Elevating Your Business with a Strong Personal Brand

[Audio] Hello, my name is Adrienne Bitoy Jackson, President of Heuristics Marketing Consultants. I am today's facilitator.

[Audio] Welcome to today’s session on Personal Branding and its importance for small business owners. The session is designed for you to gain insights into some personal branding elements and how they can uniquely impact your business.

[Audio] What 1 thing do you hope to get from today’s presentation?

[Audio] This is today’s agenda. Here are a list of things that we thought you might find useful as it relates to personal branding and elevating your business ..

[Audio] As a small business owner or solopreneur, you probably work in an oversaturated niche. Even with a great product or service people have to want to do business with you. You need to shine. You need to stand out. Ask yourself, What kind of person would you want to do business with? Why do you think that is? Now, what kind of person do you think Your customers want to do business with? If you can manage to dazzle them with your personality, you’ll be able to increase engagement and grow your business like nobody’s business!.

[Audio] For business owners it is essential that you understand marketing vs branding. Marketing is a group of methods, tools, and tactics your business uses to communicate your brand identity and message and to drive customer interest, engagement, and ultimately, sales. Branding is who you are, the very identity and character of your business, while marketing is how you build brand awareness. Personal branding is a critical component of your brand‘s marketing. With personal branding, you are the product being promoted. Your personal brand can serve as a face for the company, which is essential for both business to consumer and business to business (B2B) companies..

[Audio] Personal branding essentially functions as a marketing strategy focusing on you as an individual, establishing your unique value proposition, and building a reputation within your chosen field, allowing you to attract potential clients, employees, or collaborators by showcasing your expertise and credibility through various marketing channels. In effect you are treating yourself as a brand to be marketed, much like a company would market its products. A personal brand is the presence you create for yourself that communicates who you are, what you do, and the things you value. It is the perception of yourself you create for others, and the impression you give off through both in person and digital channels. How do you believe you’re perceived by clients? In building your personal brand there are 4 Personal Brand stages 1 Building Trust & Authority, 2 Incorporate Personal Details 3 Take Stock of Competitors 4 Pitch Yourself.

[Audio] “"What role do you believe your personal reputation plays in attracting clients?" Market research continuously proves the obvious: a person needs to know you, your reputation, and your product or service before they are willing to make a purchase Developing a personal brand allows you to control how you are perceived by others. Whether you're interacting with someone in person or on line, a strong personal brand helps you make a memorable and positive impression. Personal branding facilitates the development of relationships with potential employers, clients, and other professionals. When you possess a robust personal brand, people are more likely to remember you and seek collaboration. Your personal brand can Build trust and credibility Differentiate you from competitors -Enhance customer loyalty.

[Audio] There are billions of people on this planet – but there’s only one you. You need to show what sets you apart from the competition. We all have something unique to bring to the table. That “something” is known as your unique value proposition. What you see here is mine 10 minutes Take a minute or two to think about and answer this question, Jot your responses down Anyone willing to share your responses? What you have come up with is what makes you unique, and sets you apart from others, for example your competitors. It's your U-V-P--, the foundation of your personal brand. And, hopefully, what will resonate with the kind of clients/customers you want..

[Audio] Based on my Unique-Value-Proposition--, my audiences happen to be, mission driven organizations in the Chicago metropolitan area, transitioning mid/senior level executive, and peers seeking to engage professionally. For this I developed a “Thought Leader Brand” this allows me to leverage my expertise to help people by answering the most prominent questions they might have about my topic of expertise. As a business , I do this through published articles and publications, professional consultations, contractual engagements. Who should your personal brand primarily address—clients, business partners, or peers?

[Audio]"What are 3 core values you want your personal brand to reflect?" When you are developing your personal brand create visual & verbal continuity This is my personal brand for it I combine brand Identity elements= images, tone, core messages, persona/reputation A-N-D my personal brand is further used to enhance and elevate my business As you develop your brand ask yourself Is there consistency in the elements you use, for example, words & phrases, images & appearance? Should your tone be casual, warm, friendly, and engaging? formal, relatable, informational and professional?.

[Audio] Experienced business leader driving transformative results. Secured over $60M in funding for mission driven initiatives. Proven expertise in strategic vision, innovative solutions, and securing critical funding. A confident, creative, and competitive edge..

[Audio] Solicit and Share Testimonials Collect reviews and testimonials from satisfied clients or customers. Showcase case studies or success stories that highlight your value. Share user generated content to build credibility. Check to see if your brand identity and statement resonates with potential clients.

[Audio] Use professional platforms Strategies for creating a thought leader presence online (LinkedIn, website blogs, videos). Personal Website/Blog: Create a website to showcase your work, portfolio, and achievements; Write guest blogs, contribute to industry publications, or publish articles on LinkedIn. Factors to consider when building your personal brand. Poll: “ Which platform do you currently use to showcase your personal expertise? Which platforms do you think will help to showcase your personal brand in the future?.

[Audio] Here’s an example: Create a Personal Website This is Vanessa Flowers, who was recently featured on ABC 7 Chicago. Notice how she shares her story. She uses networking events, speaking engagements, partnerships, and social media to connect with her audience and promote her services. Pain Points: Understand the challenges and struggles your audience faces, for example as introverted professionals, they might struggle with self promotion, networking, or gaining visibility. Determine the key demographic characteristics of your target audience, such as age, location, and industry. When you communicate with your audience your message should contain content that educates, inspires, or solves problems for your audience..

[Audio] Share valuable content related to your field to establish thought leadership. Prioritize creating content that educates, inspires, or solves problems for your audience. Things to consider: What personal story or insight could you share to connect with your audience? What inspired you to build your business? Here's my story, I hated the competitive and often unethical nature of for profits. I loved working for mission driven organizations but most of the time my role was voluntary or grant funded. No more grant meant no more funding and no more job. Being out of work led to consulting and starting my own business; and I realized I wasn’t the only one who experienced this kind of thing…This became increasingly important when I decided stop working for someone else and start my business and work for myself. I realized there was both a need for services and a market. That got me thinking about my own personal brand… there are quite a few Adrienne Jacksons in the State of Illinois, and not all are reputable characters some have terrible reputations. They aren't me... However, there is only 1 Adrienne (A-dree-en) Bitoy (Bee-toy) Jackson...that makes me unique and helps me stand out from the rest. I make my name a brand element, a component of my public image and persona. Because those other Adrienne Jacksons have negative brands, I focus on being reliable and professional with a high level of integrity.

[Audio] What are some recent networking experiences where your personal reputation and brand have played a role? What is your most successful personal branding networking method? Things you can do Attend industry meetups, trade shows, and community events. Leverage local Chamber of Commerce gatherings or small business expos. Join industry groups, and engage in professional communities, in other words, Southland Development Authority, Chicago Southland Chamber of Commerce, Chamber 57.

[Audio] “How do you know if your personal branding efforts are effective?” Social Media Engagement: Track metrics such as follower growth, likes, comments, and shares to gauge audience engagement and the reach of your personal brand, for example for my Social Enterprise Chicago board announcement I got 2362 impressions, 96 reactions, & 62 positive comments Network Growth: Assess the number and quality of networking opportunities that arise from your personal brand efforts, such as speaking engagements, collaborations, or mentorship opportunities currently I have: 4042 followers & 3342 Connections on LinkedIn for my personal brand, 1240 for Heuristics company page & 408 newsletter subscribers Thought Leadership Opportunities Media Mentions or Features.

[Audio] Enlist people you trust to help you reevaluate and describe your brand and value, such as clients, friends, and industry connections. Continuously monitor your key performance measures and adapt your strategies to align with changing market dynamics. Periodically evaluate the elements of your brand identity to ensure consistency and sustainability, while also welcoming innovations that resonate with your audience..

[Audio] what action will you take next regarding your personal brand?

[Audio] Here are some resources for continued development include: a worksheet and guides that provide deeper insights into leveraging personal brands effectively.

[Audio] It’s been a pleasure to talk with you today. To learn more or for help with your developing personal brand, contact me at [email protected] or on LinkedIn.