How to Grow and Scale Your Personal Brand: 2 Things You Can Do Today.
Hey there, beautiful brands –
Are you hiding behind your logo?
And do you really have a personal brand?
So often when we start a business we automatically think we have a personal brand, because building a brand these days is so simple, right?
All you have to do is build your Instagram feed, take some selfies and you have a personal brand.
Starting a business does not automatically make you a personal brand.
When we talk about how to grow and scale a strong personal brand, it’s more than just taking pictures of yourself and hoping larger companies discover you to send you their products.
>> Side Note:
It’s also much more than simply having a logo. Your personal brand is comprised of much more than color palettes and font pairing. Yes, those things become the fundamentals of your brand identity, but they ultimately will not grow your business.
If you’re looking to get more clarity around what your brand NEEDS to get you the conversions and customers you want, then you’ll want to join my signature program: The Intentional Brand, where I teach you how to build, grow and scale a follow-worthy, personal brand in 90 days.
There are actually 2 types of branding that I want to tackle:
Personal and Impersonal Branding
What’s the difference?
Truth is, your “personal” brand could actually be impersonal.
There’s nothing wrong with that.
Impersonal branding is just a different way of connecting with your audience that puts more emphasis on your products and services.
So let’s get into it…
- Puts YOU at the center of your brand and you are the face of it
- Allows your audience to get a glimpse of your brand story and journey
- Often YOU become the reason we want to buy your product or service and want to take a chance on you
- Your personal name is your company name (not always the case, but often)
Personal branding puts the focus more on YOU, the person; but, in a way that allows, over time, for your audience to get to know you more, like you, and trust you enough to then take a chance on your products or services.
With Personal Branding, YOU become the reason why we want to take the risk to invest in your product or service.
How do you “brand yourself, personally?” You can do this by:
- Showing up and showing yourself often.
- Telling your brand story as it relates to the products and services you sell.
- Sharing your value and solving problems for your audience.
Some great examples of personal brands are, Marie Kondo, Oprah Winfrey, and Gary Vaynerchuk.
Second, there’s Impersonal branding.
- Puts your product or service at the center and focus of your brand
- Your audience sees, hears and knows more about your products than you, the person.
- Has your logo as the front-running image or face of your brand
- Your products become the reason why we want to get to know you (over time)
Impersonal branding puts the focus of your brand on your products.
As your audience uses your products, and falls in love with your services, over time, they will want to learn more about you, the person.
There are tons of successful impersonal brands. Just think of a well-known product you know and love and the odds are, that company is an impersonal brand.
These would be your larger, big box store brands like Target, Starbucks, Coca-Cola, Amazon, even companies like WordPress, Shopify or Squarespace. As we use their products, over time, we begin to learn more about the founders and the creators of these brands.
It’s important to note that either way of branding yourself is neither better than the other.
You just have to make sure you’re implementing the proper business and marketing strategies based on the type of brand you are that will help you grow. However…
There is massive power and growth potential that’s achieved from personal brand building.
This is why influencer marketing is so big and a successful marketing strategy.
Impersonal brands, recognize the strength of personal brands so much so that they will give their product to personal brands (influencers) to shout them out on social media.
If you can connect with your audience in a way that is relatable, valuable and solve their problems with your signature approach or product, your personal brand’s growth will accelerate.
Alright. You want to grow a strong, successful, personal brand…
…but you need to know HOW.
There are a variety of business and marketing strategies that you can apply that will help you scale. But I want to tackle:
2 Things you can do TODAY to begin to escalate quicker and accelerate your personal brand growth.
1. Apply my 80/20 rule
The 80/20 rule for personal branding relates to how much your audience sees YOU vs. how often you’re showing your logo and other design assets.
Logos are great. Logos should be the signature graphic for your brand and every personal brand should have them.
Showing your logo 100% of the time and never showing YOURSELF to your audience, will drastically slow down your growth.
Humans connect with other humans.
People want to see other people.
It’s the same reason why a selfie gets way more likes and engagement on social media, than a picture of a laptop.
As a personal brand, you have to SHOW UP and SHOW UP OFTEN. But this doesn’t always have to mean doing a live video. It also could be:
- Images of yourself
- Prerecorded videos of yourself
- Your voice via audio
Think of creative ways that puts you in front of your audience and shows yourself to them.
80% of your branding needs to show YOU, and 20% should show your logo and other design assets.
2. Share your brand story (as it relates to your products or service).
There are sooo many ways you can share your brand story and I go into detail about them in my program The Intentional Brand, but it’s important to know that brand stories are often THE thing that gets your audience to take a chance on you.
Strong personal brands, understand effective storytelling – and use them to be more relatable to their audience.
Remember, humans connect with other humans. People buy from people.
Being transparent about your brand journey, your story and your experience as it relates to your product or service WILL (over time) BUILD TRUST WITH YOUR AUDIENCE.
This is where the accelerated growth comes in.
(It’s not about manifesting and waving a magic wand. It’s about putting in the effort to show up everyday.)
Yes, there are tons of business and marketing strategies you can apply to achieve this, but if we’re talking about how to grow and scale your personal brand, you’ll want to make sure you’re always working to build that trust with your audience.
You control what you want your audience to see, know and experience from you and what you don’t want.
If you’re feeling frazzled about putting the real, raw, you out there, don’t get caught up on that.
You have total control over what you want them to see.
Don’t like showing yourself without makeup? You control that.
Don’t want to record in your house because it’s junky? You control that.
The point is, that you’re making the effort to let your audience into your life and journey SOMEHOW.
Strong personal brands understand the value of connecting with their audience, being relatable and how that attracts potential buyers to their products and services.
Strong impersonal brands understand the value of a stellar product and are not afraid to invest in building that product to grow and scale their business.
Tell me in the comments, is your brand more personal, or impersonal?
Remember, they’re different, and one isn’t better than the other. Just make sure you’re applying the right strategies that will put your brand down the right path, no matter which one you choose.