In the world of online marketing, the traditional approach involves creating a corporate brand and using that entity to sell products. All too often, this brand ends up feeling distant, detached, and impersonal to the customer.
But what if your brand didn’t have to be a cold, corporate identity? What if it didn’t need a fancy logo or a meaningless, trendy name? A compelling alternative is to make yourself the brand. This strategy is known as “personal branding,” and it is an exceptional approach for anyone looking to promote products or services online who is comfortable with putting themselves into the public sphere.
What is Personal Branding? Personal branding is the act of transforming yourself into the public figurehead of your business. This can mean that you operate entirely under your own name (which conveniently bypasses trademark costs) or simply that you are prominently featured on your website, social media, and all marketing materials.
Successful examples of this strategy are everywhere. On the Smart Passive Income blog, readers instantly recognize Pat Flynn. Likewise, Tim Ferriss is the clear face of the Four Hour Workweek and associated content. These are powerful demonstrations of personal brands that have driven massive success.
The Advantages of a Personal Brand One notable advantage is the potential for fame. While some may view this as a drawback, if you enjoy the spotlight, it can be a significant motivator.
Another huge benefit is the human connection it fosters. A personal brand allows people to feel as though they genuinely know you, giving your business a distinct personality. When a customer interacts with you on platforms like Instagram or Twitter, they feel they are talking to an actual person rather than a faceless marketing department. This human element makes them significantly more likely to purchase from you in the future.
Finally, a personal brand sets you up to become an influencer. This status means you can be paid by other brands to create sponsored content for them. It’s common for an established Instagram influencer to earn a substantial fee per sponsored post, often in exchange for just a few minutes of work. If you’re considering this path, study the industry’s biggest names to see how they have made personal branding work for their careers!