The importance of personal branding for entrepreneurs
Thinking of launching a product or program to get quick sales? Read this first!
Over the years I have worked with many entrepreneurs who are passionate about starting their businesses. They have heard many seminars and courses promising to get rich with their next launch and want to dive into making money fast.
They were even told they didn’t need a website; All they need is a landing page, an automated response thread, and watch the money flow!
If only.
The problem these “gurus” don’t share during these amplified presentations is that just because it works for them, doesn’t mean it will work for everyone.
Why?
One of the reasons is personal branding.
Those whose programs have been successfully launched have already established themselves in the market and built trust and credibility with their followers.
And all of this is done through their previous personal branding efforts. New entrepreneurs haven’t had a chance to do this yet and this is where the disconnect lies.
A personal (or professional as the case may be) brand is very important for entrepreneurs to establish before they dive into the big launch mode. This can be done in many ways but before I get into that, here are 6 reasons why developing a personal brand is so important:
1. Defines your identity in your industry. Branding will help you to be noticed and remembered in a crowded place. In order for people to pay attention to what you have to say and buy from you, you must be considered well established in your industry.
2. Helps you stand out from the crowd. Through your personal branding efforts, your Unique Selling Proposition is showcased. By doing this, you are giving your ideal customers a reason to buy from you rather than your competitors.
3. Helps your business grow. Every time your brand is “presented” in front of your ideal target market, it becomes more and more memorable. People will start thinking of you when they, or someone they know, need your offers.
4. It builds your credibility. Whether it’s real or perceived, personal branding will help establish your credibility as someone who knows what they’re talking about in your industry. When you put yourself in front of your ideal target market and showcase your knowledge, you will begin to develop a “know, like and trust” factor with that audience. People need to trust that you know your stuff in order to give you their money.
5. Saves you time. When running a business, time is money. So, by creating a good brand presence from the start, you will shorten the amount of time needed to turn a profit. It will reduce your time building credibility – all without having to explain what you do and how you do it to everyone you meet!
6. Attract ideal clients. A good brand presence will eliminate wading through all the people who aren’t your ideal customer. The ideal customer is someone who will be instantly drawn to you and your offerings because the brand has positioned you in a way that speaks to their needs and challenges and provides them with confidence that you are the perfect solution they are looking for.
Let’s talk about your failed webinar
Why did you get so few people signing up for your program or buying your product? Because you haven’t established enough credibility with your followers yet.
You might be a great expert in your field, but if you don’t do the initial personal branding steps required first to establish yourself as an expert in their mind, it’s very difficult to convince the people you’re worth investing in.
For new entrepreneurs, this is a challenge. It’s often a chicken and egg puzzle. In order to create a brand, they need money. In order to make money, they need to launch their product, program or service. In order to launch these shows, they need to create a brand.
I get it.
And my advice is: before you launch your next program, be prepared to invest in your business and personal brand first in order to anticipate any kind of significant outcome.
So before you get into gear after getting excited about hearing “how easy” it is to make money, here’s a checklist of what you need to do first to establish your brand positioning. Here are also some tips on what you can do to ensure a more successful program launch next time:
– Get a professionally designed logo
A logo establishes the foundation of your overall brand. It is what your target market will grow to know over time and become a symbol of your business. One they can trust.
Make sure you create brand continuity and consistency by using this logo in everything you do from your social media accounts to your business card and all your promotional materials in between.
– You have a professionally designed and developed website
If your website looks unfamiliar and/or isn’t conveying the right message to the right people, then it’s not ideally positioned for your target market. You want to attract potential clients, not drive them away thinking you’re not the best solution for them. Even worse is the lack of a website at all.
A website is a place where potential customers go and check you out before making a purchase. They need to identify your credibility, expertise, and even your personality, especially if you are providing a service. The landing page alone will have a hard time doing this.
– Get active on social media by getting in front of your ideal target market
Participate in discussions where you can offer something of value to help you gain a better position as an expert.
Also use social media to generate excitement about your upcoming launch. Build anticipation before providing any details about the program itself.
– Create a blog on your website
The blog facilitates your opportunity to write articles showcasing your expertise. Writing articles also helps with content marketing strategies that will expand your brand’s reach to those who might not otherwise know about you.
– Make connections with industry leaders
Industry leaders who share the same target market as you (who are not competitors) can be a valuable resource if they are willing to become JV partners. If you are lucky enough to know someone who can offer you this service, jump in!
By having others who have established brand credibility endorse you, your pitch goes a long way in enhancing your credibility and authority in your industry.
Remember, there has to be something in it for them with this approach – they either get a commission from any sales they bring in or they have a chance to build a list with the campaign.
– Get yourself reserved for speaking engagements
Get into your community and find opportunities to have free talks in front of your target audience. Or find podcast shows, webinars, and other interview opportunities where you can share your message with your target audience.
– Hold a free webinar or remote seminar
Offering something for free before you start selling provides an opportunity to showcase your expertise. Think of it as a “try before you buy” concept.
If your webinar presentation is interesting and enticing enough, you can get people to buy even if they don’t know who you were previously.
And if the webinar is too much, you can make a free video series or even create a solid paid-for freebie. Incidentally, all of these possibilities can also be a list-builder long after your initial launch.
Of course, apart from a lack of personal branding, there are several other reasons why a product or software launch fails, but I’ll save that for another article.
If you are one of those who have established your personal brand and are ready to hit the ground running but need help with strategy and execution, let us know – we can certainly help in all areas required.