your personal brand matters
We often talk about an organization’s branding. The logo, the messaging, the colors, typography, brand manifesto, and more.
But what about your personal brand? You might be a CEO, business owner, marketing director, subject matter expert, Head of School, enrollment professional, etc. When you are outward-facing, you want to communicate crystal clear values and expertise.
WHY?
Differentiation. Similar to an organization’s brand, how do you set yourself apart from others in the space? Even if you carry the same title, elements of your background and/or life experience make up your personal value proposition.
Trust. Don’t talk out of both sides of your mouth. When you establish yourself as a credible and accessible individual, organic connections are seamless.
First Impressions. Set tone out of the gate. For some, first impressions are everything. You say or post something off-putting, and you can kiss that prospect, funder, speaking opportunity goodbye. Don’t bank on the second chance.
Authenticity. Be the person that follows through and follows up. Sales cycles are long, but our patience is short. Manage it.
HOW?
Choose a social channel that feels natural and sustainable. This isn’t your personal social presence. Maybe it’s LinkedIn or Instagram. Maybe it’s a Facebook page. Be consistent. Tell your story. Share your values and successes. Introduce yourself to people (don’t sell out of the gate).
Publish and pitch content. This can be on a unique channel (e.g. a school or camp blog) or third-party opportunities (industry blogs, podcasts, publications; op-eds). If you have an established personal brand, your name might already be recognizable and a third-party publication might jump at your pitch. If you are just getting started, it might take some time. Keep going.
Speak at a conference. Most conferences put out calls for speakers (at least 6 months in advance, sometimes 8-10). Apply. Email the conference planner and ask for an intro meeting. Not accepted the first time around? Ask to present a webinar at another point during the year or to write for the organization’s blog. If this idea makes your hands clammy, don’t do it.
Get involved in the community. Find a nonprofit that speaks to you. Join a committee or a Board, write content for them, post about what you are doing and why. Network and get noticed.
You are not your organization, whether you are the owner or not. You are a human with ideas and many contributions to the world. Be consistent in your values, build a backbone (not everyone is going to agree with or like you), connect with people you admire, ask questions, and as always…use discretion on social media. Nothing is private. (Ever.)
