Personal brand and entrepreneurship are becoming more entwined, even in today’s business culture that places a heavy emphasis on the online world. People conduct business with people and these personal relationships are irreplaceable.
Most successful entrepreneurs do not simply push a product. They train themselves to become trusted resources for their customers, where authenticity and transparency play critical roles in developing a personal brand. Once a personal brand has been built, it can then be leveraged to promote the products and services of the business.
Customers must be able to not only trust the entrepreneur who is the face of that brand, but they must also be able to see a clear connection between the brand and their own core values. People are most likely to be attracted to businesses that support the values they uphold. Social media is a popular way for entrepreneurs to begin this dialogue and connect one-on-one with many people. Resources like Facebook and Twitter, when used properly, allow entrepreneurs to demonstrate expertise in their respective fields and most importantly, clearly communicate their brand to potential customers.
Some tips for building a brand also include the following:
- Choose the right team members that will reflect the brand. Every team member of the business reflects the brand and has the potential to influence others in communicating the brand and further expanding the network.
- Be consistent in your communications. All marketing and promotional materials should clearly communicate the positioning of the brand. A brand will be most effective and successful if customers can easily understand the brand.
- Have a simple company name. Try to avoid getting caught up with creating a unique and clever name that does not say much about what the business offers.
Sources:
“The Paradox of Personal Branding for Entrepreneurs” by David Siteman Garland
"The Top 10 Branding Mistakes Entrepreneurs Make" by Brenda Brence
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