"Any error that simply another business, I can not be forgiven" - entrepreneurs of the personal brand
His Work / / December 26, 2019
Personal brand - the need for a businessman or a pleasant bonus to your own business? Four experts told Layfhakeru helps if known to earn more, can hurt the popularity and what to do if you decide to download the media image.
"Veda life Shakira Shakira without fees»
Alain Vladimir
Founder of HR-service "Antirabstvo" 160,000 subscribers in Facebook.
When I try to explain how I developed a social networking personal brand, how to build it, whether it was consciously or spontaneously happened, every time I lost. Without coquetry: I do not know how it happened, something like that happened. If I had some reason to repeat the story from scratch - I have no idea where to start or what to do.
My first hantingovoe Agency appeared at the same time, as I began to write in social networks. So my personal brand he developed in parallel with the business. I can only assume that I have read the following reasons.
First, I write honestly. About the job - for example, I pointed out the salary, where to do so is not accepted, or the details of which do not speak. A classic example: the director of venture capital fund is required, salary - 1.5 million rubles per month. I voiced not only salary, but also the fact that this particular employer will not take on such a position, and a woman will not approve the summary of a man older than forty. And about the candidates, I also wrote honestly: why they do not take the job, do not call for an interview, do not call back, more about any difficulties related to employment. True, this was often unpleasant, cut the eye and that is why at odds on the web and as a result has attracted a new audience.
Secondly, I write regularly. Regularity - This second condition, which in my case, apparently, it is important. Each morning begins with social networks.
Of course, the personal brand is very helpful in the business.
- Firstly, a lot of people come through it and it comes to me personally. I'm not looking for clients - in our agency hantingovom no sales team there and everything is going.
- Secondly, my reputationMy fame - is the ability to appeal to a very cool people for advice, assistance and advice. The opportunity to knock on any door - and it will be opened. That's cool.
- Third, the personal brand you can monetize, without it harder to build a business. But there should be a product. By itself, the personal brand - is good, but it can be monetized only if you have a good product. I have a "Antirabstvo".
But this whole story there is another side. Yes, a personal brand helps in business, but I always put at stake his reputation.
Any errors that are just another business, I can not be forgiven.
People are very biased towards me - it's always a downside publicity. A lot of trolling, a lot of negativity, a lot of haters. Therefore, I firmly guard their personal boundaries and their family: no one has ever seen any pictures of my daughter or my parents.
Many negative due to the fact that the social network "VKontakte" I do not answer to PM. There are usually two messages arrive option "Give money" or "to get acquainted with Durov." At first I tried to explain to everyone why I can not do it. But in response to get as much of the mat and threatsThat decided, all communications will be enough.
There is also a consequence of my fame, people recognize me, fit, greet, talk. In the center of Moscow, especially in the "hipster", "feysbuchnyh" places, I can not bear to have lunch. Because it sure someone will approach the restaurant is hovering over the table and say: "Alain, hello! You do not know me, but I just for a moment. I'll tell you a story. " ( "I will ask the board" / "offered to find me a job" / "I want to talk" - there are different options). Eat easy. I have often joked that I'm the life of Shakira Shakira without fees.
"Personal brand does not help me sell croissants"
Sasha Volkova
The owner of the project "brew" general audience in social networks - 39 000 subscribers. leads Telegram-channel on how to build your business.
I started to build its own brand, as soon became an editor. Because everything that you create while working in employment remains the company, and you get only the salary that goes past month. The only thing that you can make after the mercenary work - it is the experience, skills and personal brand. And if you're an entrepreneur, then you already have your personal brand equity - business that is profitable. In my opinion, a personal brand is not required for an entrepreneur.
My business has appeared on the dispute - when I was still an employee of "Evotora", a company that is engaged in automation of retail outlets. In the drafting of the problem, we launched the project "brew business" on the money the company co-founder Andrei Romanenko. And this experiment told blog "Evotora" with translation into social networks. Therefore, a personal brand for me, as a businessman, appeared by itself, it was the task of the editorial board.
The chip of my story is that I talk about it honestly. I'm talking about their failures and setbacks without flirting as it is. Initially, even the thought that this will prevent a wholly sincere. Who wants to call for the event kofeyschika incompetent? But this is not the case.
If a person says about himself sincerely, the personal brand can not interfere with business.
Problems due to the increased of the media can occur in several situations:
- As part of the created image is getting crowded. The Telegram-channel I was originally in the position of "the girl is in trouble," because I knew nothing about opening a coffee house and business. But now I realize that has accumulated enough experience to give advice instead of asking them.
- Excessive financial transparency can hurt. For example, the landlord has to know how much you earn on its point, otherwise he wants to raise the rental rate. So far I have not encountered such a problem, so I do not know how to get such moments.
Now I can say for sure: a personal brand does not help me sell croissants. Direct relationship between the media and my sales results no. Yes, I was in the coffee shop regularly come to the subscribers, but those are not the sales volumes that make business. If my business is based on shipping or would be massive, then the brand would affect the sale. For example, if I order pizza, then I choose "Dodo Pizza" just because I've been watching this project.
Statistics brand influence of the founder of the profit of the company is not present, it is impossible to measure. And most of all, if I was not an editor, you would not do a blog, as it is very labor-intensive, and return doubtful.
Personal brand makes recommendations.
- For example, in a situation where I need contractors, I can ask my subscribers: "Who?" - and I will contact. Here it does not matter the cost, because I'm sure the guys have already analyzed and value for money adequate.
- Also, if some action is needed kofeyschik, I was often called upon the recommendation. All successful calls or opening points were due to the recommendations, that is a personal brand.
Personal brand - a long-term investment. Only after a year of constant work on the blog he started to bring "nishtyaki".
"I do not need to build a business name itself"
Julia Spiridonova-Mikeda
Managing partner in "Netologii groups" general audience in social networks - 20 000 subscribers. Conducts active in Instagram.
My brand is, of course, gave impetus to the business, because it is impossible to start from scratch if you do expert project, not a conditional stall. It is my activity in social networks has helped raise the first seminar - then I made it through Facebook. To attract experts and convince them to work with you, you need a name.
Later my husband was time to deal with their own brand of the growing business challenges and difficulties from recruiting to increase sales. And at this point, neither I nor he did not see the value of a personal brand.
When it is necessary to save the company, you are not to broadcast their views.
Since we correctly prioritize, the company started to grow and eventually become more than we do - it's overclocking.
Now there was a revolution, and I realized that it was time to share the experience. I would not say that I am building a personal brand, I translates the position: I want to teach, inspire and help, because I matter what trail I leave.
I have a valuable experience: I have gone from a girl who came from nowhere to managing partner of a huge business. And I understand that this experience can be useful and necessary to others. My goal - to broadcast examples of successful female business and inspire - especially girls.
This is not for the sake of business. Yes, as a result, this leads to some positive influence on him, but I do not track the effectiveness, because it is impossible.
Building a personal brand recipe is simple: be yourself, Be sincere and to carry the values that are considered important. Write regularly, systematically, honestly on the topic that you care about, and sooner or later you will meet the audience, which will become the core. After the need to pump its expertise through publications, speeches, and books.
Generally, this does not happen, that someone launches personal brand to grow their business. You have to be sincere and to have "itchy" need to convey their position - this is the primary, or will not work.
Of course, when you open transliruesh their thoughts, it can turn into a number of problems:
- A huge flow of incoming information. People are always asking for something, behave familiarly.
- On you pours negative, you do not expect this flow, but it turns out. Anyone can offend you in the comments.
- Business, built around a person ceases to exist without it. This particularly affects coaches, experts and consultants. It happens when your fame starts to work against you, and here it is important to understand who someone feeds you - business or business - you. Well, when your business gets bigger you. But as the company grows, you carry the responsibility for everything that happens to her in the eyes of the public.
Personal brand can hurt business if he has grown the company's brand. No need to build a business name itself! In other situations, a personal brand is necessary for all companies and it benefits, because people want to buy from people.
"Write every day in social media - this obligation, as the payment of wages"
Nikolai Belousov
Founder Madrobots.ru, the total audience in social networks - 14 000 subscribers. Conducts active in Facebook.
My Business established 7 years ago, but consciously to build a personal brand, I still did not start. The success rate in this process for me - is the number of like-minded people who are willing to embark with me on new adventures.
While I can not boast of great coverage, so I do not always get feedback on that count. Create new business somewhat similar to the search for a black cat in a dark room, and often need a critical view from outside, assessing the adequacy of the business idea. Every entrepreneur is in its own invented reality, and, as a rule, he thinks he is doing the necessary and important project for the people. But when he begins to talk about it, it turns out that no one needs or the project is not as perceived by people as he conceived. Feedback helps to keep correlation with reality.
I am aware that it is important to communicate more frequently with the outside world - except that the outside world knows what are you doing? And if before the interaction took place with the help of press releases and advertising campaigns, but now they are replaced by the posts and stories in the same Instagram. Today personal brand - an integral part of the public relations strategy of business projects.
Entrepreneur - it's the kind of person who is constantly coming out of the comfort zone for the sake of the success of the business, so if you realized that a personal brand is necessary for the development of business, you will not need to justify themselves by saying that you are an introvert: just do your a business.
The recipe for success is simple: systematically talks about work to do.
Approach to this process is necessary as another daily task. Make it a rule: write every day. This is a skill that is pumped.
It seems that it is possible to hire a producer who will be promoting the plan, but it does not work. Unfortunately, to invest in the production of content and scenario work is not a guarantee of success. You need to enter the process of building a personal brand gradually and systematically. Many entrepreneurs run out of steam, but write every day in social networks should be as your obligation as payment.
There is a stupid saying, "Money loves silence." But in my opinion, this only works for illegal business. Openness - is an aid in the growth and scale of projects. Personal brand - it's social capital, that is, you can apply to your audience, and it will help you opinions and advice. What prevents to build a business? Lack of money and men, and social capital - is the source of both.
see also🧐
- What exactly it is not worth doing if you want to pump a personal brand
- Why do I need a personal brand and how to create it
- 6 tips for creating a personal brand on the Internet