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The what, why, who, and how of personal branding
Jorge Medina
Personal Branding is probably one of the biggest buzzwords going around; specially on LinkedIn.
And despite it being nothing new. Its buzz-worthy status is actually justified.
Today 70% of hiring managers say that a strong personal brand is more important than a strong resume. And 60% of consumers say they are more likely to do business with an individual with a strong brand.
Those stats are pretty crazy.
And they basically mean that standing out is no longer optional today and it will only get more crucial in the near future.
But do not fear. ‘Cause you’ve come to the right place 🤓
What is personal branding?
According to wikipedia Personal Branding is the conscious and intentional effort to create and influence public perception of an individual by positioning them as an authority in their industry, elevating their credibility, and differentiating themselves from the competition, to ultimately advance their career, widen their circle of influence, and have a larger impact.
The keywords here are conscious and intentional.
The truth is, if you exist, you have a personal brand. However big your professional network is. Whatever it is that you do to earn a living. You make an impression on people.
An impression that, if effective enough, forms a memorable idea of who and what you are.
An idea that will come up whenever they come to need what you do.
And if that idea is good, it will mean business or new job prospects.
So the important thing about personal branding is in the action itself. The conscious and intentional effort to create and influence the perception others have of ourselves.
Since you will have one regardless, would you rather it be intentional or not?
Why is personal branding important?
Having now established that your personal brand exists regardless of what you do about it. Why is it important to manage it intentionally?
Why should YOU 🫵 be doing personal branding?
Personal branding has always been important for anybody wanting to get ahead in their professional career. It just happened to be something we had to do in relation to our most immediate contacts and it was basically known as networking.
Whether working for others or for yourself, you would :
dress to impress
have a contact card
prepare your pitch ahead of time
follow up on your leads to close deals
and build long-standing relationships to ensure business.
The world is now mostly digital though. And much has changed since.
For those working the corporate ladder:
Jobs don’t last forever anymore
Job hoping is normalized
Mass layoffs are happening everyday
Job openings get thousands of applicants
For those working for themselves:
Competition is higher than ever
Attention is the number one resource of our time and it is very scarce.
Differentiation is harder and harder because most products and services are commoditized and barely distinguishable from one another
AI is democratizing access to most services
I think you get the gist of it.
It’s no longer good enough to just do your work well to get noticed, recognized, and rewarded.
Personal branding today needs a digital-first approach.
Otherwise, you will become invisible, ignored, and forgotten.
Who should have a personal brand?
All things considered, in this new landscape, everybody wanting to progress professionally should do personal branding. Whether that progress is within corporations or through entrepreneurship is irrelevant.
Anybody who wants to improve their chances at succeeding in the current economy should already have started to build their personal brand.
It’s the only way you will be able to ensure you at least have a chance at winning any new positions or any new business.
Because those who aren’t seen, cannot be hired.
How do you build a personal brand?
Now, when it comes to building your personal brand you need to pay attention to the 5+1 keys of personal branding.
Brand story - where you came from and what you are
Brand visual identity - what you look like
Brand voice - what you say and how you say it
Brand promise - your value and what you deliver
Brand presence - where and how you show up
+1. Brand engagement - conversations and relationships
Brand story
People seek genuine connections. And they root for real people. Where did you start from? Where are you going? How are you getting there?
Appeal to emotions, make it resonate, and be authentic.
Think of Apple’s origin story in Steve Jobs’ garage. People love it because it makes him human.
Tell your human story.
Brand visual identity
People retain 80% of what they see, compared to 20% of what they read, and 10% of what they hear. Without a visual identity you will be ignored and forgotten.
To get noticed & remembered, be intentional & consistent with:
Color
Typography
Graphic style
Photography & illustration
We built easybranding specifically to make it as easy and accessible as possible for anybody to be able to create a visual identity that will help them get noticed and remembered.
Our mission is to democratize access to visual content and personal branding to level the playing field. And allow valuable and authentic voices to raise and inspire others.
If you're curious about it, try our app for free!
Brand voice
Align it with your story and make it resonate with your audience.
Focus on what your target is yearning to hear ✅ not on what you’re eager to say ⛔
Brand promise
What do you aspire to accomplish? What value are you bringing? What’s your mission?
Figure it out. Say it a thousand times, a thousand different ways.
Brand presence
Where & how you show up.
Social media, website, podcast, newsletters... the options are endless.
To start, focus only on 1 or 2.
Test your messaging.
Iterate your approach.
Be consistent for 6 to 12 months before you explore new territory.
Brand engagement
Long gone are the days when branding was a one-way street. Engagement is mandatory.
Successful brands today build communities, not audiences.
Trust in the power of community.
Building your personal brand is scary. It involves sharing your voice publicly and the feelings of judgement and impostor syndrome are more than usual.
But you have to know, nobody really cares about you as much as you do. And everybody that made it as a recognized professional and thought leader had to go through a phase of awkward self-discovery as they learned how to navigate this new path.
The reality is, you just have to start before you feel ready. You are as ready as you are going to be. There's never a perfect moment to start. So just do it.
Frequently Asked Questions (FAQs)
What is personal branding?
Personal branding is the conscious effort to create and influence how others perceive you. It's about positioning yourself as an authority in your field, building credibility, and standing out from the competition. Wikipedia definition of personal branding: insert link here
Why is personal branding important?
In today's digital world, a strong personal brand is essential for professional success. It can help you get noticed by potential employers or clients, land new opportunities, and build strong relationships.
Who should focus on personal branding?
Everyone who wants to advance in their career should consider personal branding. This includes both employees and entrepreneurs.
How do I build my personal brand?
Building a strong personal brand involves several key elements:
Brand Story: Develop a compelling story that showcases your background, goals, and values.
Brand Visual Identity: Create a consistent visual identity that includes your colors, fonts, and imagery.
Brand Voice: Develop a unique voice and tone that reflects your personality and resonates with your audience.
Brand Promise: Clearly define the value you offer and the problem you solve.
Brand Presence: Choose the platforms (LinkedIn. X, Newsletter, etc.) where you'll consistently share your content and engage with your audience.
Brand Engagement: Actively interact with your audience, build relationships, and foster a sense of community.
Is it scary to build a personal brand?
Yes, it can be scary to put yourself out there. However, remember that most people are focused on themselves and not judging you as harshly as you might think. The benefits of a strong personal brand far outweigh the initial discomfort.
Do I need to be perfect to start building my personal brand?
Absolutely not! There's no such thing as a perfect personal brand. The key is to simply get started and learn as you go.
