Most business owners need to have roughly the same skill sets to begin with. If you're a web designer, you know how to create works for screen and print through several media channels. If you're a car mechanic, you know how to fix engines and carburettors. So how do you create a personal brand among competitors who have the same skills that you do? Then, how do you best convey that personal brand on your website?
Ideally hiring a web designer is the best way of doing it, but if you decide to do it by yourself or at least be part of the process, you’ll need a good understanding of web design principals, UI / UX, and why not SEO best practices as well. To create a personal brand, you will need to describe the unique qualities that you bring to each client and project.
When creating your personal brand, you want to determine the 'special sauce' that makes you different from every other competitor. To stand out from the crowd, shine a bright spotlight on the qualities that make you special.
How to discover your personal brand
Start determining your personal brand by asking yourself some of the following questions:
- Why do you do what you do? Why do you wake up and go to work every day?
- What value do you bring to your company, client and community?
- What do you want your work to accomplish?
Some other areas you can explore to learn your personal brand include examination of the following topics:
Demonstrate your skills, education and knowledge of the field you are working in. Put them in a clear and easily understandable format that won't complicate a visitor's journey and make them ask more questions. Avoid distracting them with unnecessary and extra small details.
The majority of customers are also interested in your point of view and business philosophy. While writing for your company's blog is yet another way of demonstrating your potential clients your vision, it's important to have those in a short and clear cut version as well. 'I believe in (put your vision here)', will attract those that share your views.
This is the final step. List your achievements within the company and outside of it, as well as your unique skill sets and insights that you brought with you to the benefit of the company. Slowly and smoothly make this a promise that you are going to use for all those clients.
Asking yourself who you are as a professional and how you can communicate that to a potential customer is not an easy task. Some related questions you can answer to determine your personal brand include the following areas:
- Which one or two of your professional traits are the most distinctive?
- How do you want to present yourself to clients and customers?
- How do you want the public to perceive you and your business?
- How do you want employers, clients and customers to remember you?
Creating your personal brand on your website
Once you answer all of these questions, use your responses to craft an 'About Me' section of your website. If it helps, write a first, generic draft that would be passable. Use your unique qualities to write subsequent drafts.
If you need help, write down 10 qualities that every good professional in your field should have, then take away seven of them! When deciding which qualities to discard, start with the bland, generic adjectives that every professional uses, like 'responsible', 'high quality' or 'hard worker.' Now take the three most unique and personal adjectives on the list. Use these adjectives to create your brand.
Hire the services of a web designer to help you convey your personal brand to the public through visual means. A great design professional can use the tools of their trade to get your unique message across in a colorful and memorable way.