Five steps to building your brand online
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Five steps to building your brand online

Jun 29, 2017 · 2 min read · AICPA Insights Blog

Some brands are almost universally recognizable. With a glance at their logo, you precisely knew the level of service or the quality of the product you’ll get.

As an independent finance professional (IFP) wouldn’t it be great if your brand could communicate the same trust and consistency? While top companies have huge teams (and usually more than a few agencies) devoted to the positioning and reputation of their brands, they all follow the same steps — which you can easily implement into your brand today.

“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding.

We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

– Tom Peters, Author, In Search of Excellence

The good news is that, with the growth of digital and social media, there are more tools and platforms than ever to help you grow your presence online and make the process simple and easy to manage.

Ready to get started? Here are five steps to help you begin:

  1. Craft a personal mission statement.
    This is the first and most important step. Before you start promoting yourself as a gig worker, determine how you want to be seen. Craft a mission statement and take some time to think about how you’re going to bring it to life. This will be the foundation of all your hard work, so make sure it’s authentic.

  2. Google yourself.
    After you have a sense of how you’d like to be seen, go ahead and audit the content that’s already out there. Google yourself and see what comes up in the search results. Use Google Alerts to make sure you get an email anytime something is published mentioning your name.

  3. Choose your channels.
    Make sure you’re investing time in the channels where your existing and prospective clients and audiences use. Do your due diligence and research where your audience is engaging with content. Most social media sites will give you general statistics on platform demographics, such as age and location. Find the platforms that fit your audience target and craft your content to resonate with them.

  4. Be consistent.
    One of the most important aspects of a brand is consistency. When someone travels between your different pages, they should be able to recognize your branding. This starts with your image and extends to your tone. Use the same professional (or professional-looking) headshot across all your platforms and stick to the same color or color family for cover images and text color.

  5. Grow and adapt.
    Give it time. Growing a brand doesn’t happen overnight. Be sure you’re staying current on social media technology and trends so that you’re able to deliver the content your followers seek.. Audience not engaged? Try tweaking the accompanying blurb. Not getting clicks to your articles? Try doing a live video update. Participate and engage regularly and see what approach works best.

Socrates once said, “The way to gain a good reputation is to endeavor to be what you desire to appear.” Using these steps, you can build a brand that will uphold a reputation that makes you proud.

Communicate the value you can deliver to your clients by leveraging the power of social media. Get started with these user guides from the AICPA.

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