Your Personal Branding Strategy is Failing: Here’s Why

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Branding yourself can have a significant impact on how your business performs. Your personal brand is most likely failing. Here's a fix.

Personal branding is part of your identity and an essential one at that as only 33 percent of folks trust messages from faceless brands.

Like any type of digital marketing strategy, it’s not as easy as throwing money at the problem. Developing a trustworthy person brand is complex and there are a hundred things that could go wrong, but the effort is worth it.

A strong personal brand can both protect you against the haters while also generating new customers as you strive to become a successful entrepreneur.

If your brand-building campaign isn’t going as well as you’d hoped this guide is going to show you some of the reasons why and what you can do to strengthen your personal brand presence. 

Inconsistent Branding

Nothing will ruin your personal brand like inconsistent branding. It’s easy to confuse customers if your personal brand is all over the place. If you want to generate leads and acquire the trust of your customers you need to have some clear branding guidelines. These guidelines will indicate the tone you adopt and the image you want to project.

These branding guidelines should be seen by anyone involved with your brand including marketers, your sales team, your customer service reps, and any decision makers within your organization.

Related Article:Real Talk: 6 Things No One Told You About Personal Branding

Not Using Enough Social Channels

You may think that one of the best social media practices is to only use a few select channels. To an extent, this is true, but while you shouldn’t overextend yourself, you also shouldn’t limit yourself. There’s a balance you need to strike here. Dedicate enough time to each social media channel without diluting it too much.

Numbers are the basics of branding and the more channels your personal brand comes into contact with the more people you are going to reach. Ignoring popular channels is like throwing a towel over your own mouth. You are limiting your breathing by throttling yourself. Don’t throttle your results and make sure of as many channels as you effectively can.

Trying a new social media network during times of poor results can rejuvenate your brand.

You Are Focusing Exclusively Online

Let’s say that you are looking to communicate your company’s philanthropic efforts. You may decide that you wish to promote yourself online. You may decide to write a blog about it. You may decide to guest post on someone else’s website. What do all these have in common? They all take place online.

Offline promotion still has a place in the world. By not operating offline you are cutting off your local audience. Even as an online business, what your local community thinks is still important and you are leaving a huge amount of money on the table by ignoring the people closest to you.

Not every story is appropriate for an offline promotion strategy, but building your personal brand through speaking at local events and networking in-person can improve your prospects. The key to a successful personal branding strategy is utilizing both online and offline tactics.

Related Article:7 Ways Your Personal Brand Sucks

Where Is the Customer-Business Dialogue?

Personal branding isn’t really focused on you. While it involves you and how others perceive your brand, you really need to be concentrating on the customer-business dialogue. This is the ongoing relationship you are having with each and every customer. If your personal brand consists of writing lots of content and posting a few social media updates you are doing it wrong.

It’s your duty to foster a dialogue with your followers. Ask them a question every so often and request their opinions. Dialogue is what makes people buy into you as a brand. And this is extremely influential because when someone sees you as a trustworthy individual they are more likely to buy from you.

Do You Have Anyone to Help?

You should always have someone available to help you with your personal branding strategy. Most of your campaign will revolve around your own efforts, but this doesn’t mean that you have to take care of it alone.

Successful personal brands rarely become that way of their own accord. They harnessed the power of other personal brands. Think of it as a form of guest posting. You have blogs posting on blogs more influential than theirs in order to piggyback that authority.

And you can do the same with your personal brand. For example, you may invite an influential industry figure to conduct an interview. They may feature you on their website or you may interview them for your website. The point is that you are using others to boost your brand.

Related Article: What is More Important: Building Your Business Brand or Personal Brand?

Tying It All Together

Developing a strong and trustworthy personal brand is a life-long job and many people fail or get stuck because they aren't taking a holistic approach to strengthening their messaging. Be sure to utilize as many platforms, networks, and channels, as you can, to promote your brand. This must be done in a way that shows you to be engaging in an active, thoughtful manner, but not someone serving up spam for clicks.

Be aware of how your personal brand is being perceived offline and be sure to reach out to the real world. If you are all out of ideas, be sure to piggyback off of the great work other thought-leaders are doing around their brands. While your personal brand is a life work it's never too late to undo the previously inflicted damage and get your image back on the track to success.

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