Think of your favorite brands. You have a go-to brand for skincare, for your kitchen appliances, and for your electronics. You want your clients and prospects to think the same about you: when it comes to immigration law/family law/car accidents/probate law or whatever niche you’ve chosen, you want them to come to you.
That’s the effect of building your personal brand. The aim is to build trust, because marketing is now about establishing audience relationships, and audience relationships begin with trust.
From day one, this should be your goal. That ensures that building a consistent and cohesive brand will be an organic process. It won’t be easy, but it will certainly come more naturally.
Publish consistent content to build reliability
Consistency makes you reliable. This means your audience always knows what to expect when they visit your Facebook or Youtube pages, or if they go directly to your website. They also know the kind of content to expect from your podcasts, your videos whether it’s a Facebook Live, or anything you put up on social media.
Be consistent with your content and messaging. Determine your style and tone and stick to it.
If you’re going to be friendly, make sure all your content has a friendly tone– you don’t want people to be taken aback, wondering if they’re reading/watching you or someone else.
Reliability incites trust, and trust is what drives people to pick you and recommend you.
Take time to find out what feels good and what feels forced
During the ongoing COVID-19 pandemic you might be busier than ever, or you might have some time to dedicate to growth and strategy (you should if you’re remembering to delegate!). Use this time to take a step back and examine what gave you real joy and what felt out of alignment with the brand you want to build and the projects you wanted to offer.
What worked? What didn’t work? What brought in revenue: and did you like that, or did the plan you had flop?
What felt really good? What felt like something you would rather not have to do, but you kept at it anyway for consistency and commitment?
What were the absolute hits that provided engagement or sent sign-ups through the roof?
Your answers to these questions are where you get the big clues and future prompts for the content and offers you should produce or scale. These are the truest representations of what will be in total alignment with who you are, what you like, what your audiences like, and therefore, what your brand is or should be.
Scale what worked. Do or create more of what makes you and your clients happy.
Get feedback to discover how clients actually perceive your brand.
Your brand is hinged on how your clients feel about you and what they get from you.
I’m all about asking your clients for video testimonials! This has worked so much for me in building trust, but more than that, I also discovered what my clients really liked about my services, and on what I could improve!
If you want to know what makes clients happy, ASK THEM! What was it like working with you? What did you help them with? What was excellent about your service? What could be improved?
No matter how in tune you believe you are with your firm’s operations, sometimes you’re not aware of what you’re actually good at or in what areas you and your team might be struggling. So ask your clients about it.
Keep trying new things
Creating a useful cohesive brand includes being innovative. Ensure that your brand is “innovative” and “fresh.”. That’s part of being consistently reliable: can your clients and target audiences rely on you to deliver what’s new? Can they depend on you to talk about and implement new techniques for your collective success?
Remember to let go of perfectionism. I always say this! You don’t have to perfect something before launching it. That email sequence, that video, that course, or that webinar doesn’t have to be absolutely perfect before you finally launch or send it out.
Get it out there so you can find out if it works! You can always tweak your content and products along the way.
Sometimes you’ll be surprised at the response you get to something you just served hot off the grill without overthinking it! And sometimes this is how you discover what you enjoy producing.
Bring your visuals up to speed with where you are now
Your visuals are your logos and photographs. Digital marketing is highly visual, as everything is done with images or videos.
Once you find inspiration and begin leveling up your brand you’ll start pushing more content based on what you’ve learned about yourself and your target audience. At this point of course you’ll want to add your logo, branding your content as your own You should! Absolutely!
But what if you’re not using your logo because you don’t like it? You had it done maybe five, eight, or ten years ago and it’s no longer you. Or maybe you’ve used stock photos in the past, but now you know better and you have your own photos and video clips.
Get a custom logo made–now. Use it to watermark everything. Brand yourself. When all of your content has the same logo it makes your brand consistent and cohesive and gives the air of professionalism.
Know your core topics
Finally, all of the above are tied together when you’ve identified your core topics. This is your purpose. “What do I stand for?” “What and who do I serve?”
Think of three to four core topics in which you work. These are the topics that will be covered in all your online content and on social media. These are based on the client’s pain points you solve within your practice.
Your logo can even be inspired by your core topics. In the end, it comes down to being true to your passion, as cliche as that may seem. When you know your core topics, your core passion, your brand stays consistent and cohesive.
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about how to build a brand, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!