What Personal Branding Is (and ISN'T)

It seems like nowadays, the phrase “Personal Branding” is being dropped everywhere. I mean… from the influencers showing off their pretty pink styled squares on instagram to the Facebook video ads that keep telling you that you NEEEEED Personal Branding in your business, you can’t really escape it. But the problem is… many of these people are simply using Personal Branding as a BUZZWORD without even really knowing what it actually IS.

So keep reading to learn what Personal Branding really is, what it ISN’T, and how to effectively utilize it in your business:

1. Personal Branding is soooooo much MORE than simply having a logo, color scheme and handful of good photos.

Many people are STILL under the misconception that branding is all about putting a cohesive look together (like having a logo, specific color scheme and coordinating photos). But this is just scratching the surface.

Because personal branding actually includes EVERYTHING you do as a business/brand…

1. It’s in the look and feel of your online presence. Are you using script fonts and softer colors that come across as romantic? Or creating a more serious tone by using primary colors and classic fonts?

2. It’s in the words and style of language you use on your website, marketing materials, social media, and elsewhere. Are you using casual, everyday language and writing as if you’re speaking to a friend? Or are you using more formal language and taking more of a “corporate” approach?

3. Your IN-PERSON presence is just as important, too. You are a representation of your brand. So when you interact with others… in-person, over the phone, in videos, etc. … you're making an impression on those you interact with. So make sure it’s one that’s aligned with how you want potential clients to perceive you. For example, if you’re meeting a potential new client for cocktails at a high-end restaurant, you’re prooooobably NOT gonna be showing up in a ratty tank top, shorts and flip-flops. You’d dress more “appropriately” for the situation, amiright? Make sure that when you’re “meeting” potential clients online through videos and social posts, you’re also showing up acting + dressing appropriately for the situation.

4. Great personal branding takes the ENTIRE CLIENT EXPERIENCE into consideration, and NOT just the end product/service. Because believe it or not, your business/brand is NOT just about the final product/service you sell… it’s everything from their first impression aaaaaallllll the way through the time they’re leaving you a review, and everything that happens in-between. This is ESPECIALLY important to pay attention in our current world, where word-of-mouth happens online, too. Providing a great client experience is a GREAT way to stand out from your competition, too!
   

   IMPORTANT NOTE: I’m NOT saying you have to dress or act differently than you currently do… I just make you to make sure that everything you say or do is aligned with how you want to be perceived, as it’s all an extension of your BRAND. In fact, one of the BEST COMPLIMENTS that I’ve ever received is from someone who had been following me online for awhile, and upon finally meeting me face-to-face said “Ohmygosh… you’re EXACTLY the same in-person as you are online!” Because THAT’S what good Personal Branding is all about!

2. BECAUSE At the core of it, branding is all about personal connection, based on what you want someone to FEEL.

Let’s not lose sight of the ultimate goal here… as a brand/business, you want to SELL SOMETHING. And in a sea of competition, you need to give someone a reason to purchase YOUR SERVICE/PRODUCT instead of one of your competitor’s. So HOW do you make this happen? Through the art of Personal Branding.

Because when you put all the pieces together… your online presence, your in-person presence, the style of language used, what you actually SAY, and the experience you offer to your clients along the way… a cohesive style should emerge, along with a FEELING that people get from that style. And all of this, over time, becomes recognizable, what you’re known for, and all part of your PERSONAL BRAND.

For example… in my own photography business, I want clients to feel that their experiences are FUN, casual + stress-free. So here are some of the puzzle pieces I have in place as part of my own Personal Brand, to get that desired feeling I’m after:

1. On my website, online portfolios and in social media, I share vibrant, colorful photos featuring lots of laughing and smiling. So while I DO take more serious photos of non-smiling faces, I don’t typically share many of those online, because they’re not aligned with my desired feeling of “FUN.”

2. When writing and speaking to my audience and potential clients, I use more casual language instead of something more formal, speaking to them as if we’re already friends. I use slang, incomplete sentences, and lots of exclamation points!!! Because that’s just part of my personality, and I want them to feel tooootally comfy with me, too.

3. To make things as “stress-free” as possible for my clients, I have several tools in place to help streamline the booking process… including online contracts and payments, and a place where they can schedule calls or meetings with me in advance. Because not only do these tools help ME in my business, they’re also a BIG TIME-SAVER for my potential clients, too.

4. Another way I make things “stress-free” is by EDUCATING my audience and clients, too. My social media posts give tips that would help prep them prior to booking a photo session with me, and my clients receive emails on how to help them prep for their upcoming photo session.

And by keeping my goals in mind (of providing a “FUN, casual and stress-free” photo experience) during EVERY step of the way in my own branding, this is what I’ve become KNOWN for. And if you read my Google Reviews, most of them say something about feeling FUN, casual or stress-free… without me even prompting them on what to say.

3. Personal Branding is just THAT… branding that gets PERSONAL.

Personal Branding takes a look at all the pieces that go into doing what you do, and showcases them in a way that personally connects with your target audience so that they are drawn to YOU and want to become a part of whatever it is you have to offer… by buying your product/service and telling others about you.

Still not sure how it all works, for real?

HERE’S an example of how the pieces all come together with Personal Branding:

Let’s say that you’re a nutritionist with a business that teaches people how to plan + prep healthy meals for their families. This is a SERVICE that you offer, get paid for, and you want to book more clients.

And let’s say that while you DO offer this service to ANYONE who wants to pay for it, the majority of the people who actually BOOK your service are MOMS with young kids (newborn and school-age) that live in your area. Knowing this is suuuuper important, as it gives you an “ideal client type” that you can now talk to directly, and keep in mind for all your sales copy, social media posts, blog posts, and so much more! You’re not actually excluding anyone else who wants to book your services, but you’re appealing more to these moms since that’s where the majority of your money comes from, and you know you want MORE of these types of clients. The “moms with young kids who live in your area” become your TARGET AUDIENCE, and what you keep in mind as you create anything new in your business.

So when you’re creating your logo, website design, picking out colors and fonts, creating photos, writing any blogs… you should be thinking to yourself… is this something those MOMS will like and appreciate?

Because knowing your audience WELL means that you can implement specific details to address their concerns and sell SOLUTIONS to their problems.

HOW?

Let’s use the same example as above, where you’re a nutritionist with a business that teaches people how to plan + prep healthy meals for their families.

OLD WAY: You’ve got a website that lists all your services, one of them being that meal planning + prepping service. You list out all the details and everything that’s included, and have a “buy now” button next to the info.

NEW WAY, incorporating Personal Branding: You’ve got a dedicated PAGE on your website for this meal planning + prepping service. It starts with a beautiful image at the top of the page, featuring a smiling family gathered around the dining table. Then it has a bold tagline like this: Moms, are you still struggling to get your kids to eat healthy meals? Help is on the way! Keep scrolling, and you’ll find a few paragraphs on HOW your service can help (such as the convenience of coming to THEIR house so you can teach the parent(s) while the kids play in the other room, OR how they can include the kids to make it a family event). There are more photos scattered across the page… showing you in the kitchen with the parents, kids smiling while they’re eating, and a close-up of some of the final meals/recipes you’ll show them how to make. There’s also a section about who YOU are, including a great new headshot and bio about your education, and maybe even a quick backstory about how you personally relate to these moms. There are a few testimonials from real clients scattered throughout the page. And if you scroll further down, you’ll get a breakdown of everything your service actually includes, the price for it, and maybe even a FAQ section with answers. Then there’s a button to submit an inquiry. Bonus round? Maybe there’s even a newsletter sign-up in the footer of the website, with a freebie including recipes on how to “hide the vegetables” in a meal to get your kids to eat them!

So tell me… given the two examples above, which one would YOU book a service with? The OLD WAY, or the NEW WAY which incorporates Personal Branding?!

4. Personal branding isn’t just for individuals, but can be utilized by businesses, as well.

When people hear the words “Personal Branding,” they often think that it’s for an individual, such as a coach, blogger, influencer, author, educator, etc. But Personal Branding can easily be used by businesses, too!

Because at the heart of it all, Personal Branding is about injecting personality into what you do + what you have to offer. And nowadays, small is the new BIG, with more + more companies connecting at a deeper and more personal level with their clients and customers. So let’s showcase the team members and people actually behind your business. Let’s invite followers into some of your behind-the-scenes stuff, to make them feel more a PART of what you do. Let’s share more of your story… the reason WHY you became a business, and why that matters to your clients + customers. And let’s show off the customers more, too!

It doesn’t matter how big or small your business actually is, whether it’s 1 or 1000 employees… there’s still a FEELING that your audience will get from it all… so make sure it’s a GOOD ONE!

So as you can see, Personal Branding is NOT just about having a pretty logo and a color scheme. It takes EVERYTHING you do into consideration, becoming what you’re known for. It’s the feeling that people get from anything they see or touch of yours, whether online and in-person, and how that feeling influences whether they become a client/customer and brand advocate of yours.

And having a great Personal Brand in place for your business or brand is a GREAT way to set yourself apart from the competition.

Psssst… ready to get some new PHOTOS to fit your Personal Brand? I can toooootally help with that!

I offer Personal Branding + Business Photos with a marketing mindset… so I’ll help you figure out WHAT photos you might need, and WHERE/HOW to use them. Check out my branding photo services and let me know if I’d be a good fit for you!

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