One of the maxims in the business world is known in English as the Know, Like Trust factor (KLT factor). I do not dare to cite the author because it is a highly developed concept, especially in the United States and I am not entirely clear who created this concept (although there are many professionals who cite it publicly). It is based on the idea that for someone to hire you, they must know you, like you, and trust you. If you think about it, it makes all the sense in the world. Review who you work with, who you do business with and you will see that they are almost always people you know, people you like and people you trust. Know, like and trust are 3 essential requirements for you to be able to do business or find interesting work or projects.
- KNOW. It has to do with the marketing concept of awareness. That is to say, first of all you must make your personal brand noticeable for your target audience. That is, when someone needs a designer, a painter, an accountant or whatever … he/she must think of you. That you occupy a high level in spontaneous awareness in reference to your professional role. It is also interesting that if they don’t know you yet, they can do it easily. That they find you through Google when they have a need that you can satisfy, that other professionals refer you … In this section, you must work well on the concepts of branding and communication, enhance your networking … You must, over time, occupy an important place in the minds of others.
- LIKE. It is the second step in the KLT factor. People usually work or do business with people they like. With professionals with whom we feel a certain affinity. It is what the Americans call “likeability“. We can define it as the ability to be pleasant, to be cordial, friendly and attentive. In this sense, I recommend you analyze your “likeability”. Check if you answer emails and calls properly, if you have kind words with those who approach you, if people speak well of you, both professionally and personally. If you keep your promises, if you are diligent and responsible in your professional relationships. And when I talk about being liked, I don’t bet that everyone likes you, but that you are a kind, cordial and attentive person with others. Also, sometimes you have to support causes or projects that some people may not like. Ther is nothing wrong, it happens like magnets, to attract some people, you must repel others. Without taking it to the extreme, try to please your target audience, but be true to your ideas and opinions even if some people may not like them. In this sense, I have always recommended avoiding public positions on issues such as politics, football, sex or religion (unless it is your job). You can save yourself a lot of trouble.
- TRUST. No matter how much you know someone and like him … you will not hire him or do business if you do not trust him. And trust is based on several elements.
- In the first place, they have to do with characteristics of personal behavior: basically being an honest person and keeping your word and your commitments.
- Second, trust has to do with your professional solvency. In this sense, you must value everything you have studied and enables you to be an excellent professional in your field as well as professional experience working in this same field. Explain clearly why they should trust you. Use testimonials from clients or co-workers that explain what the experience of working with you is like.
Trust is essential both on a personal and professional level. And above all remember that “trust takes years to achieve and can be lost in seconds.”
Just remember these 3 simple but important steps to be successful. KNOW, LIKE AND TRUST. 3 essential elements to enhance your personal brand.