The Importance of Building a Personal Brand Beyond Social Media

Hey! “The branding job dey ground” too o!

In a recent workshop I conducted, I kicked things off with a thought-provoking question designed to highlight the importance of building a brand that extends beyond the confines of social media platforms. Here’s how the conversation unfolded:

I posed the following question: “Imagine waking up one morning to discover that your entire social media following, all 100,000 strong across Facebook, Instagram, and TikTok, has vanished completely.”

This imaginary setup resonated deeply with the participants. One attendee, in a moment of realization, exclaimed, “Ei nanka mete ate,” a Ghanaian expression that translates roughly to “That would be a big loss!” This perfectly captured the sense of devastation one might feel after losing a painstakingly built online community. Not to even mention what if your account get hacked, as it does happen to a number of influencers.

To further emphasize the vulnerability of relying solely on social media platforms, I brought up the case of former US President Donald Trump. Despite his immense power and influence, he was banned from Twitter, demonstrating that even the most prominent figures are not immune to the whims of these platforms. This stresses the dire need to develop a brand that transcends the limitations of any single social media channel.

As I keep saying you don’t need to build permanent structures on rented plots.

The first lesson to learn is to avoid making social media platforms the sole foundation of your personal brand. They are fantastic for visibility and engagement, but they should be part of a broader strategy – which I will talk about shortly.

Many other questions that should be running through your mind are. What if tomorrow, these platforms no longer exist? Do you have a plan? Chale, you need a backup plan to stay connected with your audience if you don’t have one now. So this realization should lead us to focus on building a more sustainable and independent way to reach our followers beyond social media.

So then, why is it critical to establish a brand presence that exists independently of social media?

· Platform Dependence: Social media platforms are constantly evolving, with features, algorithms, and even entire platforms coming and going. Building your brand solely on a social media platform leaves you susceptible to their changes and dictates.

· Loss of Control: As the Trump example illustrates, social media platforms can restrict access or remove content at their discretion. This lack of control exposes you to the potential of losing your entire online presence overnight.

· Limited Engagement: Social media interactions tend to be fleeting. Likes and comments often don’t translate into meaningful brand loyalty or lasting connections.

Here are some strategies to cultivate a robust brand that thrives beyond the social media platforms.

You see, Social media has become a powerful tool for building personal brands, but it’s not the only game in town. What happens if the platform changes its algorithms, your account gets suspended, or the platform itself disappears? A robust personal brand thrives independently of these external factors.

So let’s get into some ways you can build your personal brand in addition to your social media presence, to thrive when the unexpected happens.

Own Your Digital Home: Your Website

Imagine your website as your personal storefront in the digital world. It’s a space you completely control, allowing you to craft your brand story, showcase your products or services, and establish yourself as a credible authority. Move beyond just informing people about you; actively engage your audience. Create landing pages where they can subscribe to your newsletter and offer exclusive content as an incentive. This not only builds your community but also ensures you have a direct line of communication, independent of social media whims.

Email Marketing: Building a Loyal Community

Think of email marketing as your personal communication lifeline. Building an email list allows you to share regular updates, promotions, and valuable content, fostering deeper relationships with your audience. Emails have a proven track record of reliability, unlike social media algorithms which can drastically change overnight. Encourage your social media followers to subscribe to your email list or share their contact details in exchange for exclusive content. This creates a secure and engaged community, ready to receive your message directly.

Content Marketing: Establishing Yourself as a Thought Leader

Creating valuable and informative content, such as blog posts, videos, or infographics, positions you as a thought leader in your industry. This content can be distributed across various platforms, including your website and social media, attracting a wider audience. But don’t just throw content out there – develop a strategic plan!

A clear digital content strategy is crucial for building trust and recognition. Define your target audience, their needs, and the problems you solve for them. Take inspiration from successful figures like PG Sebastian, a relationship coach known for his consistent and engaging content. His blend of professional insights and humor makes his brand both trustworthy and relatable. Strive for consistency in your messaging and content type. By consistently delivering valuable information that addresses your audience’s specific needs, you avoid being seen as scattered or unreliable.

Building a Community: The Power of Connection

Cultivating a community around your brand fosters a sense of belonging and loyalty. This can happen online through forums, social media groups, or even collaborative projects. Consider hosting online events, webinars, or Q&A sessions to further engage your audience.

Don’t Forget the Offline World

While digital platforms are essential, don’t neglect the power of face-to-face interaction. Hosting workshops, attending conferences, or participating in relevant community activities can significantly enhance your brand’s visibility and credibility. These offline interactions provide opportunities to connect with your audience on a more personal level, building stronger relationships. You can decide to host an offline networking event in your locality to engage some of your audience off the digital platforms. Here, you can even bond better.

Leveraging Feedback and Metrics: Continuous Improvement

Measuring your personal brand’s success is crucial for continuous improvement. Pay close attention to both feedback and key performance indicators (KPIs). Feedback, whether solicited or unsolicited, provides valuable insights into how your audience perceives your brand. Actively engage with them on social media, through email responses, or surveys to understand their thoughts and feelings about your content.

In addition to qualitative feedback, utilize data-driven metrics to track your brand’s performance. Tools like website analytics, social media engagement rates, and email campaign conversion rates provide valuable insights into what’s working and what’s not. Regularly reviewing these metrics allows you to identify areas for improvement and ensure you’re meeting your audience’s needs.

I believe that if you do well in implementing these strategies, you can build a personal brand that thrives beyond the limitations of social media.

Building a strong personal brand is a continuous process that requires understanding the ever-evolving digital landscape, engaging your audience, and constantly adapting. Your brand is more than a social media profile; it’s the value you deliver and the trust you cultivate with your audience. Leverage the invaluable lessons you learn along the way to build a resilient personal brand. Discover your core mission, identify the people you want to serve, and give your best in every endeavor.

Hey, take these insights and push your brand to the next level to stand the test of time.

It’s your turn! ‘Onukpa’ like me say ‘the branding job dey ground’ LOL.

Bernard Kelvin Clive is a leading authority on personal branding and digital book publishing in Africa. With over a decade of experience in digital publishing, he has been a trusted consultant for entrepreneurs, pastors, and individuals looking to build their brands and write their books. An Amazon best-selling author with over 50 published, and his expertise has earned him recognition as a sought-after speaker and corporate trainer.

Bernard’s approach to presenting complex ideas is unmatched, as he simplifies them and presents them in clear, actionable steps for his audiences.

Bernard is also the host of the highly-ranked Career & Business Podcast, where he shares his insights on branding and life. As a brand strategist at BKC Consulting, he runs the monthly Branding & Publishing Masterclass, helping individuals take their personal and professional brands to new heights. To learn more about Bernard and his work, visit www.BKC.name.