The Power of Personal Branding: Building an Authentic Online Presence
Can you imagine Disney without Walt Disney’s dreamy vision of a childhood wonderland? Or Air Jordans without Michael Jordan? Just another cartoon and a pair of red high tops. Flat, boring, generic. What transforms a cartoon mouse and a pair of red high tops into a special (and very profitable) business is the person behind the product. As a small business owner, you may shrink from the concept of personal branding. After all, your business doesn’t (yet) top the Fortune 500. And you’re not a social media influencer obsessed with followers and likes. But that’s precisely why you should lean into your personal brand. Your competitors disdain it or don’t understand it. That means building a personal brand gives you a free path to the clear blue ocean, while your rivals fight for scraps in shallow, shark-infested waters. It’s a powerful tool for small businesses to establish a distinctive online identity and stand out in a sea of bloodless competitors. In this blog, we’ll demystify the concept and show you how local service business owners can leverage their personal brand to outclass the competition. What is Personal Branding? The concept of personal branding goes beyond traditional self-promotion. It’s about authentically representing yourself, your backstory, and your values. And it’s about building a reputation that resonates with others. Just like companies invest in branding to create a strong image, small business owners can harness the power of personal branding to expand their network, and attract new customers, employees, and partners. Think of personal branding as the art of marketing yourself—your unique skills, story, and personality—as a brand. It’s a mosaic of your values, beliefs, and aspirations that paints a vivid picture of who you are and what you stand for. But what’s most important is that it’s not really about you. It’s about how you represent your business and connect with your community. You are the hood ornament, but your business is still the vehicle. The Importance of Personal Branding for Local Service Businesses Your personal brand can act like a lighthouse, guiding customers through the sea of competitors right to your door. It creates an emotional resonance that transcends the transactional nature of business. The affinity that customers feel for your personal brand can convert them into lifelong supporters of your service business. Case Study: Ben’s Chili Bowl, a Washington, DC Legacy Take Ben’s Chili Bowl, a culinary landmark in Washington, DC, as an instructive case in point. This isn’t just a place to grab a half-smoke; it’s an institution deeply interwoven with the city’s cultural fabric. Founded in 1958, Ben’s Chili Bowl has become synonymous with resilience, civil rights, and community engagement. The owners, Ben and Virginia Ali, didn’t just serve chili; they served as pillars in the community. Aligned with the Civil Rights Movement, the establishment became a gathering place for activists, artists, and leaders from John Lewis to Bono. Their involvement didn’t stop there; the Ali family played a significant role in the revitalization of the U Street corridor, serving as a steady presence in tough years when other small businesses floundered. Family values radiate from the brand. Customers don’t just feel like patrons; they feel like part of the Ali family. Whether it’s the familiar faces behind the counter or the numerous family and community events hosted there, Ben’s Chili Bowl emanates warmth and inclusivity. The result? Loyalty that spans generations. Customers keep coming back, not just for the iconic chili but for the rich history and community spirit that Ben and Virginia Ali have carefully stewed into their brand. Three generations of the Ali family. Credit: Ben’s Chili Bowl This example serves as a testament to the enduring power of personal branding. The Ali family didn’t just run a restaurant; they built a legacy by intertwining their personal values with their business ethos, turning customers into advocates who have a deep-rooted emotional connection with both the food and the cause. Now, let’s delve into how to kick-start your personal branding journey. How to Kickstart Your Personal Branding Journey Wondering where to start? Begin with a deep dive into your own skills, values, and expertise. Identify what sets you apart and how those attributes can create value for your customers. Create a Unique Selling Proposition (USP) that captures this essence and be consistent with it across all channels. 5 Questions to define your personal brand Don’t just jump into posting on social media. Take the time to flesh out the look and feel of your personal brand by asking these questions: What Makes You Stand Out? As a small business owner, what unique qualities, skills, or stories do you bring to the table? Are you a community leader, an expert in your field, or do you have a unique journey that led you to start your business? Who Are You Speaking To? Personal branding is all about connecting with people. Who is the target audience you want to reach on a personal level? Is it local families, industry peers, or perhaps young professionals? How do your target customers like to speak to their friends and family? Remember, this is a personal brand, not a business brand, so ask yourself how you’d start a conversation with your customers. What’s Your Personal Mission? Beyond the business, what drives you? Is it a passion for social change, a commitment to excellent customer service, or perhaps being a catalyst for community growth? Many business owners opt to use their visible platform to promote a cause outside their business — whether it’s educational equity, climate change or mental health awareness. Find something you genuinely care about and start conversations that aren’t self-interested. How Do You Want People to Describe You? If someone were to describe you in three words, what would those words be? Charitable, innovative, trustworthy? This perception will be the cornerstone of your personal brand. You’ll want to think of those words again and again when you take headshots and candid photos, asking yourself if your
