5 Reasons Every Online Business Needs Personal Brand Support

Apr 26, 2018

Just like businesses can have corporate brands, individuals can have personal brands. Personal brands, on a professional level, are an identity that can be easily recognized and appreciated by the public—in other words, they’re an aggregate of different qualities and credentials that establish an external reputation. And, just like corporate brands can attract people to a business, personal brands can attract people to a person.

But personal brands are useful for more than building a reputation in finding a career or other strictly personal endeavors. In fact, businesses can leverage the power of personal brands to the same extent as a corporate brand—sometimes to an even greater extent.

Personal brands can belong to the owners or employees of a business, or to influencers in the industry—no matter the case, if they are leveraged effectively, they can be massive contributors to greater traffic and a greater reputation.

These are five reasons why every online business should be building up a network of personal brands to support them:

1. People Trust People, Not Other Brands

The public distaste for corporate brands is distinctly measurable. Due to constantly being bombarded with corporate advertising, by and large, modern consumers don’t trust corporate brands the way they trust other people. Using personal brands gives your business a much softer, much more approachable edge, which you can use to have real conversations and establish real personal relationships. 

After that level of human contact, your potential customers will instantly hold greater trust for your business, and be more willing to do business with you as a result. Having a number of personal brands vouching for your business only compounds that level of trust.

2. Personal Brands Offer Faster Content Syndication Channels

Syndicating content with an unestablished corporate brand can be something of a crapshoot. You may not have a wide audience, and even if you do, it takes a lot of planning and a lot of luck to get a piece to go viral.

With personal brands, you have a much faster means of achieving this. If your personal brands are the ones writing the content (and you can show this off by including headshots and bylines on your blogs), they’ll be instantly better received. And, once shared on your company’s social media profiles, they can be shared by personal brands to their own respective networks.

Let’s imagine that your company has 100 likes on Facebook, but you’re associated with 5 personal brands (each of whom is connected to another 100). Assuming you can get those 5 personal brands to share your content, you’ve instantly taken your initial audience from 100 people to 600 people, sextupling your chances of getting that critical first organic share in going viral.

3. Introductions Flow Far Easier

Finding good people is one of the hardest parts of doing business. You have to find good workers to fill your seats. You have to find good partners to exchange services and information. You have to find good clients to bring you long-term, reliable business. Using only your corporate brand to find and make these introductions is a painstaking and inefficient process.

Using personal brands, which naturally lend themselves to networking and personal connections, is far easier. You’ll be able to introduce yourself to far more people and instantly vet candidates who might be a good fit for your business on some level.

4. Personal Brands Separate You from the Competition

There are a lot of companies currently using personal brands as a peripheral marketing and brand awareness strategy, but realistically, they’re a minority. Chances are, in your niche, there aren’t many (if any) competitors leveraging the true power of personal brands.

Even ignoring all the other benefits of a personal brand network, having one for your business gives you an immediate distinguishing factor. People will be drawn to you naturally because you hold a reputation and a collection of connected influencers that the other brands simply don’t have

5. The Risk of Backlash is Mitigated

You’ve heard all the horror stories about brands posting the wrong image on social media, or writing an article with some offensive subtext. In these scenarios, one mistake can instantly compromise a company’s reputation.

Using personal brands to carry some of these social and content responsibilities, however, can mitigate this potential backlash. For example, if one of your personal brands shares a piece of unintentionally offensive content linked to your corporate brand, the personal brand can bear the brunt of the blame. Of course, the better strategy is to avoid such offensive gestures in the first place, but it doesn’t hurt to have a little insurance in place.

If you’re just getting started in the world of content marketing, start building and leveraging your own personal brand. Write and syndicate material on a personal blog (or your corporate blog, with you as the author), connect with other influencers in the industry, and get involved in as many industry groups and forums as you can. Couple this with your attendance at professional networking events and eventually speaking events, and before long you’ll have a respectable personal brand in your own right.

From there, all that’s left is to tie your personal brand to your company’s, and you can do this with a simple system of content sharing and linking. After you make some serious ground here, you’re open to reaching out to other influencers (or other employees) and start using their personal brands to extend your own network.

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