Previously I have dived into WHAT branding photography is and its benefits, so now let’s talk about WHO it’s for.
When you hear the phrase ‘personal branding’, you might immediately associate it with an individual. The branding of a person; and you’d be partially correct, because this is the process by which solopreneurs such as coaches, instructors, bloggers and influencers all brand themselves.
However, personal branding isn’t just for the individual. Because whether you’ve got two or two-thousand employees, your business can benefit from it, too!
Instead of simply viewing ‘personal branding’ as if it’s the branding of an individual person, it can also be seen as branding that happens on a personal level. Businesses can easily incorporate personal branding by focusing on more than just their end product/service.
Your business is about so much more than just the product you sell or the service you provide. It’s about every single touchpoint along the way, so why not bring those things into play to connect your audience to who you are and what you have to offer?
And let’s face it… no one wants to hear a business say “buy this, buy this, BUY THIS!” over and over. So, when you can tap into other areas at which your business excels and stands apart, they'll:
- keep your audience’s attention far longer than you would have otherwise; and
- be priming them to be READY to buy from you.
Here are just a few ways that businesses can incorporate personal branding into their marketing:
- Share photos and bios of the people behind the business. Yes, you can start at the top with the owners and CEOs, etc., but why not show off others?
- For example, long-time client HOYS Allied Heath + Wellness regularly showcase their owners, Allied health professionals (Physiotherapists, Exercise Physiologists, Occupational Therapists, Dieticians etc), admin staff and their clients. Because they ALL make up a part of who they are and what they do as a business.
- Share some behind-the-scenes details. Because people love to get first looks and inside scoops, to feel a part of it all.
- HELP, don’t sell. Instead of saying ‘buy this’, show off your expertise of what you do, by offering tips, solutions, or inspiration. This can be done on your website and in your blogs, newsletters, social media, and more.
- Think about the entire client experience from start to finish and find small ways to connect more along the way. Whether that’s a handwritten note tucked into the product you send their way, or a detailed email with info on how to best prep for your service, showing a small bit of special attention goes a long way to gaining long-time clients.
- Tell more of your business’s story, in a way that your customers will actually care about and want to be a part of.
- Show off your testimonials.
- Have images of your target market sprinkled throughout what you do, so your target audience can easily recognise themselves in what you do.
In a nutshell, personal branding can be used effectively for individual entrepreneurs (such as the coach, author, educator, photographer, graphic designer or other service provider), as well as businesses (including the health industry, restaurants, brands with product(s) to sell, real estate teams and almost any other business with more than one employee).