Did you know that 92% of people trust recommendations from others—even strangers—more than they trust brands? This eye-opening stat from Forbes gives us a valuable insight into consumer behavior and how to use it to our advantage.
When people don’t automatically trust brands, it’s essential to focus on what they truly care about: a relatable, human presence they can count on for advice and guidance.
It’s important to include personal branding in our digital marketing strategy, as it allows us to directly influence consumer decisions. Take the success story of Beiked and its founder, Estefanía Lattanzio, as an example.
In today’s crowded “premium” cookie market, Beiked stands out not just for its products, but for the authentic voice behind the brand. Lattanzio uses her personal brand to connect with her audience by sharing everything—from new product innovations and quality tests to the everyday challenges of running her business.
Her genuine approach and transparency have made her cookies go viral, creating a loyal following that trusts her, her products, and her brand.
Why is an established personal brand important?
In today’s highly competitive and saturated market, having a well-established personal brand can be a game-changer for a business. It provides two key sources for persuading the audience: the brand or business itself, and its main spokesperson.
The main goal of a personal brand is always to persuade—creating a message that helps you connect with your audience and convince them to trust you and choose your product or service.
The 4 C’s of persuasion: how to make them work for you
To create a persuasive message, it’s important to understand the 4 C’s of persuasion. These principles help you shape your message so it can effectively influence your audience’s decisions. Here’s a look at each of the four key elements:
1. Clarity
Every message should be clear, straightforward, and easy to understand, so ideas are organized logically and there’s no room for confusion. A clear message helps your audience connect with it, whether emotionally or rationally, and encourages a positive response.
For example, if you’re convincing someone to buy your product or service, you should explain how it works, highlight its benefits, and show what makes it stand out from the competition.
2. Trust
Your message needs to be credible, and to make that happen, you have to build trust with your audience. The best way to do this is by sharing insights based on knowledge or experience, so your community can see that you have the expertise to back up what you’re saying.
3. Consistency
There are four key elements that should always be in sync: your words, actions, values, and principles. When these align, people are more likely to trust you. But if your message keeps changing or contradicts itself, it starts to lose its power.
For example, if sustainability is a core part of your personal brand, and you consistently show how you recycle at home, while emphasizing values like responsibility and minimizing environmental impact, people are much more likely to trust your recommendations for products or services related to that cause. They’ll see you as a credible source.
4. Connection
The goal is always to deliver a message that resonates emotionally or rationally with your audience, showing them that you understand their struggles or are committed to meeting their needs.
When your message makes your audience feel seen and understood, it significantly boosts the likelihood of persuading them effectively.
For instance, if you’re launching a new health product and discover through research that a common pain point is the lack of accessible pharmacies, you can shape your message around this shared concern. By doing so, your audience will feel a sense of understanding and be more likely to trust your solution.
Benefits of incorporating the 4 C’s into your personal brand
Building your personal brand strategy around the 4 C’s of persuasion can help you reach your goals more efficiently. But that’s not all—there are other key benefits to consider:
- Establish yourself as an authority: By using persuasion to demonstrate your expertise and knowledge, you can position yourself as a trusted figure in your industry. This can lead to exciting career opportunities and make you a reliable point of reference for others.
- Build lasting relationships: The personal touch in branding helps create empathy and genuine connections with your audience. This makes it easier to build meaningful, long-lasting relationships with your community.
- Increase conversion rates: Clear, simple messaging makes it easier for people to make decisions. By focusing on your product or service’s benefits and showing why you’re the best choice, you remove barriers to decision-making and improve the user experience.
Recognizing that an established personal brand is a powerful tool for persuading your audience highlights its importance in digital marketing. When used effectively, it can help you reach your goals.
