Today, it’s important for professionals to create a strong personal brand to ‘stand out’ in this noisy online world. Whether you’re a freelancer, entrepreneur, or employee, investing in your personal brand and working on your professional image and online reputation is key. In this article we’re looking at 3 essential tips for building an impressive personal brand that purveys a professional image, all while focusing on bringing all parts of you to your brand, the human and the pro, so that it connects with your audience and positions you as a (human) expert in your field.
When your potential clients are evaluating whether they want to work with you, they often consider factors such as reputation, expertise, credibility, and reliability – and of course likeability and common values and worldview.
Professional Image: Building an Online Reputation
Your Personal Brand plays a significant role in this evaluation process.
Personal branding is all about being known for something and creating a reputation for yourself in your professional world. It’s more than just showing off your skills and knowledge; it’s about crafting a unique personality and story that matches your values and connects with the people you want to reach.
To position yourself as the expert they want to hire, there are several actions you can take:
1. Consistently Deliver Outstanding Service
Firstly, of course you’ll consistently deliver outstanding service and exceed your client’s expectations. This starts from before the ‘sale’, and continues after the sale. I talk about this in the Selling Like We’re Human book in chapter 10. When your clients are super happy with their results and the quality of your work, they become advocates for your brand, referring you to their friends for a long time to come. These happy clients are more inclined to spread the word about your business to their friends and colleagues, creating a wonderful chain reaction of positive word-of-mouth marketing.
2. Testimonials to Boost Your Professional Image
Positive reviews and testimonials play a pivotal role in shaping your online reputation. Actively encourage your clients to provide feedback and testimonials regarding their experience with your services. Displaying these testimonials prominently on your website and social media platforms enhances your credibility and influences potential clients’ perception of your expertise and professionalism. Authentic feedback and testimonials act as social proof, assuring prospective clients of the quality and value they can expect from working with you. Personally I’m a big fan of case studies which are an even better way to show a client’s transformation. Here’s an example of a case study with one of my coaching clients.
3. Invest in a Strong Professional Image and Brand
A human-centered brand promotes your business with clarity and authenticity. It showcases your expertise and a strong professional image, all while staying human and relatable in order to resonate with your ideal clients and be the one they want to work with.
Start by creating a professional website that showcases your skills, achievements, and portfolio. Your website should reflect your unique personality and voice while providing clear and concise information about your services. Ensure that your branding elements, such as logo, color scheme, and typography, are consistent across all digital platforms to maintain a cohesive and recognizable brand identity.
First impressions matter.
And beauty and design matters.
The left brain digests facts, information and price on your website and overall online presence.
The right brain on the other hand observes feelings, emotions, colors and harmony and also delivers that information to your client’s brain.
That’s why visual branding plays a significant role in how potential clients perceive your professionalism, credibility, and expertise.
By working on your professional image and visual brand, you position yourself as a true professional and attract clients who value your expertise.
Yes, a logo is a good start. But a logo does not make a brand.
A human-centered brand according to Nela Dunato, author of The Human-Centered Brand, includes:
- Your core values
- Your unique value proposition
- Your brand voice
- Your ideal client
- Your visual identity
These elements should all align with the professional image you want to project as an expert in your field.
Join our online workshop on August 2nd 2023
Nela Dunato, will deliver a 90-minute workshop for service professionals on positioning yourself as an expert and building a powerful Human-Centered Brand. In the workshop she’ll share:
- How people evaluate potential service providers, what it has to do with your brand and what to do about it so that you’re the one they hire.
- How visual branding affects the perception of expertise and what it takes for you to ‘Go Pro’ in order to attract better clients.
- How pricing and branding are related so that you can work towards raising your prices.
Conclusion
Building a strong personal brand and cultivating a professional image are essential for standing out and attracting the right clients. Your personal brand is more than just your job; it’s a reflection of who you are and how you connect with your audience. To position yourself as the go-to expert, consistently providing exceptional service, encouraging client feedback and testimonials, and investing in a polished professional image are key. Remember, your reputation, credibility, and likability all influence clients’ decisions. So, focus on creating an authentic brand that showcases your values, expertise, and unique personality. By doing so, you’ll leave a lasting impression and attract clients who appreciate your professionalism and skills.
- How people evaluate potential service providers, what it has to do with your brand and what to do about it so that you’re the one they hire.
- How visual branding affects the perception of expertise and what it takes for you to ‘Go Pro’ in order to attract better clients.
- How pricing and branding are related so that you can work towards raising your prices.
Frequently Asked Questions
1. How do I encourage clients to provide feedback and testimonials?
You can encourage clients to provide feedback and testimonials by requesting them after completing a project or delivering a service. Make it easy for clients to provide feedback by providing them with clear instructions or a simple feedback form, or even better get on a call with them.
2. Is it necessary to have a professional website for personal branding?
Yes, having a professional website is highly recommended for personal branding. It serves as a central hub for showcasing your skills, portfolio, and expertise. A well-designed website adds credibility to your personal brand and provides a platform for potential clients to learn more about you and your services.
3. What role does social media play in personal branding?
Social media platforms offer a powerful tool for personal branding. They allow you to reach a wide audience, engage with your followers, and share valuable content and insights. Social media platforms also enable you to establish yourself as an industry expert and build relationships with potential clients and collaborators.
Other Resources You Might Enjoy
Blog post: How to Find Your Authentic Self as an Entrepreneur
Blog post: Find Your People in Business
Blog post: What Makes People Buy
Podcast episode: Branding and Marketing with Authenticity
Podcast episode: Branding vs. Marketing
The Humane Marketing Podcast, conversations with guests, organized around the 7Ps of Humane Marketing
Downloads
- The Humane Marketing Glossary: Humane Marketing Words we love
- Manifesto: The Humane Business Manifesto (no opt-in)
- Creed: The Humane Marketing Creed (no opt-in)
- The One-Page Marketing Plan (email opt-in)
Books
- The Human Centered Brand, Nela Dunato
- Marketing Like We’re Human, Sarah Santacroce
- Selling Like We’re Human, Sarah Santacroce
Community
The Humane Marketing Circle is our community of Humane Marketers.
