Hey there. I am Elyse Archer, your founding team member and personal brand strategist with Brand Builders group and today I wanted to share with you a great question that came up this past Friday.
If everything is already going really well in my business, why does it even matter for me to focus on building a personal brand?
I’m making plenty of money. I’ve been in business for a long time, I’m established. I’m driving a nice car. I’ve got the money for vacations. Everything is going really well.
Here is why it matters!
Unless you are planning on retiring in the next couple of years, your buyers and customers are going to be changing generations. So for example, let’s say your typical customer is 40-years-old. Well in the next couple of years, that 40-year-old customer will actually be a millennial, believe it or not. And their buying behavior is going to be different. Let’s say traditionally you’ve been surveying baby boomers or GenX. As those generations move up, the buying behavior is different for each one. There’s no generality that we can say 100% applies to every generation. But, in general, as your buyers become millennials, Gen Z and beyond, the buying behavior is different. They want to know who you are as a person. They are going to be looking you up on Instagram before reaching out to you. Yes, I know. It’s like really? Do people do that? Yes, they do.
The primary platform that I’ve grown my businesses off of has been LinkedIn. However, one of the things that I’ve noticed as I work with more with entrepreneurs who are focused on building a personal brand, is that Instagram is super important. They are checking me out and I see them following me before our discovery calls together. They can see if we’re a good fit to work together. So to me, what that says is, in addition to focusing on LinkedIn and Facebook (some of the more traditional platforms) I really need to focus on growing my Instagram presence and making sure that my brand is on target there as well. It’s really just having an awareness of who your buyer is and what their behaviors are. The fact is, if you still want to be relevant, you can’t be complacent with this.
Buying behavior is shifting and changing.
If you are planning on still being in business in the next few years, I would encourage you to think about where is your buyer and how are you going to serve them as those buying behavior shift?
I’d love to hear your thoughts in the comments about your plan for this. Are you focused on meeting your buyer where they are? And being aware of the fact that they are going to be changing generations? If it’s something that you feel like you’d like some help with thinking through what your strategy would be, to build an influential personal brand, I’m always happy to have a free strategy call with you to talk with you about that. Just send me a message and we can get that scheduled. It’s something to really be aware of. Complacency is the killer of all success. Even if things are going well right now, be aware that if you want them to continue going well, you’ve got to have a strategy for this.
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Elyse Archer is a founding team member and Personal Brand Strategist with Brand Builders Group whose insights have been featured major media including Forbes and Inc. She is a keynote speaker and host of the Instant Impact podcast. She shares best practices from top business leaders who have created extraordinary relationships and results in less time. With a degree in Journalism from UNC-Chapel Hill and over 10 years experience in the digital marketing industry, Elyse leverages her background to help people position themselves as thought leaders in their space. Visit ElyseArcher.com for more.