Why Personal Branding?

Why Personal Branding?

3/21/18

Back in the day

Personal Branding used to mean handing someone your business card. Today, Personal Branding is just like any kind of branding. It’s all about differentiating the product, and YOU are the product.

A few years ago, someone told me that they thought Personal Branding was a farce. He was somewhat of a know-it-all who thought that Branding was for companies, not people. Well flash forward to 2018 and Personal Branding is all the rage and this guy has 85 connections on LinkedIn and NO professional or social network, a going nowhere low-level management job, and he finds his jobs in the classified ads. I have to think that this guy could have used some Personal Branding.

Personal branding is WHO you are online and offline. It helps you build your reputation with customers, potential clients and prospective employers. It helps you establish yourself as a thought leader and resource for information. It also puts you at the top of the undifferentiated pile of job applicants. But most importantly, it allows you to represent the individual that you are.

It’s not about selling yourself

It’s about intentionally establishing the impression that you want to make, to the target that you want to reach, in the places that they are most receptive to comfortably receive you. Sounds kind of “touchy feely” doesn’t it? Well that’s for a reason.

Today, consumers and customers don’t want to be sold to. They want to be related to. Your best formula for success is to communicate who you are and genuinely offer to address your target’s wants and needs. You’re “entering” their comfort zone in ways that will allow them to welcome you. Not like the old days when sales people would just assert themselves into their prospects personal space.

Of course, this does have the greatest relevance when it comes to sales and marketing. But these thoughts also apply to generally establishing yourself (and your brand) for overall personal and business success.

Defining Your Personal Brand

Online or offline, be professional on professional sites and professional events. Be personal on personal sites and at personal events. Meeting people in person while networking or socializing should be consistent with the “persona” that you project on FaceBook or LinkedIn. Be authentic, empathetic, and real. Project WHO you are and WHO you want to be. It will be easier for clients to recognize you if you stay consistent. And you might just find that this makes you more human which leads to trust. And that, might just be exactly what your next client and/or employer was looking for.