Business

Keys to build your personal brand

Creating a good reputation as an entrepreneur will not only put you on the map of your industry, but it will improve your business branding.

The opinions expressed by employees are personal.

As consumers have greater access to company information through the internet, they also develop a greater demand for knowing the details of the business founder. That is one of the reasons why you should take the time to build a good reputation and a personal brand that is parallel to that of your company.

Keys to build your personal brand
Keys to build your personal brand

In this changing world and uncertain economy, having a solid brand as the founder of a company will help you secure your chances and find options if you need them in a few years.

Keep in mind that every time a CEO or founder with a strong personal brand speaks or introduces himself, he promotes his business. Steve Jobs, Marissa Mayer and Tony Hsieh have become synonymous with their companies. Having a strong personal brand establishes you as a leader in your industry and field. Consequently, this increases your business exposure and strengthens its reputation. In addition to being beneficial to your career and the comfort of your customers, a solid personal brand, both on and offline, is also positive for the morale of your employees.

Once you know some of the benefits of creating a solid brand as CEO, the next step is to use online and offline strategies to achieve it. Here are some:

1. Make your biography complete, but not boring

Look at your biography (both the one you have on your website or blog, and on social networks) and make sure it contains all the achievements of your career, not just the current ones. It also includes for whom you have written, the projects in which you have been involved, how long you have been in the business, some of your main clients and anything that could present you as a leader in your field.

I once worked with a CEO whose biography focused on his current position as president of a consulting firm, but who ignored his past as a senior lawyer who was interviewed by The New York Times, Rolling Stone and the Washington Post because of his experience. By fixing his biography, he increased his credibility and personal brand.

However, although demonstrating your expertise is necessary to build your reputation, try also to sound “human.” That is, write it in a way that you talk about your personal life (like your hobbies and interests) and even add some failure that you have overcome.

2. Optimize your LinkedIn profile

Once you have created and updated your biography, the next step is to review your profile at. Try to have in this social network a summary of your professional experience, well defined your aptitudes and skills, include at least 20 recommendations and your past positions. According to a Lab42 study, the most popular activities on LinkedIn are networking between industries, maintaining contact and the relationship between colleagues.

Once I had a client who was president of an important firm that employed 40 people, but had no profile picture and its description only consisted of a summary of a paragraph. A week after we optimized his LinkedIn profile, he received several offers to speak at industry events.

Another important point in this social network is your profile picture. Choose carefully a photograph that is professional (not a cut from a party where you went out with your friends) and that shows, at first glance, your personality. It is also essential that you share content and articles in your profile related to your industry. This will help you to give the perception that you are an authority and know the subject well.

3. Write articles or create a blog

There is no doubt that content marketing is an excellent way to create your brand as CEO. Being personally known as an expert in your field can boost your business. Make a list of the main industry or business publications, as well as blogs, and brainstorm ideas of topics you could talk about.

If you are not a good writer, but you have something to say, then you can hire someone to be your “ghost writer” and take care of writing the article or post for you. Even a small but quality entry placed in the right medium can quickly increase your personal brand as CEO.

If you feel overwhelmed and wonder where you will get the time to do all this personal branding, don't worry. The good thing about wearing so many hats is that you can hire someone to organize it. With the strategic use of virtual assistants, freelance writers, marketing consultants and other support team, you can create a personal brand that will make noise for you and your business.

If your budget is very small, you can set a goal to spend 30 to 40 minutes a day to build your personal brand. Use tools to manage multiple social media accounts. Every day, at least propose: share a note on Twitter, give two retweets to someone else's comments or content, share a post on Facebook and one on LinkedIn. And, once a week, write a post about some news, event or relevant topic of your industry.

4. Attend events and do networking

Your personal brand is as solid as your network of contacts. Even if you are very busy, try as often as possible to attend events and conferences of your industry or related to it. In this type of situation you can meet interesting people who help you promote your business, as well as generate alliances that benefit your company.

Once you have achieved the first contact, remember that the key is in the follow-up. So make sure you have the email, phone and username on the other person's social networks and contact them as soon as possible.

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