Crafting Your Brand Personality: When to Make Yourself Part of the Sale
In today’s digital age, marketing yourself online is just as important as marketing your product or service. Whether you’re selling a book, a service, or a physical product, creating a distinct brand personality can set you apart. But how do you decide whether to make yourself a central part of the sale or let your product or service take the spotlight? Let’s explore the nuances of building a brand personality and when to put yourself front and center.
Should You Make Yourself Part of the Sale?
This is the first big question when developing your online brand. To answer it, consider these factors:
Your Product or Service
Your Audience
Your Comfort Level
The Pros and Cons of Making Yourself Part of the Brand
If you’re leaning toward marketing yourself as part of your brand, here are the potential advantages and disadvantages:
Pros:
Stronger Emotional Connections
Differentiation
Virality
Cons:
Personal Boundaries
Risk of Overexposure
Scalability
Focusing on the Product or Service Instead
When the product or service takes center stage, your branding can still be infused with personality—just not necessarily yours. Here’s how to create a strong brand personality without tying it to yourself:
Develop a Brand Voice
Highlight Customer Stories
Create a Visual Identity
Striking a Balance: The Hybrid Approach
In some cases, a hybrid approach works best. You can incorporate elements of your personality without making yourself the sole focus. For example:
Share occasional behind-the-scenes glimpses into your life or work process.
Use your story as a launchpad, then gradually shift the focus to your product or community.
Create a “face” for the brand that isn’t you personally, such as a mascot or character.
Final Thoughts
Creating a brand personality is about connection. Whether you decide to market yourself, your product, or a blend of both depends on your goals, audience, and comfort level. Remember, there’s no one-size-fits-all approach. The best brand personality is authentic, intentional, and aligned with your purpose.
