Small-town matters: 4 tips for building your personal brand on LinkedIn

By Monica W. Wamsley

 

Here in Pagosa Springs, Colorado, the newspaper is a weekly, there is no town-specific Craigslist, and many businesses don’t have websites -- but small business is big here. In a small town, how does one build and maintain her personal brand?

One of the things that makes LinkedIn a professional’s paradise is its searchability. To capture LinkedIn’s power, you need to stand out — just as you must in your small town’s more traditional advertising methods. This is where your personal brand comes in.

 

Main Street, Pagosa Springs, Colorado

Write your personal brand statement

A clever business name is a great start, but does it explain who you are, what you do, whom you do it for, and what makes you unique? A personal brand statement is not your business’s mission statement.

Write a sentence that gets to the heart of your business — and you. You are probably often asked what you do. Take the time to craft your personal brand statement and show the value you provide to your community.

Jörgen Sundberg’s post for Undercover Recruiter is a great resource for breaking down the parts of your personal brand statement.

Post a personable photo

When someone lands on your LinkedIn page, the first thing she sees is your photo. In a small town, members of your community identify you in a few ways, but all physical: They might recognize your vehicle or the cowgirl hat you always wear.

Anita O’Malley’s post for New Jersey Tech Weekly is not limited to tech businesses. Take her advice and look straight at your camera for your default photo.

Be approachable. Being aloof on Main Street and in your LinkedIn profile sends the wrong message to your community.

Ask for endorsements

Martin Brossman posits that “social validation ... is more important than marketing.” This author doesn’t think you should rely on one and ignore the other, but social validation is key. (Think about why you trust Yelp.) You ask for testimonials from clients in town — don’t hesitate to ask for the LinkedIn version. It’s as easy as a click of the mouse, and it can add up.

Produce content and join groups

Can it get any more personal? Your blog will have your voice. Combine your business niche and your personal writing style to share developments and thoughts with your community. The letter you write to your town’s newspaper editor might not be printed, but in the blogosphere you are your own publisher. Write your own content (maybe snag another pair of eyes for editing) and produce it consistently. Use LinkedIn to drive traffic to your blog and to engage clients and recruiters.

If you’re part of your town’s chamber of commerce or a professional guild, you know the benefits of being in a group. Join groups on LinkedIn to interact with other professionals in your field and in your geographic area — you can share your content here, too. As Reade Milner points out in his Leadership in Life post, take care to familiarize yourself with group rules on posting, and comment on others’ posts to share insights.

In a different way, these LinkedIn group members are your neighbors, just like the department store on the corner and the farrier down the street.

In places that seem to eschew 24/7 tech, LinkedIn is alive and well. Knowing how to rock your personal brand on LinkedIn will help keep your business alive and well.

Broken Compass Brewing Displays American Traits

This 4^th of July, we had the pleasure of “getting lost” at Broken Compass Brewing.  This brewery is nestled in an industrial building on the outskirts of Breckenridge and is only five weeks old. 

The owners – Jason Ford and David Axelrod – are welcoming, relaxed, and proud of their entrepreneurial venture.  And with good reason: their brewery was packed, merchandise was sold out, and patrons were lining up to fill their growlers.  Even the customers’ dogs appeared happy, as they munched on bones provided by the Brewery. 

Breckenridge, known for both its summer and winter outdoor activities, has a well-known, establishment in Breckenridge Brewery.  Is there room for two in this ski town?  Yes.

We saw a number of American traits in this visit that made us proud of our heritage. 

First, these owners are willing to take the risk required of entrepreneurs.  They’ve invested their heart and soul in this establishment.

Second, this small business is rapidly becoming part of the economic fabric of small Colorado town.  Our economy depends on small businesses, which provide 64% of new jobs.

Third, these brew masters are innovative and creative.  While they offer more traditional beers, they’ve perfected chili pepper pale ale unlike anything we’ve tasted. 

Fourth, other local businesses are collaborating and supporting the new venture.  Breckenridge Brewery has one of Broken Compass’s beers on tap, and Breckenridge Distillery sends their customers to the brewery after they tour the distillery.  The community wants this business to succeed.

We’re not in the business of critiquing eating or drinking establishments, as this would be way out of our lane.  We will state, however, that the chili pepper pale ale was amazing, while the coconut porter did, indeed, taste just like an Almond Joy bar.  Heaven! 

Thank you, Broken Compass, for taking the plunge and launching your brewery.  While the name represents your self-described journey as getting lost but finding your way, we think that your path toward success is laid out for you.