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5 Nov 2019

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Why Personal Branding is Essential for Service Based Professionals


For those of us who work directly with clients in a service-based business, gaining their trust and empathising with their challenges is the first step in developing a relationship which in many cases will ideally be long-term and loyal.


Unlike with a product-based business where customers have an idea of what they want and are able to search to find a match for their requirements, providing a service adds another dimension into the mix in that they need to interact directly with you in order to see if you have the right skills and knowledge to help them reach their goal or fulfil a requirement.


Whether you are a consultant, sales professional, coach, teacher, adviser or trainer, you will have spent years developing yourself within your industry or profession, which in turn makes YOU the product that your clients are buying into.


As with any product, you need to be able to express to your clients why you are the best fit for them.


Five Tips for Personal Brand Success


Personal branding is all about understanding how to present yourself, what you do and your business in a way that matches the value proposition that you are claiming to provide. It helps to build your confidence, understand your value and focus on what makes you stand out from the crowd. Most of all, it’s about communicating with consideration, empathy and care, so that you can gain the trust of your prospective and existing clients and show them that you understand their needs and goals:


Communication – definitely the most important aspect of having a successful personal brand! How we speak to each other, the way in which we phrase our words and even our tone of voice can be the difference between a yes and a no! Focusing on them and being respectful regardless of their emotional state shows your professionalism, authority and distinction over and above other people they may have dealt with in the past. ALWAYS treat others as you would want to be treated in their situation!


Empathy – this can be expressed in several ways, but commonly sharing a story of how you helped a client in a similar situation or pulling on your personal experiences and showing some extent of vulnerability is a key skill that you should learn as a service based professional. Showing understanding and care for their circumstances allows them to let their guard down and be more open to