It is often mistakenly believed that a brand lives within the company, however, this is not the case, your brand only exists in the minds of your customers. A brand is a perception designed by buyers, but ultimately shaped by you, that is, if you have a personal brand and strategy in place.
If not, you are leaving your brand wide-open to be solely created by the customer imagination. This leaves you with little control over how well your brand represents you, your product, and company.
A part of building a personal brand is to conduct a self-evaluation to reveal your strengths, weaknesses, and the value you provide your audience. Once completed, you will have the necessary information to define your Brand Identity, which is how you want to be perceived by consumers.
You will also become more aware of your Brand Image due to audience evaluations, which is how you are perceived by consumers. Thus, your Brand Image already exists, whether you have a personal brand or not. — Your customers have created your brand without you.
Having a personal brand is how you build an identity and curate content that best represents your brand to share with customers. This is how you spread your message. The more your audience sees the content you post, the customer service you provide, and the quality you include in every interaction, the more recognizable your brand identity will become.
The rule of seven is an old adage that very much applies to today’s branding. It means that the prospective buyer should hear or see the brand message at least seven times before they buy it from you. As you remain consistent in showcasing your brand identity, over time, your brand image will begin to shift and slowly morph into being a truer reflection of your brand identity.
Making the brand image that is exists in your customers mind, resemble, the brand identity that exists in yours.