Even though it may not seem like it, branding (or personal branding) has become a strategic tool for freelancers, entrepreneurs, and small businesses when it comes to positioning their company in the market. It’s not just about having an online presence, but about conveying a solid, coherent, and differentiating professional identity.
Although the concept of personal branding was born as a resource in job searching, nowadays it goes much further. For a small business, the personal brand of the founder or management team can make the difference when it comes to generating trust, attracting clients, and positioning themselves in the sector.
Think about brands you know and automatically associate with a person: don’t they convey a more human and approachable image? That’s the key.
What is Personal Branding Really?
Personal branding is the footprint we leave on others, what clients or collaborators perceive when they think of us or our business. It’s the set of attributes, values, and competencies that make you stand out in your professional environment.
In such a saturated digital environment, being relevant, visible, and different is a necessity, and this, for a small business, translates into conveying an image of professionalism and trust that inspires potential clients.
Why is it Useful for Your Business?
Working on your personal brand allows you to:
- Differentiate yourself from the competition, especially if you offer products or services similar to other businesses.
- Connect with your audience, showing the human side behind your small business.
- Increase your business visibility, attracting new clients or strategic partners.
- Manage your online reputation, fundamental for building trust relationships.
- Position yourself as a reference in your sector, especially if you share valuable content.
The Path to Building Your Personal Brand
This process isn’t built overnight, but with patience and strategy, great results can be achieved. Here are some key points:
1. Define Your Professional Identity
Before communicating, you must know who you are, what you offer, and who you want to target. Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) that helps you focus your message. The clearer you have your purpose, the easier it will be for others to remember you.
2. Look for a Specialization to Stand Out
In a saturated market, specialization is power. It’s not the same to say “I’m a consultant” as “I help small businesses in the tourism sector optimize their digital strategy.” The more specific your proposal, the clearer your competitive advantage will be.
3. Choose the Right Channels
You don’t need to be everywhere, but in the places where your audience is. Some very useful tools to strengthen your personal brand are:
- Professional social networks (like LinkedIn or Instagram, depending on the type of business): to share relevant content, show your experience, and create community.
- A corporate or personal blog, where you can publish articles, analyses, or reflections about your sector.
- Participation in events, roundtables, or networking: direct contact remains very valuable.
- Digital publications like ebooks, tutorials, or videos, that position you as an expert on a specific topic.
4. Take Care of Your Online (and Offline) Presence
From your profile picture to the messages you share, everything communicates. Make sure your image is aligned with the values you want to convey: professionalism, approachability, innovation, commitment…
5. Be Consistent and Authentic
A personal brand isn’t built just with a good website or an active social network. It’s about creating relationships, offering value, and being present consistently over time, and for this, authenticity and consistency are two essential ingredients.
In conclusion, a well-worked personal brand can become one of the most valuable assets of your small business by helping it position itself in the market, generate trust, and open new professional and commercial opportunities.
At the Economic Office, we encourage you to dedicate time to this strategy, and if you have doubts, consult with our experts.
