In today’s digital age, managing your online presence is crucial for professional success. Career branding goes beyond traditional resumes and cover letters, encompassing how you are perceived online. It includes everything that shows up when someone searches your name on Google. Neglecting your career brand can hinder your growth and limit your chances of success. Hiring professionals often rely on online research to gain insights into candidates’ online presence, making it essential to monitor and manage your digital footprint. Building a strong online career brand requires strategic planning, self-assessment, and aligning your online profiles with your career goals. In this article, we will explore the importance of career branding, steps to build your online brand, and the benefits of having a personal career website.
Career branding is the intentional cultivation and management of your professional image and online presence. It involves building your brand and establishing a strong online presence to enhance your reputation management and career advancement. In today’s digital age, having a positive digital footprint is crucial for success in your career path.
Building your brand starts with creating a personal website, which serves as a hub for showcasing your skills, accomplishments, and expertise. A personal website allows you to have complete control over your online presence and provides a platform to communicate your unique value proposition to potential employers and industry professionals. It is an essential tool for establishing credibility and presenting yourself as a professional.
Managing your online presence involves actively monitoring and curating the content that shows up when someone searches for you online. It is important to ensure that the information available accurately reflects your professional image and aligns with your career goals. Reputation management is key to maintaining a positive perception and attracting opportunities that align with your aspirations.
A strong career brand is essential for professionals as it significantly impacts their job prospects and distinguishes them from other candidates. Building a strong reputation and maintaining a positive online presence can help individuals stand out in the job market and advance their careers. Here are three reasons why your career brand is essential:
Regularly monitoring and managing your online presence is crucial for maintaining a strong career brand and ensuring alignment with your professional image. In today’s digital age, your online reputation plays a significant role in your job search and career advancement. Employers often Google candidates to gain insights into their online presence, and any negative or unprofessional content can harm your prospects.
By monitoring your career brand, you can proactively address any issues that may arise. There are various monitoring tools available that can help you keep track of your online presence, such as Google Alerts, Mention, and Social Mention. These tools can notify you whenever your name or brand is mentioned online, allowing you to promptly respond or take action if necessary.
Monitoring your career brand also ensures brand consistency. It allows you to review your online profiles, content, and interactions, making sure they align with your personal branding and professional goals. It helps you maintain a consistent image across different platforms and showcases your expertise and achievements effectively.
Furthermore, monitoring your career brand helps you stay aware of how you are perceived by others. It allows you to identify any misconceptions or misunderstandings that may arise and take steps to address them. This awareness can be especially valuable during interviews, where you can confidently present your online presence and address any concerns that may arise.
What steps can be taken to establish a strong online career brand?
Building a strong online career brand requires a strategic approach and careful planning. Here are three essential steps to help you establish a strong online career brand:
Having a personal career website is an essential component of building a strong online career brand and establishing yourself as a standout professional in your industry. A well-designed and managed personal website offers numerous benefits that can enhance your career prospects.
First and foremost, a personal career website allows you to showcase your expertise and skills. You can create a portfolio of your work, share case studies, and highlight your accomplishments. This not only demonstrates your capabilities but also helps you stand out from other candidates by providing tangible evidence of your abilities.
Here are some great examples:
Additionally, a personal career website helps establish credibility. It allows you to provide detailed information about your professional background, education, certifications, and any other relevant qualifications. Employers often verify the information provided in resumes or applications, and a personal website can reinforce your credibility by presenting a consistent and professional image across online platforms.
Having a personal website also contributes to building a digital footprint. In today’s digital-first economy, employers often conduct online searches to learn more about candidates. By having a personal career website, you can control the information that appears when employers search for you, ensuring that it aligns with your professional brand and showcases your expertise.
Finally, a personal career website helps you stand out to employers. It demonstrates your commitment to your career and showcases your proactive approach to personal branding. In a competitive job market, having a personal website can make a significant difference by setting you apart from other candidates and making a memorable impression on employers.
Career branding is the process of strategically building and managing your professional image and online presence to align with your career goals and attract like-minded professionals to your network. It is an essential aspect of your professional development and can greatly impact your career advancement. Here are some key reasons why career branding is important:
To effectively build and manage your career brand, it is important to leverage a career branding stack that combines various tech tools, marketing efforts, platforms, and practices. This stack is crucial for implementing career branding strategies, building an effective brand, leveraging your online presence, understanding the importance of a personal website, and enhancing your professional reputation.
The career branding stack consists of elements that showcase your talents and contributions, making you visible to hiring managers, recruiters, decision-makers, and influencers. It elevates your brand within your industry and organization, increasing recognition and visibility. By utilizing tech tools, such as LinkedIn and branding survey tools like 360Reach, you can create a strong digital footprint and showcase your expertise. Writing articles and mini-posts on LinkedIn, utilizing the Featured section, and crafting a compelling brand story are also essential components.
One of the key elements in the career branding stack is having a personal website. This website serves as your online home and professional knowledge-base, allowing you to showcase your work, accomplishments, and expertise. It provides a platform for potential employers to learn more about you, and it gives you ownership of your online presence. Building and maintaining a personal website demonstrates professionalism, establishes credibility, and sets you apart from the competition.
Sonal Bahl, a career thought leader, emphasizes the importance of believing in yourself and articulating your value in order to stand out with a strong career brand in interviews. Here are some insights from career thought leaders on building and leveraging your career brand:
Utilizing LinkedIn and survey tools, such as perception and reputation surveys, can help you shape your career brand effectively. By believing in yourself, finding your niche, and utilizing video messaging, you can create a strong career brand that sets you apart from the competition and attracts the right opportunities.
In conclusion, career branding and managing your digital footprint are essential for success in today’s digital age. Your online presence plays a significant role in how you are perceived by potential employers and professional connections. By strategically building and maintaining your online career brand, you can attract like-minded professionals, position yourself for future job opportunities, and showcase your skills and expertise. Additionally, having a personal career website can further enhance your online brand and provide a platform to showcase your accomplishments and career goals.
A modern-day college student will typically have a hard time standing out from the crowd of peers in the same future profession. Both higher education and the employment landscape are shifting around more rapidly than ever, with all the new tech, new trends, and even whole new industries emerging like mushrooms after rain.
That’s why you should start considering your personal brand before you graduate.
When you think of personal branding, what comes to mind first? Maybe influencers, entrepreneurs, or celebrities? However, it’s a valuable asset for anyone who wants to establish their presence at any scale.
A brand is all about shaping the perception others have of you. For a college student or a recent graduate entering the professional world, a smart personal brand helps you showcase your strengths and achievements in a competitive job market.
It also attracts networking opportunities, which translates to career advancements and valuable industry connections. Additionally, it’s a way to highlight your soft skills and cultural fit, showing everyone that you’re a well-rounded candidate and worth hiring even though you’re fresh out of school.
As your career evolves, your personal brand helps you navigate the various transitions and serves as a timeline of your professional growth.
First, consider your career opportunities. A strong personal brand lets you choose which skills and experiences to showcase, so you get the jump on people’s professional perceptions of you. It’s a great way to boost your chances of landing internships or part-time jobs in your field of study.
Next, there’s networking. College is the ideal place to start building your professional circles. A personal brand can help you connect with professors, classmates, and professionals in your industry. It opens doors to mentorship opportunities and valuable contacts that can aid your career progression. Later on, it will help you market to college students yourself, so you get the first pick of new talent for partners or even employees.
Finally, it directly affects your skill set. Building a personal brand encourages you to develop various skills, including soft, creative, analytical, and administrative ones. From public speaking and writing to digital marketing and social media management, these skills are highly transferable and sought after by employers in all fields.
Okay, so now you know how a personal brand can benefit you and why you should start building it before you finish school. With that covered, let’s take a look at an actual step-by-step how to.
What makes you stand out? What can you offer that your competitor candidates can’t? Is it your passion for a specific subject, your dedication to community service, or your innovative way of solving problems? Identify your strengths and what sets you apart from your peers.
Universities often offer career services, workshops, counseling, and networking events. Moreover, students tend to pool their own knowledge and share it globally, because college is hard for everyone. For example, a repository of University of South Africa resources could help European students and vice-versa. It’s a great way to learn a skill like marketing or psychology without actually taking the time-consuming courses.
Your personal brand heavily depends on your Internet persona. Create or update your LinkedIn profile with a professional photo and details about your education, skills, and experiences. Start a personal blog or website to showcase your expertise and insights. Also, curate your social media to be in line with your brand.
Use Twitter or Medium to share your thoughts on industry-related topics or your college experiences. Review your Facebook and Instagram profiles and remove or privatize content that doesn’t represent you positively.
Stay ahead of the curve by staying informed about upcoming higher education marketing trends. Even when you’re out of college, understanding these trends can benefit your personal brand because it’ll tell you how successful businesses are reaching your demographic – so you can reach them that way too.
Invest yourself in your college community and beyond. Attend events, join clubs and societies, and participate in discussions related to your field. Interacting with others in your industry or academic sphere builds a strong presence and helps get your brand off the ground. It also makes you more memorable in the long run.
Throughout your marketing efforts, remember to keep your brand human and relatable. Share your college journey, including challenges you’ve overcome and successes you’ve achieved. Share your job hunting process, your internship anecdotes, etc. Authentic storytelling lets your audience connect with you on a personal level, making them more likely to want to do business with your brand.
To sum up, early personal branding sets you apart before you even enter the job market, plus it helps you develop a valuable transferable skill set. Begin by defining your unique value and establishing a strong online presence, and don’t forget to polish your social media and stay updated on marketing trends.
Engaging in your community and sharing your authentic journey helps you stay memorable and build lasting professional connections.
Personal branding is becoming increasingly important in the tech industry, as it can help you stand out from the crowd, attract the right job opportunities, and ultimately, help you achieve career success.
Creating a successful personal brand in the tech industry requires a strategic approach. It involves building a reputation for yourself as an expert in your field, as well as understanding how to use digital tools to your advantage.
Here are some tips to help you create a successful personal brand in the tech industry:
Before you can start building your personal brand, it is important to know who you are targeting. Who is your ideal audience? What kind of content do they want to see? Knowing the answers to these questions will help you create content that resonates with your target audience.
Once you know who your target audience is, you can start establishing yourself as an expert in the tech industry. You can do this by creating content that showcases your expertise in the form of blog posts, videos, podcasts, or webinars. You can also create courses on relevant topics, join online forums, or participate in online communities.
Being authentic is key to a successful personal brand. It’s important to be genuine, honest, and open about your experiences in the tech industry. People want to know about your successes, failures, and lessons learned. By being authentic, you will be able to build trust with your audience and establish yourself as an expert in the tech industry.
Social media is a great tool to help you build your personal brand. You can use platforms such as Twitter, LinkedIn, and Instagram to share your content, engage with your followers, and promote your brand. You can also use social media to connect with influencers in the tech industry and build relationships with them.
Networking is another important way to build your personal brand. Attend tech events, join industry associations, and reach out to people in the tech industry. These relationships will help you build your reputation, as well as open up new opportunities for you.
It is important to track and monitor your personal brand. This includes monitoring what people are saying about you online, as well as tracking how your content is performing. This will help you identify are
In the tech industry, it is essential to have a strong online presence. You should be active on social media platforms and have a website, blog, or portfolio showcasing your work. Make sure your content is up-to-date and relevant, and use relevant hashtags to make it easier for people to find you.
Participating in online discussion forums, such as Reddit and Quora, is a great way to network with other tech professionals, share your knowledge, and build your reputation.
Connecting with influencers in the tech industry is a great way to increase your visibility and credibility. Try to build relationships with people that have a large following and are respected in the industry.
Attending tech events is a great way to network with other professionals and learn new skills. Make sure to bring business cards and be prepared to talk about your work.
Don’t be afraid to brag about your work. Share your accomplishments on social media and in your portfolio. Promote yourself through press releases, interviews, and guest blogging.as for improvement and ensure that your content is resonating with your target audience.
Creating a successful personal brand in the tech industry requires a strategic approach. By following these tips, you can start building your reputation, increasing your visibility, and getting the recognition you deserve. With hard work and dedication, you can create a successful personal brand in the tech industry.
Creating a successful personal brand in the tech industry requires hard work and dedication. By following these tips, you can start building your reputation, increasing your visibility, and getting the recognition you deserve. With the right strategy and dedication, you can create a successful personal brand in the tech industry.
Answer: You can create a successful personal brand in the tech industry by developing a strong online presence, participating in online discussion forums, connecting with influencers, attending tech events, and promoting your work.
Answer: You can increase your visibility in the tech industry by participating in online discussion forums, connecting with influencers, attending tech events, and promoting your work.
Answer: You can network with other tech professionals by participating in online discussion forums, attending tech events, and connecting with influencers.
Answer: You can promote your work by sharing your accomplishments on social media and in your portfolio, as well as through press releases, interviews, and guest blogging.
Answer: To succeed in the tech industry, you need to have a strong understanding of the latest technologies, be able to think critically and problem-solve, have excellent communication and collaboration skills, and understand the business side of technology.
Will we ever be the same again? Businesses are being transformed at this time of the Coronavirus and the economic challenges we now face. This transformation has happened quickly out of necessity and the need for survival however it’s likely to leave a lasting legacy on how we live our lives and run our businesses.
This crisis has created the space for us to reconsider our values and who we really are on a personal level.
For small business owners and entrepreneurs who are currently adapting, it’s time to consider your business operations, your values and your personal brand. What we learn in these challenging times can help set us up for the new world that will emerge after this crisis.
It’s time for us to put humans first in business, to reveal our own personality as the leaders of our brands and how that relates to how we do business. Your brand is not your logo; it’s so much more than a cute icon, font and colors. It’s not even about the clever slogan you use. Your brand is a representation of who you are. For small business owners and entrepreneurs your personal brand and your business brand must work cohesively together.
In this article we will look at your personal brand and how you can use it as a representation of who you are, or who you are becoming. Crisis can often change us, and we have the power to decide who we become.
As we conclude 2020 and start to plan for 2021, it’s the perfect time to assess your personal brand. Much of the planning can be done, even during the pandemic. Working on a personal branding project can be a great way to enjoy life in lockdown. Even personal branding photo-shoots are likely to be okay in your region since they can be done while maintaining social distancing.
We’ve seen an influx of individuals who have become unemployed and are now using their downtime to kick-start an online business leveraging their own personal interests and personal identities.
Below are seven questions to ask yourself when planning your personal branding.
Consider who you are and what you want to be known for. Create a list of all the attributes that should make up your personal brand. Consider how you may be able to communicate those attributes visually through your image. You’ll likely have an intuitive understanding of what you want your personal brand to be however, by listing your goals you’ll be better equipped to communicate your desired message.
Your image is a key component of your personal brand. You’ll probably use your photography on your social media profiles, your website, and any media opportunities that present themselves. It’s worth considering the various formats and styles you may need and have them ready to go. In some instances, a square image will be required and in others, a landscape or portrait may be suitable. If you’re using your photo on your website in a banner you may find it crops differently from device to device. Consider what type of imagery will work across multiple platforms. Put together a list of images you’ll need to ensure you capture everything at your photoshoot.
You probably have an intuitive understanding of what style of photography will best suit your personal brand. Create for yourself a mood board by taking clippings of sample images you like that you can then show your photographer. That will give your photographer a clear understanding of where you want to go visually whether it be highly corporate or casual. In your mood board, you can include anything you think may be helpful, even samples of color swatches or lifestyle images that reflect something about who you are or want to be.
Image Source: Science Direct
For some, a highly professional office setting may best suit them. For others, a natural outdoors or urban setting might best communicate the right message. Don’t choose something just because it looks nice, be deliberate about your message be creative. For example, there may be clever ways to bring the outdoors inside to communicate a specific message about who you are.
What you wear will say a lot about your personal brand. Your clothing can often make or break your success. Should it be highly professional, edgy, casual, modern, or fun? There are many different looks you could go for so consider how they may best represent your personal brand. If you operate a business with a logo, you may want to use the colors from that logo if they also suit you. What props may also suit your message? I recently saw a business coach who works in time management, in all his speaking engagements he has a pocket watch displayed. Accessories can be a great way to reinforce your message.
For those that wear makeup on a daily basis, it may be worth getting some professional tips and advice specific to your complexion and desired look. When it comes to photography, the makeup techniques may be slightly different from what you would normally wear so get the experts involved and check the images are suitable before you complete the photoshoot. For those that don’t usually wear makeup (men, I’m talking to you), don’t be concerned about makeup for photoshoots and trust the experts to guide you. Your hairstyle should also be done in a way that is consistent with what you commonly wear so you maintain consistency with your message. When it’s done well, it will look natural and effortless.
Your words and your presentation are critical factors for your personal brand. You may have your selfie pout down pat however that might not be quite right for your personal brand. Take a look at your mood board and practice a few poses in the mirror so they feel natural. Practice the way you speak by recording yourself presenting and listen back to how it sounds. You can also search through YouTube to find other business people and entrepreneurs who come across in a way in which you’d also like to be perceived. Practice their presentation style as a full-dress rehearsal in the mirror to see how you can make it work for you.
We trust these questions will help you enhance your personal branding. Of course, to make the most of your brand you need to be seen. By having your personal branding on point, you’ll be ready to take your digital presence to the next level. Digital marketing is a powerful way to get yourself noticed by the right people. Whether it be SEO, social media management, or support with advertising campaigns, we’d love to help you. Contact us today!
Being self-employed isn’t a rarity any more. We can work remotely, from home, and stay connected with our teams, clients or employers. If you’re your own boss, that means no employers, which can give you an extra layer of confidence, but don’t let that deceive you: being self-employed means you actually have to pay more attention to business management, while digital marketing can make or break your business.
Working at a home office and having to answer only to yourself can be great if you know how to do it right. This means you need to know how to manage your time, keep up with deadlines, stay in touch with customers, but also keep constantly developing your business. This is why digital marketing is especially important. If you want a strong brand, if you want your business to thrive, you need to develop flawless digital marketing skills.
Developing such skills isn’t easy, but once you’ve got that covered, you’re on the right track to establishing a strong brand, including brand loyalty and customer relations. Learning digital marketing should be a step-by-step process, and it should include much more than just going through a couple of social media tutorials.
Yes, social media is a crucial part of digital marketing, but you also need to know about the importance of having a great landing page, developing a personal brand, customer engagement and connecting with influencers.
Let’s look into what self-employed professionals really need to know about digital marketing.
Every business needs a home page. If you’re self-employed, you need a website that showcases your business, what you do and who you are. This is why having a landing page is considered the first and most important step in digital marketing.
What is a landing page, anyway? It’s your main web page, the one people come to after clicking an ad for your business. It should feature a simple, responsive design, a layout that is easy to navigate, and it should instantly convey what your business is all about.
Ask yourself the simplest, most important questions about your business, and think first of your target audience – your customers. Let’s say you’ve just discovered a company and you’re visiting its site for the first time. What do you want to know? Your landing page should provide such answers.
Your landing page needs to explain your business and feature content that makes people stick around, come back, buy your products and services. Don’t rush, conduct research, go through tutorials and discover the best ways to design the perfect business landing page.
Of course, you don’t have to go for the total DIY approach. Hire someone to design your landing page, if your budget allows you.
We’re taking about digital marketing, so it’s obvious that you need digital tools. Apps and online services included. This is especially important when you’re self-employed, as you’re more inclined to do tasks by yourself, and apps can most certainly help you work more efficiently, and with less stress.
There are specialized apps for pretty much everything, while self-employed professionals can choose between a wide selection of helpful digital tools that can handle anything from time management, team management, taxes, documentation to payments and data protection.
Social media can be used to your advantage, but if you don’t know how to use it right, it could very well destroy your business. Be wise, patient, take time to develop skills, test out methods, stick to what works.
There are many social media platforms out there, too many for you to use all of them, so pick the ones that are most relevant to your business. Facebook, Twitter and Instagram are necessary in most cases, while you should also consider LinkedIn for B2B communicating, Reddit, if you want to promote your business to a large audience – or a niche audience, by using a specific sub-Reddit – Tumblr, Pinterest and many more.
Showcase your work. Talk to your audience, ask for their opinions, humbly accept criticism, give freebies. Most importantly, and this is something you should never disregard: be constant. In order to use social media for digital marketing, you need to use it regularly. Stay in your clients newsfeed, every day.
You might think this isn’t important for digital marketing, but it really is. Basically, to do digital marketing the right way you need a proper office, and if you’re self-employed, you’re most likely working at a home office.
Take your home office seriously. It’s your HQ, the home of your company, the place where you develop your brand. Taking it seriously means that it needs to be set up like a proper office, and this implies no clutter or messiness. That’s the only way you can stay productive.
Make sure you’re home office isn’t taking anything away from the rest of your home, and it isn’t imposing on anyone’s personal space. You need a quiet spot with plenty of natural light and sufficient sources of electricity. A big enough desk, a comfortable chair, and have all necessary tools and items easily accessible. Add some personal items to make it feel homey, add plants to give the area some much needed life and greenery.
Finally, don’t forget office management. Take care of your office space, keep it neat and tidy, make yourself a regular home maintenance plan if necessary and don’t get lazy. You can’t run a proper business if you’re working in a mess.
You are your own brand, remember that, and you want your brand to be strong. You can’t be strong unless you don’t reach out to your audience and engage. How? By providing great content, special offers and discounts, limited time deals and sales, and don’t be scared to introduce yourself to customers, take part in comments and discussions.
Not just customers, but peers as well. Use your landing page and social media outlets to branch out, but, as was implied before, don’t spread yourself too thin, you could lose focus.
Q&A sessions are a great way to stay in touch with your audience. Share stories. Include a blog on your landing page and invite guests to write for you, and offer to write for them as well. Offer newsletters and free tutorials. Give something extra with each purchase. All this will help you develop a brand that is long lasting and profitable.
Reaching out will help you establish an online presence, which is one of the cornerstones of running a successful business.
Here’s an example of a great brand:
If you’re going to use social media, then it’s important that you reach out and develop a relationship with influencers.
In case you don’t know who influencers are, let’s explain. Basically, they are individuals, professionals in their respective industries, that have a large and/or strong following. Your task? Find those influencers who are related to your business, get to know them, build a working relationship and help each other out with mutual promotion.
What can influencers do? Talk about your brand, your products, and what makes them great. They are your communicators, your brand ambassadors, your agents of native advertising. Of course, in order to connect with influencers, make sure your relationship is beneficial to everyone involved.
If you’re a self-employed creative professional, you need to use digital marketing to not only promote your brand, but introduce it to new customers, build client relations, engage with your audience and help your business grow. It’s not an easy task, but if you take it one step at a time, you’ll go as far as you want to.
About the author
Heather Redding is an avid reader, freelance writer, coffee snob and a tech enthusiast from Aurora, Illinois. When she is not working, Heather enjoys swimming and hanging out with her friends.
According to an IBM CEO study, 71 percent of CEOs cite human capital as the leading source of economic value. This indicates that people are what drives economic value and business growth and not a logo or elevator speech. In today’s competitive market, it’s crucial to be more than just a job title. Consider how the names Steve Jobs, Richard Branson and Warren Buffet are as recognizable as their businesses.
Although you may not be running the next Virgin or Apple, even the smallest business owners can create a name for themselves online. Step out from behind your business and put a face to your work by creating a personal brand. This helps you stand out from the crowd in the job market, builds a stronger network and commands industry recognition as an expert in your field. Here’s how to get started:
What type of audience and customer do you want to attract? Sharing your values online helps identify what you and your company stand for and gives people a reason to support you. For example, CD Baby founder Derek Sivers’ personal brand values include minimalism and sharing what he learns. As he develops new projects and businesses, his followers already know they will also encompass his personal values.
If your personal values include being environmentally-conscious with a focus on reducing your carbon footprint, share how that translates into your work. Tell your audience about the green packaging and shipping you use. Or share how your jewelry store purchases diamonds only from ethical sources. Include a selfie of your own ethically-sourced engagement ring.
Remember to think through the full scope of what you’re sharing. If you’re deeply committed to a specific cause, remember not everyone feels the same way. Share this information if you want to attract like-minded clients, but keep it on the quiet side if you’re looking to attract a more diverse business base.
Remember the word “personal” in personal branding. Simply talking about yourself, your business and your products isn’t really the point. Be vulnerable and talk about your trials and tribulations, such as the mistakes you made while building your business or a personal struggle you had that lead to a new direction. Showing you’re a normal human being who is susceptible to hardships helps form trust. But there is a line. Oversharing on every detail of your life or complaining turns off customers and stalls your business.
Building trust and staying transparent also develops a more vested client and customer base. Take the time to ask for feedback on your products and services to get a better idea of what your clients need and want. Then, share some of that information online to keep your customers in the loop and illustrate your commitment to their patronage.
The Harvard Business Review recommends turning weaknesses into a compelling narrative by focusing on value. For example, if your business struggled selling hand-blown glass and you lost interest in the art, focus on how your experience informed your next step. Talk about how your knowledge of the industry and polling customers made you realize selling glassblowing supplies, unique artisan gifts and coffee table books created a more cohesive experience for your customers. Whatever your narrative is, focus on how its value trickles down to the benefit of your customers instead of making it all about you.