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- The Art of Establishing Your Personal Business Brand
The Art of Establishing Your Personal Business Brand
- By Lisa Parker, CPRW
- Published 01/22/2009
- The Laws of Leadership , Entrepreneurial Success
- Unrated
Lisa Parker, CPRW
Lisa Parker, CPRW is a Certified Professional Résumé Writer, Owner of Parker-CPRW, http://www.parkercprw.com; a Member of The Professional Association of Résumé Writers and Career Coaches (PARW-CC) and the Association of Online Résumé and Career Professionals.
View all articles by Lisa Parker, CPRW
Each of us sports around our very own, unique personal brand. The many things that separate and identify us as individuals serve to become known as our personal brand. All of the principle components of our personal brand; to include first impressions, demeanor, accomplishments, and the value we place on interaction with others determine the level of success we experience in both our personal and professional lives.
As we establish our business and working relationships, we must incorporate those same principles in the strategy we use to develop our personal business brand. As an entrepreneur myself, I would like to share with you four basic steps I took to establish the foundation for personal branding in my business.
Service and Reputation – The first step toward developing a personal business brand is to determine the type of service or product you intend to provide your clients or customers. You have to decide what your mission is and always deliver the service or product as promised; in the utmost professional manner. The expectation of, or perceived service is the reason your customers will choose your services over other competitors. By visualizing the end result of your efforts, you will be able outline a plan of action in reaching your goals.
In promoting my business, I researched other service providers in my career field, and chose to provide my clients with a level of service that I found missing in a sampling of my competition. Quite simply, “One-on-One Customer Service”. The availability of this simple, consumer expectation is severely lacking in today’s market. A client can hardly expect satisfaction in seeking services when contact with a concerned service provider is practically extinct. As my business continues to grow, I note that most of the comments from satisfied customers focus on the need to express their appreciation of being able to contact an individual service provider.
Once you identify the needs of a potential client base, market your business based on the provision of those needs.
Marketing Strategy – The second step in promoting your personal business brand is obtaining visibility. With the unlimited resources and marketing avenues available today, you don’t have to spend a great deal of money (if any) to establish your foundation. You may consider my techniques “shameless self promotion”, however I consider the results monetarily rewarding. In addition to a variety of local advertising assets such as newspapers, magazines and the Chamber of Commerce; there are plenty of online resources just waiting for you to tap into the benefits they provide. One little known example: using popular free blog websites such as “Word Press” will help you to get your information out on the world-wide-web in minutes. I spent a short amount of time researching some of the opportunities available for free advertising, and you can view the results of my efforts first hand by taking time out to “Google” my business name in a variety of configurations (parker cprw, parkercprw, lisa parker cprw).
Networking – The third step in laying a successful foundation for your personal business brand is to never underestimate the power of networking. In addition to the efforts you employ through other advertising and marketing resources, remember that opportunities for networking happen on a daily basis. Aside from the many organizations that enlist members to promote networking with others in your specific career field; there are plenty of opportunities to volunteer in support of events in your local community. As a business owner you can provide free workshops, schedule product demonstrations, distribute opportunities for entry into free drawings at local businesses and a number of other activities that will support the growth of your business. The key to effective networking is to be diverse in your connections, and by this I mean that you should not limit yourself to a particular region. If your organization supports local events, wear a professional identification badge that mentions your business or service.
A large amount of my clients have sought out my services after seeing the business name, or speaking with other satisfied customers.
Association – The ultimate goal is to have your business name associated not only with the service or product you provide, but with your own personal name as well. Most of us already have a business name before we begin to research and understand the importance of branding. That doesn’t mean that you should wait any longer to begin marketing your name side by side with that of your business. Consider “Trump Plaza”, Trump Towers”, “Trump University”, and “Trump Financial”. Chances are you know exactly who is behind the success of these assets.
Personal Branding is the art of following the “Golden Rule” in the provision of service and interaction with clients and customers. By learning how to manage other people and their perceptions of you and your business, you will naturally establish the unique value that sets you apart from competitors in your career field.
Remain positive, and try not to develop a perception of this task as overwhelming. The results of your sincere efforts to provide a quality service or product to your clients truly will evolve into your very own personal business brand, and this really will happen quite naturally. In fact, you will discover that any of the efforts you place into promoting your business are very rewarding. There are many ways in which you can establish your business brand, and you will find that quite a few require absolutely no investment. If you make it a point to set aside a bit of “marketing time” each week as part of your normal business routine; it will not take very long to realize the benefits of your efforts as you discover unlimited advertising opportunities, all just waiting for you to tap into as avenues to advance and ultimately BRAND your business.
As we establish our business and working relationships, we must incorporate those same principles in the strategy we use to develop our personal business brand. As an entrepreneur myself, I would like to share with you four basic steps I took to establish the foundation for personal branding in my business.
Service and Reputation – The first step toward developing a personal business brand is to determine the type of service or product you intend to provide your clients or customers. You have to decide what your mission is and always deliver the service or product as promised; in the utmost professional manner. The expectation of, or perceived service is the reason your customers will choose your services over other competitors. By visualizing the end result of your efforts, you will be able outline a plan of action in reaching your goals.
In promoting my business, I researched other service providers in my career field, and chose to provide my clients with a level of service that I found missing in a sampling of my competition. Quite simply, “One-on-One Customer Service”. The availability of this simple, consumer expectation is severely lacking in today’s market. A client can hardly expect satisfaction in seeking services when contact with a concerned service provider is practically extinct. As my business continues to grow, I note that most of the comments from satisfied customers focus on the need to express their appreciation of being able to contact an individual service provider.
Once you identify the needs of a potential client base, market your business based on the provision of those needs.
Marketing Strategy – The second step in promoting your personal business brand is obtaining visibility. With the unlimited resources and marketing avenues available today, you don’t have to spend a great deal of money (if any) to establish your foundation. You may consider my techniques “shameless self promotion”, however I consider the results monetarily rewarding. In addition to a variety of local advertising assets such as newspapers, magazines and the Chamber of Commerce; there are plenty of online resources just waiting for you to tap into the benefits they provide. One little known example: using popular free blog websites such as “Word Press” will help you to get your information out on the world-wide-web in minutes. I spent a short amount of time researching some of the opportunities available for free advertising, and you can view the results of my efforts first hand by taking time out to “Google” my business name in a variety of configurations (parker cprw, parkercprw, lisa parker cprw).
Networking – The third step in laying a successful foundation for your personal business brand is to never underestimate the power of networking. In addition to the efforts you employ through other advertising and marketing resources, remember that opportunities for networking happen on a daily basis. Aside from the many organizations that enlist members to promote networking with others in your specific career field; there are plenty of opportunities to volunteer in support of events in your local community. As a business owner you can provide free workshops, schedule product demonstrations, distribute opportunities for entry into free drawings at local businesses and a number of other activities that will support the growth of your business. The key to effective networking is to be diverse in your connections, and by this I mean that you should not limit yourself to a particular region. If your organization supports local events, wear a professional identification badge that mentions your business or service.
A large amount of my clients have sought out my services after seeing the business name, or speaking with other satisfied customers.
Association – The ultimate goal is to have your business name associated not only with the service or product you provide, but with your own personal name as well. Most of us already have a business name before we begin to research and understand the importance of branding. That doesn’t mean that you should wait any longer to begin marketing your name side by side with that of your business. Consider “Trump Plaza”, Trump Towers”, “Trump University”, and “Trump Financial”. Chances are you know exactly who is behind the success of these assets.
Personal Branding is the art of following the “Golden Rule” in the provision of service and interaction with clients and customers. By learning how to manage other people and their perceptions of you and your business, you will naturally establish the unique value that sets you apart from competitors in your career field.
Remain positive, and try not to develop a perception of this task as overwhelming. The results of your sincere efforts to provide a quality service or product to your clients truly will evolve into your very own personal business brand, and this really will happen quite naturally. In fact, you will discover that any of the efforts you place into promoting your business are very rewarding. There are many ways in which you can establish your business brand, and you will find that quite a few require absolutely no investment. If you make it a point to set aside a bit of “marketing time” each week as part of your normal business routine; it will not take very long to realize the benefits of your efforts as you discover unlimited advertising opportunities, all just waiting for you to tap into as avenues to advance and ultimately BRAND your business.
