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Personal branding is rumored to be changing marketing in 2021, but not in what you might think. Nowadays, the concept is more focused on humanizing the business – and those who are behind the company. By establishing and strengthening a founder's personal brand, there is an opportunity to give the name of a larger brand a face and personality. It can also help create a sense of integrity or competence as the founder becomes a credible spokesperson who can highlight the company's progress and long-term victories.
Morning Brew email newsletter has always done an excellent job with this. His co-founders, Alex Liebermann and Austin called, are mainly present on social media, especially on Twitter. The two also encourage their employees to do the same, which really increases the sense of thought leadership that comes from the brand as a whole. With each additional contribution, they weave an increasingly strong identity that helps the brand stand out and differentiate the company from the competition.
But when you go from text to video as personal branding, you take your efforts to another level. This makes it possible to associate even more personality with a brand as you use a more engaging medium – the likelihood that people will just keep scrolling is lower. Video also feels more authentic and real than a 280 character tweet, which can be important. A study by Stackla found that 90% of customers named authenticity as a deciding factor in choosing which brands to support. Also, according to Social Media Week, 78% of consumers say they watch online video every week, with 54% generally wanting more content. The audience is there, so why not take advantage of the demand?
Similar: Personal Branding: The Key to Success in the Digital Age
Approach video content wisely
So the question is, how exactly do you create video content that will steer your personal brand (and corporate brand) in the right direction? The following are often the best places to start.
1. Share your brand story
The reasons people don't use video range from lack of time to lack of clarity about the return on investment. But one of the most common reasons among non-video marketers is not knowing where to start – and this is where your branding story will come in handy. It's a logical entry point for the audience.
Think about your personal brand as you start building a narrative. For example, if you are experienced in a particular craft or field, this can be a good place to start. Perhaps your company fits into a certain niche. Again, this provides a natural means of engaging with an audience.
As your brand story begins to take shape, it's time to storyboard your thoughts and ideas. Think about which attitudes best support your narrative and arouse interest. Which angles should you use? Close ups? Wide angle shots? Take into account your graphics or lighting needs. Plan every aspect of the shoot to engage with the audience.
Similar: How to build a brand story that buyers connect with emotionally
2. Get used to being in front of the camera
The only way to be comfortable in front of the camera is to practice in front the camera, and the more you practice, the more natural it will feel. With sufficient practice, authenticity will emerge and will resonate with your viewers. Start by making a few videos and make sure you have some things to talk about.
Stay casual and chatty by trying to imagine that you are actually speaking to an audience (people rarely enjoy talking from a can). Even if it's an audience, it makes the interaction a little more natural. And consider your body language during the shoot. According to SOAP Presentations, 55% of effective presentations consist of non-verbal communication.
After you've got a few in the can, check them out. When you're comfortable, share these files with a friend or two for a little feedback. Then step back in front of the camera and keep any tips or advice in mind.
3. Focus on authenticity
One of the key elements in building a personal brand is that it is, well, personal. It allows people to take a look at who you are as an individual. Keeping your content authentic and authentic can be effective. Share parts of your life – not curated versions that often sound hollow. If it's not real, the content doesn't matter.
Gary Vaynerchuk became an internet personality largely because of his on-screen authenticity. He talks to the camera like friends and rarely (if ever) censors what he says. Even his very first video, which had no budget at all, feels extremely authentic, and he builds his personal narrative on it.
Similar: Why authenticity is an essential part of business success and how you can ensure it
4. Try to go live
Even if it may feel like going live, live streaming offers the opportunity to interact with your audience in real time. It can also make your content feel less rehearsed, provide a sense of instant gratification, and allow you to connect with viewers in a different way.
Just do a trial run or two before the shoot, plan the details to ensure it goes live, and figure out the purpose of going live. Don't do it just to do it. Think about why you are using this tactic. Is it Educating or Improving Sales? Above all, do not adjust and forget. Use the content for other platforms.
Glennon Doyle has been using livestreams for a while to grow her personal brand. It started as a result of the pandemic when she had to cancel tons of book appearances. But now it has become an almost daily experience with their morning meetups on Facebook and Instagram. She tells funny and emotional stories and highlights the difficulties of becoming parents and maintaining a relationship during the pandemic. The result? She is now a New York Times best seller, and her new podcast topped the Apple Podcasts chart before it was officially released.
For personal branding purposes, it's really important to give your brand a face, bring in some personality, and come across as a real, authentic person. That is the foundation for creating great video content. Once you have mastered the above areas, you should be moving in the right direction.