Before getting into this article, let’s address the elephant in the room. As a professional speaker or coach, your personal brand and reputation are everything. The demand for your involvement depends mainly on these two factors, so managing your personal brand well is a top priority.
Sought-after speakers are in demand because people want to see and listen to them. Is it because of what they say? Partially. Is it because of their professional competencies? Maybe. Or is it because they simply like them? Most definitely. This is the power of personal brand management.
You might want to check out two of our audits that can help you to understand what people like and dislike about your personal brand.
Whether intentional or not, everyone has a personal brand. Yes, your personal brand constitutes your unique skills and core values. It is what the world around you thinks of you. Any interactions you have, be it online or offline, are the building blocks for the reputation people will have of you. Therefore, it is necessary to intentionally put your best foot forward and grow a positive personal brand, especially if you are in business! As a speaker or a coach, you need a solid personal brand if you are to grow your client base. Keep in mind that if you are not intentional with developing your brand, people will fill in for you with whatever information they gather from friends, internet searches, and social media. So, how do you do it?
Well, here are some personal branding tips for speakers and coaches:
Ascertain your unique value proposition
Developing a good brand involves bringing out the best version of yourself-not creating a new persona or masquerading as someone you are not. To build your personal brand, you need to leverage the things that set you apart from other speakers and coaches. Take advantage of those differences. People tend to remember the things and people that stand out. And that is why you need to have a Unique Value Proposition (UVP).
A Unique Value Proposition is a statement that highlights the unique things that only you offer. If you are unsure of how to create a UVP, you could start by understanding your strengths. What are the areas that you have excelled in the past? What do people compliment you for often? What talents do people say you have? Answering these questions will help you identify things that you are outstanding at and also lays a foundation for determining your UVP.
Ensure that the statement you put out is clear and in a language that resonates with your target clients.
Carve a niche
The world of coaching and speaking is vast. There are several things you can coach or speak about. But the only way to separate yourself from the crowd is carving a niche and specializing in that. What things are you passionate about? Do you prefer solving problems? What problems do you enjoy solving? Is it relationships, spirituality, or career? Do you like making connections? Know what you are good at within the coaching or speaking field.
When developing your personal brand or even marketing yourself, you will angle your messaging towards that specialty. Don’t allow yourself to fall into the background where people do not find anything special about you or your delivery angle. If you do not know what your niche could be, you can start by looking at your area of expertise. If your area of specialization is a bit broad, carve a niche for yourself with how uniquely you work or present yourself.
Tip: Remember, you can always rebrand. You are not tied in perpetuity to that niche that you create now. If you realize that your interests have shifted along your coaching journey, you can reinvent yourself in the new field.
Increase your visibility
You might be the Mozart of coaching and speaking, but if you do not have a solid online presence, you may fail to achieve your professional goals. Put yourself out there where your target audience can find you.
In this digital era, you cannot afford to miss out on having an online presence. Start by creating a good website if you do not have one. Your website should have information about you, your past accomplishments, links to your social media accounts, your UVP and testimonials from your former clients. Your website and social media platforms should not only be about yourself. Try to find a way to add value to your audience.
Develop a content strategy and churn out helpful content in line with your field. Ensure that your content is engaging, insightful, and intentional. You can do a personal audit to gauge what people think of you and your overall brand. You may think, why would I give it all away for free?
Now, providing genuinely helpful content shows your expertise. People will trust you with their money when they see that you are a trusted authority in your area of specialization. Try to share different types of content such as podcasts, webinars, online courses, and infographics. It will pay off in the long run.
Try out video marketing
Talking of boosting visibility, try to showcase your portfolio of work. No one wants to get a coach or listen to a speaker that is not worth their salt. People want to work with people who have a track record of excellence. Platforms like YouTube are perfect for showcasing your previous speeches.
Video content is burgeoning, with YouTube garnering billions of views every day. It is understandable why most people love to consume video content. Videos are engaging, and the format is easy to digest. Incorporating videos in your marketing strategies will grow your credibility immensely.
Networking plays an integral role in career success in all fields. When you form connections with other people within your industry, you are more likely to improve your skillset and be in the loop with current trends in your area of expertise.
When you grow your networks, it will become easier to get more speaking and coaching engagements. That is because people know you. Your peers are more likely to recommend you to people who need help in line with your area of expertise. As you connect and network, you also get to build your personal brand as a respectable speaker or coach.
Your personal brand is your most valuable asset as a speaker and coach. It is a competitive space, and the only way to present yourself in the best light is by creating a sturdy and consistent personal brand. That will build your reputation and grow your credibility with your peers and target clients, as well as help you achieve both your professional and personal goals. It will help you get more opportunities, inspire trust with your audience. You will stand out as a speaker or a coach in your niche.