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The personal brand, which operates in the furniture industry, generates great value to the business when it chooses a purpose that directs its positioning in the market, and must communicate this purpose (non-negotiable values) clearly, creatively and affectively to its consumer audience.
According to the 13th edition of the Global Consumer Pulse research, developed by Accenture Strategy, 83% of Brazilians prefer to consume brands aligned with their life values.
Ana Tomich, founding partner and creative director of the brand Ana Tomich - Histórias de Afeto (@anatomichdesignjoias), and mentor of the course Marcas Memoráveis e com +Alma, emphasizes: "It is easy to identify personal brands with purpose, because their business is not focused on products and/or services, but on the transformations it generates for the world. These are brands that stand out for their deep connection with their own essence, with their customers (who support their cause), and with the longings for a more humanized world. These are brands with more soul, that are worth being remembered and are ready to face the most varied scenarios, including crisis scenarios, growing based on their values.
Follow the content below and get to know some tips to create a memorable personal brand, delighting your customers with personalized and unique experiences. Let's go?
5 tips for creating a successful personal brand
There is a growing number of professionals who work in the furniture industry and create their personal brand, uniting personal identity and professional brand. The architect, designer, or carpenter becomes his or her own brand.
The great differential is having practically no direct competitor, within an increasingly competitive market. Brands supported by personal stories of overcoming cannot be copied because they tell a unique story.
Here are five essential tips to create your successful personal brand:
It is essential to understand your own history and overcome limiting beliefs. There is no way to empathize with the pains of customers without first healing personal pains. It is by recognizing one's own vulnerabilities that one also discovers one's own potentials. Those who do not know themselves tend to accept business opportunities that are toxic, which generates anguish, insecurity, fear, and this process is not sustainable in the medium and long term.
2- Genuine purpose
By getting in touch with one's own essence it is possible to identify and choose the purpose that makes more sense with one's personal history. Professional and personal life are two aspects of the same life, and the purpose must be unique in order to generate coherence. Tell your story, in a truthful way, to delight and inspire your clients, sharing your learning with the world.
Ana Tomich points out: "What is the transformation that planned furniture can generate in people's lives? Architects, designers, and carpenters project life scenarios, not simply furniture. These scenarios allow their clients to live their lives with more comfort, harmony, beauty, and health. A dining table, for example, is very symbolic, because it can bring people together, generate affective memories, and strengthen emotional bonds. The simplest moments are the most important ones! It is possible that the professional chooses a concept like this to develop his purpose, differentiating himself from the competition and being a unique reference in his niche".
3- Customer experience
All points of contact with the customer must be considered as contexts of experience: packaging, website, blog, customer service, physical and virtual store, assembly and cleaning service, transportation, after-sales? The personal brand values must be perceived throughout the customer experience.
4- Communicate your purpose to the world
Be present on social networks and invest in digital marketing (blog texts, e-books, podcasts, lives). Share daily situations, production processes and customer recommendations. Strengthen the brand's purpose by creating greater proximity with the consumer public and proving how the values are materialized on a daily basis.
5- Invest in quality relationships
Try to relate to other brands and people who share the brand's values, to create an active and effective support and collaboration network. Create a work team that also naturally shares these values, thus being able to act with greater autonomy and serve customers in a way aligned with the personal brand.