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The article was first published in the magazine “Makeup&amp;YOU Professional”. – There is no doubt about the importance of creating a personal brand to promote yourself and your business. Why do you think many people still don’t work in this direction? – I believe that there are businesses where the owners do not fully understand how to monetize a personal brand. This is one of the reasons. The second reason: there is simply not enough time and resources to create and maintain an information field around a personal brand. The third reason: business owners simply do not want publicity and prefer to create a company brand. For example, in the USA there is the largest HairCut franchise network, well-known and recognizable, but few people know the names of the investors. – Some experts say that to create a personal brand, you should start a blog. In my opinion, this will take a lot of time. What do you think about starting a blog? – To create capital, you need to build a business, but this will take a lot of time. In our country there are businessmen who have television channels and radio stations, creating a huge opportunity for their own promotion. From this point of view, if you do not consider it necessary to spend time on your own blog, you will need to find time to write for other affiliate publications, for which you will simply fill out the content grid and, in fact, work not for your own, but for someone else’s target audience. It is enough to choose a convenient method of communication and a platform for your target audience. If this is your personal FB page, start there. For some, a YouTube channel works better, for others, blogs. It all depends on where your target audience is used to getting information. – Where to start creating a personal brand? – The first thing you need to start with is to ask yourself the question: why do you need a personal brand and how will you monetize it? It’s absolutely clear how Cristiano Ronaldo or Anna Kournikova does it. Second: imagine yourself as a product. Where are your customers and what are they willing to pay for? Pay attention to your physical characteristics, grooming, style and image. Become an expert in the industry you work in. Check what Google says about you. Regularly attend specialized events and maintain social networks. Collect client cases, reviews, gratitude, recommendations, work with the media. Create unique content in your niche. If you need to speak in public, work on your public speaking skills and create a sales pitch - a short biography in story format. And, most importantly, every month track not only the quantitative indicators of your personal brand, but also the financial impact on the business. <img class="aligncenter size-full wp-image-22706" src="https://pro.bhub.com.ua/hairmakeup/upload/2019/02/DSC_5318.jpg" alt="Natalia Alekseeva-Ragulina" width="4000" height="6000" /> – What difficulties have you encountered in creating your brand? I am not an example to follow because I have never built a personal brand in a structured way. It so happened that I got into the beauty industry by accident and, working the way I was used to, I became recognizable. I see more opportunities in this area than difficulties. Set a goal and work. – Creating a personal brand is a long process. What to do if deadlines are tight? – Connect more finances. Everything is simple here, as in any other matter. In essence, a personal brand is an additional channel of marketing promotion. What do you do to get maximum lead generation? Include all communication channels and increase your budget. The same strategy works: hire a personal PR manager, videographer, editor, photographer. Fast deadlines are always expensive, but why do you need a personal brand in a hurry? If you&#39;ve come to the conclusion that you need to create a personal brand, my advice for speeding up is simple: start. – Give examples of personal brands of successful people who inspire you. – Evgeniy Chernyak and his Big Money channel on YouTube. By the way, very fast creation of a channel brand. Although Evgeniy has said more than once that the number of subscribers is not as important to him as the quality. Alla Klimenko is a psychologist, certified coach, co-owner of the Upgrade school and her YouTube blog “Alla and Happiness.” Richard Branson, Oscar Hartmanny, “running banker” Andrei Onistrat. – You often travel to different countries with Beautyceo.club. How is it going with creating a personal brand? – Built-up personal brands have played a cruel joke on me more than once. You start communicating with a person, try to feel out whether he will be of interest to the tour participants, and it turns out that the brand has been created, but there is no content behind it. But! This is exactly our opportunity - not only to strive to create a personal brand, but also to fill it with expertise! I want to talk about the brand of Ukraine as a country in the beauty world. Our country is famous for its hands: manicurists, pedicurists, hairdressers, cosmetologists. Therefore, I recommend that professional schools open themselves to the world! Italy, UAE, Korea, China are the countries we will travel to in 2019 with Beautyceo.club. – How much time a day, a week should you devote to working on your personal brand? – First, open your calendar and schedule as much time in it as you can. Believe me, in a couple of months you will catch yourself thinking that you are constantly working on your personal brand. You will think about your subscribers when taking the next photo on your mobile phone. You will begin to ask yourself the question: “What useful did I learn today?”, because you will become responsible to your followers. It is obvious that a personal brand is beginning to capture the Ukrainian beauty market. And those who start first will reap the business benefits within a couple of years. Interviewed by Yulia Ratieva Photo: from UBC archives

Personal brand in a short time, or How to determine your path