Personal branding is essential for small business owners and entrepreneurs as a way to foster a connection with your desired audience. But what exactly is a personal brand and how can you discover yours?

Essentially, personal branding is the practice of marketing yourself and your career or business as a brand. This involves defining your unique value proposition, showcasing your skills and personality, and differentiating yourself from others in your industry.

As a photographer who specialises in Personal Branding I help Auckland based entrepreneurs go beyond the headshot to bring their brands to life with beautiful custom photography. I also bring to my business over a decade of previous in corporate marketing and brand strategy.

In this blog post, I’m going to get into the nuts and bolts of personal branding and provide practical tips for discovering and developing your own brand. By the end of this post, you’ll have the tools you need to stand out in Auckland's bustling business landscape. Ready? Let’s go!

What is Personal Branding?

Before we get into the how-to, let's dive a little deeper to clarify exactly what personal branding is. Personal branding is the intentional effort to position an individual as an authority in their industry, elevating their credibility, and differentiating themselves from the competition.

It’s not just about having a snazzy logo or a professional headshot; it’s about the story you tell and the impression you leave on your audience. A well defined and presented personal brand can attract clients, build trust, and drive business growth.

Step 1: Self-Reflection and Discovery

The journey to finding your personal brand starts with understanding who you are. This means digging deep into your values, passions, strengths, and weaknesses. To summarise what Forbes has to say in their article on discovering brand, you could start by asking yourself questions like:

• What are my core values?

• What am I passionate about?

• What unique skills do I bring to the table?

• What do I want to be known for?

Take time to write down your thoughts or go a step further and discuss them with a friend or mentor. The goal is to gain clarity on what makes you unique and what drives you. This self-awareness will form the foundation of your personal brand.

Step 2: Define Your Target Audience

Knowing your audience is crucial for effective personal branding. Who are you trying to reach with your brand? For Auckland-based entrepreneurs, think about the specific needs and preferences of your local market.

If you're in the wellness industry for example, your audience might include busy professionals looking for stress relief or health-conscious individuals seeking sustainable living solutions. On the other hand, if you're in a creative field, your audience might be businesses in need of innovative solutions or individuals looking to enhance their own artistic skills.

Understanding your target audience will help you tailor your messaging and offerings to meet their needs. Conduct market research and gather feedback to get a clear picture of who your audience is and what they value.

Pull all of this together into a buyer persona or ideal client avatar. Be detailed, give them a name and a background so that you can instantly call this “dream customer” to mind when you are writing copy for your website, social media posts or marketing materials. Start with the basics demographics like their age, location and occupation, then drill down to uncover their drivers and motivations. What are their needs and wants? What do they value? What are their challenges? What objections will they present when they’re looking at booking your service or buying your product?

Step 3: Craft Your Brand Story

Your brand story is a powerful tool for connecting with your audience on an emotional level. It’s not just about what you do, but why you do it. Share your journey, the challenges you’ve overcome, and the experiences that have shaped who you are today. Authenticity is key here – people are drawn to genuine stories that resonate with their own experiences.

For example, if you’re a lifestyle coach, you might share your personal journey to health, wellness and balance, including the struggles and triumphs along the way. If you’re an author, you might talk about what inspired you to pursue your craft and how you’ve honed your skills over the years.

Your brand story should highlight your unique perspective and the value you bring to your audience.

For a very in depth look at how to craft a brand story, I recommend Donald Miller’s book Building a Story Brand.

Step 4: Develop Your Visual Identity

Ah, we reach the fun part (for me at least!)…

A strong visual identity is a crucial component of personal branding. This includes your logo, color scheme, typography, and overall design aesthetic. Your visual identity should be consistent across all your marketing materials, from your website and social media profiles to your business cards and promotional materials.

Invest in professional branding photography (like mine!!📸) to capture high-quality professional images that reflect your personality and brand values. Don’t limit yourself just to headshots. A comprehensive personal brand photo session will also give you lifestyle photos, or action shots of you in your element. These images will play a key role in how your brand is perceived and will add a level of professionalism and relatability to your website. Hire a skilled photographer who understands your vision and can help bring it to life…..ahem, hi again 🙋🏼‍♀️

Additionally, consider working with a graphic designer to create a cohesive visual identity that aligns with your brand story and resonates with your audience.

A well-designed website is also essential – it’s often the first point of contact between you and potential clients, so make sure yours is visually appealing, easy to navigate, and reflective of your brand. 🎉 Exciting news - I’ll be launching my Squarespace Website design service later in 2024! If you’d like to be the first to know when that’s happening contact me here. 🎉

Step 5: Create Consistent and Valuable Content

Content is king in the world of personal branding. Regularly sharing valuable content that aligns with your brand can help establish you as an authority in your industry and keep your audience engaged. This could include blog posts, social media updates, videos, podcasts, or newsletters.

Focus on providing content that is informative, entertaining, and relevant to your audience’s needs. Share your expertise, offer practical tips, and showcase your personality.

Consistency is key – develop a content calendar to ensure you’re regularly posting and staying top of mind with your audience. Later offers a free Social Media Content Calendar Planner. Click Up also offers a free solution for planning all of your marketing content.

Step 6: Network and Collaborate

I know what you’re thinking…networking, eeewwwwwww!!! Been there 🙈

But building a strong personal brand also involves connecting with others in your industry. Attending local networking events, or joining professional organisations and related online communities can really help you to expand your reach. Collaborating with other entrepreneurs and influencers can also build mutually beneficial relationships.

Networking can also provide valuable opportunities for learning and growth. Surround yourself with like-minded individuals who inspire and challenge you, and don’t be afraid to ask for advice or mentorship from those who’ve walked the path before you.

If you need baby steps (like I did with this one), try booking a coffee or a lunch with someone you admire, a past client, a well connected friend and tap their well of ideas and connections.

Step 7: Monitor and Evolve Your Brand

Personal branding is not a one-time effort – it’s an ongoing process. Regularly monitor how your brand is being perceived and make adjustments as needed. Gather feedback from your audience, track your online presence, and stay up to date on trends in your specific industry.

One of the ways I do this is to send feedback forms to all of my clients asking them for their thoughts on what I’m doing well and areas for improvement or expansion in my business. This invaluable feedback loop has opened all kinds of doors in my business.

Aim to update your Personal Branding photos every 1-2 years. This could be an entirely new shoot, or just a top-up to capture some additional social media content. Think of your website as a living entity, not a one-and-done piece of collateral. It needs fresh content and images regularly.

Your tracking should include monitoring how your website is performing from an SEO perspective so that you can ensure you’re getting the best online reach possible. Set up Google Search Console and Google Analytics for your website. Or look into specialised tracking and performance providers such as SEMrush.

As you grow and evolve, your personal brand should evolve with you. This is something I experienced myself when I moved out of family and newborn photography in order to embrace my passion for working with entrepreneurs and small brands!

Don’t be afraid to pivot or rebrand if your goals or values change. The key is to stay authentic and true to yourself while remaining adaptable to industry and economic changes.

A final word on the Importance of Personal Branding Photography and Websites

Great personal branding photography and a well-designed website are essential elements of any strong brand. High-quality photos help you make a positive first impression, convey professionalism and showcase your personality. They can be used across your website, social media profiles, marketing materials, and more.

Investing in a branded website is equally important. Your website serves as the digital home for your brand, providing a platform to share your story, showcase your work, and connect with your audience. It should be visually appealing, easy to navigate, and reflective of your brand identity. If you’re interested in learning more about the Squarespace Website design service that I’ll be launching later this year, contact me!

Conclusion

Finding your personal brand is a journey of self-discovery, creativity, and strategic planning. By taking the time to understand who you are, define your target audience, craft your brand story, develop a strong visual identity, create valuable content, work with others, and continuously monitor and evolve your brand, you can build a powerful personal brand that sets you and your small business apart.

Remember, personal branding is not just about promoting yourself – it’s about building meaningful connections with your audience and creating a lasting impact.

So embrace the process, have fun with it, and let your unique light shine!

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