MP spoke with Omri Hurwitz, a tech marketer and media strategist. His client portfolio consists of some of the leading companies and startups in tech. He also writes for well-known media channels.
What is a personal brand, and how does it evolve?
Your personal brand is how people talk about you when you are not in the room. Nowadays, people automatically associate personal brands with an individual's online presence. Personal brands were once based on more formal settings and associations like your job title or the company you work for. In that case, personal brands are linked to follower counts and impact across social media. This can be a broad impact, like Kim Kardashian, or a niche impact; a great example is what Nathan Latka is doing in the SaaS field.
Developing a Personal Brand
Why should someone consider developing a personal brand, and why do personal brands matter?
Individuals with personal brands have a stronger influence in the field they operate.
For example, a salesman who has developed a strong personal brand is usually more trusted on demo calls and can close more deals. Before meeting him, people already know who he is and what he is.
This builds trust, authority, and expertise.
If people like you they will listen to you, but if they trust you, they’ll do business with you.
Personal brands are also a great way to build more revenue streams.
For example, let's stick with the salesman. If he works for, say, Salesforce, he can earn income from his job at salesforce while selling online sales tips and courses to fellow salesmen looking to up their game. This can double, if not triple, his income.
Later, he can write a book, lecture on the topic, and do one-on-one coaching.
The opportunities are endless when you have a strong personal brand.
How can someone begin to develop a personal brand from the ground up, and what steps should be taken from the beginning?
The easiest way is via social media.
Platforms like LinkedIn and Twitter are fantastic for distributing your expertise and insights. Posting daily content that is value-driven will help you build an audience.
The next best step is to contribute to leading publications in your industry. This will take your game to the next level.
How can someone develop their personal brand’s story, what should be included in the story, and why should they take the time to do so?
The mistake a lot of people make is they overthink this like crazy.
Don’t be cringe.
Just be who you are.
Write how you talk, share your insights, why, and how you developed them.
Focus on providing value.
Your real story will shine through your content once you start writing without filters. This is similar to writers who write in spontaneous prose.
Your brand is what people say about you when you’re not in the room. - Jeff Bezos, founder of Amazon.com
What steps should be taken to include mental, physical, spiritual, and emotional components into one’s brand, and why are these important?
Listen, everyone has their way in how much they want to share online.
Some people overshare, while others prefer to perceive a sense of mystery around themselves.
You need to ask yourself what you are willing to put out there and develop a strategy around that.
By the way, both methods can work.
There are oversharers that are dominating social media, and there are also mystery folks who dominate as well.
What role does passion play in one’s personal brand, and how should it be used?
People can tell if you are passionate about what you do.
Make sure to choose a field of expertise you are truly passionate about.
How true to one’s natural self does a personal brand need to be, and why?
Earlier, I stated that you should focus on being yourself, but then again, there are great examples of “players” who took on a different persona in their personal brand and made it work for them. They became “actors,” and that is fine, as long as you know how and when you should shift gears.
Your time is limited, so don’t waste it living someone else’s life. - Steve Jobs, co-founder of Apple
How important is marketability in one’s personal brand, and why?
Eventually, the whole point of building a personal brand is to be able to market ideas, products, etc.
Being able to market yourself should ALWAYS be your number one priority.
Is it possible to create a personal brand that’s too niche?
It depends on what your goals are.
If you go niche, it will be easier for you to stand out initially, but you need to ensure you have a big enough potential customer base to get you the ROI you want on your efforts.
I would advise on starting out niche and then finding ways to broaden up as you move forward.
How can someone tell if it is time to rebrand, and how should rebranding be approached? Why?
You should rebrand when your target audience changes or when you decide that your product or service needs to change.
But you must remember that your brand's core essence should align with who you are. The rebranding is just another layer.
How can someone create an emotional experience in their personal brand that their audience will connect with, and why is this important?
People connect with people.
We see it a lot in the B2B (business to business) space, which feels more like P2P (person to person).
People make decisions not based on rationality but on their feelings and emotions.
Being able to arouse emotions in your target audience is a way to make them care and pay attention.
And if you do that, the gate is open, and you can connect and develop a partnership. You can create that emotional gateway by being vulnerable, sharing personal experiences, and providing empathy to your target audience.
How should someone choose the appropriate channels to tell their story, and should each channel have the same or different content?
If you are in Tech or B2B, then LinkedIn and Twitter should be your playground. You can also check out indiehackers.com. If you are B2C, then Instagram, TikTok, and Facebook should be your realm.
And yes, every platform has its own “winning” type of content, and you should structure your content based on what performs better on the particular channel.
Personal Brands for Entrepreneurs
How can entrepreneurs develop a meaningful personal brand while putting almost all their time and attention into their businesses?
Sharing on the go.
Documenting your business journey online.
That is the best way. That way, your content will come from a place of flow and will be integrated with your business instead of overworking you.
Personal Branding Mistakes
What are three personal branding mistakes people generally make, and how can such mistakes be avoided?
1. Overthinking It
People think too much about each post and about each piece of content.
That's a big mistake.
You should take it easy, let go of insecurities, and just let it flow.
2. People Copy Too Much From Other People
If you want to stand out, then you need to stand out.
Provide original insights based on your experiences.
3. People Don’t Crosspost
Some people just stick with one or two distribution channels.
Having a more strict focus on two channels is fine, but cross-posting on other platforms is a great way to syndicate content and win more followers and attention.
Responses provided by Omri Hurwitz, CEO at Omri Hurwitz Media.