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It’s all in the name, right? Personal branding. Personal. That doesn’t seem to have anything to do with business B2B. That’s probably why so many B2B companies completely ignore this marketing strategy. But they’re making a big mistake.
Here comes some shocking news folks, brace yourself: corporations don’t exist at all.
Companies are an idea, something we have agreed upon. They can’t talk, they can’t think and they can’t make decisions. Pretty handy skills to have when it comes to sales. Who can? The people behind those companies. And it’s time to let those people take the stage.
Humanity and authenticity as a marketing tool
You probably notice it yourself too. Marketing talk doesn’t do much for you anymore. You scan them, hear mostly ‘blah blah blah’ in your head and scroll quickly. Looking for something that does touch you. When do you stop scrolling? When someone gives away valuable knowledge, tells a recognizable story, makes you laugh or makes you think, for example. You stop for things that really feel. That are written from passion, enthusiasm or the urge to help. Not from the urge to get money out of your pocket.
You stop for things that have something human in them.
I think we sometimes forget online and in the list of namibia consumer email business world that we humans are social beings. But the same thing happens there as in real life. When we recognize someone, when what someone says resonates with us, then we feel connected. Does that happen regularly and over a long period of time? Then trust is created.
Who would you rather buy from? Someone who gave you a slick marketing message or someone you trust and feel connected to?
Exactly. That is the power of personal branding.
No employee advocacy or employee branding
You might wonder why I’m talking about personal live commerce: the perfect combination for selling online branding. We have other fancy words that are more related to businesses, don’t we? Employee advocacy or employee branding for example?
That’s because I have a problem with those words. aob directory The emphasis on ‘being an employee’ implies a kind of control. It becomes a task that is imposed on you by the employer. That takes the soul out of it and with it the power.
If you want personal branding to succeed, you will have to let go of control as an employer. You can of course provide guidelines and tools, but after that it is up to the employee himself. Ultimately, personal branding yields the most when the employee can and may be himself as much as possible.
But what exactly does personal branding yield?
Good question. Connectedness, trust, humanity, authenticity… It all sounds great, but in the end, you are probably.