Published in · 4 min read · Sep 12, 2024
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Meet Lisa, a passionate baker who had spent years perfecting her craft.
She opened a small bakery in her neighborhood, confident that her delicious cakes, breads, and pastries would attract customers.
Lisa was incredibly talented, but she was quiet and introverted. Her focus was always on the product, and she believed that word-of-mouth and the bakery’s reputation would be enough to grow her business.
“People will come for the taste,” she’d say. “I don’t need to plaster my face everywhere or tell everyone my story.”
Friends, customers, and even other local business owners would tell her to share more about herself and her journey.
They encouraged her to put herself out there on social media, build a presence, and connect with her audience.
Lisa shrugged it off. “I don’t care about being in the spotlight,” she’d say. “It’s the bakery’s name that matters, not mine.”
But what Lisa didn’t realize was that people wanted more than just good bread. They wanted to know who made it, why they made it, and feel connected to the story behind the brand. They wanted a personal connection to the baker herself.
Despite her high-quality products, Lisa’s bakery started to struggle. Competing bakeries, led by owners who actively shared their stories, built relationships with their communities, and had solid personal brands, began to attract more customers. Lisa’s sales slowly declined, and she eventually had to close her bakery.
Lisa’s story isn’t just about bread or cupcakes but the power of personal branding.
You don’t have to be a tech founder or an influencer to benefit from building a personal brand.
Whether you’re a local business owner, a freelancer, or someone with a side hustle, people don’t just want to buy a product or service; they want to buy from someone they trust. And trust is built by putting yourself out there and connecting with your audience.
Here’s why building a personal brand matters so much in today’s world:
Communicate Your Mission
A personal brand allows you to share your deeper purpose.
Lisa could have used her brand to tell her customers why baking was so important to her, the story behind her recipes, or how she sources her ingredients.
A compelling mission is what makes people want to support small businesses, not just big-name chains.
Create Your Niche
In a crowded market, your personal brand sets you apart.
Lisa wasn’t the only bakery in town, but by sharing her personal journey, she could have carved out a niche that only she could fill.
Whether it’s sharing behind-the-scenes moments or the creative process, your unique story helps you stand out from competitors.
Build Authority and Community
People trust other people, not faceless brands.
When you, as the business owner, consistently show up, share your knowledge, and interact with your audience, you’re building both authority and community.
Lisa’s bakery would have benefitted immensely from a loyal customer base that felt like they knew her, not just her bread.
Get Real Feedback to Improve
A strong personal brand opens up the lines of communication with your customers.
Whether through social media, newsletters, or events, being accessible and transparent allows you to get feedback directly from your audience.
This feedback is invaluable for refining your product or service to meet real needs.
Grow Your Business Beyond Word-of-Mouth
Lisa believed that word-of-mouth would be enough to grow her bakery.
But in today’s world, personal branding amplifies word-of-mouth marketing, turning loyal customers into brand ambassadors.
With a personal brand, your reach extends beyond your local community, potentially growing your business exponentially through online platforms.
The Numbers Don’t Lie
In fact, 82% of people are more likely to trust a business when the founder has an active online presence (Entrepreneur.com).
It’s not just about having a brand; it’s about being the real person behind the brand.
This statistic alone speaks volumes.
People want to connect with humans, not just products or logos.
In Lisa’s case, if she had spent some time building her personal brand, telling her story, and interacting with her community, her bakery could have thrived.
Don’t Be Like Lisa
Lisa’s bakery may have closed, but you don’t have to follow in her footsteps.
Building a personal brand isn’t about vanity or seeking attention. It’s about connecting with your audience on a deeper level.
It’s about showing people that there’s a person behind the business, someone with passion, purpose, and a story worth supporting.
Start Building Your Personal Brand Today
If you’re a business owner, entrepreneur, or anyone trying to grow a venture, don’t wait until it’s too late.
Start building your personal brand today.
Share your story, show your face, and connect with your audience. You don’t have to be a social media expert or a celebrity to build a resonated brand.
Whether you’re baking bread, providing services, or selling products, your personal brand will be the key to unlocking trust, growth, and long-term success.
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