Personal brands are growing, apart from day-to-day business (or as a nice addition to that), from established high-level executors in large multinational companies, to entrepreneurs and people starting in various fields. I am constantly amazed at how many high guest speakers at my business school marketing courses they publish that they have presented on LinkedIn and how many likes and views these posts get. My personal LinkedIn achievement posts that I am proud of always generate more likes and views than I expect. It’s amazing how many people care and it’s a nice feeling. Anyone who shares their personal brand through social media in many different ways has the pleasure of gamifying watching the accumulation of views, likes and comments and seeing which parts of the world, companies and jobs they come from.
Why it’s important to build your personal brand, whether you’re a star in your company or a talented entrepreneur
It is good to nurture your personal brand because:
– It shows that you are a thought leader
– It humanizes you
– It makes more people aware of you, your personality, insights and values
– It will serve you well during your future career
– Maybe you could cash it in, if that’s what you want
For creators / artists / fashion designers / entertainers / writers:
– Detects the person behind the content
– You control the message
– It makes you more relative
– Provides context and credibility to your content
– I hope you can cash it in
Why are more people building their personal brands?
To better understand why people want to build their personal brands and do it more and more, I spoke with entrepreneur and CEO Tony Tran, whose company Luman simplifies the work for authors. Luman provides everyone who passionately becomes creators, tools and resources to grow a personal brand and turn it into a business.
According to Tony, “Over the past year, we’ve seen the economic turmoil since the pandemic led to a huge increase in the number of people who went out on their own to focus on their personal brand and build a business. In 2020, the increase in the number of applications for new businesses in the US reached a 13-year high, according to an analysis of U.S. Census Bureau data from Wall Street Journal.
“New platforms like the $ 4 billion Clubhouse or Patreon that had 30,000 creators in just one month rushed at it in the first weeks of the pandemic,” Tran said. “We’ve seen Luman’s creators explode with new fans and collaborations.”
Blake Michael is an actor, entrepreneur and creator, as well as Lumanu’s chief evangelist, a role in which he leads other creators to develop their personal brands. Blake started his career as a Disney star at the age of 13 and today has an incredibly engaged fan base with over 5 million followers on his social channels. That number rose by over a million fans during the first few months of the lockout. Blake shared, “Over the past year in quarantine, I’ve gotten into the habit of posting every day on TikTok and seen engagements grow exponentially. It was exciting to wake up in the morning and come up with something fresh – it became a routine and an easy way to connect with fans on a more personal level. I hear the most from people that they are worried that they missed the boat or it is too late to get online. Do it now because it has never been easier. Beginning is more important than perfection. Content is not expected to be brilliantly polished or professional – inexhaustibility and authenticity are what followers value. “
Tran noted that we are in the midst of “democratizing the creator economy”. It is easier than ever for budding creators to create content using powerful phones and distribute it on platforms from TikTok to Clubhouse, LinkedIn and Instagram that can help them monetize. “While creating content is easier than ever,” says Tran, “the question is can creators sustain it and turn that passion into something more than a hobby? That’s why we started Luman. We want to give creators – from influential people and artists, to business professionals and executives – the tools and resources to simplify the business part of creation so they can do what they love and develop their personal brand. ”
How to get started and the keys to becoming a successful influencer
For many creators and entrepreneurs, the challenge is often how and where to start? Tony notes that the new creators are looking for:
– Support and guidance – many even pay for personal teaching classes from established creators
– Assist in negotiating contracts
– Help pay and pay on time
By looking at which influencer careers are moving and why, Tony has developed 6 key insights that can help creators of all kinds build their personal brands:
1) Identify your style, personality and content
- Influencers and thought leaders need a special personal style that is telegraphic and easy to understand
- Content should be distilled for followers from its initial complexity
- Creators need to explain what makes them unique and gives them their “superpowers” or a special attitude about things: it could be their childhood, the challenges they faced, training in another field, or a life-changing event
- They must be a source of information, data or insight that no one else has
- They need a unique perspective or way of interpreting what is happening important to a particular community
- The unique content of an individual should be consistently infused with the entire content
2) Select ONE platform
Choose one platform to start with, ideally where you are already spending time and comfortable. Platforms can range from more sleek – like podcasts and YouTube – to smaller ones like TikTok and Clubhouse. It is important that you are comfortable. By choosing a platform that is familiar to you, you can focus your time and energy on the substance and nature of your content. According to Blake Michael, “building a personal brand, first on one platform, gave him the freedom to do what he wanted. When you have an audience, you become your own distributor. Audiences will follow you wherever you go, making it easier to spread to other platforms that make sense. ”
3) Determine time, commitment and monetary expectations
Realize early on how much time you want to devote. Ask yourself, is this a hobby or a career? How much money do I want to make? From there, you can determine how you want to monetize it and how much time you are willing to invest in building a follower, knowing that this may or may not be accomplished.
4) Build followers through strategic collaboration
There are opportunities to build followers through collaboration with other influential people or brands to pollinate the audience with each other. If you’re a fan of personal finance or a rockstar star designer in your corporate business, try to find established creators who will come to your platform with the same target audience. Don’t be afraid to reach out and suggest a way to work together!
5) Establish a rhythm
Posting should be regular – at least once a week, supplemented by additional touch points of the audience during the week, including stories and content in short form.
6) Network and network something else
The community makes the creator economy thrive, so make sure you eavesdrop on your network while offering your experience and expertise to help others grow and succeed.
As Blake Michael says, “I think everyone has a brand and social media allows us to reinforce it.”