Building a profitable personal brand isn’t easy. But if you avoid these six pitfalls, you are already 90% of the way there:
#1: Don’t mix brand and sales.
It is off-putting. True, a lot of famous people who have personal brands sell things. But they did not build their personal brand by selling. They built it by providing entertainment, value and insights. And only after a while did they start to sell, and even then only in small doses.
#2: Don’t make it about yourself.
If your brand is a vanity project, your audience won’t respond. Our goal should always be to serve, provide value and help our community solve problems.
#3: Don’t fake it. Be yourself. Everyone else is already taken.
Authenticity is the way to go. It means that what we say, what we do and who we are is congruent. It works because it is what we all want. No one wants to follow a phoney. Even if you managed to build an inauthentic personal brand – which I guarantee is difficult – then you will be attracting the wrong opportunities and the wrong people.
#4: Don’t be vanilla.
Who reads bland, vanilla content? We all have opinions and points of view to share. If you want your audience to engage with your content, don’t share it in a neutral way. It is your area of expertise, so be open and opinionated about it.
#5: If you confuse, you lose.
People fall into the trap of posting a lot – and a lot of confusing content. The audience needs to know what you believe in, what your values are and what you want to be known for. Having a clear brand identity with well-defined brand pillars will help you move the dial. You can find out more about the topic in a previous video.
#6: Don’t lose pace
Inconsistency is a common pitfall. A lot of people start, stop, get frustrated, start over. If you don’t hang in there, it just won’t happen. If you are strategic and systematic – the better and faster it will work out for you. You can learn more about having the right compass system in place in a previous video.
Just knowing about these pitfalls is already a huge step forward. I wish I had known about them earlier in my career! Find out more in this week's video.