BY TIM MADDEN for INC.
In a fiercely competitive small business landscape, the key to success extends beyond traditional marketing strategies. If you’ve overlooked the significance of establishing a personal brand as a small business owner, it’s high time to reassess your approach. As small businesses face challenges and uncertainties, building a strong personal brand can provide the edge you need to thrive.
While branding advice can sometimes seem vague, here are some practical steps to help you craft a compelling personal brand for your small business:
Define your purpose
When developing your personal brand in the small business world, it’s not just about presenting an impressive image. Instead, focus on the “why” behind your business. What values drive your entrepreneurial journey, what are your aspirations, and what sets your business apart? If you possess a unique attribute, such as a great sense of humor, don’t hesitate to let it shine through in your branding efforts. If your business is deeply committed to promoting diversity and inclusion, consider writing articles or sharing content on relevant topics to attract like-minded customers and partners. Authenticity is the key to winning over your audience.
Select the right platforms
Many small business owners fall into the trap of thinking they must be active on every available platform. However, authenticity should guide your platform choices. Opt for platforms that align with your business goals and that you genuinely enjoy using. While LinkedIn, Facebook, and Instagram are popular choices, consider niche platforms that cater to your specific industry, community, or target audience. For instance, Facebook might not be the primary platform for most small businesses, but by consistently sharing valuable content in relevant niche groups, you can build a reputation that attracts customers and business opportunities. Remember, success on any platform requires patience and consistency.
Adapt and evolve
As a small business owner, it’s easy to become attached to your initial branding strategy, feeling compelled to stick with it due to the time and effort invested. However, beware of the sunk cost fallacy. Be willing to experiment with new approaches, such as varying the topics you discuss on your chosen platforms. Embrace change and adapt your branding strategy as needed to stay relevant and effectively engage your audience.
Embrace offline branding
While personal branding is often associated with online presence, it’s equally important to extend your brand to offline aspects of your small business. Ensure your “why” and unique qualities shine through in your business materials, such as your business cards, brochures, and signage. Apply your personal brand at networking events and business gatherings by crafting an elevator pitch that reflects your brand’s essence. Your personal brand should seamlessly integrate with every aspect of your small business, both online and offline.
In the competitive landscape of small business, a compelling personal brand can be your greatest asset. By defining your purpose, choosing the right platforms, adapting to change, and extending your brand offline, you can create a personal brand that not only resonates with your audience but also propels your small business to new heights.
