What is personal branding and why does it matter?
Personal branding is an intentional, strategic practice in which you define and express your own value proposition. ‘It’s the amalgamation of the associations, beliefs, feelings, attitudes, and expectations that people collectively hold about you,’ according to Jill Avery and Rachel Greenwald writing in the Harvard Business Review. It’s based on the outside perception of you.
Personal branding is carried with you throughout your life. It’s the way that your essence, the best version of you, partners with this commercial world we live in. A personal brand can be interpreted in many different ways; the way I will explain and approach it goes beyond your job title, company, or even who you partnered with. It stays with you no matter what happens in life. It’s your demeanour, reputation, work ethic, style, the company you keep and how you operate; it’s your social capital, the weight of your word and your ability to influence.
Climb the career ladder faster
I found that a personal brand was a great avenue for personal development work while also building a career, figuring out how to make money and doing what you care about. Personal branding can help you build credibility, grow your network, create business opportunities, attract partnerships, achieve your career goals, and more. Now remember that once global access to an audience was only available through selective media channels, but now anyone with a phone or computer can curate, embrace and take advantage of a global audience.
A strong personal brand allows outsiders to get a peek inside your mind, how you think, what you care about, and what your drivers are; it’s a way of building rapport with those who are watching, the same way that so many of us build rapport unknowingly or knowingly with superstars and entrepreneurs who are constantly in the public eye. But why do we have paparazzi, and why are they so invasive? We already see enough of these celebrities on television. For the average person, such intrusion would be considered stalking. What drives this obsession to learn about the personal lives of public figures?
It’s personal
For so long, these private aspects of life were shrouded in mystery, existing only in tabloids and scandals. But why do they matter to us? We seek to cultivate a deeper relationship with those we admire – those who receive special treatment or hold prestigious positions. Yet, we often experience disappointment or even schadenfreude. A famous or highly accomplished person is just as susceptible to the human experiences of love, heartbreak, ego, loss and illness, regardless of their wealth, fame, or access to opportunities we may desire. These days, people are more interested in the stories of other people than in following companies pushing a brand agenda.
People enjoy getting to know you, especially if their life is vastly different from yours! The difference now is that the internet and social media have provided us with several mediums to access a global audience. There are many positives to this, including the democratisation of knowledge and opportunities, as well as negatives, including mental health decline, comparison culture and abuse.
Online vs in person branding
Also, the days when we were stuck with one company and were known by very few people are disappearing. As technology continues to evolve and the world becomes more connected, showcasing your skills will help you stand out and gain broader opportunities in life and work.
Remember, whatever you post online is a digital tattoo, an imprint on the internet. This means if you are applying for a role or want to become more of a vocal advocate, this could be a factor in whether you are chosen for an opportunity.
I know people who have an incredible online persona, but when I’ve met them in real life they are so different (and not in a great way). In a time when you can curate whoever you want to be online, with the right tools and enough time, it’s tempting to wear the mask. But please, don’t take the easy way out. It breaks trust. Authenticity, even though more difficult, is what creates consistency and consistency is how others learn to trust you.
Edited extract from The Briefcase Effect (Grammar Factory $24.99) by Vinisha Rathod. Vinisha is a sought-after keynote speaker, advisor, and founder of P3 Studio, a consultancy helping businesses scale through people, partnerships, and purpose. The Briefcase Effect distils her unique personal branding method; trusted by founders, executives, and emerging leaders across Australia and beyond. Visit https://thebriefcaseeffect.com/
Image: Vinisha Rathod