The other day, I was talking with a group of other small business owners–most of them solo-preneurs. One of them asked me to define “Personal Brand.”
Here’s roughly what I told the group:
Brands aren’t only for big companies. You have a brand story to tell, too. This is called your personal brand story. A strong brand story differentiates you from the competition and creates a meaningful connection with your target market.
A brand story is far more than your logo or name. In an ideal world, your brand story defines the content, tone and graphics in your marketing—from your logo to your website to your digital video and print promotions.
A personal brand story is infused with history (if your grandmother taught you how to bake and you have line of baked goods, this bit of your history is relevant), accomplishments, purpose, and values–and the passion you have for your profession. It originates out of who you are and shapes how you present yourself on every level.
Most important, your brand story establishes an emotional connection with the communities and people you want to reach.
Yet, a personal brand story is difficult to craft. We’re too close to it. Or we have blind spots that keep us from recognizing what makes the story authentic, and believable.
Every solopreneur is a brand in the rough. When cut, polished, and communicated clearly, your personal brand story will dazzle your customers and prospects. Equally powerful, it will inform everything you do professionally–from the clothes you wear to the fonts you choose to the topics you speak and write about.
As such, a personal brand story is essential to success.