3 Questions to Ask to Build a Strong Personal Brand
Let’s face it—people trust others more than corporations.
So while many dispute whether the Age of the Influencer is genuinely over, people still look up to public figures, no matter who they are.
It’s simple: no matter how relatable or congenial your brand is, it still appears as a faceless, nameless entity. Regardless of how well-branded your business is, the personal brand remains triumphant. And that’s why you need to ensure your branding is as strong (if not stronger) as your business.
Fortunately, building a solid personal brand isn’t rocket science. Ask yourself the following questions:
What are my values?
What vibe do I give off?
What is my goal?
What are my values?
There are a lot of things you can fake nowadays. But you can’t fake your values in the long run. Think of celebrities and influencers who started as role models but got the flak for controversies later.
Values aren’t just a thing you jump on because they’re “trendy.” If you sincerely believe in something, it will shine through your content (and marketing) without even trying.
When we talk about values, however, we don’t just mean what you think is right or wrong. We also mean:
The things closest to your heart
The stuff you abide by
The things that come naturally to you
If you’re a beauty influencer, for instance, you could say your values are “non-conformity,” “creativity,” and “an openness to experimentation.” For travel vloggers, it could be “curiosity,” “wonder,” and “free-spiritedness.”
What’s important is that they ring true to you—even on the days when you don’t have to be in front of a camera or hyping it up on social media.
Once you have a clear idea of what those are, you can translate them into your brand identity in the way you write and what visuals you choose to highlight.
Action Points:
Take some time off your day to evaluate what’s important to you, then write them down.
From there, find any similar themes among them.
Do this until you’re at the most basic principles you’ll use for your personal branding.
What vibe do I give off?
If finding what you value is the internal side of your brand, knowing what vibe you give off is the external. Here, you’re thinking about how people perceive you.
Which doesn’t go to say the two don’t work hand-in-hand. If, for instance, one of your values is “creativity,” you wouldn’t want your vibe to look too corporate or stiff. Unless the dissonance is what you’re going for, you want to keep it unified as much as possible.
So what do we mean when we say “vibe?” It is the overall feeling or impression you give your audience. Often, you get it through a combination of:
Aesthetics,
Ambiance,
And, of course, your message.
Your vibe is what people notice when they come across your page or account—and the people who resonate with it tend to be your most loyal audiences. When building your brand, place yourself in your audience’s shoes: how would I want them to feel when they find me?
Of course, this still ties into your values. For instance, someone who values “curiosity” would probably curate photos that instill curiosity into them, speak or talk with a voice that showcases a genuine interest in what they’re talking about, or use colors or fonts that inspire that same sense in their audience.
The point is that strong personal brands are the types that let the inside shine out. Find that sweet spot, and you’re on your way there.
Action Points:
From your list of values, find images, colors, and fonts that you find ring true to what those values are.
Do the same for your tone of voice. Ask: how do I emulate these values through speech and writing? What forms of speech and writing make me feel this value?
Compile them as part of your brand guidelines.
What is my goal?
You’ve probably heard horror stories about creatives putting their heart and soul into what they do only to burn out spectacularly.
This often tends to be a pacing issue. Sometimes, when we get too excited about our brand, we tend to start strong in the beginning—multiple posts, multiple platforms, the whole shebang. But without a set plan or goal, you could spend your best ideas on a project with no direction.
When building your brand, consider why you’re doing it in the first place. Is it because you want to inspire other people with your words? Get others to invest in your products. With a clear goal in mind, knowing what type of content or strategies you need to invest in becomes easier.
Action Points:
Take some time out of your day to assess where you want to go with your branding. Is it to inspire? To sell?
Look at all the materials you’ve collected from the previous exercises. Think: how can I use these to serve my goal?
Those are the three things you can consider when building your brand. Remember: a personal brand sells you, not some faceless entity. Don’t be afraid to wear it loud and proud.