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Personal branding versus business branding. Which one is better? Welcome to Content Catalyst. I'm your Deb Szabo, and in this episode we're going to chat about the difference. Why you need a personal brand, and how to best intentionally craft it. As a marketing strategist, I work with businesses on their long term vision and their approach and then help guide them with the planning to apply that vision.
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So branding is one of the first things that I look at with the business. So when we look at, business, we also look at the people in the business and the person that is the face of the business, essentially. And if we get into why, you would have a personal brand over your business brand. Well, let's first look at what is a personal brand.
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A personal brand reflects your reputation, your values, your personality, your interests, and your passions. It's your reputation of what other people perceive you to be, and it's what other people perceive you to be that will help mold your personal brand. And whether you like it or not, whether you like how they are perceiving you. will come down to how well you craft your personal brand and what strategy it is.
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And I have an example of years ago I was on this TV show
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Reality TV show at the time wasn't really, you know, that common there was only really a couple on TV. And so each couple that were cooking had, their own brand that they were associated with.
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They were a label to essentially. And the person that I went on, my son's father, he was younger than me. So of course the media wanted to jump on that and brand me as a cougar. Right? And I'm like, no, that's not what I want my personal brand to be. So I had to craft it to intentionally say that this is how I want to be represented.
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Not like this. So with media, if you don't control your personal brand, they will control it for you. I also had an example of last year where when I started my business, I was, you know, finding my feet. What am I going to be? You know, helping people with. And so I started with what I could see people needing help with.
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They needed help with Instagram stuff. And I knew about Instagram stuff. So I started sharing content about that. And then all of a sudden I realized I was getting typecast as the Instagram girl. And then I was also getting typecast as a videographer. Yes, I am a video coach and I help people show up online using video, but I didn't want to have, that as my day job.
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I didn't want to be a videographer as my day job because I'm a marketing strategist who also is a video coach and helps people, with crafting their content marketing using video. So when I had to check in and I did this recently because this month inside my membership content catalyst, I'm talking about personal branding and talking on camera.
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so I had to go back in and actually review my own personal brand perception
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and do an audit of it to a self assessment of it to see how I was actually being reflected out in the marketplace, because I want to do more speaking, I want to do more,
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presenting. And I'm writing a book. So because of those things, I now am intentionally crafting my personal brand to reflect my expertise and position myself
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as
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a thought leader and
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also
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share information which builds my credibility.
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this is how when you have a strategy with your personal brand, you get to shape how,
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people,
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you know, reflect
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on when people say your name. So if I look at what are the seven benefits of building a personal brand?
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So number one is stand out from the crowd. If you've got ten people all lined up doing the same thing, what makes you stand out from that crowd? What makes you different? What sets you apart?
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How do you showcase your unique skills? Because your story is different to those ten people. Even though you're all doing the same thing.
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Your skills, your experience, your perception, your values, your point of view matters when it comes to those other ten people. And that's what makes you memorable. How how are you memorable to people? What makes you attractive to potential clients and collaborators?
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So when you stand out from the crowd for good, that is when you can establish your credibility.
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So number two, increasing your visibility and recognition. And when you have a strong personal brand, it will elevate your profile and it will position you as the go to expert. I see this all the time in Facebook groups where people are typing going, I need a photographer, I need a PR coach, whatever it is. And if your name is mentioned, that's when you know you've got good personal branding that represents you as a, credible industry expert.
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How do you get there? Well, it's by sharing valuable content and your insights from your point of view. It will also help you attract the attention of, you know, in the industry. So if again, if you want to be, you know, a presenter, a speaker,
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get noticed by media, then it is about building your personal brand.
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Number three is
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trust and credibility.
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If you have a strong personal brand,
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you know that when your name is mentioned, it's like, yep, that's the go to person.
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it's your reputation for the knowledge that you have. And I think about a as a hairdresser
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I still drive an hour to see my hairdresser because I know that I can walk in a trust what she does.
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and I've been going to her for a long time. I, I don't have to tell her what I need. She just knows
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If I went in there and she's like, actually, no, I'm gonna get you to get your hair done by
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Peter. Now, you'd be sitting there going, well, I don't know who Peter is.
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are they any good? Will they cut my hair?
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So then you start to question the credibility of that hairdresser because you've never heard of them before. So this is why having your personal brand and establishing your personal brand as an expert really does help to elevate your credibility and your trust.
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Number four is it helps you attract other opportunities.
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So when you say have a business or you work for somebody or you want to change careers when you have a good, strong personal brand, you can pivot and you can change complete industries and people will follow you because they know your personal brand, they know your values. They know what you stand for. They know your expertise.
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So it makes it so much easier for you to be able to,
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collaborate with other people because they'll seek out your opinion.
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it will also help open up to partnerships,
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sales leads. If you know you're trying to get your foot in the door with a certain corporation, they will check you out as a person. The first thing that we do these days is we go straight to Google and we Google somebody.
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if you have,
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a page full of,
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information that is, you know, not becoming
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branded as somebody that isn't good to work with.
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It's dodgy, that's, you know, deceitful, that is, you know, not to their company values, then they're not going to work with you. But if they type into Google and they say, five star reviews, they say awards, they say, just yeah, all of your positive information,
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then they're going to get credibility
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that you,
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reputable to work with.
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it definitely helps having a strong personal brand strategy, in a positive light that you have crafted. Because it just helps when people are seeking out your expertise that they have knowledge that they like. Yep, that person is good to work with.
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Number five is
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it will help your current marketing. So whatever marketing you're doing as a business to promote your product or service, having a strong personal band, being the person up front will help you.
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next, your marketing no doubt,
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because people buy from humans.
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If somebody asks, where shall I go and get a new car? go and say, you know, Sue at this car dealership because they know they've had a good experience from you.
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if you need business coaching and you ask around in with your friends and you're like, I need a new business coach, how am I going to go and say you can I recommend the people that you already know? So when you go to Google, someone,
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if they see a person that's up front and they see a person that is the speaker of that business, and they can see that you come with credible, expertise, it is going to help fast track that buyer journey so much more quicker.
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And it's also going to help retain loyalty. And I know myself I'm part of, different things. And sometimes I stay just because of that person. You know, I've got, you know, memberships and wine club, subscriptions and, and lots of things like that. I don't necessarily stay because of the product itself. I stay because I know the person.
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So having a strong personal brand within your business really helps to retain loyalty as well. And number six brings about fostering authentic connections so that human connection makes you relatable. And it leads to a more engaged community and stronger relationships with your audience and potential clients, as well.
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This also comes in to vulnerability. Vulnerability. Being vulnerable also helps with your credibility because again, it shows that human side people know that when they see a person.
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And I think about Sarah Blakely, who started Spanx. If you've ever heard her story, she's now a billionaire. She's even sold, you know, majority share in her company and moved on to other things. And she will be able to take that anywhere.
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she'll be able to start up another business anyway because of the connections that she's built up in the following, that she's built up, the reputation that she's built up.
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But when she started,
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she was really struggling to get distribution in, particular department stores. And then when she did get it in there, her product in there, then she had to move the product. So she went in there to these department stores, and she stood there and she helped people in the change rooms, try on clothes and then show them the product.
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And then, you know, the before and after. Try these on. Now look at it with it. Oh my gosh. Then she was training the staff in the department store. That's how she really catapulted her business, was creating those real connections with people to genuinely help them. And it made a huge difference to the reliability of the product. So then number seven leads me to validating premium pricing.
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When you have a strong personal brand, it will help you demand, a premium price. People are more willing to pay for what you offer.
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As your popularity grows, so does your rates, and so does your availability, of course, as well. And that's the whole point
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and I've done this with myself,
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I used to have Airbnb,
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years ago.
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And when I first started, I was at this was my rate
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that's what I put out. But every week I would add to it, I would make it, I would improve the accommodation. And each time I would also raise my prices with every five star review that I got and they would mention my name, they were like, Deb
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Looked after us. You know, Deb did this step, did that. and with every five star review that I got helped to increase,
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my,
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pricing.
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And, you know, Airbnb also says that, you know, this property's not usually available.
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But if we look at
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how do we create a personal brand?
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the first step is no you. Why define you? Why? Why do you want a personal brand? Look at your vision and your mission. I think this is the number one starting point when we have whether it's your business brand or your personal brand,
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what are your personality, your expertise and your values?
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But who do you want to help and how do you want to help them? What makes you different to somebody else? And if you know why? Because a personal brand requires you to be upfront. It requires you to be the golden goose. Sharing the information, being the upfront person on stage or online or wherever it is at networking events, being the upfront person.
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So it's really important to reflect on why do you want to be known for what you do?
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what do you want to be known for?
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And reflect on your personal and your professional goals. Why you do that?
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Why will you showing up help impact people? So if you can answer those questions and you can write this down, you know, write down these few points, then write down your target audience who do you want to help? Who is your ideal person that you want to help? What are they struggling with? What are their biggest challenges and their desires, and where do they go looking for their information?
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Because this will help leave clues of where you need to be. If your, audience doctors and they read a lot of journals, then you need to be writing thought opinion pieces in these journals. If your audience is on Instagram, then you need to be sharing daily stories with your audience so they get to know you, as well as creating long form content in there as well.
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find your niche. Now, as I mentioned, you might have ten people lined up doing all the same thing, but what is the one thing that makes you different from everybody else with your expertise?
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Because that is what is going to help you stand out from the crowd. You know, it could be so for me, my, you know, expertise is yes, I'm a marketing strategist, but I'm also a video coach.
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So when you come to me, I'm going to help you show up online and fine tune those techniques to help build your personal brand and your business brand.
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And then the next step is your brand attributes.
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What do you want? What do you stand for? What sets you apart? Who inspires you? Now remember, we want to know who inspires us, but we don't want to emulate those people.
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We want to do our own take of what we do. So then look at your personal brand statement. This is essentially your elevator pitch. So when you walk into a room and you shake someone's hand and you say, hi, I'm Deb and I am blah,
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this is your
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1 to 2 sentences that sums up who you help,
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how you help them,
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and what makes you different.
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when you go to write your elevator pitch and again you can write this down, jot down the points of many people, your your audience struggle with. What's the problem or the challenge I help them achieve? What's the benefit or outcome that you helped them with by doing blah. So what do you do? What's your unique selling point?
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The next thing is your online presence. There is nothing more powerful than standing in front of somebody and having a conversation to help accelerate that by a journey. And Google talks about this in their seven, 11 four rule. So people need to consume seven hours of your content, across 11 different touchpoints, across four different locations to turn them from a stranger into a buyer.
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And if you are not able to stand in front of somebody for the day in a workshop. So and this way I think about this. If if you go to a workshop, you've never seen somebody before, and they get up on stage and they give their presentation, you are so much more likely to buy what they've got to sell at the end of that presentation than if you saw a Canva tile on Instagram and you just scrolled on going, there.
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Right, you know, learn to speak, coach or whatever. And that's because people need to see, hear, and feel what you do and they need to spend, like I said, in Google's research, seven hours doing that. So if you only ever sharing a 15 second reel, this is why it takes so long for that buyer. That stranger to become a customer is because they're not really getting to hear the the all of you and inside Content catalyst my membership.
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This is why we talk about having one long form piece of hero video and turning that into 15 pieces of content marketing, because when you do that, you tick those boxes of being able to have long form content. People spend, you know, time with you, and then they also have it reinforced in their email, on their,
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on their LinkedIn page, on their Instagram stories.
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Everywhere is you and I. And when I'm in launch mode, people say that to me. They're like, you're everywhere I look at the moment. And I'm like, yes, I'm doing my job because I need for you. Because we're so saturated these days, with communication and with advertising, with offers that you need to stand out from the crowd.
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And how you do that is by taking those boxes. But it also your online presence is what makes you uniquely you. What's your style? What's your signature look? How do you sound? The visual clues that align with your brand? So for me, I've got pink and green as my branding colors for my business, but that is part of my personal brand as well.
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So if I'm in an event, I'm going to be wearing those colors. I just was at a conference, a month ago, and every one of my outfits reflected my brand colors, to help with memorability as well. So also your your tone, like how I show up on Instagram is, sometimes pretty rough and ready. And that is, I've, you know, in my running clothes, I've probably got a cap on no makeup because I, I guess it's deliberate because I want you to also feel that we're just having a casual conversation.
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I also want to remove the barriers that many people have of talking on camera,
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to feel like they don't need to get all dressed up and everything to show up on camera online, that you can just have a conversation and be the real you,
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as well as having a polished look as well. So what do you say?
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What does your branding say about you? What is your, you know, signature? Look, I think about Mel Robbins again with those black rimmed glasses. Whether she intentionally did that, or not is is a different story. It's what makes her memorable. I know that she's got yellow and black as her and the font if her name with her podcast.
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Everything. Any time you see any video online of Mel Robbins, she has had little microphone, cover with her name on it, and that becomes a signature look of hers as well. So what is your signature look? Your voice tone, your, energy, how you present your brand colors tagline. Do you have a tagline? Remember the Spice Girls they had, you know,
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girl power,
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it could even just be a sign on?
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You know, how you greet people, on your podcast? That can be a tagline.
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So the next thing we're going to look at with your online presence is your social media. Now, whether you are going to ever post on these social media platforms or not is irrelevant. This is all about optimizing,
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the content that is out there and also indexing Google to point as many things towards your name back to your website as possible.
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So go out and review. So first of all, optimize any profiles that you already have. Like for example, if you are on Instagram, go and change your name to your name. And if you can't get your name then something close by it. For example, my Instagram handle is Deb Szabo underscore video because Debbie, Deborah, Deb were all taken so I went with Deb Szabo underscore video and my Facebook page.
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You'll also notice that my LinkedIn page is still Deborah because I, you still go by Deborah. But Deb is my online, branding because it's short and sweet and easy to, remembrance spell and say. So if you type into Google Now, Deb Szabo or Deborah Szabo, it will all come up with me, except for, I think, two photos and, now, which is of an orthodontist based in Canada, and that, that is from May securing all of my social profiles.
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So first of all, you'll see my website. Then it'll be my Instagram, my LinkedIn page, my, YouTube. All roads lead to Rome, and that is go out and claim every single one of your social media handles, across the platform. So, for example, go and get your TikTok name, your Twitter, Pinterest, YouTube threads, any like high profile used platform these days.
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Go and secure your name if you already haven't and just update your bio and and if anything else, just put, one post up to say this is where you are, this is how people can find you. Because again, like I mentioned, that helps to index Google to say this person's credible and this person can be found. The next thing you want to do as well is do you have with your website your own personal URL.
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So for example, my website is Deb Szabo.com and if you don't have your personal,
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name as your URL because you operate under a business name, for example, I urge you to go out and still secure your URL because and then just divert it to your main website. You don't need to set up a separate website, just divert it, forward it to your current business website, forward it to your about page like if you've got an About Me page or a speaker page, forward it to there.
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Because again, every time Google indexes your name, it, it flags it as yes, this is credible.
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if you have your own personal URL, then make sure you've got a speaker page or an about you page.
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And then
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have
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all your social media links on your website.
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I found this to be
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quite a pattern.
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I've seen with people. I've gone to their website to find their podcast or their Facebook page or their Instagram handle, and I couldn't find that icon leading back to their social media. So make sure your social media and your website is talking to each other.
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if you do want to be a podcast guest, if you do want to, get on, you know, be in media, you want to submit awards,
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anything like that,
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You're going to need a speaker bio.
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And that's why I say start on your website with a speaker page or an about you page. you need a speaker bio, which is just literally one page.
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And you're going to need some headshots.
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I have put together a personal brand strategy workbook,
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and it includes everything that I've spoken about today.
00:23:57:19 - 00:24:25:12
Speaker 1
So you can get a free copy on my website. I'll put it in the show notes, but in there you can actually get a Canva template for a speaker bio. And also I recommend that you have a speaker page with your speaker bio on there and clear headshots. I actually have a Google Drive folder, so when I'm going to be a podcast guest, I just send the Google Drive to them and then they can pick out of 4 or 5 headshots, and then also they can get my bio out of there as well.
00:24:25:12 - 00:24:49:24
Speaker 1
and it'll just make life easier if you want to get recognized. Now, the next thing is this is all part of discoverability with your personal brand. The most important thing, and I've kept this for last, is having a content marketing strategy, because it's one thing to have a personal brand that you've crafted, but it's another thing if no one knows about you because you're not telling anyone about you, then you're going to hear crickets.
00:24:50:01 - 00:25:23:11
Speaker 1
So if you have your personal brand and you want people to know about you, you need to have a content marketing strategy. This will help position you as thought leadership, because that way you are constantly sharing information and constantly doesn't mean I've got to be ticking things along, pumping things out every day. You better off putting out one hero piece of longform content once a week, then showing up, making, crappy reels on Instagram.
00:25:23:13 - 00:25:29:09
Speaker 1
you know, just going to stories, share a story, and then direct everyone to your hero piece, a long form content.
00:25:29:09 - 00:25:47:23
Speaker 1
so having a plan with your content marketing strategy, I look at, if you have that one hero video of long form content, and that's why I record my podcast, is then I can use that one hero piece and turn it into 15 pieces of content marketing.
00:25:48:00 - 00:26:04:22
Speaker 1
I can turn it into articles, I can turn it into blogs, I can turn it into, shorts for across different social media platforms. I can then put that information on my website. So everything again, all roads lead back to Rome from that one hero piece of content.
00:26:04:22 - 00:26:26:11
Speaker 1
just to recap why I have a personal brand. It's going to help you stand out from the crowd. It's going to help you make yourself memorable. I think the biggest thing is that if you do want to change industries, and you do want to change over, into a different career paths, you if you have built a strong brand, it makes it so much easier to,
00:26:26:11 - 00:26:31:11
Speaker 1
create credibility when you go to do that and, take the following with you,
00:26:31:11 - 00:26:32:03
Speaker 1
I think about,
00:26:32:03 - 00:26:38:01
Speaker 1
Victoria Beckham, how she's, you know, taken her brand from Spice Girls and built a beauty brand.
00:26:38:03 - 00:27:01:14
Speaker 1
I think about, Trinny Woodall, and I use her a lot. I know as an example, but I just think she's such a great content creator because she started her business at 53, and this is her skincare. And, cosmetic brand. She has a really strong personal brand. Now she's just turned 60. She goes on to social media, she creates long form and short form content.
00:27:01:16 - 00:27:29:00
Speaker 1
But she has built Trini tribe. This is her community. She creates really authentic content. She doesn't stand there and dance and point and things, but she shares her opinion, she shares her values, and she helps people, authentically, in a genuine way. show up better. So that is so powerful. And that's why when she goes to then sell her skincare, people trust her.
00:27:29:01 - 00:27:53:23
Speaker 1
People buy it from her because they know that if she's shared all this other really valuable information that's helped them and they, you know, can see the results, then of course, they can go and buy her, you know, skincare and and makeup, because she's already built the value of what she offers people through her, through her products and through the services that she's already offered previously.
00:27:53:23 - 00:28:01:02
Speaker 1
if you would like to know more, I am inside Content Catalyst, my membership throughout June. We are talking about,
00:28:01:02 - 00:28:02:09
Speaker 1
building your personal brand
00:28:02:09 - 00:28:07:22
Speaker 1
and the quickest way to build your personal brand, apart from standing in front of somebody is talking on camera.
00:28:07:22 - 00:28:18:20
Speaker 1
I know many people hate talking on camera. I get it. And it's one of those things that we every, every single insecurity we have about ourselves, shows up when we talk on camera.
00:28:18:20 - 00:28:28:12
Speaker 1
It's what we, you know, think. People think of us. you know, we we don't want to show up where, you know, we're feeling like we're doing it wrong.
00:28:28:12 - 00:28:50:08
Speaker 1
I know what holds us back from actually helping us share our message and connect and help other people. So inside Content Canvas, we are talking about camera techniques, talking on camera, how to craft your story and share your story with other people, and how to also optimize the gear that you already using.
00:28:50:08 - 00:29:15:18
Speaker 1
Because often I see people who are, you know, on camera, and if they just tweaked their camera angle and their framing and their lighting it, they would look so much better on camera, which would boost their confidence of what they're talking about. Also storytelling. I see this a lot on Instagram where people will show up and they will talk on camera, but it takes them 10s to actually say what the video is all about now.
00:29:15:18 - 00:29:34:04
Speaker 1
Unfortunately, their ideal person scrolled on nine seconds ago. So I help you craft out your message and how to script out or plan out your video. So yes, I'll show you how to script out your videos, but make it authentic for you. So it's you talking, not, piece of paper.
00:29:34:04 - 00:29:44:02
Speaker 1
and so will plan out your videos how to use storytelling to create emotion and connection, and also how to show up online and build your confidence.
00:29:44:02 - 00:30:02:24
Speaker 1
And if you're already talking on camera, we're going to elevate that to the next level as well. So if you're not, then we're going to help give you the confidence and the techniques to show up on camera. And you know, I always say done is better than perfect. And, you know, I high-five all those people out showing up now talking on camera.
00:30:03:02 - 00:30:09:01
Speaker 1
But we want to take you to the next level as well. So if you do want to know more, go and check out Content Catalyst membership.
00:30:09:01 - 00:30:10:01
Speaker 1
we do a masterclass
00:30:10:01 - 00:30:13:11
Speaker 1
then we have two work rooms. So the masterclass talks about,
00:30:13:11 - 00:30:15:10
Speaker 1
you know, what we're going to do and how to do it.
00:30:15:10 - 00:30:40:10
Speaker 1
And then the work room is actually taking action to implement, because if we implement, then we get results and we have a work room on talking and crafting out your message and then editing to cut out all that fluff. So you get your message heard by more people and they're going to stick around and listen to what you've got to say, because you've given them all the juicy bits.
00:30:40:12 - 00:30:49:05
Speaker 1
So there you go. If you'd like to know more, I'll put all the details in the show notes. I hope this episode has been helpful. If you know somebody that needs to,
00:30:49:05 - 00:30:52:02
Speaker 1
you know, build their personal brand and show up online,
00:30:52:02 - 00:30:58:12
Speaker 1
share this episode with them. If you've got value out of this episode, I'd love it if you left a review and a rating because it does help
00:30:58:12 - 00:31:01:05
Speaker 1
share the podcast out to more people and help more people.
00:31:01:05 - 00:31:04:21
Speaker 1
And until next episode. Happy branding.
