How To Build Your Personal Brand Like A Marketing Pro

Whether you realize it or not, you encounter examples of omnichannel marketing throughout your day-to-day life, and the most effective campaigns use consistent cross-channel branding. This means that no matter the touchpoint (ranging from placing an order on an app to receiving a marketing message in an email), the brand’s presentation—and the customer experience— remain more or less the same. But it’s not just for corporate America anymore.

Consistency is also a key principle of building a strong personal brand, delivering a recurring set of traits that your audience can count on. If you think of your personal brand, and even your career, in terms of the value you provide to others, it’s easy to see how tried-and-true strategies of corporate branding and marketing can be useful on a very local level for the brand called YOU. Here’s how to get started.

Develop Insightful Audience Personas

Marketers have never before been so savvy about gathering as much data as possible about their buyers and using that information to craft accurate, granular buyer personas — profiles that stand in for your core buyers.

In your career, can you identify the clients, prospects, C-suite colleagues, and others who are making decisions about you? That’s your first step. Thinking of them in terms of categories, what do you know about their values and preferences? Being able to look beyond your own traits and understand where others are coming from, and the habits that differentiate their path to success, will help you communicate your own brand in a way that resonates with your audiences.

Understand The Buyer’s Journey

In consumer marketing, the buyer’s journey can be a great help or a massive hindrance, depending on how well it’s crafted and how smoothly it goes for the average buyer. In our career journeys, we all want to avoid hindrances! The phases of a consumer’s journey—becoming aware of a need, considering various ways to meet the need, and deciding which brand will provide the best solution—are highly relevant to communicating your value in the workplace.

The best way to understand your decision makers’ journeys is to experience them yourself. Take the time to examine more than just your corner of a project. What are the hindrances your boss encounters when your organization is striving to reach a goal? What is the day-to-day experience like for your clients who use your company’s services? How can your personal brand become equated with solving problems and creating a more seamless experience?

Thought Leadership Can Be Your Branding Channel

In the world of e-commerce, getting consumers to opt into active marketing channels (sometimes by offering a first-order discount) is vital; every email and SMS text marketing recipient provides a fount of useful data about how they interact with your brand and what they buy.

If you provide useful info blasts to your clients and prospects, the parallels are clear. But how about your personal brand and your career? Publishing truly useful blogs and articles, providing insight in LinkedIn group discussions, and delivering presentations to key audiences can follow those same principles: use your messaging to deliver value, but also use it to learn about your followers.

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