So the question you might ask yourself first: Why should I even become “The Face” of my business? Are you okay being on camera? In the spotlight? Potentially famous? When you think of people being the face of their brands you might think of Oprah Winfrey, Martha Stewart, Donald Trump or Arianna Huffington. I think of all the entrepreneurs I’ve met, no one has more passion for your business then you do.
But it comes down to this: part of why we start businesses is that we’re passionate about something. It drives you to push through all the endless hours of work and scary decisions and unknown outcomes. People want to see that passion. They want to be around people who love what they’re doing.
Self-branding is growing in popularity because it helps a business stand out in a sea of competition. Taking on that role and embodying that passion helps you get noticed, helps people relate to what you do, and makes you the best brand ambassador for your business.
So, how do you become the face of your business?
First, tell your story.
Shaping the brand around you means capturing your story. How did you get where you are today? Where do you want to go in the future? The most important thing is to develop the arc of your story: the conflict, the obstacles, the turning point, the climax. Your personal experience is what everyone will be able to relate to. Figuring out your story in as much detail as possible helps make your brand feel more human—and sharing it makes your clients feel like they know you, as the face of the brand.
Have a professional photo shoot.
This step is crucial. When you decide to elevate yourself to be the brand, you need a photographer who can elevate your image. Have a look in mind that captures your brand. Talk with the photographer and keep a sharp focus on that look as your overall goal. Hire a professional makeup artist, too. Basically, do everything in your power to make yourself larger than life on that day.
Remember to breathe.
With fame—however small it may seem—comes scrutiny. People can and will find any reason to judge you. And with social media at their fingertips, they can do it instantly and post it for all the world to see.
When that happens (and it will), think very carefully about what you do next. It’s difficult to respond calmly and rationally, because a criticism of you as a brand or your business—this thing you’ve poured your heart into, day in and day out—can feel very, very personal. But remember: any reply you may decide to post on an irrational whim is there to stay. Once it’s out there, it’s out there.
Take a deep breath, take some time to put it in perspective—and often, you’ll find that the best move is just to let it go.
Join me at the BOLD MINDBODY Conference next week to explore in more depth how you can become the face of your business and the power behind your brand.
Be the Face of Your Business
Tuesday, October 14: 10:15AM
Kimberly is the Founder and CEO of YAS Fitness Centers.