Remember how things used to be in sports. You would support one team fiercely, no matter who made the team. You know those people who’ve been diehard Yankees ⚾️ fans forever?
But what has happened in sport since? We now gravitate to individual players, and we follow them based on who they get traded to. Lebron James is a perfect example of this.
Think about all the people that you follow on social media. On YouTube. On LinkedIn.
Why do you follow them? What is it about them that compels you, makes you consume their content, makes you want to buy from them?
And why is it that you feel an affinity to them over the company they represent?
As an avid fan of pro wrestling in the late 90’s, one particular catchphrase applies here to answer this question:
We got two words for ya…PERSONAL BRAND!
Just as important as branding is to companies, it is (arguably) more important for individuals to have their own personal brand. You are the face of the company. You are the ones interacting with customers and potential customers on a daily basis. You need to be as visible, if not more visible than your company in the marketplace.
When you want to purchase a new product or service for your business, what is the first question you ask yourself?
“Who do I know that does this?”
That is always the first port of call. THAT is why it is so imperative to establish and promote a strong personal brand online. YOU want to be the one people think about when they need what you do.
In the age of AI, the one thing it will NEVER be able to do, is create interpersonal relationships and human connection & loyalty. This differentiator will stand the test against this next phase of digital business.
Social media isn’t “just for young people”. Everybody is on there across the various platforms, and is where the attention is in the modern age. Whenever you are watching TV and the commercials come on – what is the first thing you do? You pull out your phone and you go scrolling. You need to be present and visible for people to find you.
People don’t care about Microsoft, they care about Bill Gates. People don’t care about Tesla, they care about Elon Musk. This is how you need to look at your business and your professional persona.
If you can establish yourself as a credible, valuable resource with a strong personal brand that invites raving fans and a strong following in an easy to find place for buyers in your industry, you are going to win. 84% of C-suite and executive level decision makers use social media in their decision making process, so it’s imperative you are available for when they reach that part in their buyers journey.
Speaking specifically to the insurance industry – one of the biggest sales challenges agencies face, is competing against the large carriers for new business. They don’t often have the marketing spend, reach or brand equity of the Geico’s, Liberty Mutuals and Nationwides of the world.
What is your competitive advantage as an independent agency? Agility. Mobility. Freedom to do what you want without the political red tape of a slow moving corporation. You can establish yourself online without being handcuffed by policy, or internal battles with large marketing teams.
If you can get in front of customers when they are shopping for insurance, if you can educate the market to be top of mind for when the need arises, they are going to think of you first, and will circumvent the juggernaut that is large, national carriers.
For such a simple concept, it is extremely important and delivers an immense amount of value when done correctly. There will come a time when strong personal brands become a must-have. Otherwise, your competition will leave you behind.
In an aged industry like insurance that has historically been slow to change and slow to adapt to more modern means of doing business, this really needs to be a top of mind priority and strategy to be adopted.
So the next time you go scrolling, really stop and think about the people you enjoy following. Ask yourself why you like them, what resonates with you, what do you like specifically about them?
This will give you a base level understanding of how to go about creating a blueprint to work off of, and shape your own personal brand for when you feel ready to take that leap.
(here is an interactive mindmap on the topic)
