Over the last few years, personal branding has gone on from being an additional responsibility to one of the top priorities in marketing a business.

The reason being: Customers are looking for more than just a product. They are looking for a personable brand to buy from – this why it has become extremely important for entrepreneurs to brand themselves, too.

Entrepreneurs are competing for resources and opportunities that enable them to tell their story and build their reputation. If you are an entrepreneur who isn’t actively branding himself, be rest assured that your competitors will waste no time in branding you, which may hurt your image, company valuation and bottom line.

Here’s what you need to do to brand yourself effectively:

Find commonalities and own them

It would be great if you could identify certain key attributes that are common between you and your company. Once you figure those out, you can proactively work towards aligning the two in the eyes of your customers, thereby making a strong association and “owning” that quality. Every product or service has certain impressions associated with them such as honesty, effectiveness and/or customer focus, which are important to the customers. Identify these characteristics and incorporate them into your identity.

Be the expert

You need to ensure that you lead your turf and show that your competitors can only follow suit. If you can keep up with this, it will make you come across as a trustworthy innovator and a thought leader, thereby making you more influential with time. It will project you as someone who can identify and fill gaps in the market better than anyone else fills. Your customers will perceive you as the one who cares enough to meet those needs, which weren’t met before.

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