Who are you? Not your name or your business or even what your ethics are, but who are you in the sense of what people see when they look at you? Does your name and your business bring happiness to the minds of people who hear it? Does it bring anger? Does it bring peace and joy? Does it bring sadness?
How people feel when they think of you is your personal brand. We all know who Gary Vaynerchuk, Tony Robbins, and Robert Kiyosaki are. These people have built huge reputations for themselves. We also know who Vladimir Putin, Kim Jong-un, and Adolf Hitler are. These people have also build reputations for themselves; very different reputations than the first names I listed.
When you read these names, a different feeling comes to mind, so below are 3 ways on how to evoke positive emotions when people hear your name:
1. Envoke the senses
First lets understand what a brand is. A brand is a product or service that invokes a feeling or emotion. Building a brand is all about invoking the senses of your Customers, you don’t want people to think of your brand and only think of the logo. We want people to have a scent that reminds them of you, a sight like a logo, and a feel that reminds them of not only your brand, but of you as well.
When people think of your company, what do you want them to think of? What emotion do you want to inspire in your customer base, and what can help you inspire that emotion? When creating your personal brand, you want to invoke all five senses of your target audience. If you own a coffee shop, when people walk in you want them to smell coffee, their mouth to water when they think of fresh pastries, their ears to perk up when they hear the beans being ground up.
“I force people to have coffee with me, just because I don’t trust that a friendship can be maintained without any other senses besides a computer or cellphone screen.” – John Cusack
To create your brand you can’t only think about what you want associated with your business, but also what you don’t want associated with it. Think back to the coffee instead of smelling coffee and pastries, how would you feel about walking in and smelling bleach? Would you rather go to the first coffee shop or the second one?
Think of ways to create a positive experience when a customer walks in by bringing a scent to people, or an interesting sight as they walk through the door. These things will all eventually become part of your brand in the sense that when people think of them, they will think of you.
2. Attractive marketing
Marketing is an amazing way to help boost your company’s sales. But marketing can also hurt your business if it isn’t done correctly. Have you ever given someone your email or phone number and had him or her relentlessly spam you trying to get your business? When someone does that, do you want to use their service, or do you want to throw your phone at the wall every time they message you? When building a brand you also want to think of ways to make your business, and marketing plans more attractive.
This goes back to what you want people to think of when they think of your brand. Small things can go a long way in creating an attractive image for you and your company. Attractive marketing doesn’t stop at just ads, and endorsement. Thinking of ways to portray yourself in a positive light will help as well. It’s natural to think a person would be doing business with a company, but each customer is doing business with you directly. Now think back to a time you were in a store and had terrible customer service. How likely are you to go back to that store?
Even if that company employs thousands of people, the one bad experience you had with one employee could actually prevent you from going back. People are more likely to go somewhere they think of in a positive light, some place that reminds them of a good experience. A personal brand is not only a brand for your company or product, but it is also a way of branding yourself. The goal of marketing and creating a personal brand should be, to get your customer base to feel like they know you personally.
3. Build with social media
Social media is a great way to get your clients to feel like they know you personally. When a client feels like they know you, like you, and can trust you, they are more likely to buy whatever you are selling. People buy based off of person, product and price. So having that personal relationship with a client can go a long way, especially if they don’t know a lot about the product or price. There are tons of social media platforms to reach your customer base, but what platform gives the most personal, and honest form of your business?
One of the most surprising ways to build fans of your brand is podcasts. A podcast lets your audience hear your voice and speaking your opinions exactly how you meant them to be said. The more a person feels like they know you, the more likely they are to feel like they can trust you, your recommendations on products, and investments.
“Social media is not just an activity; it is an investment of valuable time and resources. Surround yourself with people who not just support you and stay with you, but inform your thinking about ways to WOW your online presence” – Sean Gardner
Unlike most social media platforms, podcasts don’t require someone to scroll through an endless feed, or pay attention to their phone or computer. For a podcast all you have to do is throw on a playlist and listen away while you are driving, cleaning, or just doing day-to-day tasks. The main goal is once you have a playlist of podcasts, someone only needs to hear one, let the playlist go, and suddenly be hooked on your opinions and advice.
You have the power to evoke emotions and feelings from people. In every moment of your life you are building your personal brand. Every time you interact with people and every thing you say makes up how people think and feel about both you and your products/services. When it comes to building your brand, the opportunities are endless but what I stated above is the perfect place to begin that journey. Always remember to create a brand to help your company speak for itself.