The Importance of Personal Branding
I recently got to watch Gary Vaynerchuk, one of the best established personal brands on the internet, and his take on building a personal brand online. Gary is known for taking his father’s wine store in New Jersey and turning a $3 million annual revenue into a business earning over $45 millions per year. Gary did all that thanks to his strong personal brand, which grew as the business grew.
Here are some of the tips I have gathered from Gary’s experience, that can relate to building an online personal brand.
Good companies hire experienced salesmen. Great companies hire apprentices. They know that although an experienced salesman can imminently start to bring in cash, the apprentice in the long run will become better, because he will learn everything there is about the company and the product, and become more passionate of a salesman that clients will not be able to ignore. To build a brand on your subject expertise, requires more in-depth knowledge than virtually anyone else.
As Gary Vaynerchuk puts it, “forget about growth hacking, content marketing, shouting out loud, and throwing everything at your audience, hoping they will listen to you.”
Where to Start
Firstly, one must become insanely knowledgable in his/her field. If you have just founded a company that sells cheese online and you want to build your personal brand, creating content and establishing yourself as an authority on the topic of cheese, you should probably start by getting your nose deep in cheese, literally!
You should be obsessed about your topic and every other related subject: read books about it, go to seminars, listen to podcasts on the uses and the production of cheese, visiting farmers and creameries, and sampling all the cheese you can find. At night, when you go to sleep you should dream about cheese and purple cows!
Please, do not talk about a particular type of Brie, unless you have tried it yourself and have experienced all the flavour nuances that come with it. You have heard the cliche about “having two ears, two eyes, two hands and just one mouth”. Well, before you start talking about your favorite topic of cheese make sure you take the time to sample, smell and touch: every brie, camembert, cheddar, provolone and other cheese your are planning to talk about.
In other words, do not proclaim yourself as an expert in your field. Instead, take the time to become an expert. People would love to listen and read what you have to say. This is the first and most important step in establishing your online personal branding tactics.
At concept9, we have learned to leverage deep expertise to create relevant and traffic boosting content. To learn more about how to can position yourself or your company as a thought leader in your field, please contact us now.