Are You Communicating Your Brand Effectively?

You’ve heard the saying “beauty is in the eye of the beholder.” I’m not going to give you advice on your love life—but I can tell you that this sentiment is absolutely accurate in the world of personal branding. This is because you don’t ultimately define your personal brand—your audience does. It is their perception of you and your business that determines your brand.

This means that it isn’t enough for you to figure out the brand you’d like to create. You need to figure out how to communicate it in a way that makes sense to your audience.
Here are four questions to ask yourself:

1) Are you speaking the right language? If your brand is going to resonate with your audience, you need to speak their language. As a financial advisor for retirees, for instance, words like “stability” and “security” will be effective. Get to know your audience, and learn to speak their language.

2) Are you using the right channels? Using the wrong channels will diminish your brand. If you’re an attorney seeking to represent celebrities, CEO’s, and other “big shots”, advertising your practice on bus stops is a bad idea. Chose channels that will both reach your audience and position your brand in the proper light.

3) Are you communicating the right benefits? Why should customers choose your products or services? What value do you add to their lives? It’s important that the value you are emphasizing appeals to your target. Wal-Mart has branded itself as the low-cost leader which works well for them—but if their target was high-income earners, they’d need a different approach.

4) Are you using the right picture? Believe it or not, the picture you use of yourself has a tremendous impact on the way that your brand is perceived. It’s important that you have a high-quality, professional headshot to use—and that it positions you in a way that is consistent with your brand.

You may think that your personal brand is strong and effective. But at the end of the day, it doesn’t matter what you think! What matters is the way in which your audience perceives your brand. Contact me today if you’d like more information on this subject.

 
 

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