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Digital Entrepreneur | Influencer | Press Contributor | Investor | Speaker | Founder/CEO of Social Revelation Marketing | Website
In 2021, I believe that a personal brand is the single most important asset an individual can have. After all, developing and curating a personal brand changed my entire lifestyle over the past four years. The trend is very clear in 2021: Everything from business to shopping is moving toward the digital space. If you are looking to win in the next five to 10 years, I highly recommend that you invest in the curation of a strong personal brand online.
Many people today understand the concept of a personal brand and its importance, but I’ve noticed that very few actually know how to properly create one online that has substantial social proof and credibility. So how do you go about creating an effective personal brand that has the credibility and leverage it needs to attract others to follow you and become loyal fans? If you are asking this question, then continue reading as I break down my five “secrets” or phases that will help you create a powerful brand that will attract your target audience and create conversions.
To provide a road map for the five phases I am going to discuss, here they are listed out:
• Phase 1: Intention
• Phase 2: Foundation
• Phase 3: Attention
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• Phase 4: Conversion
• Phase 5: Retention
It is important that you build your brand the correct way, and to do that, I recommend following the order listed above. Let’s jump in.
Phase 1: Intention
The intention phase is where you get really clear on your vision, goals, objectives and strategy. Make sure you spend enough time on this phase and don’t rush through it. If you do not get clarity in this phase, then you may struggle as you move on to the other phases.
Ask yourself the following questions, and be sure to answer them fully:
• What do I want to be known for?
• What is my one big idea that I will be sharing with the world?
• What do I want my brand to represent when people see or hear it for the first time?
Phase 2: Foundation
In the foundation phase, take the clarity you gained from phase one and implement those ideas and concepts into your social media channels, website design, business cards, email signature, service decks, presentations, etc. Focus on building the foundation and platform that others will be able to find you on. Make sure you understand how to position yourself on social media platforms, how to properly set up an email signature that has credibility and a call to action, and how to get your website in order so it will rank well in terms of SEO for your brand.
Phase 3: Attention
In the attention phase, shift your focus to getting eyeballs on the foundation you have set up. This can involve several different tactics, such as showing your audience how to do something themselves or giving them a behind-the-scenes look at how you do what you do. The goal in this phase is to defeat obscurity and generate awareness and exposure for your brand.
A few different mediums you can use to grab attention are social media platforms, digital publications, podcast and television interviews, blog posts, online advertisements with companies such as Google or Facebook, and even joint ventures with email campaigns. Once you have people’s attention, you are ready for the conversion phase so you can turn those eyes into paid dollars.
Phase 4: Conversion
In the conversion phase, the goal is to create a product or service that solves a real problem for real people. The bigger the problem you help solve, the more money will likely flow your way. Think outside of the box here, and really focus on subniching down. Make sure you understand “no man’s land” and how to avoid it. If you cannot be the cheapest option in a specific industry, then it serves you no real value to be the second-cheapest option. In that case, be the most expensive in your subniche, and then overdeliver at that price point.
A few different product or service offerings you can create in this phase include e-books, PDFs, online courses, coaching programs, information products, workshops, consulting programs and seminars. The sky is the limit here — just make sure you are solving a problem. It always helps when a customer can walk away with something tangible as well.
Phase 5: Retention
In the retention phase, the focal point now that you have created customers is retaining them over the long term. You can do this by focusing on things like extreme customer support, showing genuine care, giving bonuses or discounts, and sharing others’ results on your own platforms.
There is a phrase I like to use here: “creating moms” with your customers. This is basically the process of transforming a customer into a “mom” over time. Mothers are often their children’s No. 1 fans and support everything they do. Imagine if you had a business where customers were as emotionally connected to your brand as a doting mother would be. You would never have to look for another customer again.
These are the five phases that I believe are the key to developing and sustaining a massive personal brand that has credibility, leverage and prestige. If you follow these five phases in the correct order and remain consistent, I have no doubt you will find success.
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Author: Ryan White, Forbes Councils Member
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