These days, “personal branding” is often associated with tedious reality television stars and pop icons, but it is also a very real part of business entrepreneurship, and something that every small business owner should be aware of.
Your personal branding should obviously depict professionalism, tidiness, punctuality, dependability, and all of the usual, obvious things. However, one of the most prevalent mistakes small business owners make regarding their personal brand is that they brand themselves as workers in their trade, as opposed to business owners. And this may or may not be in line with the kind of business they want to attract.
For instance, say there is a hair stylist that makes the shift from working at a salon to opening her very own salon. When she was a hair stylist, she may have presented herself a certain way, and it may have completely worked for her when all she was looking for were people who needed their hair styled. But once she became a salon owner, she was suddenly also looking for suppliers, referral partners, and people to add to her team. Her old personal brand may no longer work, not because there’s anything wrong with it, but because it doesn’t reflect her new business or her new role as a businessperson. If she doesn’t make a shift in her personal branding, she may have a hard time being taken seriously as a salon owner.
The same would apply to a personal trainer who makes the shift to owning his own gym, or a sculptor who opens an art school.
Here are 3 basic aspects where a small business owner can approach their personal brand:
Dress
You’ve heard the adage dress for the job you want, not the job you have. In small business, simply dress for the client you want.
Language
Always have your desired target audience in mind when you communicate. Do not overuse jargon or techno-speak if you are trying to attract people who won’t completely relate to it. Talk their language, their level, to them.
Presence
Remember that in small business, you are your brand. A yoga instructor might not want to be too caffeinated at an important business meeting. A financial planner needs to exude a personality that people can trust with their life’s savings.
If your personal brand is not on par with your business brand, it can throw off your branding all together. So take both seriously!
Need a hand with your small business branding? Contact Kim Speed from Purple Moon Creative today!
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
