Consumers have a lot of choice when it comes to the products and services they choose. In a sea of stiff competition, it pays to have something that sets your brand apart, and gives people a reason to choose you over your competitors.
One of the best ways to do this is by building trust, and developing a connection with your target market, and to do this, you need to put a face to the business – more precisely, your face.
Building a personal profile
People respond best to people, not advertisements or depersonalised marketing tactics. Your customers not only want to know what your brand is all about, but who the person or people behind it are, too.
Letting your audience get to know you as the founder and creator of the product or service you’re offering allows you to establish that trust and build a connection with your customers – and give your business a competitive edge in the process.
Establishing a personal profile for yourself as a founder is a great way to humanise your company and remove those conceptions people may have of your business as simply another faceless organisation.
If you want to build a successful personal profile that people feel they can connect to, you must present yourself as genuine and authentic.
It may sound cliched, but the best way to do this is to simply be yourself. Be willing to speak openly and honestly with your audience, and share the good and the bad with them. This will make you more relatable in their minds. Let your personality shine through in all that you say, as this is what will support your profile and ultimately, your brand.
You have successfully created and grown your business, so chances are you possess considerable expertise in your chosen sector, so why not share this with your audience?
Offering advice that is both insightful and relevant to them not only gives them genuine value from listening to what you have to say, but helps to establish that connection and trust. Utilise your various channels to accomplish this, whether social media, blog posts or other speaking opportunities.
Go behind the scenes
People love to see glimpses of what goes on behind the scenes in your business. Sharing snippets of company events, personal and professional accomplishments or simply you and your team having fun in the office are powerful ways to combat the perception of a faceless brand, and bring the people behind it to the forefront.
Take your audience on the journey with you, and get them invested in you and your team on a human level.
It’s not all business
One of the most important things to bear in mind when it comes to humanising your brand is remembering to step back from the hard sell.
Your goal is to build a relationship with your audience by presenting yourself as relatable. Not everything has to be strictly business, and sometimes the most powerful way to build a connection that will stick in the minds of your audience is to utilise humour. Sharing a joke or a meme is often far more effective at building brand awareness than direct selling, especially when it comes to social media.
If you would like an informal chat about how we can help you build a personal profile to elevate your brand, contact firstname.lastname@example.org or call 0121 594 0712