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What does personal brand mean, how do you build one… and do you need it to sell software?The idea of ‘personal branding’ doesn’t seem to fit naturally into the software sales space at first. Personal branding for, say, a life coach?Sure. Life coaches are what they sell, so it stands to reason that they work hard on building their own reputation as much as that of the service they offer. Software sales rep? Perhaps not so obvious.Sales reps concentrate on promoting an existing brand – that of the software manufacturer whose product they’re representing. Why would they need – or want – a brand of their own?And yet some of the world’s greatest brands (many of them in tech) are closely linked to the reputations of the key individuals who are behind their success. Apple had Steve Jobs, Microsoft and Bill Gates are inextricable for many, and the visionary leadership of Jeff Bezos continues to push Amazon to new heights. In these high-profile instances, personal brand and corporate success intertwined to create an enhanced reputation and ultimately drive spectacular results. In the era of social selling, can sales reps learn from this marriage of personal and commercial brand-building pioneered by entrepreneurs, and what benefits can it bring?What is a ‘personal brand’?It can be helpful to start by clarifying what personal brand is not. Despite the efforts of many would-be internet entrepreneurs, a personal brand is not about working meticulously to create a public-facing image which is at odds with a concealed reality. Instead, personal branding is about taking action to ensure that your passions, values and experiences are clearly and authentically communicated to an audience – ideally a targeted audience that moves within your commercial field and will derive value from being included in your network. In it’s simplest form, personal brand is how others see us. While sales reps may work for someone else’s organization, represent a product they didn’t build, or earn a living by selling a solution they didn’t design, each person is an individual with a unique trajectory and set of experiences. Throughout their careers, sales reps (while following a broadly similar career pattern):Help different customers in different marketsEncounter and solve different commercial challenges Read, analyze and react to different news sourcesNetwork with different peers, managers and out-of-industry contactsAttend and learn from different events, conferences and trainingsDevelop different methodologies, approaches and valuesThe sum of these factors – plus many others – creates a unique profile. If the prominent characteristics of this profile can be accurately and regularly shared with a relevant community, the result is the development of a personal brand. How does it help?The way we develop our professional personas can have a direct impact on our ability to exert influence, attract opportunity and ultimately drive sales.An easy way to understand personal brand in action is to take a moment to think about the people we would turn to in our personal lives for guidance or advice.They often have a lot in common with one another.They’re usually people we trust, people with integrity, experienced in the field in which we’re asking for assistance, and – if they’re outside of our immediate circle – people we’ve heard positive things about from our own close contacts.Personal brand in business replicates this pattern, and helps professionals in all disciplines to establish a reputation in their domain which draws business and opportunity towards them. That reputation can differ greatly from one individual to the next.One person’s personal brand may be anchored in work ethic, another’s in innovation.Someone else may build their brand around thought leadership within a niche field.Whatever the foundation, personal brand provides people with a platform from which to communicate with an engaged audience – ultimately creating the opportunity to impart advice, generate discussion, facilitate introductions, share content or recommend a purchase.How do you build your brand?Although the power of personal brand lies in its authenticity, it does require careful definition in order to be consistently communicated.  As with any brand, this exercise involves some fundamental categorization:Your audienceWho is it that you help, what is the market sector in which you hope to attract a following and develop a reputation?Your valueWhat core problem do you solve, and what value does your network and audience derive from their connection to you?Your authorityWhat is your credibility founded on, what is your experience and what have you accomplished?Your identityWhat’s your story, what are you passionate about, and how does this fit your brand narrative?Defining and brand and inventing a brand are not the same thing.Where inventing implies plucking a set of values from thin air in order to create a desired (and unsubstantiated) veneer, definition means working out what’s at the heart of your professional identity and making sure brand-building activities are aligned with this. ***Once you’ve defined your personal brand, it’s time to put yourself out there and engage with your audience. Opportunities to develop brand identity are all around, as long as activity supports brand objectives by sharing relevant value with a target audience.Common steps to build personal brand include:TwitterLinkedIn (articles, vlogs, groups and thread discussions)Podcasts (personal and guest participation)YouTube channels (explainer videos, Q&As, tutorials, reviews)WebinarsBlogs (corporate blogs, Medium articles, industry publication guest blogging)Meetups and networking events (hosting, organizing and attending)Conference and event participation (panel moderation, roundtable participation, keynote speaking)Whether it’s solving a specific business problem, reposting an article or patting yourself on the back by sharing positive customer feedback, there are abundant opportunities to connect your daily professional experience with your target audience in a way that creates value for them while strengthening your persona. Telling stories, teaching and entertaining all help to reflect your values and interests.Build the right connections with the right people, and the rewards will soon follow. ***Adaptive Tech recruits on behalf of high-growth SaaS vendors, filling roles at all levels including SDR, CSM, AE, Sales Engineering, VP and more.You can check out Adaptive Tech's SaaS sales vacancies in our job listings here.

Money-maker or deal-breaker – is your LinkedIn profile optimized to help you sell?A busy sales rep’s LinkedIn profile gets views from hundreds of people for hundreds of different reasons, reaching far beyond direct prospects checking them out online.Every post, comment, like or share reverberates through the online community of 500m+ members, and building a powerful profile that pro-actively contributes to pushing new and existing prospects along the sales funnel can be an investment worth many thousands of dollars in its cumulative impact.Looking to turn your LinkedIn profile from a static bio into a lead-gen engine?Here are the essentials:1. PhotoOK, let’s get through this one fast - LinkedIn profile photos have the simple purpose of presenting you as an approachable professional.You might be amazed that this point even makes our list, but… let’s just say that there are some wide-ranging interpretations out there of what this concept might mean.Remember, the function of your photo is to help bridge the gap that exists from not meeting your customer in person.So, if your picture shows you cropped out from a blurry wedding group photo, behind reflective ski goggles or zoomed out to 1,000 yards on top of a mountain peak, you’re creating a needless barrier that can be solved with a neutral background and a cell phone camera.Easy fix.2. Banner imageYour profile’s banner image is freely available advertising space – why not make use of it?As a minimum, it should represent your brand for top-of-mind awareness – ideally with your company’s tagline.At best, have your marketing team create a banner image that delivers an elevator pitch of your offering, compelling headline sales data, an engaging screen capture or a client quote. What’s likely to move prospects down the funnel faster – a generic cityscape backdrop or a powerful customer testimonial?3. HeadlineLinkedIn offers you the chance to customize your ‘headline’. This is not the same as your current job title – it’s what sits at the top of your profile, and what people will see when you pop up in their news feeds.To get the most out of it, tell people about the results you create, not your job function.Who’s going to get a foot in the door faster with target prospects in the video adtech space?'Account Executive' or 'Helping marketers improve ROI on video ad spend'Quick hint – it’s best not to go overboard here. Remember to keep it intelligible and relevant. You’ll see plenty of quirky and well-intentioned headlines that actually confuse more than they help, e.g. "Delighting customers with awesome user experiences"OK... so what do you do?4. SummaryYour summary sits right under your photo and is the centrepiece of your profile.This is your chance to promote your solution - not yourself.As well as an engaging overview of your product and how it helps customers, remember you can drive prospects to even more compelling sales materials – product overview videos, customer testimonials etc.Use specific page links - don’t make prospects work to find good information about your offering.If you want to frame your solution with some context about the company behind your product, try and keep it concise.A deluge of stats about growth, investment, awards etc. can obstruct your key message – the problem you solve for your customers.5. ActivityThis is where prospects can see what you’re up to on the LinkedIn platform.If you’re a real solutions expert in a niche community, that should shine through – what do you like, what do you share?What do you comment on, what do you say?Who do you engage with?Details like this can be the difference between prospects returning calls or answering emails… if they look for evidence that you’re engaged with your community but your profile is a ghost town – you have to work that much harder.6. ExperienceWhen top sales reps summarize their experience, they find a way to intertwine their experience with results they’ve achieved for their customers.You can still showcase your personal performance, but take a look at the difference below:'Exceeded sales quota by 15% for 3x consecutive years' vs 'Exceeded sales quota by 15% for the 3x consecutive years, helping over 120 accounting firms save an average of 30% on payroll processing costs'7. MediaAttaching media to your profile (in the form of flyers, product overviews, data sheets etc.) is a chance to get any visitor who lands on your profile to explore your product.It often takes weeks of emails, calls, voicemails and old-school prospecting to get a chance to show a prospect the highlights of your solution – why miss the chance if they’re on your profile, ready to learn?Just make sure it’s up to date, and work with marketing to ensure content is evergreen. Outdated market reports, product releases or company news weaken your relevance and can do more harm than good.8. RecommendationsWhile you’re not in control of any unsolicited recommendations graciously bestowed by benevolent co-workers or customers, it’s common practice for mutually respecting peers or business associates to request recommendations to round out their profile.If you do pro-actively seek recommendations (plenty of people do), it’s worth asking if connections can reference your business impact as well as your personal qualities.Again, the difference can be powerful:'Helen was a pleasure to work with - responsive and professional' vs 'Helen was a pleasure to work with - responsive, professional, and helped us dramatically reduce the amount of time we spent finding key data across our organization.'***Adaptive Tech recruits on behalf of high-growth SaaS vendors, filling roles at all levels including SDR, CSM, AE, Sales Engineering, VP and more.You can check out Adaptive Tech's SaaS sales vacancies in our job listings here.