In this episode, we ask Will Sawney, an independent consultant specialising in strategic growth for professional service companies, to demystify the nuances of personal branding.
In a world where digital identities shape perceptions and influence success, the art of personal branding has become paramount. Let's delve into their insightful conversation, highlighting key elements of building an impactful personal brand.
Personal branding is a multifaceted concept, centered around building trust and showcasing authenticity. Will emphasises, "People buy people, especially if you're selling a service. You have to develop a relationship and you need to have built trust." Personal branding extends beyond traditional face-to-face interactions, allowing individuals to project their personas into the digital realm. It transforms how you engage with a wider online audience and initiates authentic connections.
Personal Branding in Purpose-Driven Organisations
Purpose-driven organisations naturally possess strong values, giving them an edge in personal branding. Will highlights, "If you've got strong values, then you should be certainly using that as part of your marketing." By communicating the "why" behind their actions, such organisations can achieve remarkable engagement. Will shares an example of a company expanding its initiatives to support marginalised groups, amplifying both their brand and social impact.
Lessons from Profit-Driven Organisations
On the flip side, purpose-driven organisations can learn from profit-driven counterparts. Will discusses the importance of blending values with a clear offer. Looking at Tony's Chocolate, for example, he explains how strong values, paired with a delicious product, create a compelling brand narrative. For charities and non-profits, being explicit in their asks and demonstrating tangible impact can enhance engagement and support.
Integrating AI in Personal Branding
AI is a powerful ally in personal branding, offering tools for scaling content creation without compromising authenticity. Will, an AI power user, explains how AI can streamline content generation and strategic consulting, but he cautions against fully automating personal interactions. AI assists in ideation, allowing individuals to tailor and personalise their brand messages effectively.
Bridging Personal Branding with Broader Campaigns
Personal branding can be integrated into organisational campaigns to amplify impact. Will suggests viewing personal branding as a communication channel in content and campaign calendars. By aligning personal branding efforts with broader campaigns, organisations can leverage employee networks to disseminate information and foster engagement.
Common Pitfalls and Strategic Outreach
One common mistake in personal branding is over-reliance on a single campaign. Personal branding is a long-term endeavour, requiring consistent effort and strategic outreach. A crucial question in the realm of personal branding is discerning how much of oneself to reveal online. While posting cat photos might boost engagement, it is essential to balance the professional and personal elements. Effective personal branding hinges on presenting professional expertise alongside relatable human traits.
Embarking on Your Personal Branding Journey
For those eager to embrace personal branding, Will offers practical first steps. Engage with existing content to gain insights, utilise AI tools for guidance, and initiate conversations within your network. These initial actions may feel challenging, but they lay the foundation for authentic self-expression.
Collaborative Content Campaigns
Collaboration is a cornerstone of effective personal branding. Will advocates for "collaborative content campaigns," where individuals pool insights and expertise to create valuable resources. Such initiatives foster community engagement and broaden the reach of content.
Connect with Will
For personalised advice, get in touch with Will on LinkedIn.
As you embark on your personal branding journey, remember that authenticity and intentionality are your greatest allies.