Part 2 - The Science Of Personal Branding
Posted by Reyn | January 31, 2009
This is part two of the three installment series on personal branding.
What makes people trust more on personal brand rather than company brand?
A promise.
A personal brand tells prospects what they can expect by dealing with you. It’s an unspoken covenant between you and the prospects that builds a “when I buy this, I’ll be getting that” kind of trust.
Why? Because when you use yourself as the business brand, you have more at stakes. Your business can come and go. Today you join company A, tomorrow company B and so on. No problem about that as each company will always be new and any mistakes in the previous companies will be cleanse away. But you are here to stay! If you mess up, you have more to lose than just a business - your reputation.
Reputation can be defined as the way people judge someone based on everything he/she does. Most people guard their reputation as if it’s their own lives, because once you lose it, it can takes lifetime to repair. So when one’s reputation is on the line, you know that he/she will do whatever it takes to keep it upright. Consciously or unconsciously, people understand this basic human behavior. That’s why people trust personal brand more than a company brand.
And to build a strong personal brand, you need to have these 3 elements in your business.
- Different
You must be seen as new and original. If you’re not different, you’ll be seen as a follower which makes it more difficult to capture your target market.
- Superior
Although you don’t have to be the best, you still need a certain degree of competence in your field. Your brand must be seen as one among the best in what you’re doing - a leader. Being seen as a leader will reflects confidence to the people who don’t know you personally.
- Authentic
A personal brand must be built upon the truth of who you really are, what your strength is and what you love about your work. You must clearly convey this message in your brand marketing. Today’s savvy consumers can smell hypes from miles away.
That’s it. A strong personal brand does not necessarily mean famous and elegant like a big companies. On the contrary, those are not important in the customers’ eyes. Just hear what Peter Montoya, the author of The Brand Called You, has to say:
“Most consumers are not looking for the spit, polish and business-like demeanor of large corporations. They’re looking for a personal, intimate experience with someone who will tailor service to them, who will go the extra mile, who’s striving to be perfect but is willing to admit and fix mistakes. A real person. A Personal Brand.”
-Peter Montoya
On the next part, I’m going to cover on the actions steps you need to take in order to start building your personal brand on the internet. If you want to be kept up to date to the latest post, you can subscribe to my blog via RSS or email. See below for more details.
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When comparing personal and corporate brands, I would say that the strategies are the same. To really connect with a company, you need to do it through people.
Dan Schawbel’s last blog post..Cut Through The Personal Branding Clutter
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Indeed. Ultimately, we’re dealing with people. But then again, if the reps are using the company names, prospects tend to feel that they hide behind that big names so that they held no responsibility.
It would be better if the reps are also using the concept of personal branding and willing to put their name on the line.
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Just remember to deliver what you promise..
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