Updated: Apr 23, 2020
Who doesn’t like a secret formula? Nothing like getting the job done AND feeling like a
superhero at the same time.
And developing a personal brand in 2020 will make YOU feel like a champion - you’ll get job offers, find clients, and make more money by using these simple techniques.
So how do you build a profitable personal brand using video marketing ?
Do you need a fancy logo? NO
Should you redesign your website? NO
Should you go around announcing to people on the street what you do? NO
The secret is not about the color of your logo, or how pretty your website is, or even being the most “well known” in your industry.
The super simple secret formula for growing a personal brand in 2020 using video marketing best practices has only 4 main ingredients (drum roll please).
1. A clear niche
2. A specialty
3. A polarizing (or emphatic) view
4. Consistent core values
#1 A CLEAR NICHE
The more niche, the better. Most likely at this moment you are thinking - hold on, my product and service are so amazing they are for everyone! NO.
Sorry to tell you this, but if they are for everyone, they are for NO ONE. Instead chose a specific area that you can really focus on. Narrowing down does not mean you can't appeal to a large variety of people, it just means you are focusing on one very specific aspect of your industry.
#2 A SPECIALTY - THE ONE THING YOU ARE KNOWN FOR
Doctors specialize, so why shouldn’t you. The more specific you can be, the clearer people will be about what VALUE you are offering.
Just like the niche market, narrowing your expertise does not limit you - it makes you indispensable to people who are looking for what you are offering.
You can always ADD on more stuff later, but right now, think of brand as an IKEA concept, use clean simple lines.
#3 A POLARIZING VIEW
Speak up! This sounds a little scary, but it’s not. Now is not the time to sit on the fence. Yes, yes, the world is a giant tidal wave of grey, but NOT when you are creating a brand.
People want answers. Give them straight forward facts and take a stand.
The stronger your stance, the more you will attract others.
Because no one wants to be a guinea pig. If you don't speak with authority people think maybe someone else will have the answer!
#4 CONSISTENT CORE VALUES
What do you stand for?
The more people feel like they know your motives, the more they’ll believe in YOU.
Are you about reliability, cost cutting, providing information?
What do you think is the most important thing you have to offer your customers?
At TwoHeads our core values are about providing clear, concise directions on how to do in-house video marketing. We pride ourselves in never missing a step or leaving out an ingredient!
Now we are going to combine those 4 elements
to create the secret sauce for turning videos
into a personal brand.
How Do You Make A Brand using Video Marketing?
PRO TIP: Visibility + Authenticity + Consistency = Trust
That’s it. That's the recipe. Super simple.
Ok well maybe simple to write but less simple to implement.
So let’s break down what that mixture actually means.
This means that people need to see you to know you.
If you are amazing at what you do, or the coolest person on your block, but no one else knows that, being cool doesn’t really do you any good.
So the first thing you need to do to establish a personal brand is become visible.
Well, when it comes to being visible through video, we don't recommend you do a Kardashian and just spam people with videos of your beautiful self in sexy poses.
Instead, focus on being visible by providing VALUE in:
Answering questions in Facebook groups
Giving workshops to the public
Posting interesting and valuable posts on social media
PRO TIP: If you use video, make sure you’re doing it in a way that engages people. Use it to communicate valuable information, DO NOT SELL YOUR PRODUCT.
Don’t trust me?! See what Gary V has to say about that!
Humans are naturally drawn to vulnerability and authenticity.
But what does it mean to be ”authentic?”
Being authentic doesn’t mean that you have to post lots of pictures of your cats or your amazing meals. (Although if you have a cat or a dog - people really do seem to love those photos?!)
It means that you present to others ideas and concepts that makes them feel connected to you, ideas that they can see in YOU that can be reflected in THEM.
For example, when we first started out, Sivan posted a video of herself shouting how much she hated being called a working mom. True she is a working mom, - but that term really irritated her.
Posting about it wasn’t about getting people to like her or even to agree with her, it was about sharing something real, her feelings about that term. And that feeling really resonated with other moms (and dads) too.
It’s why we’re more attracted to videos that seem like someone filmed them with their phone, vs a highly produced program. There’s something about that kind of video that feels more ‘real’ to us - and in today’s reality realness is what attracts us more than anything else.
So, don’t be afraid to film videos with your phone - post stories on Instagram, or even share some complicated personal thoughts on video in LinkedIn. The fact that it feels ‘real’ is what will draw people to it - not that you were in a fancy studio with special lighting.
When TwoHeads first started out, there were several other people in the video space who were beginning too.
8 months later, most of them have gone back to a job, or just kind of gave up.
Consistency is one of the hardest part of building a personal brand through video marketing.
You need to constantly SHOW UP. Consistency Builds Trust.
PRO TIP: Trust is the Secret Part of the Sauce.
Your version of consistency is whatever you feel you can realistically commit to without driving yourself nuts.
Choose what works for you and stick to it.
If it’s every week, great.
If it’s showing up every month. Awesome.
Just be consistent. All that leads to TRUST
Because people only trust you if they get used to seeing you. If you turn up once a week like clockwork on Weds - they are going to start anticipating that you are going to be there.
Trust is what gets people to follow you, to buy from you, to come back for more.
You think that someone gets the job because they’re more qualified, or they have more clients because they have a better service?
Businesses get more customers because people TRUST them.
Because people make decisions based off emotions.
And trust is the emotion that people search for when purchasing a product or a service.
The more people trust you, the more likely they are to choose you.
If you’re one of those people who thinks that “personal brands are stupid,” well, sorry to say, but you are mistaken.
In fact, your personal brand is your most important professional asset in 2020.
Want to get that job you’ve had your eye on? Build a personal brand.
Want to get more high-paying clients? Build a personal brand.
Want to get funding for your startup? You guessed it. Build a personal brand.
Get the point.
A personal brand is for anyone who wants to be noticed and establish influence.
Don’t get left behind.
Unsure of how to get started. Try this video about how to write the perfect script.