Getting Personal – How much of you should you market?
Why are we telling you all this?Well, humanising business is no new thing – the trouble is, many smaller organisations try to go down a ‘corporate’ route, mimicking the tone of larger, successful companies on their websites and other marketing/advertising. But what better personality to ascribe your businesses than your own? Of course, much depends upon the type of business you plan to run, but don’t be seduced into thinking you have to talk big to be taken seriously. There’s little point in dressing things up and acting like a global kingpin if you actually operate out of your mum’s back bedroom. The more open and down-to-earth you are, the quicker you’ll gain the trust and respect of your customers.
Brand ‘Me’It’s far easier for people to feel a connection if they can actually see you, so don’t hide behind the mask of some fluffy corporate mascot - you’re the key to your success, so show your face and be confident in what sets you apart from the competition. Putting yourself at the forefront adds credibility to what you do, whilst also ensuring your brand becomes instantly recognizable. For your fledgling empire to take flight you’ll need to win your share of the market, and the best way to do this is by establishing yourself as a voice of authority on your chosen subject - regularly updated blogs and video content will help you maintain interest levels.
If you’re a one-man band, it’s also wise to avoid language like ‘we’ can do this and ‘we’ can do that because it soon becomes stuffy and uninspiring. It’s much bolder to take ownership of the matter, addressing your audience directly with proud statements like: ‘I guarantee you...’ and ‘I promise you...’The more transparent and open you are, the further enhanced your reputation becomes.