Let’s face it. At the end of the day, your services are just like every other Tom, Dick, and Harry. I hate to be blunt, but that’s something that we have to accept.
We all have ways to differentiate ourselves, but as service providers, what’s stopping everyone else from copying whatever it is that you do?
I’m here to tell you that there is a way to set yourself apart - and it’s not something that likely to be copied - because it’s not something that’s easy to implement.
~Personal Brand ~
Your personal brand is what will set you apart from everyone else in your industry. We’ve always been taught that B2B is so different than B2C, but at the end of the day, we’re still people doing business with other people - and people want… no, NEED… that personal connection. So feel free to continue reading to find out why your personal brand is so important to your business.
Authenticity: It’s easy to fake a personality online, but the goal is to get your prospects on the phone/Zoom. And it’s easy to spot the fake personalities during a face-to-face conversation. This is why it’s so important to just be yourself! And this is why your own personality is what sets you apart from others - because your competitors can’t easily replicate it. By being authentic, you’ll attract ideal clients. That is the goal after all. People want to do business with people they know and like. And as a service provider, it’s likely you’ll be working closely with your clients, so it’s important that your personalities can flow with one another.
Position yourself how you want to be viewed: Your brand image is not only how you portray yourself, but it largely depends on how your audience views you. Ideally, these are aligned - but unfortunately that’s not always the case. This is important that you spend time and effort into your brand image so that you can dictate how others view you. You want to be known as the expert in your industry. The go-to resource for all things [insert industry here]. That’s the goal. And if it’s not - ask yourself why not? Think about it. All brands want to be known as the “expert”. Chick Fil A is the expert at the chicken sandwich (and they nailed Chick Fil A sauce too if I’m being honest). Apple is the expert when it comes to tech. Now, do me a favor and think about the best of the best in your industry. I want you to think of a person that has just nailed it. They’ve made a name for themselves because they are the [insert industry] guru. That person should be your “#goals”. Make a name for yourself by being the expert.
Brand Equity: Once you become a thought leader - or the go-to resource for your industry, you’ve officially created a brand for yourself. You have brand equity. People know who you are, what you do, and your opinion is highly valued. Which leads me to my next point… Once you have brand equity, you’re able to charge higher prices. Not only are you able to charge more, but people will be willing to pay more because they see the value in what you do. Think about it. People will pay you not only for your services, but they will pay to hear you speak. They will pay to get an hour of your time. You know the phrase “a penny for your thoughts”? You can charge a lot more than just a penny. And this all comes from how you position yourself.
Growth: This leads me to my last point. Growth. If you can properly nail all of these things, growth will happen. Alternative revenue streams will present themselves. You’ll have the opportunity to pick and choose who you want to work with. What you’ll charge. How many hours you’ll work. The world is your oyster! And it all comes from having a solid personal brand. If you feel that you’re already on track to this life - but you’re struggling to reach the right audiences, it might be time to start advertising. I would love to talk to you about how I can help you get eyes on your content to begin building your personal brand. Book a call here: https://calendly.com/socialkrissy/strategy
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