Characteristics of a Good Personal Brand

A personal brand is really about combining a product or service that you believe you can offer customers and various elements of your personality. The success or failure of this personal brand you create is dependent on various external factors that play a significant role in the relationship your brand has with its peers and its customers.

First of all, in order to be truly successful, your brand needs to be able to distinguish itself from the competition. It needs to be able to offer to its customers, an additional benefit or value that the competition cannot bring to the table.

A Personal Brand Statement is mandatory, so as to encapsulate what you as a brand stand for, for the benefit of your customers. Personal brand statements should be short and succinct, while summing up all that you stand for as a brand. It should be malleable, and adapt itself to changes in the market and among customers.

Your personal brand should clearly state its benefits, both practical and emotional, so that the customer knows fully well what he is getting by doing business with you. It should also be reflective of who you are as a person, because, lets face it, you are the brand. You are going to be who people interact with when they do business with the brand and you are the one who will be taking all the significant decisions when it comes to the brand and what it entails.

Personal brands should also have a strong presence online, whether it is via a website or a blog that you maintain to keep your peers and customers up to date with what is going on with you and any changes that the brand is undergoing. You can also create a web presence by creating a Facebook, MySpace or LinkedIn profile for your brand so that it has a significant presence in forums where its customers and peers socialize and do business. Having a presence online is absolutely essential.

Flexibility is a large part of any online business personal brand. You are a person, at the end of the day, and you evolve with time, as do your customers and the market within which you operate. It is therefore mandatory that personal brands remain flexible and adapt to the various changes that may take place within their environment and their market space.

Your business card, your references and testimonials from people who have done business with you in the past are also a key part of the brand.