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Personal Brand | Kathryn Porritt

WHAT IS A PERSONAL BRAND AND WHY DO I NEED ONE?

So many business owners get confused with all the branding and marketing terminology thrown around.  And, I get it.  It’s hard to know what you need to focus on in a sea of advice from thousands of gurus out there.

Here’s my take on things.  No matter if you own a business that is focused on you or not, you are the face of your business, and you need to represent yourself as part of the overarching brand.

It’s even more important to have a personal brand if your business is focused on you as the service provider, the talent, the influencer or the main communicator.  If you’re a coach, an author, a speaker, an authority, a blogger, a consultant, a freelancer, a contractor, or if your business is named after you… you particularly need a personal brand.

WHAT EXACTLY IS A PERSONAL BRAND

A brand is how you represent yourself and your business.  It’s overarching and encompasses the elements associated with your identity as an entity.  So, for a business, this means the colors, the logo, the symbolism and even the way you position yourself.  

Your brand distinguishes you against others in the market.  It’s unique, it’s telling, it’s deeply resonating with your ideal target market (if you get this right, that is!)…

Usually, there is a brand personality associated with the way your business is branded, which can vary from regal to sporty, girl next door to magician… When you think about some of the biggest brands around that have deep resonance with you, I am sure you could give them a personality and humanize them.

So, if a brand can represent a business, then it certainly can also represent a person.  No more personification needed – your personal brand is simply the way you represent yourself, the tone, the colors, the logo, the typography, the positioning, the messaging – but personal this time.

WHY IS A PERSONAL BRAND IMPORTANT?

I speak with literally thousands of entrepreneurs every year and I hear a common complaint:  I don’t have enough business… or even worse, I have business but they’re not the people I want to work with.

The problem stems from poor branding.  

You see, marketing is actually very simple at its core.  It’s about knowing your ideal client intimately, and speaking to them at the right time, with the right offer, at the right price to give them the outcome they’re looking for.

Simple right?

It actually is, if you do the foundation work first.

If you know your ideal client, and you listen to what they want, speak their language, and intentionally market to them, you will attract the right people.

And, that is all about branding.  If you resonate with your ideal client, the whole thing falls in to place.

And, your personal brand needs to resonate as well as your business.  You are representing your business, yourself, you need to resonate with your ideal target market and they need to connect with you… it’s all about brand in the end.

Having a kick-ass personal brand equals sales, and it equals joy (you’ll work with people you want to work it)… so you have to nail this.

WHAT IF YOU HAVE NO IDEA WHERE TO START WITH YOUR PERSONAL BRANDING?

Unless you’re a fashionista and you’re used to being in front of the camera, developing your personal brand can be tricky.  Lots of people get stuck around wardrobe, the idea of visibility and how to present themselves.

I’m on a mission to remove these as barriers to your business growth.

As someone who has grown a number of successful businesses and brands myself, and someone who has struggled with my weight, my height, well… almost everything about the way I look… visibility and putting myself out there has always been hard.

But no more.

I’ve realized over time that being me, authentically is actually a big bonus.  All of those Instagram models who parade around in their tiny bikinis – that’s awesome – but my target market tends to be 35+ women who are launching or growing their businesses, and they are not in the least bit interested in looking at me in my swimsuit (thank goodness, let me tell you).  What my market wants is to see me turn up, serve them, show them how to grow their brands, speak on stage, write that book, become a media sweetheart… shine.

And, in order for me to serve them, I have to turn up and be visible.

Otherwise, I can’t do what I’m passionate about.

So, if you’re struggling with the idea of personal branding and where to start, then let’s talk.  We can talk about where you are with your business, what you’re looking to achieve, and I can give you some solid advice on personal branding and visibility.  

Don’t delay developing your personal brand.  Once you move past the embarrassment and fear, I promise you, you will never look back.  Your business will never be the same again.

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