Personal Branding 101: Three Signs Your Personal Brand Needs to be Defined
For a personal brand to be effective, it must be defined. It must be focused. If your brand is vague or poorly defined, you’ll wind up confusing your market… or worse, you’ll end up being ignored altogether.
What does it mean to define your brand? Here’s a simple definition: if your brand is well defined, your market knows who you are, and they know what you’re good at. They know your strengths, they understand the value you provide, and they know what situations you can help them out with.
A well defined brand allows you to be the leading expert in your particular niche, whatever that may be. And it allows you to stay on the minds of your prospects and customers, so that they’ll think of you when they need your help.
A poorly defined brand, on the other hand, means that you’re going to have to work a lot harder to win the business. You’ll often have to “chase down” new clients, and you won’t be able to charge premium rates because you aren’t perceived as an expert.
Where are you in this process? Is your brand clearly defined? Below are three signs that it may NOT be as clearly defined as it should be:
1) You often receive referrals that don’t line up with your services. It’s great to receive referrals from other professionals. But if you receive a significant number of referrals for services that aren’t what you specialize in, that’s a sign that your market doesn’t recognize your specialties.
2) Family and friends don’t know what you do. Do your family members and friends understand what you do? Could they explain it to someone easily? If they can’t, chances are that the rest of your market can’t, either. Let’s say you’re a real estate attorney. If your friends could tell people that “he helps realtors and brokers close on homes”, that’s great. On the other hand, if all they can say is that “he’s a lawyer”, your brand needs to be better defined.
3) Customers and prospects don’t know where your expertise lies. If your brand is well-defined, the majority of your new customers will know exactly what you do and how you can help. On the other hand, if most of your new customers seem confused about who you are and how you can help, your brand needs to be sharpened and focused.
How are you doing in this area? If the honest answer is “not so good” and these three points apply to you… don’t worry! It’s never too late to get to work on your personal brand. But before you begin, it’s important that you are willing to stop trying to be everything to everyone. Some business owners are reluctant to focus their brand because they don’t want to turn away business. But the result of this approach is that they’re seen as a “jack of all trades” and not an expert. Stay tuned for future blog entries and articles on this subject!
In the meantime, please feel free to get in touch with any of the Agents at our Agency if you’d like to learn more.