how to build a great personal brand

What makes a great personal brand and how to do it

‘How To Build A Great Personal Brand’ is part 2 of our three-part ‘Personal Branding’ mini-series, you can check out the other parts below:

Part 1: Freelancing: The Importance of Personal Branding!

Part 3: Freelancing: Personal Branding Tips, Practices, and Keys!


If you’ve just come from The Importance of Personal Branding, then you’re probably wondering a few things. What makes for a great personal brand? How can you go about executing a great personal brand?

If you haven’t checked out part 1, I recommend you do so. It’s useful for context on what we’re going to be highlighting here, but it’s also good to brush up on a personal brand’s importance, even if you are already aware of its impact.

What makes a great personal brand?

Brittni Bowering, a personal branding expert at CareerFoundry.com, highlights two core pillars of a great personal brand; Value & Authenticity.

Let’s break those down:

Value

The gig economy is highly competitive, and as we discussed in The Importance of Personal Branding, you need a good personal brand to stand out. To do so, showing to your clients that you bring the value they need is essential to proving that you are the right person for their job. If you’re posting content on your social media or freelance platforms – like Workezy.com – then make sure that what you’re posting is providing value to your prospects and clients. Do they need to see this? Is it helpful for them? Will they enjoy it? Does it upset your services or add sustenance to your professionalism?

If, generally, the answer across the board is yes, then post it. You are providing value. Keep in mind that your personal brand is more than just your personal statement, which too needs to cut right to the chase with value.

Authenticity

You will fall flat on your face if you pretend to be something you’re not. Authenticity will keep you from making a fool of yourself, whilst also making you more human.

Do not try to delude your prospects and clients into believing you have more expertise than you really do. Your clients will pick up on the incompetence relatively quickly and this can get you into trouble. Getting creative with the truth is not the way to go, instead, I would suggest trusting in the fact that the expertise you do have is more than enough. Authenticity adds a touch of ‘human-ness’ to your service, which paired with the inclusion of Value, will make you more appealing – and believable! – to your clients.

Riding on the coat-tails of ‘human-ness’being authentic also allows you to splash a bit of personality into your work. Rarely will your prospects be looking for someone with just experience, people want to work with people, so don’t be shy to add a little flavor to your brand.

To wrap it up and tie a bow onto it; “Be yourself and offer real value” as Brittni Bowering puts it.

The 2 steps to building a great personal brand

We’ve covered what a personal brand is, its importance, and what makes for a great one. But now it’s time to look at how to actually go about creating it.

Step 1: Your Personal Branding Statement

The first thing you are going to need is your statement. This, in one or two sentences, will get across your job title, the service you provide, and a fun fact about you. What you then want to do is round that fun fact off into why it makes you unique in your industry. Here’s mine:

“Hi! My name is Thomas W. Norman, I am the Co-Founder and Managing Director of Bauhinia Concepts Ltd. As the Director, I actively cover a variety of bases across my companies, from Marketing and Content to Finance and Legal. When I was 16, I was a freelance DJ manager and this taught me how to do great networking no matter what field I’m in!”

It’s short, gets straight to the punch, and carries a little flavor to it too – or at least as much flavor as a boring caucasian male like myself can add. Treat your personal branding statement like an elevator pitch, let it get right to the point, and make sure it sounds alright out loud. This statement does need to reflect who you are after all.

Step 2: Target Your Market

Now that your statement is laid out, you need to find your clients. Be specific when it comes to this, don’t look for companies that need graphic designers, instead I would suggest an alternative. Create a list of clients or companies that may need your service, find out a bit about them. What are they looking for? What do they care about? Then, focus your pitch to meet their interests. The easiest way to find clients and companies is through google, or to look through social media groups or freelance platforms – like ours!

Be vocal about your services and passions, as long as they are relevant to your audience. Your clients will resonate with you and your ideas and this is what will make you an appealing choice for them.

Personal Branding tools to use.

Although creating a great personal brand is easier said than done, I must say that it is really as easy as mentioned in the previous steps. However, using these tools are really going to set you in the right direction if you are still unsure of how to go about branding. 

By the way, these are free! (and no we have not been sponsored by them for this. If any of these companies do happen to see this and want to send us a nice little cheque for the exposure, I will not decline.)

  • Canva: This is a wonderful design tool that enables you to create your own visuals. Perfect for thumbnails, graphics, and any other imagery you may need to bring personality to your brand.
  • Blush: Similar to Canva, Blush allows you to download illustrations from its huge high-quality library. You can then customize these visuals and use them for social media posts and blogs/articles. Canva & Blush will bring a splash of color, uniqueness, and personality to your online presence.
  • Buffer: This is a reporting tool that tracks your social media analytics. Displaying your progress and engagement on your posts is vital to track your performance. Buffer highlights what kind of content performs best, which lets you know a lot about your audience and how to correctly target them.

The story continues in part 3…

If you would like to read more about Personal Branding. You can check out the other parts of the mini-series here:

Part 1: Freelancing: The Importance of Personal Branding!

Part 3: Freelancing: Personal Branding Tips, Practices, and Keys!

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