I discovered something totally fascinating (but kind of unsurprising) the other day… and it got me thinking about the importance of personal branding.
It used to be that building a personal brand was only important for people in the public eye – speakers, authors, coaches, influencers, etc.
Us normies didn’t use the internet to ‘build our brand’ – instead we posted pictures of food, friends, that stunning view, and our pets doing cute things.
But as the way we use the internet evolves, having a personal brand has become an important part of building trust with your future clients – even if you’re already working within a well-established business.
Personal branding in action
A brilliant example of this is a large financial advice organisation we work with. They have a great reputation in the industry, have won multiple awards, and have an excellent, diverse team of passionate, experienced advisers.
Some of these advisers have built strong personal brands – posting on social media, speaking at conferences, and being interviewed by the media.
And the company has recently noticed a pattern: the advisers who’ve built personal brands get way fewer cancellations than the advisers who haven’t.
The numbers are speaking, loud and clear: if you’re in a relationships-based profession like financial advice, your personal brand matters.
It’s all about connection
When you think about it, it makes sense. If you’ve scheduled a meeting with a financial adviser who has a strong personal brand, you know their unique philosophy, you’ve watched them speak, you have a good sense of their overall vibe, and – importantly – you think they’d probably be a great fit for you.
You’ve already connected with them through their content, and that connection has built a strong foundation of trust – before you’ve even set foot in their office.
Naturally, you’re excited to meet them and start your advice journey together.
Now imagine you’ve booked a meeting with a financial adviser after reading the bio on the company website.
You’ve seen their photo, you’ve read about their experience and approach – but you don’t get a good sense of who they are.
You’re unsure if they’re the right adviser for you. And to be honest, you feel a bit apprehensive about the whole thing.
Once you think about it this way, the value of personal branding becomes crystal clear. People are looking for you – it’s up to you to control your own narrative and make sure they find content that fosters connection, not questions.
Building your team’s personal brand
So, you need to build your team’s personal brands – what next?
A good way is to build some time into their week to post on their socials, comment on others’ posts and generally be part of the conversation online.
Play to their strengths –
If they love to chat, try making videos. 🎥
If they love writing, blogs or long-form social posts could work well for you. 🖥️
Are they a social butterfly, always out and about connecting with people in the industry? Sharing key moments from awards, events and other professional opportunities signals authority to your audience. 👯
Here at Crisp, we keep it fresh by doing a mix of all of the above.
But I’d say it’s probably our videos that are most effective – I find once someone books a Marketing Kickstarter with me they’ve watched enough videos to get a great sense of my expertise, how I can help, and – arguably most importantly – whether they like my vibe.
(Bonus benefit: it naturally weeds out the people who don’t, which is a win-win for everyone.)
Want all the benefits of a strong personal brand for your team members but not sure where to start? You don’t have to go it alone!
We can help with strategy, content creation, videos, design – so it’s easy to put their best foot (or rather, face) forward online. Book your free Marketing Kickstarter here (after watching my videos, of course!).
Prioritise helping your team build brands that connect – then watch the difference it makes to your business.
P.S. Need more inspiration? Read my post Client Question: I’m Stuck for Content Ideas – What Do You Recommend?