Why do you need a Personal Brand?
Why do you need a Brand Strategy?
Consumers want to know you. In the current world of social media, influencers and entrepreneurs find it more important than ever to communicate a clear brand. It has become expected that consumers can see your face online. They want to know who you are, what you represent in the market, and what they can expect if they decide to hire you. A strong understanding of your personal brand is vital to success in any area of your life: career, business, relationships, health and wellness. Your personal brand is basically your set of values; what you stand for, and what you want and don't want. It is how others perceive you.
You may have never thought about “brand” in this way before. Think about dating for example. People often end up in unsatisfying relationships because they simply haven’t taken the time to evaluate what is important to them in a partner. What are the core values you believe in, and how does your potential partner match up with those values? With a job, you may enjoy the actual position, but do your personal values match up with the values of the company? When deciding whether to volunteer your time with an organization, is that experience aligned with your values or goals for helping your community? You can apply the “brand test” to any situation.
I want to focus on how this affects business. Just like in the dating world, people want to feel like they “know, like and trust” someone before committing to a business partnership. Think about a time you made a large purchase. Perhaps a home, a car, or vacation. You likely researched the company brand and even felt a personal connection to what you were buying. Maybe your opinion of a specific neighborhood was based on previous experience or testimonials from people in your community. Did you know someone who drove the type of car you have before you purchased it? Have you seen photos or heard stories from friends about a specific place to travel before booking a trip? Those were all part of the process of you getting to know the “brand” of what you were purchasing.
You may have heard the saying “if you stand for nothing, you’ll fall for anything”. I believe this is true when it comes to business. What are your core values as an entrepreneur? Especially in the health and wellness industry. Do you subscribe to conventional practices? Do you prefer alternative methods of healing? Do you think outside the box when it comes to personal training techniques or nutrition? Sometimes the professional opinion you have challenges the status quo. That can be what really sets you apart and sets you up for massive success!
I like to give the example of Ben Patrick, the “knees over toes guy”, as he has been known on social media. Ben challenged the status quo teaching of the positioning of knees during exercises. He claims that he healed his body and was able to have a successful college sports career by applying this unconventional approach to his training. Now, whether you agree with Ben’s philosophy or not, the point is, he took a stance in his personal brand and became known for it. It allows him to stand out on social media and gain national media attention like a guest spot on Joe Rogan’s podcast. He may not be the only trainer who believes this philosophy, but his commitment to the brand has enabled him to soar in his career.
Your brand’s perception can also have an impact on your price point. Take for instance two stores such as Dollar Tree and William Sonoma. You may purchase a spatula from the dollar store, knowing that you purchased it at a low price. If that spatula were to break after two weeks, you’d likely assume it was because you only paid $1.00 for it. When you purchase a spatula at William Sonoma for $20.00, you would be highly disappointed, if not downright angry that it broke after two weeks. The same goes for your wellness brand. Are you offering a lower-price option to many people, such as an online course? Are you offering a high-ticket item to people, such as a personal package, to people who really see the value in what you do? How does your business’s brand reflect the quality of what you are selling? With either brand, you have an expectation for what you are getting, based on their brand.
When choosing media opportunities to pitch to, a brand strategy can help you understand which ones to pursue. Does the podcast or publication align with your brand values? Will their audience appreciate your stance on a particular issue? Having a clear understanding of your brand can free you from chasing media that might not be right for you.
We will dive more into the specific aspects of personal brand in the blogs to follow. If you feel you’d like to develop a stronger personal brand for your business as a health entrepreneur, I’d love to jump on a discovery call with you. Let’s chat about your goals for your business and how you can improve consumer’s perception of you in the marketplace to get you more clients and lasting success in your industry.
Krystal Quagliara
Krystalized Health Advisors