So I wanna chat to you about something that I get asked about all the time, and that is how I built my personal brand.
Now if I’m being honest, I didn’t set out to build a personal brand, I set out to build a business.
But what I found was that if people don’t know who you are, if they don’t trust you, then trust me, they won’t buy into your product or your vision, right?
And that is the power of a personal brand. It’s not about being famous or flashy. It’s about being recognisable, relatable and real. If you’re building a business, you’re launching a product or even climbing the career ladder, your personal brand could be the most powerful asset you’ve got.
So let me walk you through how I did it and how you can too.
Now, first things first, a personal brand only works if it’s genuine.
For me, I’m a proud Northern businesswoman. I’m proud of my roots, I’m passionate about crafting and I’m passionate about the businesses that I’ve created. I’ve never tried to tone that down. In fact, I’ve leaned into it.
Now, when I first went on HSN, the big shopping channel in the US to sell our products at Crafter’s Companion, I had to go for elocution lessons to learn to slow my speech down. I can talk pretty fast. It’s just so that their customers could understand me a little bit easier. But when I was on air, I got caught up in the adrenaline and all of that went out the window because the sales were coming in, right?
Afterwards, I was told the story and someone told me that one lady had commented and said she had no idea what I was selling, but she bought it anyway because I’d been so passionate about it. And that should be how you approach things too. Be your own kind of professional, but stay true to who you are because that is your superpower.
So the next thing is tell your story. It’s one of the most important things that you can do.
Now for me, it was talking about spotting a gap in the market of an industry I didn’t really know existed, starting Crafter’s Companion from my university bedroom with a little tool that my dad helped me invent and I didn’t have a huge budget. What I did have was passion, determination and a lot of drive.
Even today, people love hearing that story because it feels real, feels human. So whether you’re starting out or you’re 10 years in, make sure you tell your story. Ask yourself what got you into this. What excites you? What lessons have you learned along the way? Because those are the kinds of things that people will lean into and listen to and that’s what will connect you to those people.
The next thing that you want to do in building your personal brand is to show up. And I mean, show up and keep showing up.
This is where most people fall down because they do a great job of showing up once and then they disappear completely for six months. We’ve all seen it.
Now, if you want a strong personal brand, you’ve got to be visible and consistent. So that means showing up regularly online, on social media, make sure you keep your LinkedIn profile updated, have a presence on your company Facebook and Instagram, for example. Also, perhaps you can have a presence in the press, know, press interviews or events that you can either attend or speak at wherever your audience is.
Back in the early days, I said yes to everything that I could such as women in business panels, local radio interviews, live crafting demos. Why? Because every time I showed up, more people got to know me. That meant more people trusted me and more people connected with me. And then when we launched a new product, they were already listening.
It doesn’t happen overnight, but if you keep showing up, people will start to associate with you and that’s your message. That’s where the magic happens.
Right, number four, add value, don’t just sell.
Your personal brand isn’t just a megaphone to shout about what you’re selling. It’s a platform for you to serve. So if you’re in business, then you’ve got knowledge that can help others. Share it. So whether it’s a tip on how to grow a product-based business, whether it’s a behind-the-scenes of your day, or it’s just some honest advice about the hard bits, if you are adding value, people will come back to learn more.
When I joined Dragons’ Den, yes, it was an amazing opportunity but it wasn’t about shouting, look at me. It was a platform to share what I’ve learned in my time in business and to help other entrepreneurs to catch their own break,
Now, this next one’s a big one. Protect your reputation at all costs.
Reputation is everything. Your personal brand, it’s not what you say about yourself, it’s what other people say when you are not in the room. So be kind, be generous and be someone who delivers on what they promise. Word travels fast, especially in today’s world. And trust, it can take years to build, but once it’s broken, it’s almost impossible to earn back.
I always say treat everyone, whether it’s a buyer or a junior staff member, with respect. Because how you do the little things is how people believe you will then go on and do the big things.
Finally, your personal brand needs to evolve, but make sure to stay rooted.
Don’t get stuck thinking your brand is a static thing. As you grow, your personal brand is gonna evolve too, and that is a good thing. From university student to founder to Dragon to TV presenter, I’ve evolved loads, but the roots and the values have stayed the same. As you grow, let your audience grow with you. Bring them on the journey. Share the highs and the lows and everything in between, because that is how you build a personal brand that’s not just successful, but is sustainable.
So if you’re wondering about how to build your own personal brand, here is my recipe. Be yourself, tell your story, show up and keep showing up, serve before you sell, protect your name and never stop growing.
You don’t need a million followers. You just need the right people to trust you. And, if you build that trust with honesty, heart and consistency, then your personal brand will open more doors than you can ever imagine.