Your Personal Brand

Re-posted with permission from State Auto's PaceSetter blog. The PaceSetter producer development program is available to State Auto agents. 

Your Personal Brand

Designing your personal brand is one of the most important things you can do as an insurance agent. People buy from people that they know, like and trust. The only way for people to know you, I mean really know you, is by getting your message out to others regularly and consistently. The easiest way to do this is by using social media.

Think of some people we feel as though we “know” personally because of the strength of their personal brand. How about Donald Trump? Kim Kardashian? Oprah Winfrey? Athletes, politicians, musicians and prominent business people all use social media channels to influence what we think and, most importantly, what we buy.

Facebook, LinkedIn, Twitter, Instagram, and blogging are available 24 hours a day, seven days a week. You have to demonstrate your value to people that already know you or are getting to know you better by sharing ideas, thoughts and information on a regular and consistent basis.  

People buy people first, and then they buy the product. No one likes to feel as though they are being sold. You need to let your connections know who you are, what you do and why you are good at it by providing them with information. This human interaction, via social media, builds both loyalty and trust. 

The biggest mistake we see on social media is when agents try to “sell” rather than engage with friends, family, clients and prospects.  “Hey, I’ve got great rates, buy from me!” or “Free quotes!”  Instead of posting a sales pitch, become a brand that is both informative and educational. Create valuable content that makes people think and interact with you. Add photos of you and your family that demonstrate you are a real person that others can trust and a true part of the community.  Finally, position yourself as a trusted friend and advisor, not just another sales person.

The most important thing you can do on social media is to be authentic. Develop your personal brand and let your friends, family and business associates know what makes you different and of value.

Remember, your personal brand is your unique selling proposition!