How to Develop a Strong Personal Brand on Social Media – for Insurance Agents!
Every business in today’s world has a brand focus. A brand’s look, feel, and messaging all play key roles in how consumers will choose to spend their money. Developing a strong personal brand on social media will help you – as an insurance agent – generate more sales and success for your business.
Developing a Strong Personal Brand on Social Media
- What is a personal brand?
- The difference between a personal brand and “branding”
- Why having a personal brand is so important in your insurance business
- Three steps to developing a personal brand
- How to use your personal brand on social media
What is a Personal Brand?
A personal brand is the short story that tells the world who you are, what you do, and how what you do provides value to consumers. Personal brands encompass the personal values, beliefs, and what the company stands for. Overall brand imagery is what the world sees from your business – on and offline. This gives the consumer a reason to purchase from your business over another.
The Difference Between Personal Brand and “Branding”
To be plain, a personal brand is the business’s personality and beliefs. Whereas “branding” most often refers to the physical characteristics of the business. These 2 terms are often used interchangeably, however there are a few key differences. A business’s personal brand is the identity, (often referred to as brand identity) and is how the world views or forms an opinion about your business. It is the “unique combination of skills and experiences that make you who you are.” – searchenginejournal.com
Personal Brand (Emotional Characteristics)
Funny, Creative, Professional, Relaxed, Friendly, Reputation, etc.
Branding (Physical Characteristics)
Imagery, brand colors/fonts, logos, etc.
Why Having a Personal Brand on Social Media is Important in Your Insurance Business
As an insurance agent, your personal brand is your unique value proposition – aka, what makes you unique from other businesses that sell similar or the same products as you. Your uniqueness gives consumers a reason to work with you as opposed to your competition. Having a strong personal brand on social media makes you more memorable. Being memorable increases discoverability and sales. Agents can increase their overall sales through conveying consistency, transparency, and trust – in their personal brand.
People Support BRANDS!
Consumers in today’s world vote with their dollars. People vote with their dollars by purchasing from businesses that they feel align with their own personal beliefs. By communicating the personal beliefs of your business to an audience of potential clients on social media, you can set up your business for long term growth and success. Long term growth through your personal brand will lead you to new opportunities. These opportunities are made through; positioning yourself as an expert in your industry, viewing you as more trustworthy. Become seen as trustworthy by developing a relationship of trust and rapport with your online audience.
90% of consumers start any purchase decision with an online search. An online search is that customer’s first glance at your business – by showing them who you are, what you do, and how what you do provides consumers with value – the consistence of your personal brand makes you look more professional!
Step 2 – Defining Your Brand Presence by Developing a Brand Kit3 Steps to Developing a Strong Personal Brand on Social Media
Think about your favorite brands, or even some of the world’s most recognizable brands. What are the first things that come to mind when you think of brands like;
Nike
Gucci
McDonald’s
Having a strong personal brand is all about a consistent look, message, and presence – on and offline. These are the steps you should take to identify what your personal brand is, and how you want your business to be perceived.
Step 1 – Defining Who YOU Are as a Business Owner
You can do this by answering yourself these 9 questions;
- How long have you been working as an independent insurance agent?
- How would you describe yourself to someone you’ve never met?
- How would you describe your business to someone you’ve never met?
- What are the top 3 things you want your clients to know about you and your business before they ever meet you?
- How would your friends/family/past clients describe you?
- Would their answers align with your business personality?
- Do you feel like who you are as a person aligns with who you are in your business?
- Your personal beliefs: are they the same as the beliefs of your business/industry?
- Does your personal beliefs align with those of your target audience?
Step 2 – Defining Your Brand Presence by Developing a Brand Kit
Brand Kit – The physical imagery your business displays to the world. This is the standard of quality the world sees from your business. Your brand kit may consist of;
- Brand Colors – Select 2-4 cohesive colors that will be used in your logo, on your website, and in the overall theme for your social media content- plus other marketing materials.
- Brand Fonts – Fonts that have a similar look and feel. These fonts will be used anywhere where your business has a presence. This includes your website, social media content, and marketing materials such as business cards, flyers, brochures, banners, and more!
- Heading Font
- Title Font
- Body text Font
- Subtitle Font
- Brand Imagery – Your brand’s aesthetic – the appearance of your brand’s core messaging.
- Photography
- Video
- Symbols & icons
- Infographics
- Charts & Graphs
- Illustrations
An easy way to gather an idea visually as to what your brand will look like to potential clients is by putting together a Mood Board. A mood board is like a vision board – it visually sets the tone for your ideas, and allows you to view these ideas from a consumer’s perspective of your overall brand.
Step 3 – Other Than to Attract Potential Business, Establish Your Purpose for Having a Social Media Presence.
- Education – Informing an audience about how your products/services work.
- Entertain – Produce content that sparks curiosity, or makes them laugh.
- Encourage – Empower your audience with information that will help them in their daily life.
- CRM – Stay social and up-to-date on what your potential or past clients are doing, and vice versa.
How to Use Your Personal Brand on Social Media
Independent insurance agents should be consistent in communicating their personal brand on social media. Utilize your personal brand as a marketing strategy by making yourself recognizable and more memorable. The more memorable you are, the more referrals you will generate. Generating leads through referrals and online prospecting will be easier and more effective when you use your personal brand to produce content.
Content is KING!
Audiences will only be able to connect with you and your personal brand if you show them. Post content in the form of all forms of media – dependant on any platform limitations. The forms of media you should be posting as part of your social media strategy are as follows; video, photos, graphics, links, and text. Make sure to produce video content that allows audiences to see your face, hear your voice, and learn from your expertise. You will be able to showcase your personal brand on social media by using proper hooks and an elevator pitch at the beginning of every piece of video content.
Your personal brand and brand image should be used consistently across your web and social media platforms. It should also be easily recognizable on any paper marketing materials that you choose to distribute to the public or otherwise.
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