Communication strategies of Social Good Brands, unlike their counterparts in the pure commercial businesses, need to be more earthly and focused on stories of real people to hit the right chord in customers’ minds. Apart from acquiring a loyal brand following, developing a personal brand of the entrepreneur as the organization’s mascot or brand ambassador could prove to be an effective branding strategy.
What is a Personal Brand?
Personal Brand is a distinct identity and a consciously created public image of an individual. Just like a corporation or an organization, celebrities, influencers, entrepreneurs and other important people promote themselves as a brand through their work, ideology and passion. The primary reasons to do so is to acquire popularity, build business contacts, get access to certain circles and above all to earn respect and enduring credibility for their work.
Why is it important for Social Entrepreneurs?
A Social Good Brand is heavily influenced by a Social Entrepreneur’s personal journey, his vision and his passion for changing the socio-economic status quo. A digitally savvy, highly accessible and an articulate social entrepreneur can attract much-needed attention to the social good brand’s cause. His personal choices, opinions and actions can motivate a lot of individuals and people to contribute towards bringing about a positive change- By changing attitude towards certain issues, supporting someone’s livelihood, buying ethical products or participating in social projects. By staking his personal reputation on the work carried out by his organization, a social entrepreneur can help in establishing credibility and trust for his social good brand.
How to Develop a Social Entrepreneur’s Personal Brand?
There is no rule book for developing a personal brand for social entrepreneurs. It’s about voicing heart-felt thoughts, expressing original ideas and creating large-scale awareness on issues that matter to various stakeholders. An entrepreneur may choose to promote his or her personal brand in any way that makes sense to his target audiences. Here are some of the ways in which popular social entrepreneurs across the world are going about it.
- Creating Your Own Web Space
You can start by creating a simple website or a blog page that acts as your personal property, one that’s separate from your organization’s and one where your musings, work, regular updates, and all inside stories are stacked. It may sound contradicting, but customers love that kind of scoop, exclusive!
- Building Strategic Connections
The most obvious way of building connections is to get your personal accounts up and running on Facebook, Twitter, Google Plus and LinkedIn. Each of these social media channels has a different purpose and they all work differently. For example, LinkedIn is useful in building strategic connections to attract corporate donors, impact investors and valuable human resource.
- Writing, Speaking and..Engaging
Apart from having your own website and blog, you could engage on various powerful content portals like Yourstory.com, StartupGrind.com, LinkedIn Pulse, Medium and Quora by contributing articles that convey your vision and discuss your ideas. Attending relevant conferences, conducting talks, and speaking at seminars leads to a high quality outreach for your organizational brand and builds your reputation as a thought leader.
CEO, Charity Water, Scott Harrison sharing his personal journey at LeWeb Paris
- Being Visual
Posting regular pictures of yourself, at your project locations, with field employees and with people positively impacted by your work on Instagram and other social media channels, and creating visual stories, can help you show proof of social good to your followers and build your reputation as a hands-on entrepreneur.
Creating a personal brand is important, primarily because customers prefer connecting and following a real person, more than a company. They want to be inspired and motivated by a person who cares about something good and is doing his or her bit to bring about change.