How to use Personal Branding in Multi-level Marketing
I coach women who are in multi-level marketing industries ranging from skincare and essential oils, to fitness and jewelry, and the biggest question I get is how to create your personal brand within a multi-level marketing company.
I’ve found is that your personal brand, what makes you YOU is the number one reason your clients and downline are going to like, know and trust you. Who you are being, day-in-and-day-out is what is going to make you stand out in a really crowded industry.
First, let’s do a quick overview: what is Multi-level marketing?
Multi-level marketing is a business strategy that uses direct salespeople, which are called independent business owners, who generally work from home, to sell their products to clients. Think Stella & Dot Stylists and Doterra Wellness Advocates and Rodan + Fields Consultants. As you grow your business you typically stop looking for an individual or direct sale and instead build distribution channels, called a “downline.”
In essence, there are multi-levels and a hierarchy to how this idea works. At the top level, people are making money from their downline, those that are underneath them. From a brand and leadership perspective, they are directing and leading their downline. People are following them because of their personal brand approach.
What is so compelling is the opportunity to build your personal brand within a company structure, and make a fantastic income if you do it right.
Here are my top 3 recommendations: how to build your personal brand within a multi-level business.
1) Determine what success looks like for you
This is your business, your passion, your desire to make an impact in the world. Success can look many ways. Inside a multi-level marketing company, there is going to be a lot of other people who are wildly successful doing their thing. It’s easy to get caught up in the comparison game.
And you will not win that game. So stop.
Stop and ask yourself what impact you want to have in the lives of others? And what type of lifestyle do you want to create?
What does that finish line look like? Is it staying on the ground working with clients one-on-one? That personal commitment looks a lot different than becoming a top distributor.
What success looks like is going to determine your personal brand commitment and marketing strategy to get you there (if you don’t know your personal brand commitment, hang in there till the end of the post, I’ll show you).
2) Tell your story with intention and heart
A woman who sells essential oils called me with a specific problem: She is 50+ years old, brunette, lives in San Diego California and feels like she is competing with blonde 20-somethings who have designer dogs, all the time in the world to post on social media and massive followings. Do you hear the disempowering story in there? “I’m too old, I don’t look right, I’m not enough.”
We dispelled the negative story surrounding her problem and looked at it with fresh eyes. Why did she sell essential oils? She LOVES them! They have turned around her health, she’s vivacious, full of energy, patient, and has a wealth of ways to use oils on her skin for aging and in her food for the nutritional value. Now THAT’s a story!
Together we saw that no one was in the 50+ market selling essential oils as an anti-aging and nutritional value. It was wide open! 50+-year-old women are going to resonate with her because of her story, heart, and intention. Coming from who she really is and sharing from that place is going to have such a positive impact on her community.
Get curious about your intentions and your audience. Sure, there are people selling Doterra, Young Living, Arbonne, and Beautycounter, so you have competition. But what no one else has is your story. How you share your story and own who you are and what you can offer is your marketing position. That unique space where you get to be you, and people like, know and trust you.
3) Go where your clients are
I can’t tell you how many house parties I have been too, and I love them! I love the connection, small talk and the opportunity to shop in the charming warmth of someone’s home.
But, I’ve been told that it gets really old really fast for the multi-level marketing rep. So, here’s the opportunity: How do you stay fresh and in front of an audience outside of the traditional house party? Know where your audience is. Here are some ideas:
Where do they shop?
Where do they eat?
Who do they donate their time too?
What books are they reading? Book club anyone?
What concerns do they have about their health? Skin? Sleep?
How can you make their lives easier?
How can you be top of mind when it comes to a date night statement piece?
Consider developing an outreach plan that involves educating, inspiring and entertaining. This doesn’t have to happen on social media either, 50+-year-old women generally aren’t on Instagram.
You being you, being your personal brand, showcasing your life and how these products are used in your life is a great place to start.
This is all great and good Lisa, but, what are my next steps?
Do you need help finding that special story, or that special connection that is going to make you stand out in your multi-level marketing business? I want to invite you to my free video branding mini-series here.
I created this Free Branding Mini-Video Course with you in mind. I want you to take a look at how you can build momentum in your business and personal brand. These 4 videos are a sure-fire way to get started. Even if you are new to your business, or new to branding, this is an easy digestible free video course that will walk you through the first steps to crafting your brand story. Check it out here.
Hi there, I’m Lisa Guillot.
I’m a life, brand + business coach, and brand strategist. I help ambitious heart-centered people create a life by design with intention, experience, and insight. I coach clients one-on-one as well as work with businesses to help elevate their staff experience and motivations. Interested in seeing what’s possible for you? Drop me a line and we’ll connect.