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Notes: Personal brand

Personal Brand: Structure and Strategies
What is a Personal Brand?
A personal brand (PB) is a tool that helps exchange your value for money more
quickly and efficiently. Instead of attracting clients through standard search
queries (e.g., "buy cream Minsk"), you can build a personal brand that will work
for you long-term.

The Ultimate Goal of PB

Profit: the stronger the personal brand, the higher the income.

Fundamentals of Managing a Personal Brand

Principles of a Successful Account
Be as clear as possible (people don’t want to spend time deciphering your
message).

Duplicate content (different formats, channels).

Notes: Personal brand 1

 Ensure that the declared value is immediately visible when visiting your profile
(first posts, highlights).

"Blog packaging": the profile should be clear and attractive to the target
audience.

Clearly answer the question: "What value do I bring to the world?"

Be prepared for publicity (set your own boundaries, but provide the audience
with food for thought).

PB is a marathon, not a sprint. It requires systematic effort.

Stories Should Be Short and Clear

What are you writing?

What is the message?

What should the person understand?

Components of a Personal Brand

1. Image
Appearance (clean hair, healthy skin, well-groomed hands, neat clothing).

Energy: people are attracted to what they want to strengthen in themselves.

Increase your energy level (sports, hobbies, art).

Values, voice, visuals (social media, website).

Profile bio — like a sign at the office entrance. There should be a clear call to
action ("All my products here," "Prices in highlights").

2. Environment
Clients (word of mouth, good relationships = organic growth).

Partners (joint projects).

Opinion leaders (audience exchange, collaboration — paid/free).

Media (interviews, publications).

Notes: Personal brand 2

 Competitors (who can be engaged with rather than fought against).

Mentors and coaches (development, education).

3. Results
You must be ready to provide guarantees and take responsibility for your
activities.

Influence: audience reaction to your content.

Reach: expanding your audience.

Stages of Building a Personal Brand

1. Audit
Where am I now? (reach, profit, current projects).

2. Foundation
What am I about? Why am I here? Where am I going?

Authenticity (honesty with the audience).

Positioning (what makes you unique, your opinion on key issues).

Uniqueness (finding your strengths).

Being, not seeming.

Defining the target audience.

3. Packaging
People don’t follow "empty" accounts.

Visuals, content, and navigation (highlights, links, descriptions) are important.

Tools:

1. Positioning (understanding your niche, advertising, partnerships).

2. Content marketing (developing a content strategy).

3. Touchpoints with the audience (engagement channels).

Notes: Personal brand 3

 Content Strategy
Content marketing is a promotion strategy through regular high-quality content in
various formats (stories, live streams, posts).

Audience Engagement Chain

1. Introduction (catch attention).

2. Interest ("This is interesting, I’ll follow").

3. Trust ("I like this person").

4. Lead (visitor becomes a potential client).

5. Trial (lead magnet, tripwire).

6. First purchase.

7. Regular purchases.

8. Referrals (clients become brand advocates).

Sales Triggers
A trigger is a stimulus that subconsciously encourages action.
Important: Triggers ≠ Manipulation!

Manipulation exploits pain for profit.

A trigger is just information that helps make a decision.

Examples:

"Last day at this price" — sense of urgency.

"Course price = 1 consultation" — clear comparison.

"Buy one, get one free" — savings.

Why Does One Person Buy and Another Doesn’t?

Different clients require different approaches. How to figure this out?

Engage with the audience.

Notes: Personal brand 4

 Conduct surveys.

Analyze feedback.

Publish reviews (they often contain triggers that work for new clients).

Examples of Triggers

1. Reciprocity Trigger
If you regularly provide valuable content without hinting at a sale, part of your
audience will feel gratitude and be more inclined to buy.

What to do:

Create useful content.

Provide value directly.

Avoid selling at the moment of giving (exception: consultation requests).

2. "Achievable Hero" Trigger

People need examples: "He did it, so can I."

How to use it:

Overcoming stories ("It was tough, but I succeeded").

Behind-the-scenes success (daily work, mistakes, growth).

Important:

Avoid manipulation ("Join me or stay poor!").

Don’t create a perfect image (it repels rather than attracts).

Tasks
1. Find 10 blogs you like and provide two reasons for each.

2. What can I change in my work with clients to encourage word-of-mouth

recommendations?

3. To what extent do I want to influence? How many people, cities, and countries
do I want to reach?

Notes: Personal brand 5

 4. Who am I selling to now? Describe your client: age, occupation, family status,
estimated income (to better communicate with them).

What image am I projecting?

What audiences currently engage with my brand?

What results do people get from interacting with me?

Do I have real influence over my audience?

What is my current reach across different touchpoints?

5. Who do I want to sell to? This helps determine how and what to communicate
to attract a new audience.

6. What triggers do I know now, and which can I use in the future?

7. Communicating values through content:

How do I want clients, followers, and colleagues to describe me? Write at

least three words/associations, then survey your audience to see if they
match.

What should I do/show to be associated with the values I defined?

What can I start sharing tomorrow to build this association?

Conclusion
A personal brand is a long-term strategy that requires effort and consistency. It is
built on clear positioning, high-quality content, audience trust, and the ability to
drive engagement. The key is to be honest, useful, and consistent in your strategy.

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