Personal branding defines your unique and distinguishable identity; therefore, it is essential to ensure your visibility and credibility. Here I explain what it consists of, what elements it consists of and why it is so important.
Some time ago I met a young manager in the financial sector who, despite his prestigious titles, had not received the promotion he expected (and thought he deserved).
When he asked his boss why, the answer was, "Well, because no one knows you and knows who you are."
Well, yes: although this person had often received praise in the company for his excellent work and incredible achievements, in the end they did not know who he was and what he stood for at the top.
You know, this kind of mistake can happen to all of us: believing that our efforts, training, or performance are sufficient to succeed distracts us and leads us to neglect the value of the brand building staff.
This is exactly what I want to talk to you about: the idea of personal branding may perhaps seem unusual or strange to you, but trust that it is something that can really make a difference to your career.
And no, this is not yet another passing fad or the figment of some marketing guru's imagination: personal branding will tend to take hold and become increasingly important over time.
So let's see what it is, what elements it consists of and why you should definitely include it in your strategy for personal growth and success.
What is personal branding?
Personal branding has to do with marketing, with one difference: the object in question is not your product or service, but you are you.
It is a true practice of promoting yourself as a brand: thus, it involves creating an image of yourself that is unique and consistent in the eyes of your audience.
Just like the brands of various companies and their different positioning in the market, so too can you as an individual create a personal brand that allows you to stand out from your competitors.
We could therefore define personal branding as the process of creating a brand identity for your persona: it defines what you stand for as an individual, net of the experiences and skills that differentiate you.
Your personal brand is the unique combination of skills, experience and personality that you want others to see in you. It is the telling of your story and the way it reflects your conduct, your behavior, your spoken and unspoken words, and your attitudes.
It is how you project yourself and your values to the world, to ensure that your target audience knows who you are, what you stand for, and why you are worth choosing over your competitors. At the same time, it also allows you to gain respect and trust not only from customers, but also from colleagues and co-workers.
It is quite different from your reputation: the latter is how others see you and depends on a lot of things, including the first impressions you make, the relationships you form with others, and the way you communicate. Your reputation is about credibility and consists of the opinions and beliefs that people form about you based on your actions and behaviors.
Your personal brand, on the other hand, is something much more intentional-it is how you want people to see you. It's about visibility and the values you outwardly represent. Above all, you have the power to define it by aligning your intentions with actions, so that you lead others to connect to the image you hope to convey.
The difference between personal branding and personal branding
Personal branding and personal branding are obviously two complementary and united concepts, but they are also different.
Let me explain quickly: one is the goal, the other is the process to achieve it; that is, you can establish your personal brand by doing personal branding.
Your personal brand is therefore the recognized and uniform perception or impression based on your experience, expertise, actions and/or achievements within your target industry.
The conscious and intentional effort to create and influence your public perception, is personal branding: you need it to gain authority, improve your credibility and differentiate yourself from your competitors.
Simply put: true personal branding revolves around what others say about you. Personal branding revolves around what you say about yourself.
The 5 pillars of personal branding
Your personal brand consists of the attributes, work style, skills and more that people immediately associate with you.
When your purpose, values, energy and thoughts come together with some other elements, you will have the basis of your personal branding.
And just like consumer brands, you can shape and influence how you are perceived by taking the time to clarify what is most important to you. Taking ownership of your personal brand will help you stand out.
To assess and understand your personal branding in order to support your professional growth, you can consider the following 5 pillars or components:
#1 Identity and values
Defining who you are, your values, your strengths, and what you stand for is the starting point for your personal branding.
So ask yourself, what is important to you in the way you live and work?
Taking time to identify your values is important because it helps you act with integrity at work and in relationships.
#2 Consistency
To create solid personal branding, consistency is essential, and to achieve it your communication must be uniform.
You need to make sure that all your online and offline marketing efforts, your presence on various channels, the style in which you address people, and your behavior are in line with the brand image you wish to project and share the same message.
This helps customers learn to recognize you and associate you with a specific image or idea. It also demonstrates your trustworthiness, which can strengthen your connection with your target audience.
#3 Clarity and Authenticity
Honesty is an indispensable component of successful self-promotion.
When people detect a lack of authenticity, they may lose trust and respect for you-that is why it is so important to act on your true beliefs and ideals.
Authentic people are deeply connected to their purpose, and this manifests itself in their thoughts, words and actions.
Not only that, but also your ability to define your value proposition Is a sign of clarity. Always be specific about the services and benefits you offer so as to avoid any confusion.
#3 Differentiation
Differentiating yourself is key in personal branding-it means you need to highlight what sets you apart from others in your field or area of expertise.
To achieve this goal, emphasize the qualities and experiences that set you apart from the crowd. It is important to understand what sets you apart from others so that you can take advantage of those differences.
If you can stand out from the competition, you will be in a better position to get well-paying jobs and stand out as Thought Leader and expert in the field.
#4 Content and visibility
Personal branding necessarily involves sharing your skills, thoughts, and experiences through various means such as social media or your blog.
Choose the right platforms: focus on those that align with your identity and target audience. For professional networking, platforms such as LinkedIn are crucial, while Instagram or Twitter may be better suited for certain creative or personal brands.
Study a consistent content marketing strategy and don't forget to interact with the people who follow you.
Share your achievements, projects and goals. This helps build credibility and strengthens your expertise.
#5 Networking and relationships
Building and maintaining meaningful connections with other professionals in your field or industry is another important element of personal branding.
Networking is a powerful tool for building and improving your personal brand.
Attend conferences, workshops, seminars and networking events in your industry. These meetings provide an opportunity to meet professionals, learn about industry trends, and showcase your expertise.
Join professional networking platforms such as LinkedIn. Connect with colleagues, industry professionals, and people you admire. Actively participate in discussions and share valuable content.
Remember, networking is a two-way street: it is not only about what you can get but also what you can give. Offer assistance or share your expertise with others. This not only helps you build relationships but also enhances your reputation as a helpful and knowledgeable professional.
Building meaningful connections takes time and commitment, so approach networking with a genuine desire to contribute and learn.
Why should you do personal branding? 3 benefits
In an era when people's attention span is shrinking by the minute, the need to make (a) good impression is more important than ever. And the best way to do that is to create a solid and memorable brand identity.
Perhaps you fear that taking care of it will involve too much extra work, but the truth is that if you want to create a successful business, you must also create a successful personal brand.
People who know you and your business will trust you more and buy more products and services from you.
So if engaging in personal branding is a choice and not an obligation, there are several reasons and therefore benefits why you might choose to invest time and effort in it-here are the top 3.
#1 Job and growth opportunities.
We live in a competitive world in which everyone competes for the same jobs, the same clients and the same opportunities: standing out is perforce necessary.
Building a strong personal brand can have a significant impact on your professional growth, leading to new opportunities, job offers, promotions and career advancement.
By developing a personal brand, you give yourself a competitive advantage, setting yourself apart from the competition by highlighting your unique skills, experiences and perspectives.
In addition, a strong personal brand can lead to new opportunities. When people see that you are an expert in your field, they will be more likely to give you the opportunity to collaborate or work on new projects, attracting job offers and opening doors to new career paths.
Finally, a strong personal brand can give you satisfaction and attract possibilities in line with your values and goals, leading to a more satisfying and fulfilling career.
#2 Credibility and trust
Well-crafted personal branding creates trust and credibility with your audience, making them more likely to interact with you and your content.
It ensures that your image and message are aligned across platforms, making it easier for people to recognize and remember you.
When people feel they know who you are and what you stand for, they are more likely to trust you. This is because they feel they have a relationship with you, because they know what to expect from you and that you are an authority in your field.
Not only that, a well-defined personal brand can increase your self-confidence as it helps you understand and articulate your strengths and values.
#3 Visibility and relationships
A strong personal brand can increase your visibility in your industry or field, making you more recognizable and visible to potential employers, clients or co-workers.
Greater influence also results: effective personal branding can establish you as an authority or thought leader in your field, allowing you to influence others and have a greater impact.
Developing your personal brand can help you expand, cultivate and maintain your professional network, creating connections that can open doors to profitable collaborations and partnerships.
Conclusion
Your personal branding is how you define the distinctive value of you as an individual.
It's about creating a strong and positive perception that reflects your unique values, skills and qualities, standing out in a competitive environment.
It has the potential to strengthen your connections and interact more deeply with other people: being able to articulate it will help them understand who you really are, what you stand for, build authentic relationships, and ultimately help you realize your personal and professional goals.
Remember, personal branding is a choice, and while it can offer many benefits, it is important to ensure that your personal brand reflects your authentic self and values.
You can choose to ignore it and let it develop in an, as it were, "organic" way, or you can take the reins and use it as a valuable tool in the service of your growth.
So tell me, do you already do personal branding?
Let me know in the comments!