The explosion of social media has taken personal branding to an all-new level. It seems like just about everyone has a brand these days, from high school kids to CEOs. What was once known as our “reputation” has grown into a far-reaching platform that carries our defined values, unique style, and areas of expertise.
Unfortunately, personal brands can become a cause for conflict when trying to build a business brand as a soloprenuer. Finding an artful balance between your personal and business brand (while still preserving some semblance of privacy) may seem like an insurmountable feat. But, with careful planning and mindful execution, it is possible.
Unique Branding Benefits for Soloprenuers
When you run a small business, there’s no avoiding the inevitable marriage between your personal image and the company you run. Instead of seeing this as a negative, use it to your advantage. Your personal brand can elevate your business brand, providing leverage to enhance engagement with your customers. A faceless brand simply isn’t as relatable.
Successful branding comes down to one fundamental value: TRUST. The reason brands work so hard to develop a defined image is to gain the trust of consumers and foster loyalty. Brands aim to humanize themselves to connect with the people they serve. As a solopreneur, you already provide a “face to a name.” Human connection is built into your brand by default, as long as you find ways to relate to your audience and avoid turning them off.
While people are multifaceted and sometimes contradict themselves, it’s important to show consistency in your brand if you want to build and maintain trust. Your audience wants to have an idea of what to expect from you. Writing a mission statement for your company as a solopreneur should include elements of who you are as an individual. Ask yourself:
What are your interests and hobbies?
How do you spend your spare time beyond your business?
How do you define your personal style (how you dress, where you live etc.)?
What do you value?
What are your beliefs and priorities?
Which aspects of your lifestyle are relevant to your brand, and which aren’t?
While no one can be “all things to all people,” it’s wise to avoid alienating people by espousing controversial views that contribute nothing to your business brand. Respect the group of people who like your product but don’t align 100% with everything about you. Knowing what to share and what to keep private can help you avoid costly mistakes.
Simplify Your Social Media Usage
Having a strong social media presence may mean you’re always in the public eye. While constant attention can be great for brand exposure, it’s not always healthy on a personal level. If social media is stressing you out, consider pairing down the number of platforms you use and set strict privacy settings on your personal accounts.
Take a step back and consider which platforms are most meaningful to you. Could an email chain or Google drive folder to share family photos and updates with loved ones suffice as a replacement to your personal Facebook or Instagram page? Sometimes it’s wise to shut down old social media accounts if you’re putting a lot of time and energy into your business accounts. Doing so also reduces the risk of overexposing your private life, or dredging up unflattering moments from your past.
Living Your Brand vs. Letting it Take Over Your Life
Another vital point to consider is the role that your business plays in your life. Soloprenuers are notorious for letting their work define who they are. Social media can exacerbate the blurry boundary lines that keep work separate from your home life. If you find yourself unable to enjoy a vacation, holiday, or event because you feel obligated to blog about it or share photos, it might be time to take a step back and reevaluate.
The new “influencer” culture of the 21st century makes oversharing seem necessary; however, this is not the case. Only you can decide the right level of sharing that you want to engage in. It may not be realistic or beneficial to hold everything back (since you want your audience to connect with you), but there’s no hard and fast rule that you have to make every minute of your life public. Taking a brief social media break, for your niece’s birthday party or a week-long vacation, is OK. Doing so can help stave off burnout that threatens your longevity as a successful business owner.
Even if you love your work and don’t mind doing it all the time, making an effort to give yourself some time off is imperative for your mental and emotional well-being, as well as for the other people around you. Trying to be “on” all the time isn’t productive.
Some strategies to distinguish work from home include:
Maintain a schedule: You might not be able to log out by 5 p.m. or to take the weekends entirely off, but you set aside time for yourself and prioritize following through on that promise. Use work time wisely: Be efficient and minimize distractions when you’re working on your business. Focus on the tasks at hand so you can get them done promptly. Turn off notifications: Check emails, comments, and social media at set times during the day. You don’t have to respond to everything immediately. If possible, leave your cell phone in another room at night so you can get some shut-eye without the temptation to check your accounts. Automate and delegate: Streamline your work by using automated tools to simplify processes wherever possible. Consider hiring a social media assistant to take charge of your accounts and help you maintain a calendar of scheduled posts. Set “no work” zones: When you work from home, it’s all too easy to feel like you “live at work.” Instead, go to a coffee shop, coworking space, library, or home office to run the majority of your business and keep the remainder of your homework-free.
Accepting Responsibility for Your Personal Brand
Ultimately, there’s no escaping the fact that becoming a solopreneur comes with a responsibility to your followers. While you may not think your business and personal brand have to be reflective of each other, your audience may feel differently. It’s inevitable to get judged when the two are in clear opposition, especially if you choose to share everything about your personal beliefs and lifestyle.
It’s always best to start a business that’s in line with who you are already. This eases any potential conflict between the two, letting you stay true to both yourself and your brand naturally.
Your personal brand can either be your greatest asset or worst downfall as a solopreneur. The stories of high-profile politicians or CEOs using questionable social media practices have become all too common. These mishaps can cost you your credibility and career. Depending on your brand, posting controversial content, or sharing your vulnerabilities has the potential to benefit you. Nonetheless, it’s a risk that opens you up to criticism or, worse, the finality of cancel culture. It’s ultimately up to you to decide on the face you choose to present to the world. Just make sure that whatever decisions you make are on purpose rather than by accident.
