Is Building A Personal Brand Actually Worth It?

There has been a significant shift in consumer preferences, with more people choosing to support personal brands over traditional corporate entities. A study found that nearly half of consumers now trust big brands less than they did 20 years ago. This change can be attributed to the rise of social media, which offers consumers a more intimate glimpse behind the scenes of a company.

"Your customers want to buy from an authentic person they can relate to, instead of an unapproachable, unrelatable business person or logo" - Forbes

In the world of floristry, we see our customers wanting to buy from the local florist, the cute grower at the farmers market, the quirky artist with the fun fashion and an eye for colour - not so much the bigger corporations with a flower variety in their name and a generic logo.

We chatted to Bronte from the Flower Posse about how she uses a personal on her TikTok to share more of her life, connect with her audience and grow her floral business

"One of my good friends, who owns an influencer marketing business, suggested that I change my page to a personal brand because a lot of my TikTok’s were doing well.

My friend said "people will still know you're The Flower Posse, they can still see that. But it will also open a lot of opportunities for just you."

So, now I am able to get extra income from brands that want to just work with me and not just my floristry business. It's working brilliantly."

So what are the Pros and Cons of building a personal brand?

The Pros:

1. Competitive Edge:

In a market crowded with florists building a personal brand as the face of your business creates a unique trust with your target audience, allowing you to connect with them on a personal level. This authenticity is a key factor influencing consumers' purchasing decisions.

"By strategically building your personal brand as the owner of your company, you will build a unique type of trust with your target market. You will be able to connect with them on a personal, intimate level and show your market who the person behind the logo is. This is what consumers look for when making buying decisions." - Forbes

2. Increased Visibility Online:

With 4.4 billion active internet users, personal branding significantly boosts your online visibility. Personal brands tell a compelling story that resonates with audiences and personal brands are known for building a following quicker than a business name.

"Humans have been drawn to stories since the beginning of time, and personal branding is just that: a story. Personal branding means documenting your life day by day and sharing the highs and lows of your story. Transparency and authenticity is what attracts an audience online and makes you “followable” in this digital age." - Forbes

3. Relationship Building:

A strong personal brand opens doors to partnerships with well-established brands. Building credibility and reputation through your personal brand increases your chances of forming strategic relationships, paving the way for business growth and visibility.

"Leveraging established brands for partnerships is one of the fastest ways to grow your business to new heights. Unfortunately, in the modern age we live in, you won’t have much luck building strategic relationships with other influencers or brands in your industry unless you have a strong personal brand yourself. Smart companies won’t partner with brands unless they look credible and reputable, which is where having a personal brand comes in handy." - Forbes 

The Cons:

1. Time and Effort:

Building a personal brand demands significant time and effort. Consistent content creation and online presence may feel intrusive, making it challenging to live in the moment without the urge to update followers constantly.

Sharing parts of your day is not going to feel normal or natural at first and the time it takes to prepare, film, edit and post the behind the scenes moments in your day can be overwhelming. We always say, as soon as we have flowers in the warehouse and content to share is when we're too busy to think to pick up the phone to snap the photo or a quick video.

Choosing to create an online presence is going to take time and disclipline. You'll need to schedule in content creation and prioritise your marketing.

2. Handling Criticism:

As your personal brand grows, so does the likelihood of facing criticism. Building a public image invites disagreement, and developing a thick skin becomes essential to navigate through potential controversies and negative feedback.

“Part of growing your brand will include expressing thoughts and ideas that may be controversial or at the very least, strike a chord with some people who fiercely disagree with you. The fact is that when you step into the public eye and express your true thoughts and beliefs, you put yourself at risk for criticism. If you truly want to live your brand as authentically as possible, you cannot silence the ideas that will ultimately help the people you want to serve. Make it a point to proactively increase your capacity for hearing criticism.” - Melissa Henry, visual branding expert

There is not a single person on this planet that is liked by everyone, we need to accept that we aren't going to appeal to every niche and every opinion, and that's ok!

3. Separating yourself from your business:

Personal brands are closely tied to the individual behind them. If your business relies heavily on your personal brand, it becomes vulnerable to fluctuations in your personal life or the expansion of your business.

As your business grows, you might need to delegate responsibilities and establish a team to manage various aspects. However, if your personal brand is deeply ingrained in every aspect of the business, it can be challenging to transition roles or empower others without losing the essence of your brand.

Striking the right balance between personal and business identity is key to navigating these challenges successfully.