Building a compelling and unforgettable brand helps you grow your business and make an impact. Understanding the most effective personal branding strategy that you can use to build your brand and, more importantly, building a network of followers waiting to return a favor is key to having a successful business.
If you want to build brands that go beyond the visuals using strategy psychology and creative you need an effective branding strategy.
Personal branding has become increasingly important today; you rarely see businesses that exist in a silo. And brands that exist in a silo without a personal brand are certainly not in the small business world. When you think about individuals and their brands, you think about their connection to business brands. Then every business brand has a potential army of micro brands out there in the market representing the more prominent brands.
Today, one needs to understand the relationship between a business brand and a personal brand and a strategy to go out and build that personal brand.
The lines between business branding and personal branding are becoming more and more blurred
because business brands and personal brands share the same goal, which is to make what the brand has more appealing to the audience by shaping perceptions and making human connections
Branding in its entirety is about making a connection with humans. It's understanding exactly who that audience is, where they're going, what they're trying to achieve, what challenges are in front of them that they need to overcome, and then helping them overcome those challenges on the road to success. More so, helping them to achieve what it is that they want to achieve.
How can you do this? You can do this by being helpful, positioning your business in the market, and creating a brand experience.
Being Helpful -The number one strategy within personal branding is to be as helpful as you can possibly be. These days, we absolutely hate being sold to as people as consumers. And it seems that each and every day, we're trying to be sold to at every single corner, whether it's in your Facebook feed or your Instagram feed or being interrupted on your TV ad or your YouTube video or even flipping through a magazine, there's always a message in front of you that's trying to get something from you or trying to take your attention. But when you flip the switch on that, you stop being a taker and start giving; that is a breath of fresh air. It's a noticeable difference when you are seen time and time again in the marketplace, whether it's on your social feed or through a blog post or in a video, giving; trying to help the other person on the other side of that camera or on the other side of that blog post to overcome a small challenge. They'll remember that. If you actually give them some knowledge or some information or a strategy or a technique that they can use, then that's when you start to build that trust, build that brand equity.
Positioning Your Brand – positioning your brand brings focus and clarity to the development of the marketing strategy and tactics, so every decision you make should be judged by how well it supports your brand positioning. Your positioning is the place you want to win in your target market's mind. You would consider what benefits you want them to think of when your target market thinks of your brand.
To position your brand in the market, you need to be relevant to your target audience by offering what they want or need, be unique among your competitors so that they can differentiate you, and be credible enough to earn their trust.
Creating a brand experience – your brand experience is about the sum of interaction that occurs between your company and its target audience through the relationship, which could be prospects and clients. Think of what kind of experience you want to create for your prospects before they purchase and after they purchase. You can depict this through a customer journey map overlaid with your brand promise. A customer journey map is a visual tool that allows you to put your clients at the center of your business perception. This map would highlight the potential gaps and shortcomings in the experience.
Peloton, a fitness company, based in New York City, is another excellent example of brand experience. This company's marketing team refused to emphasize the obvious benefit of convenience as its primary point of differentiation. True, an at-home studio-style fitness experience is extremely convenient, but this uninspiring positioning was rejected by Peloton. It arrived at a muffled sound after extensive customer research.
With the world becoming more fast-paced, technological advancements enable more businesses to get the fundamentals right. Copies are becoming more common as the similarity of many products and services makes differentiation more difficult. Customer experiences inspired by a brand, on the other hand, can help mitigate such effects.
However, extensive market research will provide you with an informed decision for your brand strategy. There's no need to make major decisions based on gut feelings when you can get facts and evidence. You would know which strategy will perform well in the market or offers that have a higher chance of success. Take time to conduct quality research because it will fuel your marketing from your messaging to market segmentation awareness. It's a rewarding effort and investment.