Branding, marketing, running a business and more from New Work’s director
Many corporate clients I work with want to bring more of who they are as an individual into their professional image or ‘personal brand’. This is a great idea, since people do business with people and showing who you are is your best bet at standing out and really connecting.
It’s surprising how many businesses don’t have any sort of marketing plan. ‘We are doing well, we have long-term clients, we don’t need to do marketing’ is something I hear from time to time. Great the business is going well, but what about the future? A marketing plan is not just about growth, it’s about risk management too.
Having decided a professional business needs a website with professional imagery, your next step is to choose a photographic style that suits you. If your brand is about you, you will be looking for a range of profile and ‘at work’ shots that reflect your personality in business – your personal brand. If you work with a larger team, you will be focusing on the business brand in a broader sense, and what type of images fit with your core brand messages and target market.
Those in business development or management roles in professional services will know that their personal professional image is an important factor to success. Their work involves meeting with potential and existing clients and other stakeholders, and possibly attending business networking functions, public speaking and online writing or social media.
Over time I’ve been fortunate to find and work with some amazing people, who have become regular suppliers for my client projects. It’s a sad truth that the amount of people I happily refer is a tiny percentage of the people I have actually worked with – and I think this is the case for a lot of consultants who want the best for their clients.
My typical clients are experienced business owners or C-Suite and high-level professionals in management roles, who are already doing things outside of their daily job like giving keynote addresses, sitting on panels or working as directors on boards. A few of my clients are emerging leaders – on their way to building successful businesses or climbing their personal career ladder.
I was fortunate enough to be invited as guest speaker for Part 1 of the WISE launch: a webinar on professional personal branding. Here are some of the key take-aways from the personal branding webinar.