Let's take a brief look at a successful personal brand that started off as something virtually unknown. Take Ray William Johnson, for example. He started out making videos for fun, but gradually amassed followers to become one of the most popular channels on YouTube. Now he is taking his brand to a whole new level — he announced recently that he’s starting his own production company! While there is no set formula for success like Ray William Johnson's, there are a few tips and tricks we can follow to improve our representation of our brand and our visibility online.
1) Hone in on your skills. When you are trying to reach a wider audience, it’s important to recognize your strengths. For example, are you a talented speaker? Why not volunteer to be a guest speaker for your local community college? If you’re more of a writer, submit something to your local paper and send out samples of your work to your favorite blogs. Maybe you can guest post, edit, or even be a regular contributor! Are you good at teaching? Find out if you can instruct for a local adult education program — get to know people and network!
2) Use proper etiquette in everything you do. When you answer the phone or send an email, you're still branding yourself. Do it positively. If you relay messages in an abrupt, rude manner, people will not perceive you as an open communicator or an approachable business contact. Do your very best to be courteous and considerate to others, and they’ll remember you and the brand you represent as a positive, rewarding experience!
3) Utilize word-of-mouth marketing. Tried and true, friends. Talk to your colleagues, coworkers, clients, customers. Nurture your crowd. When they ask questions or provide feedback — positive or negative — engage them. If someone is trying to cause problems or attack another one of your customers (happens a lot on Internet forums), moderate it. Make your space a positive one, and reserve room for constructive criticism. When you handle yourself in a professional and structured manner, people respect you as a manager and as a person. They want to participate in your brand, and they’ll spread the word for you!
4) Use social media. Be online. In 2013 there will be no excuse to not have a way for your customers to connect with you via social media. Promote yourself by using sites like LinkedIn, Twitter, Facebook, Pinterest, and YouTube. You don’t need to do all of the above, obviously, but choose a few of them and use them. Update them regularly, and connect with people who are similar to you. Consistency creates loyalty. I’ve heard people say that brand loyalty is no longer a thing, but I maintain that it still is. It’s just that the definition has changed a bit — it’s no longer blind loyalty to one of two major competing companies like so many businesses in the '80s and '90s. (For example: Coke vs Pepsi, Nintendo vs Sega, Ford vs Chevrolet, the list goes on and on.) Nowadays, loyalty isn’t defined as exclusivity to your business — but rather, by your company providing loyal services to your customers and employees, and of course to yourself. When you create a positive work atmosphere, your employees want to work for you, and do a better job at engaging your customers. The customers recognize and appreciate this. And by using social media, everyone can share their positive experiences in real time, which gives you more free, positive publicity!
5) Keep a line-up of projects. This is important. Have deadlines. Focus on bite-sized achievements. This gives you a variety of things to pull from for discussions, and you will always have something new to tweet, write, and learn about. You can easily connect with others on multiple levels when you have a constant workflow. Of course, there are a few don’ts as well: don’t overwhelm yourself, and don’t post about mundane things (save your Instagrammed lunch photos for your personal accounts)! But by breaking your habit of only posting when you have a major deadline due, you keep fans consistently in the loop. They’ll like keeping tabs on your progress!
These are only a few tips, but they are important things to consider for your personal brand and business going into 2013. It’s no longer enough to just put up a website and hope that the customers will find you. Be proactive, and find new ways to engage your audience on a regular basis. The hard work will pay off! Happy branding!