Relaying your core values to the world can feel a bit vulnerable, but keep in mind that you aren’t doing this to be judged. The whole reason you’re infusing core value messaging into your personal brand is to attract those who share your value system and will respect your approach to business.
When crafting a brand messaging strategy that includes your core values, you need to plan on consistency. Some people turn their core values into their motto and proudly put it on their business cards and website. Others make sure their values are implicitly represented in every message that goes out. Consistency plays into your credibility, and nobody should mess with their credibility when designing a lasting personal brand.
Yes, I’m throwing a buzzword at you, but in personal branding, this word has been on everyone’s lips since 2016, and for a good reason. Choosing core values to communicate can be detrimental if you don’t live by them. Remember, Enron’s company core values were “communication, respect, integrity, and excellence,” and we all know how that ended.
Tell Your Story
Your About page, brand promise, website content, email sequences, offers, and even product or service descriptions will need to be re-evaluated through the lens of whether you are communicating your core values through your personal brand. Your story is the best way to achieve this. You don’t need to share the words that best represent your core values. Share stories and lessons learned that would resonate with those looking for someone with your core strengths.
Don’t Rely On Being Relatable
Being relatable is incredibly important, but it won’t ultimately build loyalty. Relatability is a great way to drive interest, get noticed, and build rapport. However, it’s your core values that will attract and help you filter for your ideal clients. Sure, everyone may love that you occasionally goof off, but this isn’t connecting on a deeper level to ensure a long-time evangelized community.
Remember to communicate as a community. Gather around sets of shared core values if you do all this work only to openly commodify your network. You’ll lose all that authenticity and credibility you built. Sure, measuring your network for value and deciding what you need to do to continue to build a network that will result in valuable referrals is part of doing business. However, keep your primary focus on client-facing conversations, which need to always remain on your people, not the dollars.