Why build personal brand?
The purpose of your personal brand is to balance Trust vs. Risk (in the client’s mind).
Trust vs. Risk
- People get advice from any expert they find, but they buy from brands they trust
- If they don’t know you, they’ll typically buy from a brand that their friends refer
- The more familiar you are with the prospective buyer, the less perception of risk in doing business with you
- Trust is what draws prospects to you
- Risk is what pulls prospects away from you
- Recommendations to your personal brand can come in the form of:
- Letter of Recommendation
- Review on a Directory (Google, Yelp, Yahoo)
- with any review, start with getting a few “five star reviews”.
- Go to business.google.com, facebook.com, yelp.com; look up your business
- If you don’t show up (bigger deal than getting a review)
- It’s easier to compensate for a 2-3 star review when you have a few 5 stars first
- with any review, start with getting a few “five star reviews”.
- Endorsements on Social Media
- Positive Tweets should be marked as “favorite” (click the star)
What is your Brand?
- You don’t have to create an entirely new product to establish a unique personal brand
- What’s your Unique Value Proposition?
- Use one characteristic to distinguish yourself online
- What is it that makes you stand out?
TOMATO: is a great guide for modern branding
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