Tyler Burch became more involved on LinkedIn and started building a personal brand in March 2020 when the Coronavirus hit full force. He notes that the traction an individual can get as opposed to what a brand can get is far different. The brand will never leave, it’s unchanging, and allegiant to itself. But people’s opinions change and morph. There’s a dynamic behavior in personal branding that you cannot get from a strong corporate brand. Team members building their brand works to funnel in results into your company.
When Tyler was still with BoardActive, they rolled out a personal branding initiative. The business is starting to see quantifiable results from team members bringing in qualified leads that helped them hit marketing objectives. Obviously, Tyler shares that the success of personal branding will depend on your industry and your role.
Network for your present and your future
LinkedIn creates virtual contacts and connections that matter. Casey Graham—the CEO of Gravy—has a saying that Tyler adopted: One day everybody is going to leave—insert company name—even the founder. The question becomes, how are you networking with that in mind? Your final destination likely isn’t where you are. Your career arc will take a different path. So you need to network to bring value to people outside of your company’s ideal clients.
When Tyler joined Samaritan, he had built relationships and trust with his connections. He wasn’t gunning to get leads and hit his KPIs but simply providing value to his network. Those connections took a greater interest in Samaritan for that simple reason. That’s why it’s important to help others without the constant expectation of a return.
Where brands get it wrong
I worked with a client that wasn’t allowed to have a personal brand. He was allowed to post from three approved pieces of content per week that was approved by his organization. How crazy is that? Why wouldn’t you allow your employees to create a personal brand that everyone benefits from?
Most brands don’t want to step on the toes of people that might buy from them. So they take that approach instead of proactively going after people that buy into what they do, their values, attitude, personality, and more. If company’s censor what their employees are allowed to post, it’s honestly their loss.
It goes to show that your career is a means to an end—it is not the end itself. Could you find a different company with work you enjoy that will allow you to develop and build a personal brand?
Leadership: remember where you came from
What happens when someone becomes a CMO? A CMO is likely someone who has cycled through and mastered other roles before being promoted. But at this point in their career, they no longer take on the responsibility that got them there in the first place.
Whereas someone early in their career might recognize an advantage they could leverage that a CMO might not see. Tyler emphasizes that your culture and buy-in changes when you start to empower your people to do what they’re passionate about doing. Good ideas are there when you’re allowed to and given the time to collaborate, workshop, and develop them. This includes sharing value within and learning from your network.
What Tyler learned from his LinkedIn community to level up
Your LinkedIn community isn’t only a great way to offer value, share your expertise, and build connections—you can learn from your network too. Tyler was thinking about doing a paid campaign with TikTok but admittedly didn’t know enough about the process. So he asked his friend Jay Desai for advice. Jay told him to find someone whose audience fits your target audience. Secondly, he said to work with an influencer that will allow you to repost and distribute the content on your own. If you own the content you can use it anywhere.
In episode #53 of the Content Callout podcast, Tyler shares about the non-profit he works for (Samaritan), how to nail down your company’s persona, and determining metrics that matter for your business. Check it out!