How to Build a Personal Brand that People Actually Trust
Chris Mulvaney is the CEO of CMDS. I make things... I’m the creative entrepreneur with passion for (re)making brands and inventing solutions to problems no one knows exist.
There’s a big difference between getting a customer to make a sale versus making a sale to get a customer. The first will provide immediate income. The second will provide steady income and build a long-term relationship (“lifers”). Many entrepreneurs only think about making transactions every day. Only the savvy few focus on how to build a personal brand that people actually trust.
No matter your business, there is a way to elevate your status online and cement your authority as the go-to resource for your clientele. And it all starts with trust.
Think about it, why do more customers purchase Tylenol than the generic acetaminophen on the shelf? Because Tylenol is a trusted brand name. The 50% price differential doesn’t have anything to do with product ingredients or superiority. It has everything to do with building brand trust from the very beginning.
Too many entrepreneurs think in simplistic terms about their business. They have products or services to sell and they need to figure out how to sell them. To them, business is about sales. The shift needs to change from: How can I make this sale today? to: How can create trust today to make future sales?
How To Build A Personal Brand Based On Trust
Your average customer is exposed to more than 3,000 messages from brands every day. How do they decide who to trust?
Once you establish trust, you’ll see it reflected in a lot of measurable ways such as higher conversion rates, bigger transactions, shorter sales cycles, decreased selling stress, better retention and stronger referrals. And it comes from many different sources including:
Spreading the Love
The difference between establishing a personal brand and selling a product is that the brand is loved. Seriously. People feel something for it. This means treating your customers and the things they’re interested in – hobbies and passions- with the highest level of respect.
Sharing Affinity
Your personal background and experience help people make a strong connection with you. If you’ve got a good story to tell, people will listen. If it’s boring, they’re not going to. Your personal brand has to be 100% authentic.
Establishing Authority
Love and experience matters, but trust is also built on credible facts. No matter how popular a public figure may be, if their product or services don’t deliver, they will lose customers.
Tying to the Community
The longevity of your business can have an impact in the community. Invite your customer into your brand, you are not separate from your customers, you are a part of them.
Being Personable
You’re as good as the energy you give out. People are looking for authentic and genuine brands that aren’t afraid to be real.
Staying Consistent
The more your personal brand is heard and seen, the more people will trust you. This means capturing mindshare and showing your audience visuals of you and your brand throughout the internet, on social media, display marketing, email, etc.
Creating Referrals
Friends trust recommendations from friends more than ever. They will trust a brand because someone they trust trusts them. Endorsements and word-of-mouth marketing have the power to outweigh any advertisement.
Following Through
Saying you’ll do something and actually doing something are two very different things. Underpromise and overdeliver.
Building Brand Trust Online
When your potential clients or customers begin the consideration phase to make a new purchase, they will most likely start by asking their friends and searching online. How do you know if your personal brand is attracting ideal clients and positioning your business for success?
Related Personal Branding Articles:
- Why Do Search Engine Rankings Matter When Building Your Personal Brand Online?
- The Fine Art of Positioning Personal Branding Campaigns Online
- Own Your Space with a Solid Social Media Strategy for Your Personal Brand
- Fire Up Your New Personal Branding Sales Funnel
- On Target: Build Your Personal Brand By Blogging
