How to Maximize Your Personal Brand with the Offline Approach

Over the past decade, the notion of “personal branding” has taken itself to new heights where it’s no longer exclusive to public figures, celebrities, or influencers.

Every person trying to provide any service or sell a product is hyper-aware, or at the very least suggested, that having a personal brand plays a pivotal role in why people work with them.

And it can’t be more true. One of the reasons this blog exists is to advocate for this very idea: to build a successful personal brand, you must be clear about the version of yourself you want to present—and start showing up as that.

But there’s more to it than simply creating a smashing online profile via LinkedIn or Instagram with a self-promoting headline or bio. There are other avenues where personal brand building might have been neglected over time and are less saturated which can give you a competitive advantage.

In this article, we want to put the spotlight on offline methods you can participate in or initiate that can boost your personal brand.

Offline Strategies to Enhance Your Personal Brand

#1 — Networking

Before social media became a thing, it was through networking events that many of us met new people, especially those relevant to our industry. This is a straightforward approach wherein one is expected to show up at an event and introduce themselves and their profession to as many (quality) people as they can.

Be that as it may, there is an art to bringing your A-game when attending networking or social events, which we have covered in this in-depth article. Some of the tips mentioned are the following:

Personal Brand Tips on Networking Events

Tip #1: Dress to impress.

What you wear says a lot about you and your personal brand. When your role requires that other people take you seriously, then wear the type of clothes that will demand respect from others, such as clean and crisp tailored shirts, muted sports coats, chic shift dresses, and well-fitted lined trousers.

Read: 8 Mistakes Professionals Make with Their Business Attire

Tip #2: Invest in people.

When you exchange name cards with others, read the other person’s name and designation from their card to show genuine interest in them. Take the time to know the person by asking questions to determine how you can be helpful to them, instead of merely collecting cards.

Tip #3: Reconnect online.

With mounting business cards being exchanged at any given time during a business event, it can be challenging to keep track of who’s who just by looking at their card.

So try to reconnect with them on LinkedIn or any other social platform where your personal brand is present. It would be advisable to do this a few days post-networking so the memory of the event is still fresh on everyone’s mind.

Be Omnipresent

If you’re the type who’s keen to engage more in a casual setting offline, there are many social activities and places you can go to that can help amp up your personal brand. I’m talking about things like catching up with your ‘sphere of influence’ regularly, volunteering, attending sports or art events, and supporting new establishment openings within your locality.

By immersing yourself in the local culture, you get to meet people from different walks of life. When they resonate with you, they can end up as a supporter of your services and products, sooner or later. The trick is not to selfishly promote yourself in such places and events, but rather by making real connections that you can continue to build on and support one another.

#2 — Print media & Signage

Newspapers and magazines, while no longer attracting as many eyeballs as they used to, still can be profitable to promote your services and products. The difference is in the creative use of professional imagery, and not just slapping your name or sign in the classified ads section.

You need to tell a brand story and use the elements of your profession as a backdrop. For instance, if you’re a luxury realtor, use a professional headshot, position your name and contact details with elegant and legible formatting, and use over 50% of your imagery of light and bright luxury properties.

Read: How to Spend $100 for Marketing and Branding in Real Estate

When exploring this route, make time to tap the niche magazines that your target audience is likely to be a reader or subscriber of, and align your brand messaging that resonates with this community.

If you have the budget, jump on the opportunity of putting up a billboard in key areas of your locality with high foot traffic. This is an excellent branding strategy for putting yourself out there for everyone to see, without leaving the option for the viewer to click the hide or unfollow button.

IG: @yourlawyerali

#3 — Merch

Since you’re out and about doing your thing, have you considered wearing something that subtly conveys what you do and what you’re on about? Merch is short for merchandise, with examples such as caps, t-shirts, tote bags, phone cases, laptop stickers, or basically any tangible item that you can bring alongside you.

Unlike social media’s algorithm which can be tricky depending on system bugs and updates, wearing promotional merch has no limitations on visibility as long as you keep them close to you.

Now before you think it’s tacky of me to suggest that you wear a ‘Trust me I am an Insurance Agent’ t-shirt, hear me out. There are non-conventional ways that you can promote your products or services, without in-your-face wordings.

Case in point, Rhode’s lip case, which was a brilliant and modern use of offline-online marketing. Not only is this lip case uber cute, and gave the brand’s founder Hailey Bieber a viral beauty moment, but it’s also functional and provides girlies constant visual and tactile reminders to treat their lips all day long.

IG: @haileybieber

So if you were to see yourself as a walking advertisement for YOUR business or profession that attracts potential customers, would that really seem tacky, or perhaps, would it be genius?

The answer: depends on who you’re asking. If it’s someone who might be looking for a solution that your brand happens to be offering, there’s a high probability that they’re relieved to have come across you.

#4 — Public speaking engagement

Out of everything on the list, this may be what most find an intimidating strategy to promote one’s personal brand offline. But don’t let this discourage you because like it or not, public speaking can also be the most effective.

Securing a spotlight in a roomful of individuals gives the perception of authority in your line of service or product, which can attract customers interested in working with you.

This is mainly because when participating as a speaker or panelist at relevant events, you get to present your expertise and ideas to a group of highly engaged people, able to directly look them in the eyes, and influence them to help spread the word.

Not to mention, there’s a bonus to getting on stage and speaking. With the organizer’s permission, you can opt to repurpose the speech content that you produce during an offline engagement and turn it into soundbites and pieces of video or written content to help boost your online presence.

Read: Personal Branding for Professionals: Are You Doing It Right?

#5 — Custom gift

Similar to #3, having tangible assets that show off your personal brand can help put you on top of the mind of a customer.

When you think of client gifting, whether to commemorate successful transactions or simply remember a birthday or holiday, don’t merely settle for a bottle of champagne wrapped in a blank paper.

Consider availing the services of a local print shop that can print custom gift boxes or labels that you can attach to your gift. Create your own care package or hamper that speaks to the client’s interests and quirks, and leave a short note or card with your brand and sign off on it.

IG: @woodancostudioshop

Not only is there an element of fun for you to hand-pick the items, but the recipient will appreciate this personalized approach. You can also get the added satisfaction when, as a non-perishable item, they happily display the gift in their home or workplace OR snap a photo of it to post and share with their friends on their Stories, before consuming or keeping it.

Grow Your Personal Brand Offline—and Online

With a few clicks of a button, anyone can create an online presence and describe themselves however they want to. That might be the idea that some have when it comes to creating a personal brand, but as this article has shown you, there’s more to growing one than a simple website or social media profile.

There are different ways you can show up with a version of yourself that wins more business. Offline strategies can give you the competitive edge, to cover your bases when you’re not gaining as much visibility online.

Through deliberate exposure and active networking in your locality or target audience, you can gain much-needed traction that you can also apply its equivalent online.

If there’s one thing you must take away from this, it’s that your personal brand does not start online. It starts with YOU, the person who shows up with a goal to be successful in their profession. You “showcase” your brand online, but only after you have defined clearly your story, values, and beliefs in the person that you are offline.

Your personal brand is a representation of who you are as a professional and how you wish to be perceived, and YOU are living this brand every day!

How to Maximize Your Personal Brand with the Offline Approach