Different kinds of relationships build your personal brand.
The success of your brand is highly influenced by how it relates to your audience. On the other hand, other types of relationships you cultivate also affect the growth of your brand. If you want to make an impact on your audience and your community, then consider all the relationships you have. Your public persona is molded by how you, and your brand, relate to people in your sphere of influence.
1. The relationship to your competition.
You automatically present yourself as a person of integrity when you value yourself as an authentic brand. However, we live in a competitive society. Within the marketing play-field, you're liked more if you know the rules.
Giving your competitor an occasional Shout Out in support of their business is good practice. Acknowledge how different your competition is from you. Tell your audience your competitor's strengths and how they compare to yours. This reinforces you as a brand with ethics while not undermining your power. People are unique and work differently with each other. Their ideal client is different than yours. If you've ever worked with a challenging customer, then one of your competitors may have done a better job working with them than you.
It's just sleazy to bad-mouth anyone even if they are unethical. Calling someone out on bad practices makes you seem petty. Let their clients or the press do that. Meanwhile, positively sharing your relationship with competitors with your audience will expand your reach. Someone may see you as a better fit to work with when they land on their platform.
I love the work of many photographers and gain a ton of inspiration from them; Sue Bryce, and Lindsey Adler, are some of my favorite beauty and fashion photographers. I've also developed some great friendships with local photographers, such as Brittany App and Andrea Fine, to name a few. I've even had the opportunity to collaborate with some of them. This allows me to continue my outreach and build an alliance in my industry.
2. Your relationship with other brands.
The second type of relationship that helps you build your personal brand is with other popular brands. We put a lot of focus on the brands that compete with us and strategize on how we appear different from them. Yet, we forget about the other brands that complement us.
Having and building relationships with these brands can help grow your business. Think about other companies that are looking for similar customers as your own. Maybe they are fashion brands or wellness brands. They offer completely different products or services but they speak to the same audience as you do.
Know what your target client's favorite brands are. These are brands they like, follow and interact with regularly. A Business Coach or Marketing Coach is a great referral partner for me, so why wouldn't I develop relationships with those brands. Advocating these brands will put you right in front of your potential customer and help you grow a following.
Brands that work as an accessory or add-on to your product or service are relationships you want to praise and collaborate with. A great example of this is my team. I work with great style consultants and makeup artists. Who are yours? A Realtor teams with Mortgage Brokers and Title Companies.
Boasting other brands as "must-have" services or products will get you further reach and recognition. Boasting brands with the same customers as yours increases your outreach. Collaborating with partner brands not only gives you better visibility but also more credibility. Finally, if you work with other types of businesses, then bragging about them supports you and their business.
3. How you relate to yourself and your brand
Your relationship with yourself is the first step in confidently sharing who you are with the world. Stepping into vulnerability is the culprit and some people struggle with it. This is because they are unsure who they are or what they truly desire in life. Subsequently, once you embrace vulnerability, I feel this is the most exciting place to be if you are open to real growth. You can create your Image any way you want.
Understanding what makes you unique and owning it is the first step in how you present yourself to the world. To become a brilliant brand you need to step into that role and fully become it. Believe it, breathe it, own it, and live it.
4. Relationship with your fans
Lastly, and probably the most important, is your relationship with your audience. Brands blossom when people view them, interact with them, and make their opinion about them. The way you speak to people and share your ideas, whether sharing online or speaking live at a venue, communicate your knowledge, your personality, your values, and much more. Understanding your relationship with your fan base will allow you to speak more genuinely about who you are. You begin to express your authentic voice to the people interested in you and what you have to offer.
Have I missed other kinds of relationships that help you build your personal brand? Share a comment below.
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