Personal Branding Mistake #1: NOT HAVING A BRAND PROMISE

Believe it or not, most senior professionals don’t have a brand promise. Big opportunity lost.

A personal brand is not a portrait or a tagline (although it may include these). A brand is not a biography or a website (although it may be expressed in these). A brand is a promise you can keep… a benefit to your audience that is understandable, believable, delivers superior value and differentiates you from your peers. Whatever your current branding efforts are intending to do, they are perceived by your audience as making a promise. And if that promise is not what you want to communicate, then you’re in trouble. So consider doing research with your audience to find out what they think: what your brand really is, what people perceive of you as promising. And discover if you’re standing out in the way you want.

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #2: SOCIAL MEDIA PICTURE MISSING

People are 16X more likely to look at your LinkedIn profile when you post a picture. Post a good picture that supports your brand promise. 

Many people do not understand the importance of a good portrait on social media professional profiles. In a study conducted by The Ladders, an eye tracking heat map shows that recruiters spend 19% of the total time looking at your picture then your current job position and education. Not as much time is spent on your skills, specialties or older work experiences. Social media profiles are today’s first impressions. Complementing personal branding with a strong photo gives your audience a picture (both literally and physically) of who you are that goes beyond words. A recent study published in Psychological Science discovered that we draw conclusions about people based on a photo in less than a second. Not having a photo causes your audience to question why not. Leaving your audience questioning is not a good move. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #4: YOU'VE BECOME A LITTLE LAZY

As January fades away so does your New Year’s resolution to post. Don’t give up on your personal branding goals! Keep posting and keep engaging your network. 

If you have become a little lazy and figure that you can take a few weeks off from posting and engaging on social media, then you are sadly mistaken. Just because your profile is strong doesn’t mean that you don’t have to work regularly on maintaining its strength. Posting content about relevant information to support your brand story ensures your audience’s continued engagement. Remember to use visuals to spice things up as they are processed 60,000 faster by the brain than text. Be proactive to sustain and grow your brand’s relationship with your social media audience. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #5: YOU'RE NOT PROACTIVE

Updating and tweaking your branding is not an annual event. It is a continuous process that accounts for shifts in your business and prospect targets. Don’t fall behind competition! 

Social media should never be passive. Updating your profile with captivating content keeps your audience engaged and maintains your brand’s relevance. Regularly posting about current events, news and original content strengthens your brand presence. Posts and shares with your network inspires and facilitates dialogue and engagement. It’s not enough to have a profile and news feed. There are a lot of lurkers out there – people who have an online profile but don’t do anything or engage in any meaningful way. 81% of LinkedIn users belong to at least one group and there are more than 200 conversations happening each minute across LinkedIn groups, so get involved! You have to work it. A proactive approach helps you stay ahead of the curve and your peers. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #6: NOT CHECKING YOUR FEED

Your have a professional network, now use it! 

Having a social media profile just to have one is unproductive. Why have 500+ LinkedIn connections if you don’t engage them? Posting relevant content opens up new relationships and new opportunities on the web. Providing comments, feedback and insight on network posts is a very effective way to engage with your connections. The stronger your brand’s connection, the more valuable your brand becomes. And, 85% of your visitors feel more connected when you’re following them on social media. In order to reap the benefits of a strong online presence, regularly check your feed and participate. Don’t be viewed as “out of the loop”. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #8: YOU'RE NOT ELEVATOR PITCH READY

When opportunities arise, will you and your personal brand be ready? Knowing what your brand stands for and presenting it effectively is key for the perfect elevator pitch.

You never know when you may meet someone who has the potential to become a client or a meaningful asset to your business. Given this, it is absolutely essential that you’re ready to communicate your brand promise quickly and effectively at any given time. The average attention span of a person is 8.25 seconds, so the first few seconds of your pitch are crucial in capturing their attention. Some of the most meaningful professional interactions occur outside of the office when you least expect it. Know your brand promise inside out and deliver a consistent pitch to friends, family and business people. If you don’t have a clear brand message, then why would you expect anyone to get it? 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #10: SO YOU'VE GOTTEN A BIT SLOPPY?

Content is important, and keeping it relevant and interesting is key to engaging your network and creating new business opportunities. Post clear content that connects to your personal brand.

The purpose of your brand’s social media platforms is to engage your audience, maintain relevance with your network, and build new relationships and opportunities. The most essential part of your brand’s online presence is content. Valuable content has magnetic power. Create an interesting mix of relevant content to earn audience mindshare and trust. Do not post to post. Your brand’s audience does not want their feed filled with random content. Share clear content with your network that is aligned with your brand and its value. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #12: TOO MANY POSTS

You are focusing on quantity not quality posts. One quality lead is worth 100 leads that do not have much hope.

One of the biggest mistakes you can make in personal branding is posting too much content. There’s tremendous pressure to be constantly visible in your ever changing social media feed. The volume of posts will depend on the specific platform. LinkedIn for instance is a low volume/high value platform. Twitter is a high volume/low value platform. Our instinct is to just post, post, post. It’s not about the quantity of your posts; it’s about the quality of your posts. Quality content is what makes your brand stand out. Engage your audience and attract new relationships and new opportunities with great content. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #15: WEAK NETWORK

You need like-minded people in your social network that can help you achieve your business goals. Say yes to invites and get out there and find them! 

What is the point in having hundreds of connections on social media if they are not aligned with your brand and its value?  76% of LinkedIn members' primary use of the platform is for networking with other professionals. You want a network of like-minded people who share similar knowledge, experience and goals. Maintaining a network of these individuals gives you a great advantage over your peers. Sharing advice, ideas and content with your network benefits both your brand and theirs. Actively pursue these relationships by accepting invitations and initiating meaningful communication. Like-minded connections make social media work for you. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #16: NOT KEEPING IN TOUCH

A good social network with lots of dialogue can set you apart from the competition. Reach out to professionals around you and make your personal branding message louder.

Developing and maintaining a strong relationship with your network is good for you and good for your connections. Engaging with your audience is essential to building a sustainable brand. 71% of your viewers who interact with you are likely to recommend you to others. Communicating with your network on a consistent basis strengthens your brand. The most effective form of communication is brand promise driven dialogue. Share your content and provide feedback to others. Make it personal as often as you can. Get ahead of your peers by regularly keeping in touch with your network. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #17: YOUR ELEVATOR PITCH MAKES EYES GLAZE OVER

If your elevator pitch is followed by yawns and glazed looks, then it’s time to revitalize your brand. Get creative; revamp your pitch.

Your elevator pitch tells your audience why you are different and better than your peers. You want your elevator pitch to engage them in 30 seconds or less. Excite and inspire your audience about your brand’s value. Having a stiff and arid pitch may achieve the opposite. Tell your story and don’t lecture. Ask yourself, would I be interested in this? If your pitch has been unsuccessful in the past then try something else. Recharge your pitch by thinking outside the box. Run it by your family and friends then bring it to the world. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #18: YOU'RE A LITTLE STIFF

Professional profiles are important, but your social pages shouldn’t read like resumes. You want to communicate with your audience not confuse them by being overly academic. Be clear and creative. 

Social media profiles are not resumes. Don’t make them look like one or read like one. It’s about your brand promise and your brand story. Experience counts as support for your branding, use it that way and stay away from the resume. Social media is effective because it’s social and interesting. If you do it right and it’s a job you’re looking for, you’ll have plenty of time to show your resume. Having a profile filled with experience, academic accomplishments and recommendations is good if it points to your branding. If not, your connections will not see it as relevant and may not be engaged. Showcase your creativity by presenting your brand in a manner that is socially appropriate and innovative. Spice up your social media platforms with visuals, as 65% of social media audiences are visual learners. Think about it as a party conversation. Would you read someone your resume or would you tell them a story? Bet they would rather hear a story!

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #19: YOU DON'T HAVE A CLEAR BRAND PROMISE

It can be difficult to assess your brand, but it's an important step in building your brand. Once you assess your brand with an outside professional, you can move towards a better brand promise.

Before creating your brand promise you must evaluate your brand. Obtaining an unbiased opinion is key to getting an accurate assessment of your brand. Working with a professional branding expert provides you with the knowledge and feedback needed to create a strong promise that communicates your brand’s value to your audience. If you don’t take control of branding by making a great promise, your audience will continue to brand you in ways you may not want – and to that extent your future will be out of your hands and in the control of others. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #20: YOU DON'T KNOW WHERE YOU WANT YOUR BRAND TO GO

Once you've defined your brand you’re ready for outreach marketing. But if you don’t know where you want your brand to go, navigating towards your audience may be a bumpy ride. 

Having outreach marketing objectives for your brand is extremely important. Optimize your outreach with goals and a plan designed to connect with the hearts and minds of those you aim to influence. You need to know where your brand is going in order to get there. Define your brand’s target and plan the best route to reach them. It will help expand your reach, your relationships and your opportunities on the web, and beyond.

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #22: YOU'RE LEADING A DOUBLE LIFE

How can your audience get an accurate view of you if your brand appears differently on your social media platforms? Be consistent and make your LinkedIn, Twitter and Facebook professional pages communicate a synchronized message.

Research shows that personal brands with well-managed and harmonious social media platforms are 40% more effective than brands with inconsistent platforms. Your audience offers huge new business opportunities if you manage social media platforms correctly. There are more 350 million LinkedIn users, 645 million Twitter users and 1.39 billion Facebook users. Make sure all of your platforms are consistent and reinforce your brand promise. 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #24: WATCH YOUR BACK!

Although a great profile picture is key to your personal brand, don’t forget about the imagery directly behind it. Incorporating some background art is an easy way to harmonize the look and feel of your brand and support your promise. 

Visuals are the most engaging type of content on social media. For instance, adding a photo URL to a tweet can boost your engagement by more than 25%. Video works even better as an engagement device. Approximately 40% of online users have a better and more favorable response to outreach when visuals are used over text. Visuals are processed 60,000 times faster by the brain than text. LinkedIn, for instance, offers great opportunities to customize your personal brand with background, portrait and downloadable visuals throughout your profile. It’s said that people are not reading these days. Make it easy on your visitor and boost your profile with visuals. 

LEARN MORE about why Personal Branding matters

Personal Branding Mistake #25: WHY SO SERIOUS?

Your profile picture and background should look professional, but try to have a little fun while you’re at it!

75 of the Fortune 100 companies use LinkedIn as an important part of their corporate hiring solutions. Companies are looking for solid citizens but pay more attention when your portrait breaks through the boredom barrier. Don’t do a deer in the headlights portrait or OMG no portrait at all. Turns out 65% of your audience are visual learners so engage them with stimulating imagery! Social platforms achieve 94% more total views with compelling images. Keep it professional but keep it engaging.

LEARN MORE about why Personal Branding matters

Personal Branding Mistake #26: GRAINY BE GONE!

Grainy profile pictures look bad and show a lack of effort. Lose the grainy picture and pick one that's flattering, professional and clear. 

Over 25 million LinkedIn profiles are viewed daily, so you want to be sure that your picture will stand out. The first step is to include a professional and attractive profile picture. Investing in good photography will pay long-term dividends. According to a recent survey, 89% of recruiters look at your profile picture first. Get a good one! 

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #27: YOU'RE TIME-TRAVELING

Make sure your picture is relatively up to date. You looked great in your high school yearbook photo, but employers want to hire you, not your seventeen year-old self.

Think about it this way, would you put a baby picture in your LinkedIn profile? Keep it current and keep it real. Don’t surprise people when you finally meet them in person by not having them recognize you. Misrepresenting your portrait is bad for your brand and bad for business. 43% of all professionals found new business connections via LinkedIn. Keep their trust and don’t time travel.

LEARN MORE about why Personal Branding matters.

Personal Branding Mistake #29: MAKE NEW CONNECTIONS BUT KEEP THE OLD

Maintaining strong business relationships is just as important as making new ones. Increase the scope of your network but don’t forget your old connections.

Almost half of LinkedIn users now have 500+ connections in their professional network. There are, on average, eight new LinkedIn discussion groups created each week and 200 group conversations per minute. Use relevant LinkedIn groups as an opportunity to make new connections as well as maintain your relationships with your old ones. Connections work best when you work hard to keep your brand top of mind.

LEARN MORE about why Personal Branding matters