For years, marketing advice focused almost exclusively on building brand awareness for the business entity – the company name, logo, and brand colours. Today, particularly for small and service-based businesses, the personal brand of the owner often matters more than the business brand. Here’s why.
People Buy From People
Especially at the small business level, customers are buying you as much as they’re buying your service. They want to know who they’re dealing with, whether they can trust you, and whether you’re someone they’d want to work with. A well-developed personal brand answers all of these questions before a prospect even picks up the phone.
What a Personal Brand Actually Is
A personal brand is the impression people form of you based on everything they can find: your website bio, your social media presence, the content you produce, the way you communicate, your areas of expertise, and the stories you tell. It’s not about being famous – it’s about being known and trusted by the specific people you want to work with.
How to Build One Practically
The most practical way to build a personal brand is through consistent content. Write about your expertise. Share stories from your career. Give useful advice related to your field. The goal isn’t to go viral – it’s to accumulate a body of work over time that demonstrates your knowledge and perspective. Every blog post, LinkedIn article, or social media post adds to this bank.
The Trust Compound Effect
A potential customer who has read six of your blog posts, followed you on LinkedIn, and watched a video about your approach will arrive at a sales conversation already warm. They feel like they know you. The sale is effectively half-made before you’ve spoken. This is the power of a personal brand – it works for you 24 hours a day.
My own approach to marketing is rooted in personal brand. Learn more about my background and approach or get in touch to discuss your marketing strategy.
