You Are Your Brand | Here’s secret successful marketers know: customers don’t buy a product. They buy you.
Your personality.
Your experience.
The unique qualities only you possess.
Related: The Benefits of Rebranding for Your Business
You Are Your Brand
There was a time when “branding” meant a corporate-looking logo and a slick catalog, but in today’s online marketplace, the real value is not in appearing to be a big company but rather in just being you. And your personality shines through in a variety of ways.
Your Authentic Voice
How you speak and write and even how you act on camera or in an audio interview has the power to identify you to your audience instantly.
You can see this in action if you scroll through your Facebook feed. It’s easy to know who has posted a particular image or status update just by recognizing the voice with which they generally speak.
Here’s an even more important aspect of your “voice,” though: it has the power to attract a specific audience.
Recently, a few high-profile coaches and product sellers have become celebrities because of their harsh “don’t hold back” language.
For example, ash Ambirge, over at www.TheMiddleFingerProject.org, makes no apologies for using offensive words, and her fans love her for it.
And those that don’t? Well, as she says on her home page, her site and services are “not for humorless bores.”
Snarkiness and foul language are not the only way to go, though. Carrie Wilkerson has built her brand almost entirely on her ability to be kind and generous.
She always has a nice word, never appears defeated or overwhelmed, and is an inspiration to her fans and clients.
While very different in their approach, these two women have one thing in common: authenticity.
It’s clear that if you were to meet either of them in person, they would speak and act exactly as they do online. And their brands are stronger for it.
Your Story
How did you get to where you are today? The backstory—which to you might seem boring and uneventful—is a powerful tool that can help solidify your brand and attract the right audience.
Melissa Ingold tells of being a struggling single mother and of creating an online business rather than simply choosing to work one dead-end job after another.
Her success inspires her audience and is a huge part of her branding.
Kelly McCausey often speaks of how she got started online when looking for a way to earn just a few extra monthly dollars to keep the lights on.
Creating graphics at $5 each quickly turned into a full-time online career.
Your story doesn’t have to be dramatic, and you certainly don’t have to share more than you’re comfortable with, but it does have to be yours.
Be your true self, and you’ll never worry about attracting the right audience. They will self-select, and your perfect client will find you.
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