In the last few years, we’ve seen the rise of personal brands surface to the top challenging the way we look at marketing and business in general.
Whether it be influencers, solopreneurs, or larger companies – there’s no doubt about it, personality-based businesses are leading the way.
Here are 3 ways personal brands are killing it, and how other organisations can adopt some of the same principals in order to generate stronger relationships and better marketing cut-through in a cluttered and busy social environment.
Great brands don’t sell products, they create feelings:
This is where personal brands shine. They understand that it’s the connection they have with their audience that builds loyalty and trust over time so much so that when they do bring something new out, it almost sells itself.
These social entrepreneurs can be some of the rawest and realist people we’ve seen in business to date. They share their trials, tribulations, vulnerabilities, flaws, milestones and all the ups and downs in between.
This relatability creates such a strong bond with their audience that followers don’t buy into the product, they buy into the personality. It’s the association and connection with the personal brand that gives people a tremendous amount of value, not necessarily the product or service.
Bigger brands who hide behind corporate logos need to start developing ways to express their personality in an emotionally compelling way that’s relatable to build this type of rapport with audiences.
Personal brands create personal relationships:
A theme with most personal brands is that they genuinely care about their followers. They take pride in the community that they’ve created and don’t take that attention for granted. This is where they’ll make a real effort to engage with people online by asking questions and getting followers to often share their own personal experiences (user-generated content) as well as being open to feedback. It’s a two-way street and very much a real relationship between the people on each side of the device.
Personal brands take time out of their day to like and comment on the engagement on their pages which further builds relationships.
People want to feel valued and cared for by the brands, and more importantly, the people behind the brands, that they choose to connect in a genuine and authentic way – this is something that big companies can sometimes struggle to achieve.
Having a strong community management plan in place to maintain and build these relationships is crucial for companies going forward. Look at the way personal brands and influencers do this and start adopting it as part of your own practises.
Personal brands are a way of life:
Gone are the days when business was 9-5pm. Personal brands have exploited the fact that social media never sleeps and therefore, neither does business, and more to the point, neither does life.
From posting what they had for breakfast, their workout regime hints around the secret project they’re working on, and then later picking up the kids or taking you on that date night they’d teased earlier – personal brands know that business is no longer seen as one dimensional, instead, it is just one part of life that fits into many other activities.
Again, people follow people. Followers connect with a lifestyle and with a set of values.
Think about ways you can capture more holistic avenues of your brand through real-life experiences that show people that you’re so much more than a business. If you do that right, that’s when you’ll get buy-in and long-term investment.
No matter what business you’re in or how your brand is set up, connection, community and personality are key in order to market yourself effectively in this social landscape. Right now, personal brands have a great grasp on this and I think we can use many of these strategies to generate more value than ever before.