The Power of Personal Branding and Why You Should Care

Black and white image of a woman in a black gown

There is a deeper connection than we realize between ourselves and our businesses. You are the driving force behind the brand, and the reason why it exists.

You likely started your business because you have a passion for the work that you do. Most service-based business owners do. We discover what we love, and we want to make a difference in the lives of others while fulfilling our passion. We didn’t necessarily set out intending to build a thriving brand that is known and loved by thousands or millions. But, as we’ve grown and evolved, our own personal mission has shifted. And thus, so has that of our business. And now, it just may be that in order to initiate the change we desire and know is necessary, being seen is crucial. It’s not about the fame, it’s about impact. Because without your purpose and desire, this business simply would not be.

Most often, the company or brand we choose to purchase from depends on who we are buying from. And, surprisingly, people will actually buy things that they don’t want or need, just because they feel connected to the person they are buying from (and often, that person’s mission). Even in product-based companies, who you’re buying from matters. How many boxes of girl scout cookies have you happily consumed because your cute little neighbor knocked on your door?

Think about brands that hire celebrity spokesmodels or influencers. They use the personality of the individual to create a connection with the audience. The idea is that the consumer will purchase the product because of the relationship that the influencer has with it. If the consumer really admires the individual, odds are that they care about what products he or she is using, and will likely purchase simply because they want to be more like that person. They also know, like, and trust the celebrity/influencer, so they are more apt to buy based on that strong foundation. The trust and likeability of the influencer is transferred to the product they are promoting.

Brands themselves take on a specific persona, too. That’s usually formed by what they stand for, the type of service and quality of product you get, and the experience created around both of those things. I know if I go to Nordstrom to pick out a dress for an upcoming event, it will be a very different experience than going to Macy’s.

So what does this have to do with you?

Well, that massive impact we want to have is going to require that people see, know, and want to buy from us. It’s going to require visibility.

At the core of our existence is a need for connection. Neuro-biologically, it’s how we’re wired, and it’s why we’re here.

Dr. Brené Brown, researcher, professor, and storyteller shares this,

“After fifteen years of social work education, I was sure of one thing: Connection is why we’re here; it is what gives purpose and meaning to our lives.”

Through her studies Brené discovered the one thing that entirely unraveled connection was shame and a fear of disconnection. The internal stories of, “I’m not good enough. I’m not smart enough, I’m not beautiful enough… I’m not enough.” But the thing that seemed to justify that shame was extreme vulnerability. In order for connection to happen, we need to allow ourselves to be truly seen. After six years of research on this, Brené concluded that those who had connection did so as a result of authenticity. They were willing to let go of who they thought they should be in order to be who they were.

Over the last decade, I’ve helped people express their vision for their business and for their lives through their brands. And in doing so, I’ve realized that comes through creating a powerful personal brand within your business. It’s what’s inside of you that’s the attraction. People are drawn to your inner radiance. And though many of us are becoming much better at trusting our intuition, the majority of decisions are made based on perceptions. When your brand reflects your inner beauty, you’re able to connect with others quicker and more authentically.

Creating a powerful personal brand within your business begins with clarity. In the free training that you can access here. I’ll walk you through the exact steps to take in order to do just that. Because at the end of the day people don’t buy from you because of what you do. They buy because of who you are and why you do it.

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credits

Created with Sketch.

Michelle Viljoen

(website design) is a graphic designer and brand consultant who specializes in creating and developing brands. Her core focuses are logo development, website design and brand direction.

Jane Reaction

(logo and original branding) is a graphic design and art director who works with with small businesses and creative entrepreneurs, creating cohesive and interesting brands and websites.

Carrie Coleman

(photography) is a wedding photographer, whose goal is to capture the visual expression of a couple's love through timeless, organic images. She is based in Charlottesville, Virginia.