In today’s digitally driven world, the phrase ‘personal branding’ has become more than just a buzzword. It’s a vital component to professional success and overall business growth.
In a fast-paced competitive industry, such as manufacturing, getting yourself heard can be difficult. Cultivating a strong personal brand can open the door for new opportunities, boost your credibility, and establish you as a thought leader in your sector.
Cherelle Jones Senior Account Manager at Partners PR is joined by Adam Bradley, Director at Corrosion Resistant Materials, and Luke Appleby, Director at Equilibrium Risk, as they delve into the benefits of creating and nurturing your personal brand to elevate your business.
What is personal branding?
Let’s start by looking at what personal branding is. Jeff Bezos is famously quoted as saying, “your brand is what people say about you when you’re not in the room,” and this applies as much to you as a person as it does to your business.
Luke summarises personal branding as “a powerful tool for building your professional reputation. It combines your skills, experiences, values, and personality traits to set you apart from others in your sector. Building a personal profile is about presenting yourself, defining what you stand for and showcasing your valuable sector insight.”
While for some it seems to come naturally, for many it can be daunting and stir up feelings of imposter syndrome. This can be uncomfortable, but it is important to remember that it’s perfectly natural. Statistics show that more than 75% of people in the workplace suffer from imposter syndrome, particularly within fast-paced environments such as manufacturing and engineering.
Luke is open about his battle with imposter syndrome but views it as healthy. “If you don’t have imposter syndrome, then you are not working hard enough. To progress, it’s important that you push yourself, so I think imposter syndrome should be seen as a positive thing because it means growth.
“The key is to stop overthinking it and remember you are the expert in your field. Your industry insight and opinions are not only valuable but unique.”
Adam agrees: “Sometimes, working on your personal brand will push you far out of your comfort zone, but it’s all worth it. It will only make you stronger.”
Building the foundations of your personal brand
So, how do you start building your personal profile? The first step is to identify your values. What makes you different from others in your field? What are your strengths, skills, and expertise? Defining these key points will help you identify your niche, and help you remain consistent.
Adam says: “The pandemic was a turning point for me, and the start of my personal branding journey. I attended a Steve Knapp online training course called Plan, Grow. This inspired me to utilise my knowledge and experience to help promote my company and grow.
“I started with LinkedIn, telling the story of what I was doing, and sharing industry insights. Then I started looking at networking and attended as many events as possible, both online and in person. This helped me to meet new people and build my connections.”
Online presence plays a crucial role. Identify which social media platforms will help you reach your target audience and start to maintain an active and professional profile.
Cherelle says: “For manufacturing businesses – and most B2B industries - LinkedIn is the most popular platform to share insights and establish yourself as a thought leader. It allows you to showcase your skills, experiences, and accomplishments to build credibility and boost exposure for both you and your company among like-minded people and perhaps even potential customers.
“Try different types of content to see what works for you and your audience. LinkedIn allows you to publish articles, create multimedia content, and participate in industry groups, which ultimately helps you to amplify your reach. “
Get out there
“It’s all about pushing yourself out of your comfort zone. Besides LinkedIn, I started attending as many networking events as possible to get out there, meet new people and make myself known,” says Adam.
While the thought of stepping into a room full of strangers can be daunting, networking helps you to connect with industry peers, potential customers, and suppliers to further boost your exposure.
Luke adds: “For a long time, I actively avoided networking opportunities but then I set myself a challenge. Now, I try to talk to the first person I see and strike up a meaningful conversation, which besides helping my profile, it helped me build my confidence.”
First, research what events are relevant to your industry, including conferences, seminars, and networking events. Second, start attending them. This will help you connect with people, build your connections, and open the door for new business opportunities.
It also helps to find professional associations and organisations related to your field. Again, besides offering networking opportunities, they are a great way to connect with people who share your goals and interests.
“Now, I have been involved in round table discussions, podcasts, panel events and I have been a guest speaker at several conferences,” Adam adds.
Remember, Rome wasn’t built in a day. Building a personal brand takes time and requires consistent effort and attention.
Cherelle says: “Be authentic, and stay true to your values, beliefs, and personality traits in everything you do. Being yourself will help you to form genuine connections with others, fostering a sense of trust that is essential for long-term relationships and overall business growth.”
Think about the impact of online engagement and interactions on your personal brand
Be sure to actively engage with your audiences, especially on social media. Take the time to respond to comments, messages, and enquiries in a timely and professional manner. By doing this you demonstrate that you value their input and opinions, which helps to build trust and loyalty.
It also helps to stay updated on industry trends, advancements, and best practices to maintain relevance and keep that competitive edge. Investing in professional development is key to enhancing your skills and expanding your knowledge base, which ultimately helps you to position yourself as a forward-thinking professional and evolve with industry landscapes.
Consistently working on your brand helps to boost your reputation, which can have a significant impact on your business bottom line. It helps to be mindful of your online reputation, including that of your company.
Your online reputation reflects perceptions of your company among your customers and can significantly impact your business success. Cherelle adds: “Be sure to monitor social media feeds and address any negative feedback or misinformation promptly. Often, it’s not the issue that defines you, it’s the way you deal with it that people remember.”
Think about PR to nurture your personal branding efforts
Having a PR strategy in place for your business can also help you to amplify your personal brand. Proactively managing your online reputation and nurturing an online presence that reflects your core values will help get your business stories heard and seen by the people that matter. It can also help you to boost and maintain both your and your company's reputation by placing you as a thought leader within your sector through consistent media coverage.
“Working on my personal brand and seeking PR opportunities put my company on the map,” says Adam.
Cherelle says: “A well-crafted personal profile can help to humanise your brand and boost overall exposure which is key to attracting new opportunities. When potential customers can connect a face with that story, too, they're more likely to engage.”
Adam adds: “This is a subject I love to talk about because it has helped me, and my company. My personal branding had a significant impact on business exposure. People know who we are and what we do, which has ultimately generated sales.
“I am now Vice Chair of the British Stainless-Steel Association (BSSA), and I have won a number of awards, including 42under42 and Businessperson of the Year.”
Personal branding is not just a buzzword. It is a powerful tool for building your professional reputation, expanding your network, advancing your career and creating opportunities for the business you represent.
For help getting started, contact Partners PR. With more than 35 years’ experience working with manufacturers, our PR masterminds can help you engage with your audience, and place your story in the hearts and minds of the people who matter the most to you and your business.