effective strategies for developing a personal brand

The position of a company or product in the market is shaped not only by its identity, promotion, and communication but also by the strength of the founder's personal brand.

Consider the vivid example of Steve Jobs, who created the innovative Apple brand. He crafted an image that significantly influenced the company’s reputation, with his signature black turtleneck becoming a hallmark of his personal identity.

In this article, we will explore how to develop a personal brand to strengthen your product and company.

Defining unique qualities and advantages

Understanding your personality is no easy task, as psychology plays a key role here. One method is identifying your archetype. In the past century, psychologist Carl Jung developed a theory on archetypes, which has since been actively used by marketers and brand strategists.

Archetypes are patterns of thought and behavior that manifest in a person’s environment.

Thanks to Carol S. Pearson, we recognize 12 archetypes that define human behavior. Identifying the dominant archetype of a company founder can serve as a tool for developing their personal brand. Founders naturally project their archetypes onto their brands, shaping their positioning. As a result, the brand reflects the founder’s traits and beliefs in its communication with the audience.

What is a personal brand?

A personal brand is the public image of a person within the media landscape, forming in the audience’s mind upon hearing their name. It is composed of skills, appearance, conveyed ideas, communication style, and affiliation with a particular company. Reputation plays a critical role—if someone has a bad reputation, their personal brand will suffer too.

What makes up a personal brand?

—Expertise. Demonstrating professional skills and knowledge within a specific niche to the target audience.

—Appearance. Audiences often judge visually before analyzing content.

—Ideas and values. Expressing a worldview humanizes the personal brand, imbuing it with individuality and emotion.

—Speech. Intonation, impactful phrases, and tone of voice shape a person’s image and influence audience perception as much as appearance.

—Reputation. A strong track record builds trust with the audience.

—Online Presence. Personal branding strategies include developing a social media promotion concept. Profiles and content answer the question, «Who are you?»

Using social media for promotion

A social media account is a tool for building a positive image through content and interaction with the target audience.

How to build a personal brand through social media?

Define your niche and values

—Choose an area of expertise and continuously enhance your skills.

—Identify the values you want to share.

—Analyze your audience and study accounts they find interesting.

Choose the right platform

—Select the social network most effective for personal brand promotion.

—Consider the platform's specifics, general content tone, and trends.

Create a content strategy

—Develop a content plan that reflects your expertise and values.

—Diversify content formats to attract attention and evoke emotions through photos, videos, and storytelling.

—Combine expert materials with casual insights into daily life or routines, showcasing achievements and personal growth.

—Foster authenticity through honesty, creating a positive image.

Engage with the audience

—Stay active: respond to comments and questions.

—Introduce interactive elements to boost engagement, like polls and discussions.

—Participate in debates and express your position carefully to avoid damaging your reputation.

—Collaborate with brands or influencers to expand your reach and audience.

Promoting a personal brand beyond social media

—Launch a personal website or blog to share content and provide detailed information about your brand.

—Participate in conferences and events related to your niche and expertise.

For more on social media strategies, check out our article: «How to Create an effective social media content plan: tips and template».

Building authenticity and consistency in a personal brand

Authenticity and consistency are complementary concepts. Together, they create a unique, genuine image that resonates with your audience.

How to achieve personal brand authenticity?

Consistency means creating a cohesive image that a person maintains both online and in real life. All elements of the personal brand align with one another, forming a unique and recognizable identity.

Consistency allows a personal brand to adhere to a chosen image across different platforms. Here are some tips to develop it:

—Create a unified image. Develop a signature style in clothing to enhance visual recognition.

—Maintain a content strategy. Stick to a content plan that defines the direction of your social media presence. This helps users quickly identify and associate with your personal brand.

—Use a consistent voice. On social media, it’s essential to maintain a consistent tone, both spoken and written. This adds a unique dimension to the brand since everyone has an individual way of expressing opinions and emotions.

—Build regularity. Establish an online presence by posting diverse content systematically. This increases audience attention and strengthens their connection with you.

Artemy Lebedev is a prominent figure in Russian design. Despite not being an entertainer, he participates in interviews and entertainment shows. His professional domain is graphic design and running his own design studio.

His social media accounts grow rapidly because Artemy regularly shares content where he is the central figure. He speaks on a variety of topics. For example, he frequently comments on the design codes of Russian cities. In one video, he discussed the significance of profanity in the Russian language. He combines humor and debates, which attract a diverse audience. Even people outside the design world recognize Artemy and his professional niche.

A popular format he uses is the "talking head" video. His tone can be described as instructive. A confident delivery and concise phrasing build trust, making people want to listen to and accept his viewpoint.

Creative appearance: blue hair and a casual style make him stand out in a crowd and capture attention.

Artemy Lebedev's personal brand is well-defined. He leverages all available tools to enhance his significance and media presence. But why invest so much effort into building a personal brand?

The impact of personal branding on business

A well-developed personal brand boosts business metrics by:

• —Increasing brand recognition.
• —Building authority and trust.
• —Attracting new clients and partners.
• —Enhancing product value.
• —Strengthening audience loyalty.
• —Raising awareness about the company.

For instance, the high pricing of Artemy Lebedev’s design studio is not just due to its successful portfolio but also the strong personal brand of its founder.

A founder’s personal brand is inseparably linked to their company. Agencies don’t just offer corporate branding but also provide personal branding strategies to achieve business goals and enhance the synergy between the individual and their brand.