Branding isn’t just for, well, brands anymore.
In a time where digital reigns supreme, the rules of connection and authority have shifted. Customers invest in companies that stand for something. They have more options than ever before across practically every vertical, and establishing trust early on is vital for a brand’s long-term survival.
With trust being such a key component for brand development, companies often look to their own employees as stepping stones. This makes a lot of sense when considering that employees, on average, have ten times more followers than brands, with their messages reshared 24 times more frequently than when shared by companies.
People generally trust the opinions and recommendations of other people before that of a company speaking on behalf of itself. They’re more relatable, as the rise of influencer culture has so readily made apparent.
As a salesperson, your job in making a sale surely depends on your ability to channel expert closing techniques. But also playing a role is your likeability and relatability; how you build a connection and establish trust.
If you want to further bolster your company’s reputation and increase your sales as a result, developing your professional and corporate brand as a salesperson is crucial.
Here are four ways to approach doing this from within a company:
#1: Be Active on Social Media
Social is where the consumers are, plain and simple. Consider these platforms as places to make first touches and build upon relationships early on.
They are also where prospects are looking for research material. In fact, 57% of the purchase decision is complete before a customer ever contacts a sales representative.
People want to know what you’re about and with easy access to the information, why wouldn’t they put in their due diligence?
Note that “being active on social media” doesn’t require you to be present on each and every possible channel. Consider your audience first, and you’ll likely find one or two networks that best suit your needs.
For most salespeople, LinkedIn is a great place to start when branding your professionalism and company.
As Cass McCrory of Capra Strategy says, “As you’re posting on social media, the people that you’re connected to will see your face and your viewpoints regularly. This is particularly important when you work within a global organization or your prospective client is literally scattered across the country or world.”
Social media has a way of connecting people without any kind of face-to-face interaction. Use it to your advantage with regular updates and proactive engagement that involves content other people are creating on their own channels.
#2: Create Content Relative to Your Brand as a Salesperson
Successfully using social media to generate brand recognition for both yourself and the company you represent is not about simply having a profile. You need to develop a voice and share your point of view to actually be effective.
Your followers are following you for a reason, after all. They want to know what you think and engage with insights most relevant to their interests.
Writing articles on LinkedIn is one way to both establish yourself as a thought leader and provide great exposure to your organization.
Marketing Strategist Cass McCrory recommends a handful of things to keep in mind as you start writing:
- Make sure none of the information you provide in a LinkedIn article is proprietary or would infringe on client confidentiality.
- Provide a backlink to cited research, especially when the researching party is your current employer.
- Read your article aloud before publishing and read it as if your boss and current clients are in the room. This will help you stay mindful of whether certain words or phrases would be appropriate to use in a more professional setting.
If you’re having difficulty coming up with topics to write about, reference your employer’s current blog. Or pull an idea from content other thought leaders are creating through their own social channels or outlets like TED Talks. You can then create spin-offs of topics they’ve covered and provide fresh insights from your unique perspective.
#3: Get Involved in the Community
Establishing trust and authority in your personal brand as a salesperson requires that you not just push your own agenda. You need to show as much as you tell with regards to the causes and ideas you believe in.
If you’re involved in other organizations outside of your company, display them on your LinkedIn profile. List out relevant awards and accomplishments as well.
One of LinkedIn’s newer features, Career Advice, also provides an outlet for professionals interested in either being or finding a mentor.
Using these types of tools not only allows you to be of service to others, but helps you keep a finger on the pulse of questions your audience of followers might be most interested in having answered. You can then use these insights to help in creating more relevant, impactful content.
#4: Create Branded Assets
Branding yourself doesn’t necessarily require the creation of a fancy personal logo or slogan. You should, however, try to streamline your overall public image where possible.
You want every channel where you have a presence to be equally reflective of your voice and look. This helps build a cohesive storyline and further aids in establishing authenticity.
Experiment With Visuals
Visuals are important when it comes to getting people’s attention. As you develop your following as a thought leader, let images and well-written headlines get you the clicks, relying on the meat of the content to get you the follow.
If you’re not naturally talented with regards to graphic design, turn to a tool like Canva. Canva provides a number of templates, sizing options, and stock photography to choose from.
Personalize Your Email Signature
Use a tool like WiseStamp to personalize your email signature. With the number of emails you’re likely sending on the daily, this is a great touchpoint for further establishing who you are as a personal brand.
You can put a face to the name by adding a professional headshot, build your online network with links to your social channels, and even link out to specific pieces of content worth promoting in the moment — all from within your email signature.
Develop Customize Meeting Scheduling Pages
Your personal brand should be reflective of the audience you’re looking to connect with. And when it comes to making connections in sales, prospects are all about personalization.
Say, for example, you’re hitting the road for a tradeshow or conference. Using tools like Cirrus Insight’s Personal Scheduling Pages, you can maintain the feel of your personal brand while customizing details around the needs and interests of potential prospects.
Final Thoughts: How to Brand Yourself as a Salesperson
A company’s brand is so much more than a color palette. It’s a culmination of the people behind-the-scenes, building and selling its greater mission.
As a salesperson, you are an asset to the company you represent, as is the personal brand you choose to develop. Learn how you can better streamline your sales approach and professional image — get started with a 14-day free trial of Cirrus Insight today!
