When you’re a business owner, you know you need to focus on your company’s brand. So you spend a lot of time crafting it and ensuring that it is a fabulous representation of your niche and your company. But there’s one part of branding you may not be considering: your personal brand.
When you own a small company – or even a large company, for that matter – your personal brand is a parallel to your company’s brand. And it is really just as important. They have to complement each other, and they certainly can’t be in opposition.
So what do I mean by that? You have to review and consider every way in which you’re communicating with the outside world to be absolutely sure that those “touch points” enhance your business’s brand, and doesn’t do anything to hurt it. That includes your personal social media, your photos, your LinkedIn profile, and any other way that you appear online.
Here’s an example: You’ve built your business brand professionally and you’re really proud of how it represents what you want to achieve with your company. But your profile photo on your personal Facebook page is one of your dog. Or you just made a comment on a friend’s post that is hilarious to you, but kinda inappropriate. Those things can definitely impact your business’s brand.
I can hear you saying: “But Tobi, my social media accounts are private! I should be able to say and do what I want there.” Ah, but nothing is private about social media. Anything that you post can be found and seen by others. Social media is community-based – think of it like being outside in your neighborhood or town. That photo that in the past you would have shown in a photo album to just close friends and family is now being plastered on a billboard downtown. That’s what social media is really all about. And even if you told only your friends and family where the billboard is, it would still be out in public and could be seen by others.
That doesn’t mean that you can’t be “you,” online. But you have to think more about having a personal brand that’s like the one you would present at a networking party. Still fun, still very much your personality, but still appropriate. Remember that every comment or tweet, every photo and post, can have an impact on how people think of you – and how they think of your business.
People want to deal with companies on a personal level today – they want to feel like they have a relationship with brands, so you’re even more fused with your company brand than ever before. That’s another reason why your company’s niche must be fully authentic to you personally.
So if your company branding says that you love working with children, and you’re then posting online in your personal accounts about how you can’t stand being seated next to kids in a restaurant, you aren’t going to appear authentic or believable to clients who might see that.
I know the idea of focusing on your personal brand as a parallel to your professional brand can be tough for some of you. But making them complementary to each other will really only enhance the relationships you want to build with your customers – as much as the ones you want to build with family and friends!