The importance of a personal brand in the company
By Joan Carles Sanjurjo
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Like any relationship, potential customers have preconceptions about us before any personal contact, which can make the difference between converting a sale or pointing to another lost opportunity. Therefore, personal branding is a very important component in sales.
Selling is a very personal activity. In the sales process, although many forms of non-direct communication are involved, we end up using direct communication, whether it is meeting in person, talking on the phone, or even writing an email.
No matter how elegant the corporate presence and image has been created, it is very important that the company has a face , a person, who represents the company, allowing for an empathetic and optimal denmark business email list relationship with its potential clients . This person, often one of the founders or executives, must create a public image that proclaims a deep knowledge of its technology, products, practices, trends, and that appropriately uses the respect that is instilled within the industry, thus building the trust of potential clients before direct contact is made.
In this post, we are going to list some ideas to generate trust from a “central face” of your organization.
Table of Contents
Conferences
Blogging
Press
Conferences
Conferences are a great way to establish trust for the “face of your company.” They have a large number of industry professionals and often represent a great opportunity to network with potential clients. The ideal way to build a personal brand at a conference is through presenting a topic or speaking engagement. If you are able to give a presentation or participate in a panel, you will surely be seen as an authority figure and a reference in your industry.
Getting a position on a conference panel can be difficult to achieve, especially for unknown companies or start-ups, so think about what makes your company different, what makes it unique, and what your experience has taught you that no other speaker could convey. In other words: what is your competitive advantage and point of differentiation from other speakers, and why your insights are important and will interest the audience. This way you will have a much better chance of being selected to speak. Regardless, even if you can't speak at a conference, attending and networking with other members of the industry is usually a very good idea.
Blogging
A blog is the easiest way to build a personal brand online. The importance of blogging in building a corporate brand has been written at length. However, today I want to focus on giving your blog a “face.” If people are reading your blog and your advice, they want to know where it’s coming from. While they know the blog is powered by people within your company, the question is who exactly is the content coming from? On a good blog, the “About” page is critical to building a personal brand for your company. Every author who contributes content, articles, knowledge to your blog should have an “About” page linked to each post that provides information about the person, their background, accomplishments, circumstances that make them an expert, and contact information.
Press
The final way to build a personal brand for your corporate image is through press coverage . It is important that a central figure is quoted or mentioned in all published or printed articles about your company. Through repeated coverage of a singular individual in an organization, this person's reputation and public image are positively reinforced.
In conclusion, building a personal brand by combining actions in person - at conferences -, online - through a blog -, and in the media will allow you to give a reliable and recognizable "face" to your company, thus creating credibility for your organization, and generating in prospects an expectant and positive attitude for subsequent direct personal contact.
It is very important to choose an individual or a small group of individuals to act as the “face/s” of your organization. People on whom all Personal Branding efforts will be concentrated, so that they can later help to drive and close sales .
