen
Now that you know who you are, what you offer, what direction you’re taking, who your target audience is, and what your brand looks like: It’s time to share it with the world!
Be visible on the platforms where your target audience actually is. There’s no point posting brilliant articles on LinkedIn if your ideal clients spend most of their time on TikTok.
Remember
Your personal brand is about how others perceive you. Hence, if the way you present yourself matches how others perceive you, congratulations, you have a successful brand!
The End
P.S: Sorry, fellows, this is not the end, this is just a new beginning. Think of your brand as a living being. It grows and evolves, just like you do. That’s why it’s important to revisit and update your brand regularly. You change, your goals change, your audience may change, and your branding should reflect those changes.
Final Tips to Hit the Target:
- Know yourself.
- Define your goals—and build a plan to reach them.
- Be authentic, unique, and coherent.
- Be relevant, visible, and strategic.
- Expand your network and tell everyone what you do.
- Be creative.
Bonus Track:
Your brand is the promise of value that your client receives. When that promise is fulfilled, it leads to a satisfied client, and a satisfied client comes back and recommends you to others. It’s that simple. Build your personal brand, and hit the target.