The Exposure on Social Media
When an entrepreneur or business owner showcases their work on social media, it reinforces both their personal and corporate identity, fostering a better connection with customers. However, this digital presence can also be used against them if they display actions that contradict their personal brand, rapidly spreading and damaging the reputation and credibility among clients, partners, and investors.
Lorena Martínez, an image consultant at Consimage, argues that “social media platforms often display a curated perfection of lifestyles that may not align with the values or personality of entrepreneurs.”
According to IEBS, the rise of social media has increased personal brand relevance as “we’ve always been exposed, but never in such a direct and constant manner.”
Inconsistency Drives Away Business Opportunities
If an entrepreneur focuses on social or environmental impact but is caught damaging the environment, it creates inconsistency and leads to a loss of customers. Over time, this lack of alignment between online presence and personal values becomes evident, distorting the entrepreneur’s discourse.
This inconsistency not only alienates sales but also affects partnerships and sponsorships, as brands distance themselves from perceived conflicting values.
Drop the Persona and Build a Solid Image
A common argument in image crises is that it’s a separate persona from the entrepreneur’s true self, which isn’t effective. Maintaining a fictional persona is challenging because it’s based on the curated perfection often seen on social media, forgetting that we are human beings.
To build a strong and consistent image aligned with values and promotions, IEBS suggests focusing on three key points:
- What we say: This includes daily discourse, words, and tone in expressions through videos, audio, and social media content.
- What we do: Actions should align with the discourse, as actions carry more weight than words.
- Attitude: The tone in our expressions complements the discourse and reinforces the intended message.
Lorena Martínez also shares “The Three Cs” to maintain a more aligned personal brand:
- Coherence: Entrepreneurs should ask themselves who they are and what they aim to achieve in their environment.
- Congruence: This helps unite what is said and done.
- Consistency: Failing to maintain a consistent attitude over time risks making the projected image unbelievable.
Key Questions and Answers
- Q: Why is maintaining a consistent personal brand crucial for entrepreneurs?
A: Consistency between online presence and personal values protects the entrepreneur’s reputation and that of their business, fostering trust with clients, partners, and investors.
- Q: How can inconsistency on social media harm a business?
A: Inconsistency can lead to loss of customers, damaged credibility, and strained partnerships as brands distance themselves from conflicting values.
- Q: What are the three key points to build a strong and consistent personal brand?
A: Focus on what you say, what you do, and your attitude. Ensure coherence, congruence, and consistency in your discourse, actions, and tone.
- Q: What are “The Three Cs” for maintaining a more aligned personal brand?
A: Coherence (knowing who you are and your goals), congruence (aligning actions with discourse), and consistency (maintaining a believable attitude over time).
