The Steps in the personal branding process
If you are in direct selling you’re selling products with a pre-established brand. BUT, this doesn’t mean you shouldn’t be working on your own personal branding. You need to be developing your own personal brand. As I mention in the title of this article, your personal brand is your promise to your customers and your team – it tells them why they should partner with you instead of partnering with others that they may know who are selling the same product – or creating their own teams. This article shares with you the steps in the personal branding process so that you can either start developing your own personal brand or make sure the personal brand you have is optimised.
Who do you want to work with – Who do you want to work with? Who do you want to sell to? If you are creating a team, who do you want to be a part of your team? Do you want to work with an older, more conservative audience, or are you going to be working with a younger, more vibrant audience. Are they seeking money or a lifestyle opportunity? Understanding who you want to work with will help you choose all aspects of your personal brand – from messages and taglines to colour schemes and logos.
What do you want to promise them – As mentioned briefly in the introduction, your personal branding should help deliver your message to your clients. It should convey what you do and who you do it for. (This can help eliminate those you don’t want to work with.) It should also help convey your values and your mission – if you have values and a mission that your team you can get behind you will maximise your chances of success and your team’s success.
What do you do better than others in your industry – Your personal brand should help convey why you are better than others who are selling in the same company. Why are you different? What can only you do that no one else can? Constant reinforcement of this is important for your customers and those in your team. Differentiation is important. When you are selling the same product as many others, sometimes your differentiation may be in the form of niche marketing. You might decide you are only going to target a particular segment and be the expert in this niche. For example, if you are in a company that sells nutritional supplements you might decide you want to target the amateur sports star who is looking to improve their performance.
Think about some of the biggest brands like McDonald’s and Coca Cola. They evolve over time. They are not the same today as they were 10 years ago. Personal branding is an evolutionary process that stems from who you want to work with and understanding your brand promise and competitive advantage.
Ethical Direct Selling Group are touring Australia with “The Art of Selling” – coming to a town near you. Read more at The Art of Selling or head directly to our Shop to purchase a ticket. Coming to Brisbane on 9th February 2018