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Opinion holder entrepreneur Contributors are their own.
According to the Pew Research Center, 74% of Americans trust people with a respected personal brand, and more than half would recommend, do business with, or seek advice from these individuals.
Many companies and entrepreneurs outsource the work of building their personal brand to PR agencies. For personal branding, I’m a firm believer that it’s always better for founders to be deeply involved in building them rather than just outsourcing them as separate social media campaigns.
1. The proof is in the people
Founders like Elon Musk, Gary Vaynerchuk, and Sara Blakely have all successfully built their companies entirely around their personal brands.
Gary Vayerchuk, aka Gary Vee, not only built his personal brand on the power of nature, but also leveraged it throughout his enterprise centered around helping others. His belief is that brands must be “constant, authentic and powerful,” which cannot be outsourced to an agency.
Founder of shapewear company SPANX, Sara Blakely used her own struggles to create a brand that is not only loved but relatable around the world. No PR her agency could capture her thoughts, feelings and beliefs as honestly as she herself. Clearly, Blakely made the right choice as a self-made millionaire.
RELATED: 4 branding tips from entrepreneurs with Gary Vaynerchuk, who built a brand the world can’t ignore
2. Your perspective is unique and valuable
Yes, the PR firm has a portfolio of success stories and brand building. However, it’s important to remember that these PR managers have written and rewritten dozens of similar columns and thoughts for their clients.
The media is hungry for fresh angles, “hot takes” and real expertise. This gives you an advantage. You should make a list of topics that apply to your area of ​​expertise. You can then expand on these topics by offering your own unique perspective or by offering “spicy” controversial opinions that can be shared as a way to spark discussion in the media. You can talk about and ask about the spiciest and most interesting aspects of your story.
Your writing doesn’t have to be perfect. You can hire an editor or work with a copywriter to get the final form right.
3. Remember you can’t delegate your voice
As an entrepreneur, there are many things you can delegate to others. However, building a personal brand is not the one he is. No one in the world can imitate your voice. So when you let someone else develop your personal brand, you’re always presenting a watered-down version of yourself.
For example, Reddit founder Alexis Ohanian has ensured that his voice has been loud and clear since day one, all his own. He is not afraid to speak up about the issues he is passionate about and he tries not to take himself too seriously. As a result, top tech companies want to collaborate with him.
As you think about your online presence, allow yourself a glimpse into all the important aspects of your life and show a relatable, human side that resonates with people.
4. Journalists appreciate personal attention
Journalists prefer founders and entrepreneurs to send emails and article ideas directly rather than using a PR agency as an intermediary. This shows that the founders are serious about their goals and willing to put in the work. It also helps build trust and rapport more quickly. Plus, it’s always nice to receive ideas and drafts straight from the source.
When pitching to journalists, remember that you receive dozens or even hundreds of emails per week, and on average only about 3% of them get a response. Take the time to understand journalists and news outlets before sending a brief and relevant pitch.
Related: 5 Ways to Convince Journalists to Actually Publish Your Brand’s Story
5. Research shows personal brand determines success
At least 65% of people use the Internet as their primary source of information about people. In the same way that it’s normal for Google for potential dates or new acquaintances to learn about their lives, clients, employers, media, and peers are encouraged to learn about founders before taking the next step. do the same.
Studies have proven that it takes only 50 milliseconds for someone to form their first impression of you, and 94% of the time, this impression is based on design (i.e. emotion). The more you can stand out and show that you can be trusted, the more people will resonate with your brand and flock to you.
No big PR firm can provide the unique, authentic voices you need to be successful.
Related: How to Build Your Personal Brand in 5 Steps
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