As social media continues to grow, so too will the number of social media influencers. In order to stand out from the crowd, influencers should focus on developing themselves into unique personal brands.
How? Glad you asked. Here are five key ways influencers can develop a rock-solid brand that’s poised for growth.
Whether you aim to inform, inspire or entertain your audience (or all of the above), your account has a specific purpose and a specific audience. Clearly define the mission that drives you as an influencer – what you aim to do, why and for whom. Your mission statement will serve as the foundation for your personal brand – it will guide every single decision you make and make those decisions a lot easier!
Remember the “for whom” part of that mission statement we were just talking about? Dig a little deeper into the types of people you’re trying to reach in order to develop target audience personas (you can – and probably should – have more than one).
Create profiles of the major types of people in your audience based on major demographics (gender, age, location, education level, etc.) and behaviors (hobbies, likes, dislikes, etc.). These personas will help you remember who you’re talking to so you can make your message more personal.
Your visual identity isn’t the only thing that requires consistency. The bigger your community gets, the more you’ll need to communicate with them across different channels.
Perform a messaging workshop to define your target audience and the value props that differentiate you from your competitors in their minds. These value props will help you determine a set of parameters for your voice across all channels. Are you cheeky and irreverent or friendly and familiar?
Making these distinctions will make it easier for you to craft new content for any situation while keeping that content recognizable to your community.
Ever wonder why some accounts just feel right? It’s because they’ve created visual guidelines that keep every post consistent. We aren’t just talking lightroom presets.
You’ll need to define your logo, typography, color palette and presets to make sure that everything you post has a consistent look (especially as you expand beyond organic social media). Whether your audience is looking at your social feed, a blog post on your website or an email you sent, they should be able to see your content and know instantly that it’s you.
It’s easy to run your platform as an individual but to truly scale your personal brand, you need to remember that brands are businesses. The only way to grow your business effectively is by holding yourself accountable with goals and key performance indicators (KPIs) to benchmark your performance.
Create a marketing calendar to keep your efforts organized across all channels and to make sure you’re posting consistently. Pay attention to analytics, comparing monthly-over-month metrics to see what is working and what isn’t.