Be Your Own Brand
“Can a person be a brand?” a sole proprietor recently asked us. “Is Madonna a brand?” we responded, instantly thinking of the ubiquitous entertainment industry examples.

From actor-director Buster Keaton, known as “The Great Stone Face,” to that epitome of elegance Audrey Hepburn, the quirky Roberto Benigni and numerous others, entertainers have created memorable individual brands based on their distinct personal attributes.

That exchange catalyzed this post, along with a related concern of many small business owners:  “With the staggering array of multimedia marketing options and industry professionals touting ‘must-do’ strategies, do I need to do all these things and have a presence everywhere?”

Can you be a brand? The answer is yes. Do you need to do everything and be everywhere? Apart from having a strong website, which is a basic for just about everyone, the answer is, “No” –– and as we’ll discuss, you shouldn’t.

The key is to “be your own brand,” which, as we define it, means finding your distinctive strengths and promoting yourself or your company in ways that fit your personality and allow you to shine.

Are you camera shy in a world where everyone seems to be starring in their own marketing videos? You don’t need to follow suit if you hate the idea –– it won’t present you or your business well. But you can still harness the power of video in other ways. Here are a few:

  • Showcase your products or services in a video that you narrate rather than appear in –– it’s another effective way to make a personal connection with your audience.
  • Use video testimonials from happy customers who feel at ease in front of the camera.
  • If key people in your business are great on camera, put them in a video that highlights their expertise and commitment to your customers.

In sum:  In a competitive business world where people scramble to do everything, feel pressed to emulate others and are bombarded by trendy advice, the best thing you can do is be yourself. Evaluate the options and choose your personal path.  Be you, not a “me too.”

Presenting yourself professionally in a way that makes sense for you demonstrates credibility as well as personal appeal –– and that can be a significant differentiator in potential customers’ buying decisions.

What personal marketing strategies are working for you? If you have a success story to share, we’d like to hear it. If you have questions related to this topic, please contact us too –– we love to help businesses find new and creative ways to engage with customers.

© 2015 Zennetics®