The Elements of a Good Brand
Brands are made up of a variety of pieces that dovetail to create consumer confidence and meet customer expectations. A brand is, in many cases, an intangible asset – but perhaps the most important marketing asset in your kit bag.
The elements of a well-considered brand include virtually anything associated with the person behind the brand. Your personal brand starts with your name. Have you registered your name as a domain name? Have you stylised it to make it stand out?
A tagline tells people what to expect. Does your tagline tell people what you will do for them?
Are you consistent? Consistency builds personal brands that people come to trust and recommend to others. If you consistently deliver on your promises, your personal brand will become known for reliability.
Does your social media support your brand? When people search for you on the Internet will your entries and photos match the way you want people to think about you?
Why a Personal Brand is important
A personal brand delivers similar outcomes to a company brand. That’s why building a positive personal brand will also deliver personal benefits depending on exactly what you’re after.
- A personal brand can deliver more business if you’re self-employed, or own a small company.
- Your personal brand instils confidence in buyers who know you consistently deliver quality goods and services.
- Branding yourself as an authority within a market sector will drive more business to your office – even if you’re working out of a spare room at home.
- Your easily recognised personal brand builds trust that the consumer can rely on product or service quality.
- A positive personal brand makes it simpler to move up the corporate ladder, landing better clients or customers and bigger payoffs.
- Your personal brand logo identifies you through the “white noise” of the Internet. Prospects find you faster.
- Your personal brand can save money on marketing, assuming the brand is recognised. That’s why your name should appear on every piece of paper in the office, from phone message pads to invoices to marketing collaterals.
There are other benefits to building a personal brand. Networking becomes simpler. Financing business growth becomes easier as lenders invest in your personal and company brand.
Your personal brand differentiates you from the rest of the pack, making you more visible, whether online or downtown. Consumers recognise you, your company, and your reputation when you develop your personal brand. You’re someone who can be trusted because you always deliver.
To build your personal brand, be trustworthy and define your personal values. What’s important to you personally will be important to your company.
And that’s how personal brands build companies – BIG companies. Bill Gates is a brand. The late Steve Jobs had a great brand for innovation, starting with a small personal computer company and taking it to the top. Several times.
Be consistent, be innovative, be reliable, be an industry authority – all elements of personal branding, and how prospects view you and your company.