How to sell by building a personal brand

There is an opinion that the site, logo, brand book and other elements of corporate identity are needed exclusively by companies. And to promote the services of a specialist or artist, it is enough just to diligently conduct social networks. Taras Gorbul, founder of the Superheroes.ua marketing agency, shared two cases that refute this. As well as general guidelines for creating a corporate identity for personal brands.

Case 1: ANGY

In May 2019, we started working with the personal brand of the artist Angelina Demchenko, who works under the pseudonym ANGY. She was preparing for an important exhibition and before us she set the task to get the maximum benefit from the event. In the language of marketers, monetize this creative get-together and turn people wandering thoughtfully from picture to picture with a glass of prosecco into leads. We have created all the elements necessary for promotion: corporate identity, logo, website, POS materials, social networks. Especially for the exhibition, we have developed non-standard business cards in the form of Polaroid pictures. The exhibition was successful, and the site angy.com.ua still helps the artist to sell paintings, master classes and merchandise with prints based on her works.

ANGY, artist:

“My number of clients has doubled and the portrait of the audience has changed: before, they were mainly men who bought paintings, and now there are also many women who are interested in online and offline education. And now I am absolutely happy: I do only what I am an expert in – I draw and teach to draw.”

Case2: DJ Lutique

We were approached by musician Vlad Chekhovich, known as Dj Lutique. He has been building his personal brand for 20 years. His name has been heard for many years: only his remixes of Alla Pugacheva’s songs have spread all over the CIS countries, and there are practically no venues in Ukraine where he would not perform. But many years of communication with customers showed Vlad that the idea of ​​his activities is incomplete. For example, few people know that he writes music and arrangements for many Ukrainian stars. And he turned to us precisely to add the missing puzzle pieces to his personal brand.

We created a logo, photo and video content, and a completely new website djlutique.pro. On it we have collected in one place all the information about the artist, his achievements, written and produced tracks, mixes, live, set lists, clips, news, tour schedule. The site has become an artist’s business card, which in a matter of seconds makes an impression on a booker, art director or client. As a result, it allowed to increase sales of his services as a DJ and sound producer.

Dj Lutique, musician, composer, sound producer:

“Using the site as a DJ’s business card is logical: I’m not a manicure master to give my Instagram, and not an advertising bureau to send heavy presentations to the mail. Communication with customers has become much easier: now you can send everyone to the site. As a result, the time between the first touch – the call of an interested person and the order itself was significantly reduced.”

Universal tips for promoting your personal brand

From my agency and my personal experience as a producer, there are several guidelines for creating corporate identity attributes for personal brands.

1. Quickly! Even faster!

In today’s rushing world, you have too little time to hook a person. Over the past 20 years, the average duration of a person’s concentration has dropped from 12 seconds to 8. And the average duration of consumption of content on social networks has dropped to 2 seconds. Therefore, the most important thing that you want to tell about the personality, convey quickly, with lightning speed. But for this you need to very accurately determine what is most important.

2. Be a real pro.

It is necessary to give the potential client a clear understanding of the professionalism of the specialist. First of all, you need to break the stereotype that ordering a service from a company / studio / agency is always safer and more reliable than a single professional. Therefore, any information media should contain customer reviews, certificates of training and qualifications, any confirmation of the quality of services, for certain services – confirmation of their safety.

3. Everyone ran and I ran.

The herd instinct has not been canceled. It is necessary to very clearly create the impression of the demand and popularity of the individual. For each specialist, this is different data: a busy schedule of speeches, collected publications in the media, video interviews and photos from projects.

4. It’s all about money.

The corporate identity must be consistent with the specialist’s fee and, at the first glance, broadcast in which price segment he works. If things are too “rich”, it will alienate customers looking for cheaper prices. It will be doubly offensive if the cost of services is more than democratic. And vice versa: those who work in the premium segment should make sure that all its public displays correspond to the preferences of sophisticated customers.

5. Don’t create cognitive dissonance.

The corporate identity should not contradict the personality itself. A tattoo artist or financial advisor should not make pink business cards on powdery cardboard with gold monograms. The corporate identity should correlate with the character, lifestyle, values and occupation of the person you are helping to build a personal brand. After all, the main thing is to be, not to seem.

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