Your Brand vs Your Product: Why Business Owners Must Market Themselves First

Hey there, my friend, welcome to episode 356 of the Small Business Made Simple Podcast.

Thanks for leading me your ears right now – I know you have lots of other things you could be doing or listening to – so I appreciate you. 

This week I’m answering a question here on the pod that I was asked during a keynote recently. It’s got enough merit, as a question, for me to chat about.

However, it’s a question that might not apply to you, so I am running that risk today – apologies in advance.

But some announcements first – did you listen to last week’s episode – episode 355? Last week I talked about launching and the number one piece of advice I had for you. No matter what you are launching, even if you think you don’t “launch” – you do and you need to listen to my advice on it! Take a listen to that podcast, after you have finished listening to this one!

And my conference – hopefully you are ready to purchase your ticket or have already! You can get tickets here – https://www.socialmediaandmarketing.com.au/conference and check out where to stay, the speakers, schedule, ability to get more involved by getting into the goodie bags and so much more – just on one webpage!

Love to spend the day with you! You might learn even more than you do listening to me every week!

Okay, onto this week’s episode.

I really wanted to talk about this topic as I really think it’s important, but I hesitated because it won’t relate to everyone who tunes in but perhaps it will …. I guess I just have to record it and put it out there and see!

So, what on earth am I talking about? Let me set the scene

During a recent marketing keynote, I was asked this question “so many people in my industry put so much effort into their business names. Always trying to be quirky, different, maybe even easily found by using keywords but it’s a lot. How much time and energy should go into choosing a business name, because I’m quite new and it seems like a big task to find something aligned but different?”

Firstly, am-az-ing question. Loved it.

And my answer is why it might not apply to all businesses, but to many it will.

My answer was “it depends! [ha and sorry – huge let down as an answer right ….]”

But my real answer was “you need to look at what are you customers/clients buying – because business names aside, your people are buying you.  Therefore branding you, highlighting you, having you as the main character of the business is so much more important than any business name”.

Depending on your business model, the business name is secondary to the person running the business.

In this person’s case and in my case – in my own business – I AM THE PRODUCT – the person is buying me.

My clients buy my expertise, my experience, my insights, my knowledge – they don’t care what my business is called, they are paying for me.

And it’s the same for the businesses at this conference. They were the product. They may have had smaller products within their business, but they are front and centre. The customer is buying them – at least for that project!

So, my pod friend, are you the product of your business? Am I buying you when I buy from you?  If you are a serviced based business, then the answer is almost invariably YES – they are buying you.

Accountant – buying you.

Lawyer – buying you.

Coach – buying you.

Marriage Celebrant – buying you.

Personal Trainer – buying you.

Social Media Manager – buying you.

Photographer – buying you.

You get the picture right!

This is why personal brand matters!

So, let me ask you this…

How much of your marketing is actually about YOU?

I get it — marketing is meant to be all about your customer. And it is. But here’s the truth most service-based business owners miss:
Your customer isn’t just buying your service — they’re buying you.

They want to trust you.
They want to like you.
They want to feel confident that you are the right person to solve their problem.

So, if your socials, your emails, your website, your content… …don’t show your face, your expertise, your point of view, then how are they meant to know you’re the right one?

Your marketing isn’t about making it all about you, It’s about making it easy for them to choose you.

So, take a scroll through your last few posts or emails.

Are you hiding behind your logo? Or showing up as the expert they can trust?

If you haven’t recognised that YOU are the product, here’s what you need to know:

You’re not just selling a service.

You’re selling your knowledge, your experience, your way of doing things. People want to buy from a person, not a faceless business.

If you disappear, so does the business.

If everything grinds to a halt when you step away, then yep — you’re the product. And that’s not a bad thing! It’s powerful — if you market it right.

People buy people.

We trust humans more than logos. Especially in service-based industries. So, if your face, voice, or story is missing from your marketing — you’re making it harder for people to say yes.

The faster you accept that you’re the product, the faster you can build trust.

Trust leads to connection, connection leads to sales. Simple.

You’re the reason people will pay you instead of Googling a free option.

So, stop hiding behind “professional” and start being personal.

Mindset shift for you:

Start thinking of your content as a window into working with you.

Not braggy, not salesy — just helpful, honest, and YOU.

So, here’s your challenge:

This week, show up in your marketing. Post a tip. Share a story. Show your face. Let people know why you’re different.

Because YOU are the product. And you’re bloody brilliant.

I do love it when I can bring insights from my keynotes back and share with you here on the pod. It feels good to share the nuggets! I hope this one has you thinking.

Any thoughts or ideas or concerns, you know how to reach me! And make sure you’ve joined the Like Minded Business Owners Facebook group – you are very welcome! https://www.facebook.com/groups/LikeMindedBusinessOwners

Before I go – another plug for my conference – The link to get your ticket is https://www.socialmediaandmarketing.com.au/conference – Early Bird Tickets for $199 won’t be on sale for much longer. So, get your ticket today!

PS – if you want to do a payment plan for the $199 – that’s 100% fine – just get in touch and we can arrange that for sure.

Thanks for tuning in.

If you’re enjoying this podcast, don’t forget to subscribe so you never miss an episode and share this with a friend.  And maybe leave me a rating and a review wherever you listen in.  Those things are like gold for podcasters like me!  PS – you can leave more than one rating and review – just saying!

If we aren’t hanging out on social media then let’s get social on social – you’ll find me on Instagram, Facebook, and my fav LinkedIn.

But whatever you do,

…….. remember small business peep, as my opening song says, there’s no point in dreaming small!