Создание персонального бренда:
1. Определитесь с ключевыми ценностями. Как вы хотите, чтобы ваши потенциальные покупатели и клиенты вас воспринимали? Персональный бренд представляет собой совокупность мыслей, слов и эмоций других людей, которые окончательно формируется в их головах в ваш образ под воздействием того, как вы подаете себя в обществе. А это вы уже можете контролировать. Необходимо определиться, как вы хотите, чтобы вас видели, а затем действовать согласно выбранному образу. Моральные ценности – самое простое, что можно донести людям и что будет ассоциироваться с вами, поэтому начните с них. Вы входите в число людей, которые ставят этику превыше всего? Именно поэтому профессионалы создают на сайте раздел «Ценности»
2. Станьте лучшим. Если вы собираетесь продать серию дорогих картин акварелью, тогда вам необходимо быть тем, за кем признаётся право разъяснять людям все нюансы данного направления. Если вы хотите работать на людей, заинтересованных в высококачественных дизайнерских услугах, то необходимо подать себя как профессионала с выдающимся талантом. Каждый хороший бренд подразумевает наличие опыта и профессионализма. Nike позиционирует себя как эксперта в создании качественной и модной спортивной одежды. Даже если вы не собираетесь рекламировать и продвигать свои услуги, вам всё равно необходимо создать впечатление, что вы очень хороши в том, что делаете.
3. Постоянно совершенствуйте и углубляйте свои знания, особенно если вы работаете в интернет-сфере. Данная область меняется очень быстро, буквально ежемесячно появляется что-то новое. Если вы были «экспертом» два года назад, но после этого перестали развиваться, то на данный момент вы уже далеко не эксперт.
4. Продавайте свою персону. Персональный брендинг – это, по сути, продажа людям вашей личности. Вам необходимо хорошенько продумать, КАК вы себя подаёте. У вас должен быть хорошо узнаваемый образ, который бы легко запоминался даже теми, кто ни разу вас не встречал. Подача самого себя должна быть уникальной, как и любая другая часть вашего образа. Это не значит, что вы должны сесть и устроить мозговой штурм, пытаясь придумать, как выделиться среди других. Если вы не будете копировать кого-то, то всё получится само собой.
5. Постоянно общайтесь с людьми, причем будьте открыты. Возьмите в союзники текущий век социальных сетей и позвольте каждому немножко заглянуть в вашу жизнь. Заведите личный блог или создайте собственный веб-сайт. Не особо важно, если для вас они будут не основным способом коммуникации, ведь так вы предоставите людям возможность стать ближе к вам.
Постоянно заводите знакомых знакомых. Постарайтесь познакомиться с как можно большим количеством людей. Подумайте, что вы можете сделать для других и что они могут сделать для вас. Заводите множество друзей среди разнообразных людей, которые действительно чего-то стоят. И когда вам в следующий раз понадобится профессиональная помощь, у вас будет к кому обратиться.
6. Найдите себе «союзников». Это могут быть звезды, активные общественные деятели, публичные люди, в общем, те персоны, которые имеют аудиторию, схожую с вашей. Вам нужно попасть в их внутренний круг общения. Комментируйте их публикации, следите за ними в социальных сетях, предложите свою помощь в случае необходимости. Если кто-либо из них ведет блог, попробуйте написать гостевой пост (он должен быть действительно очень хорош!). Вы сможете не только многому научиться у данных людей, но они так же могут дать сногсшибательную рекомендацию вашему продукту или просто сделать ретвит вашей ссылки, благодаря чему о вас узнают тысячи людей.
Очень важное замечание: постарайтесь не докучать и не просите о большей услуге, чем оказали сами. Если от вас есть польза и вы не перегибаете палку, «союзники» вас обязательно запомнят. Воспринимайте это как долгосрочный процесс. Невозможно за неделю подружиться с известными людьми. Процесс может растянуться на месяцы. Постарайтесь использовать неагрессивные формы общения. Не пишите в блоге вещи, которые требуют от них ответа в комментариях. Для этого есть электронная почта и Twitter.
7. Отвечайте людям на их комментарии. Общайтесь с людьми даже без непосредственного контакта. Это значит, что если вы физически не успеваете ответить более чем на ¼ получаемых писем, то почему бы не разместить информацию об этом на странице контактов (вместе с извинениями). Самый верный способ вызвать у людей негативные эмоции – это разочаровать их. Если же вы заранее предупреждаете, как будете себя вести в сложившейся ситуации, у них становится меньше поводов обижаться.
8. Сделайте так, чтобы люди могли вас видеть. Им необходимо чувствовать себя так, будто они знакомы с вами, особенно если ваш бизнес напрямую связан с присутствием в интернете. Чтобы создалось такое впечатление, люди должны иметь возможность вас увидеть. Реализуется это с помощью фотографий и видео, если есть возможность. Поставьте удачное фото на аватар в вашем профайле. Сделайте несколько высококачественных снимков того, что вы умеете делать лучше всего. Выкладывайте на YouTube видео, где вы разъясняете профессиональные нюансы вашей деятельности либо рассказываете о своих будущих планах. Таким образом вам удастся войти в личное пространство ваших зрителей.
Развитие в долгосрочном периоде
9. Создайте собственный контент. Сильный персональный бренд не предоставит столько выгод, сколько можно получить, дополняя его чем-нибудь ценным: высококачественные услуги, интересный блог, полезное приложение, отличные ораторские способности или что-нибудь ещё. На создание данного контента может понадобиться не меньше времени, чем на установление дружеских отношений с медийными персонами.
Выдвигайте оригинальные идеи. Вы должны быть активным действующем лицом в выбранной сфере деятельности. Необходимо постоянно меняться, быть инновационным, вносить существенный вклад в развитие данной области, иначе со временем ваш бренд просто канет в Лету. Определитесь, какова ваша роль, что у вас получается лучше всего или что ещё никто не делал до вас, и найдите способы изменить состояние дел в выбранной сфере в лучшую сторону.
10. Говорите. Пользуйтесь любой возможностью высказаться публично или представить свою работу. Берите инициативу в свои руки во время всевозможных встреч и дискуссий, не стесняйтесь высказывать своё мнение. Людям важно не только видеть вас, но и слышать. Вам необходимо активно участвовать в происходящих событиях в мире и в вашей жизни.
Слушайте и уважайте мнения других людей. Им необходимо чувствовать свою причастность к вашему успеху.
11. Поддерживайте актуальность вашего бренда. Навряд ли вы хотите, чтобы люди считали вас устаревшим и одноразовым явлением или скучным и повторяющимся. Не важно, насколько хорош ваш контент, вы рискуете показаться неинтересным и повторяющимся, если не будете постоянно его обновлять, добавлять что-нибудь новенькое в ваш образ или принимать новые вызовы. Невозможно вечно мусолить одну и ту же идею. Постоянно добавляйте новые слои на ваш образ.
12. Нацельтесь на длинную игру. Расценивайте ваш персональный бренд как инвестиции: его жизнь вполне может продлиться дольше, чем ваша собственная. В то время как ваши проекты могут либо приносить прибыль, либо просто затухать, ваш персональный бренд будет существовать постоянно и (будем надеяться) станет придавать дополнительную ценность вашим начинаниям. Если люди будут чувствовать свою причастность к вашему бренду, то они будут следить за каждым вашим проектом. Таким образом, при старте нового проекта персональный бренд даёт гарантию, что вам не придётся каждый раз начинать с чистого листа. Так что если вы планируете надолго закрепиться в данном бизнесе, будь то онлайн услуги, искусство или продажа автомобилей, то хороший персональный бренд является бесценным.
p.s. будет полезно посмотреть видео о профессиональном самоопределении http://chekmaevs.com/professionalnoe-samoopredelenie/
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