BY: DANIELLE K. LAMBERT, FOUNDER SNOUTSCHOOL.COM
I’m often met with moans and groans when I talk about personal branding for veterinary professionals. “That’s narcissistic and weird.” “I don’t need to talk at my Instagram story all day.” “I have other stuff to do.”
A lot of people have a bad taste in their mouths when it comes to personal brands, and understandably so. The personal brands of the past focused on idolizing and honoring one person.
It took so much to get your name out there. You’d need a whole team to primp you, promote you, and push your content out. Think of old school Martha Stewart. We’re talking perfect, pre-jail, pre-Snoop Dogg Martha.
Not this Martha:
Everything she did and everything she stood for was a facade to further her success.
She wasn’t the only one.
In the past, personal brands were incredibly calculated. They focused on making one chosen person more and more famous.
There was obviously a talented team behind OG Martha Stewart. They were polishing and arranging the apples on set, making sure she looked every bit like the ultimate domestic goddess. Skilled people promoted her, guided her, and made sure her show went off without a hitch.
We rarely heard about the people behind the scenes. This was, after all, an effort to keep building up Martha. It wasn’t about anyone else. There was only room for one person at the top.
Pair that background with the stereotypical Instagram influencers trying to mimic Kardashian-level success? Pff – it becomes easy to see the whole thing as selfish, self-serving and – frankly – narcissistic as all hell.
I have a new vision for personal brands.
My branding belief system explains why veterinary professionals need to jump on board. In today’s climate, it is so much easier for everyone to be a brand. Most of us have an iPhone, thus the opportunity is literally in our hands.
You don’t have to wait for someone to nominate you to be the chosen one anymore. You don’t need a whole team to primp and promote you, at least not at the start.
The most exciting aspect of today’s personal brands? You can use your platform for good.
It’s not about self-promotion, fame, and becoming The World’s Most Famous Veterinarian. Although that served the few veterinary personal brands of the past, it isn’t the future.
When done correctly, a modern personal brand allows you to do more than be the vet with the most likes or followers.
Here are 4 key benefits I see for a modern personal brand:
1. Create a living, breathing resume
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You can only say so much about yourself to a potential employer with one sheet of nice paper stock. A personal brand allows you to show your skillset, personality, beliefs and goals in real time.
Savvy veterinary employers are starting to peruse the Internet to recruit. I know because I’ve told ‘em to do so!
Two of my practice owner friends recently hired @DogtorKristi. Why did they choose her out of all the vet students they had knocking at their door? It’s simple: They got to know exactly who she was through her Instagram presence, and they knew she’d be a great fit.
2) Help those who need you
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If you are an expert on something, you can pass that knowledge on to pet owners or colleagues that need it. Ashley Bourgeois does this with her Instagram, @TheDermVet.
You don’t need to be an expert, but you do need to be authentic. Talk about your experiences, and things you truly know. No matter who you are or where you are in your career, you have something valuable to say. You have inherit talents and traits that can help you connect, inspire, and guide others.
Sharing your story and experiences in an authentic way can help others feel less alone. I find that incredibly beautiful and not at all self-serving. (If you agree, you totally need to snag our Starter Kit and join our global veterinary girl gang).
3) Find a community that “gets you”
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The more you expose your true self via your personal brand, the more you will connect with your ideal crowd. Whether it’s the perfect pet owner for your practice or the colleague you’ve dreamed of having as a friend, they’re out there.
Building a true community around yourself is powerful. Feeling understood and supported is definitely a mental health perk. (I can attest to this as an opinionated person who works from home!)
Knowing a lot of people can also be invaluable when you go to promote a new business venture. Imagine opening a clinic in a town where you already have a following?
That’s what Belinda is doing. She’s spent years building an audience by simply being herself and putting in the time. With her presence and the support of the 7S Society, she’s set up for a successful practice launch.
4) Establish new forms of income
I will preface this section with this: If getting brand deals and affiliate links is the “why” behind your personal brand, you’re setting yourself up for a short and lonely career.
I repeat: A short & lonely career.
A personal brand does allow an opportunity for new income streams. I’m a huge fan of creating online education products. My personal brand allows me to promote those products to more people that need them.
You must earn the right to sell to your audience, however.
Focus first on creating authentic content, and connecting with your followers. Put the sweat equity in first. There are no shortcuts here.
After you build that rapport, you can start to investigate ways to monetize. The options are pretty endless. You can create products, partner with brands, or offer affiliate links to bring value to your followers.
Does creating a personal brand sound more valuable now?
If your wheels are turning with ideas, make sure you check out these resources to help you get going:
1. Our free #SnoutSquad Starter Kit – Includes a mini-branding guide to help you define who you want to be!
2. Get our @DanielleSnout x @DogtorKristi Build Your Own Veterinary Brand on Instagram guide. This is an on-demand PDF download, and it will walk you through exactly how to start a bold brand on Instagram. With worksheets to help you plot this out AND our advice, you’ll be golden!
