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Personal brand

Personal brand development: how to successfully get ahead of competitors

The market is evolving. The target audience appreciates products whose creators they trust. Trust - personal or public - from the point of view of customers is an indicator of quality. Now it is advisable to develop a personal brand. Its creation and proper promotion will allow you to sell products more expensive and more successfully compared to competitors.

Personal brand - what is it?

In simple words, this is a process when, as a specialist, you are respected and recommended by people who were not even your clients. They know your name and have a strong positive association associated with it. A prime example is Steve Jobs. Even those who did not hold Apple products in their hands know him as an innovator, genius, fan of perfect quality, etc.

A personal brand does not have to be global. Sometimes it’s enough to be known to the target audience within a small town. In any case, the goal of such a brand is to ensure the growth of reputation and increase in coverage.

Why is a personal brand needed?

Promotion of a personal brand is relevant in any highly competitive niche. In modern conditions, almost all market niches are filled, and without branding it is extremely difficult to take strong positions in them.

What gives personal branding? An opportunity to increase the cost of services or a product due to the created expert image. Consultation with a regular lawyer can cost 200 UAH. Consultation of Petrov’s lawyer, which is recommended by half of the city’s residents, can start from 1000 UAH. And this price will be considered justified. They trust him and respect him. His schedule is scheduled for six months in advance. Despite the fact that the niche of lawyers in the city is full.

Personal branding: recommendations for the formation

It is important to simultaneously develop two criteria: reputation and reach. A few recommendations:

  • order the creation of a business card website;
  • promote personal pages in social networks;
  • appear in the media as an expert;
  • write a book (you can hire an author for this);
  • speak at specialized conferences.

The basis of reputation is evidence of the expertness of the person: successfully implemented complex projects, recommendations from renowned clients, reviews, awards and diplomas.

Developing a personal brand is now cheaper than branding a company. An interesting story can be behind a person, while a company remains faceless in the eyes of the audience. It is enough to analyze the experience of the West. What would Tesla, for example, be worth without an Elon Musk personal brand?

Section: Blog 04.08.2019