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Thanks to an increase in recent years of industry leaders preaching about the importance of building a personal brand, most business owners are realizing that it can no longer be ignored.
Gone are the days when you could hide behind your product and still dominate your competition. Now, thanks to an abundance of market choice, consumers want to know more about who they are buying from before making their purchasing decisions.
The companies that will see astronomical growth in the coming years are the ones that deliberately put their founders in the spotlight to show their audiences that they are real people. In other words, you need to put a lot of thought into building your personal brand now if you want to stay connected with your audience and lead the way in your industry for years to come.
The only problem? There is a lot of misinformation out there about what it actually takes to build a personal brand that people buy from. Having spent the last decade of my career building my own personal brand and helping thousands of entrepreneurs do the same, I want to pull back the curtain and debunk some of the most common myths that might leave you stuck and confused. when it comes to building your personal brand.
Related: How to Build an Authentic Brand
Myth 1: Getting on TV isn’t as lucrative as it once was
If you ever thought your business would explode if you had more social media followers, this first myth might sting you a bit. Unfortunately, consumers are more skeptical than ever because of the pay-to-play approach some brands are taking to social media. With some personal brands paying for fake followers to look more authoritative, consumers can smell it from a mile away. This means that having a large following on social media is no longer as impressive or reliable as it once was.
So what’s? Nothing but traditional TV.
If you think that getting on TV to talk about your business isn’t helping your personal brand grow, think again. Right now, being seen on TV has never been more impactful and effective because unlike buying followers on Instagram, you can’t buy your way to the press. The barrier to entry is greater, but the authority and consumer confidence that you experience as a personal brand is tenfold.
While it’s not as hard as some business owners may think, getting your pitch right is absolutely critical if you’re going to stand a chance to grab press attention and eventually land a spot on national television.
Myth 2: If you have a great product, customers will buy and stay loyal
While this may have been true years ago, times have changed. Having a great product is no longer the only thing that convinces a customer to stick with a brand for the long haul. If you want to grow your personal brand, it’s time to consider how you can integrate critical social needs into your company’s initiative.
One of the most effective ways personal brands are currently doing this is by weaving their activism into their brand story. In simple terms, pick a social cause that you are genuinely passionate about and start communicating it with your audience. This will not only increase your audience’s trust in you, but also set you apart from the competition.
Related: How to Position Yourself as the Go-To Expert in Your Niche
Myth 3: You should just post consistently on social media
One strategy that is guaranteed not to grow your personal brand is: post and pray. In other words, posting to social media alone will not lead you to become a highly trusted authority in your industry.
While social media can play a huge role in helping a platform and brand grow, you need to consider the other most important piece of the social media puzzle: clear communication.
Anyone can create content, but content that goes viral and builds your personal brand is content that is well communicated. Taking it one step further: clear communication is just as important offline as online. I learned that the ability to communicate was important for success. We put so much emphasis on social media that we forget real relationships. Network, meet people in person, sell yourself and help people.
Myth 4: Just be recognizable
Finally, if you want to build a strong personal brand, you need to know that being recognizable to your audience doesn’t automatically give you a ticket to success. While being vulnerable and recognizable can help your audience see you as a person, if you want them to buy, you need to focus on earning their trust.
You may be able to grab attention, but trust is the key to turning that attention into revenue and profit. In short, there’s never been a better time to build a personal brand that your customers will love to buy from, but the key is to approach your brand with one main goal in mind: building unshakable trust.
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