Humans are social beings; we require a connection with others in order to make it through this world of ours. Although, how that connection looks may be different from person to person. Some may find community in church or sports or at their favorite watering hole, and some may find it through reading and research, online activity, or through media. The point is that none of us act in complete isolation. So how do we decide what or who we connect with? What draws us to particular ideas or products and services? Even fortune 500 companies, with the power of their name and a marketing budget behind them, need to foster a connection with their consumers. And it isn’t a business that we want to connect with but a person. So how can the power of a brand be combined with personal connection?
To begin with, a personal brand MUST be built upon a foundation of authenticity. No one wants to find out that the connection they have made with a personal brand is not true to the person behind the brand. No, it is not as if your life is suddenly surveilled and scrutinized, but, if the branding and message are not rooted in you and your personal beliefs, potential clients or customers WILL know.
In order to build up that foundation of authenticity, begin with branding assets that you already possess. For instance, what skills and credentials have you accumulated over your life? Each skill and each credential is a potential touch point for your intended audience. Ask yourself what your own passions and interests are. The very best of writers still need to FEEL what they write—to have a love, or at the very least an interest, in what they are writing. As you develop your own personal brand, it should coincide with your own interests. You also need to ensure that your branding grows and evolves to match your personal values and beliefs. It is not possible to maintain your authenticity if you develop a brand that is contrary to your own beliefs.
After understanding the personal component of your personal brand, you need to be able to understand the brand part. And doing that requires vision. To begin with, what do you (your brand) want to be known for? Are you known as a writer of a particular genre? Do you gravitate towards particular types or styles of projects? What is the theme or message you want to get out into the world? THAT becomes your branding. Along those lines, what are your goals? What do you want your brand to accomplish? If it is sales, you aren’t being as authentic, so instead consider what you hope to influence or change in the world. What do you want your words to DO? And remember, you can’t be everything to everyone. Your brand will never be “for everyone” or “benefit anyone” so, instead, be yourself. Is your brand polished and precise? Quirky? How about a focus on family values or social justice? If you ARE your brand, you will be able to own your brand.
Once your foundation is set, there are clear steps to enhance your brand in presence and influence. Determining your target audience, developing a personal webpage that effectively conveys your brand, creating a long-term content strategy, and developing a community are all requirements for a solid personal brand. Nothing can happen without your foundation in place, but you also don’t want to wait. Creating a personal brand and marketing yourself can be just as fun and creative as the project itself, but it is not something that should happen after the project is completed. Plan. Prepare. And if you have developed a brand that is true to you, you can even have fun.
