If you’re the face of your organization, it’s your duty to build your personal brand, share your stories, and help your audience.

In case you missed it, I explain why in a recent article. It comes down to building trust by being authentic, telling your stories, and providing the help and support your audience needs.

When you do that, you’ll naturally attract the kind ofpeople your organization needs – customers, partners, talent.

But how do you do it?

Every situation is different, but there are five main tipsyou can use to get started.

Tip 1: Ditch the corporate BS

First, remember that it’s not all about business. Resist theurge to sell and extoll the virtues of your company or product. There’s a time and a place for that. This ain’t it.

This is the time to show the world who you are, what’simportant to you, and why you do what you do. That’s what people want to see.

Tip 2: Remember who you serve

Second, keep your audience in mind. Think about what’simportant to your audience, what platform you’re reaching them on, and why they’re there. For example, on LinkedIn, they’re probably there for one of three reasons.

Being the face and voice of your organization is equal partsbeing true to yourself and providing information your audience wants and needs to hear. But here’s a hint: it’s rarely about the stuff you sell.

Tip 3: It’s about you, except when it isn’t

The key word in personal brand is “personal.” It’s aboutyou. Your audience wants to know who you are, so you need to show them to the degree you feel comfortable. Be yourself.

But also remember it’s about your audience. You can’t makeit all about you. You also have to provide value and share knowledge, wisdom and advice that will help others. It’s a balancing act.

Tip 4: Don’t let perfection paralyze you

I’ve seen too many people delay getting started because theydidn’t know what to say, or wanted everything to be just right. Or they wanted to lay out the perfect strategy. Before they knew it, months or years have passed.

Your personal brand is about what’s inside you, and youdon’t know what that is until you start spewing it out. So just start, and trust that you’ll find your voice and get better as you go.

Tip 5: Share what you know (and love)

You have passions that other people will find charming. Youhave stories that will inspire your audience. You have knowledge and experiences that will help people.

Put that sh*t out into the world! You may noteven be aware of the power you have to affect others. And how magnetic that can be.