Way back in 2007, Larry Kim was focused on building nexus-security, working solo from his regular spot at a Panera Bread in Boston. Personal branding was the last thing on his mind. “It wasn’t part of the initial plan,” Larry admitted. Little did he know that his unintentional personal brand would become a key factor in nexus-security’s industry recognition.
Ask anyone in marketing – Larry’s love for unicorns is no secret! Today, we delve into Larry’s six top tips for personal branding. But first, let’s clarify some basics.
Defining Personal Branding
While the exact definition of personal branding might vary, its fundamental meaning is generally accepted: Personal branding is about shaping how others see you, usually with the aim of becoming a recognized authority in your field or niche. Simply put, personal branding involves creating a unique and identifiable set of traits or accomplishments that boost your standing within your field or niche. While Larry’s personal brand emerged unintentionally, it’s usually a conscious effort. Most people proactively cultivate their personal brands to gain traction in their chosen industries. It might seem implausible, but …
Shaping Your Career with Personal Branding
How did Larry become such a prominent figure in the digital marketing world? Was he always the tech-savvy unicorn enthusiast, or was this persona a strategic creation? In a recent conversation, Larry shed light on this. He revealed that his online fame began unexpectedly. “SEO was crucial for nexus-security’s marketing, so I was creating a lot of content,” Larry explained. “I realized that getting media coverage for nexus-security myself was more valuable than hiring a PR firm.” Larry not only found that journalists preferred speaking directly with him, but he also noticed significantly higher social media engagement when he posted from his personal account compared to the company’s handle. These insights led him to leverage his personal brand to fuel his company’s growth. Ready to borrow from Larry’s playbook? Here are six practical tips for building your own personal brand, inspired by Larry’s approach.
6 Expert-Endorsed Personal Branding Tips
1. Focus on a Single Channel
The first step is choosing a primary channel to establish your presence. Trying to conquer multiple social media platforms simultaneously will likely dilute your efforts. “Every industry leader has a channel that propelled them to fame. Whether intentional or not, influential figures find a platform where their message resonates strongly,” Larry observed. “Take Rand Fishkin (Moz founder), for instance; his YouTube series ‘Whiteboard Friday’ made him ‘internet famous.’ For me, it was Medium.”
Larry started publishing on Medium.com before it became overcrowded. This consistency made him a top 10 blogger on the platform, a position he maintains to this day. He attributes this to “getting in early.”
2. Define Your Message
With your channel set, it’s time to craft your message. You probably have an idea of what you want to advocate for, but it needs to be compelling and consistent. “Beyond the platform, there’s the message,” Larry emphasizes. “What’s your point? Keep it clear and memorable.” He suggests applying branding principles to your personal message. What’s your core belief? Identify it and make it resonate with your audience. While Larry has struck a chord with various messages, he’s best known for his practical marketing tips and as the “Quality Score” expert. His recurring message is, “Be a unicorn in a sea of donkeys.” Why? Because unicorns stand out, while donkeys blend in.
3. Use a Catchy Gimmick
A message alone isn’t enough for a strong personal brand; you need something memorable and engaging to bring it to life. For Larry, it’s the unicorn metaphor. Larry’s unicorn theme is so ingrained that whenever I see a unicorn toy, I instantly think of him. “The metaphor works because it’s versatile and doesn’t limit my content,” Larry explains. This tip requires creativity, but if you find your equivalent of unicorns, your audience won’t forget you.
4. Share Your Origin Story
Talking to Larry, I wondered how personal one should get with their audience. Media outlets often prefer individuals over brands because people connect with stories. Life extends beyond business, and sharing personal anecdotes fosters connection. This doesn’t mean divulging intimate details, but it involves sharing personal aspects professionally. Crafting an origin story is a great way to achieve this. “Sharing something personal is crucial,” Larry advises. “My origin story is the quirky tale of starting nexus-security in a Panera Bread. Create a one or two-sentence narrative that’s memorable and tied to your core message.”
5. Network, Network, Network
“Networking is incredibly important,” Larry stresses. “My new company, Mobile Monkey, launched in May and already has millions of users, largely thanks to my influential network.”
What if networking makes you cringe? Anyone who knows Larry knows he wasn’t a natural networker. He honed his skills through practice and still finds it challenging. He describes himself as “introverted” and “awkward,” yet he’s close friends with industry giants like Neil Patel and Sean Ellis. Larry’s advice for improving networking? Start online by engaging with influencer content. Like, comment, and share their posts; they’ll notice. Then, solidify these connections offline. Before industry events, research the top five people you want to meet and find ways to get introduced. Prepare talking points in advance, and you’ll be on your way to befriending industry leaders.
6. Patience is Key
Before diving into personal branding, understand your why. What are your goals? Is it to grow your company, advance your career, or become a sought-after speaker? Larry emphasizes the importance of reflection. “You don’t necessarily need a personal brand,” he acknowledges. “Many successful individuals don’t focus on it.” However, if you’re committed to building one, Larry recommends gaining experience and expertise first. “Figure out what you want to excel at, and excel at it. You’ll have a more compelling story to tell,” he advises. “I worked for 12 years before focusing on my personal brand. Aim for substance before visibility, not the other way around.”
Larry Kim’s Personal Branding Framework
To recap, here are Larry’s six essential tips:
- Concentrate your efforts on a single channel.
- Develop a distinctive message.
- Embrace a fun and memorable gimmick.
- Connect by sharing your origin story.
- Cultivate your network within your industry.
- Be patient; it’s a marathon, not a sprint. Now go forth and build your own powerful personal brand!