What Is Personal Branding?

Personal Branding

Personal branding is the process of creating a brand around a person rather than a business entity. It focuses on a specific qualities of the person, by which he/she wants to be recognized as. It is the unique combination of skills, experience, and personality that they want the world to see. It can be used to differentiate them from other people. It is an ongoing process of developing and maintaining a reputation and impression of an individual.

There are different kind of goals (May be referred as business at some places) that people want to achieve as an individual- eg: Sales Except, CEO of a company, Managing Director of a company, Author, Artist, Photographer or any type of solopreneur. After the goal is set, based on that goal, one must find the suitable qualities exist within them. If there is a particular quality/ skill that is must, for achieving the desired goal then, it is their responsibility to learn and improve the same, you may need to pursue some education if necessary.

Once the person gets the clarity of their goal and the skills required to achieve the same, now it is the time to differentiate themselves from others with the similar goals. This process is called finding the USP. “Unique Selling Proposition” is a marketing term which is used to describe the feature that makes a product, service, business or person unique compare from others. One needs to identify the skills, knowledge or experience that they can offer as USP in their business.

For personal branding the recommended way is to use one’s name as a brand name and the tag line must be the descriptor, that gives the complete idea of the goal. It needs to be fairly straightforward with the profile statement and it should describe either them personally or what they do. A successful tagline should answer these questions -Who you are?  What makes you special? Why the world should care?

In the pre-internet days, Personal brand was just one’s business card. Only People with high profile in the media or somebody who featured strongly as the face of advertising were considered a personal brand , But in today’s highly public world, you are far less anonymous. So, Getting the most suitable logo design with a nice website and necessary social media platform is a vital step. Online presence impacts a lot. Logo design and website creates a public image and reputation of the brand. Building up a huge network and updating the personal details can lead to career progression. Staying updated on various social media platforms like Twitter, Facebook, Instagram and LinkedIn is a must. But one needs to make sure that all the communication must follow the brand guidelines and the design templates. Most importantly, the profile picture must be same across the platforms.

When it comes to personal branding one thing that you cannot ignore is, having unique outfit, posture and also facial look (Hairstyle, facial hair or beard etc.) Appearances are part of your personal brand. Dress the part you want to play, clothing should represent your values and personality, pay attention to your mannerisms, and if you suspect that something in your visual presentation may be off-putting to your audience, making necessary changes. Sensory branding could always be explored for the better impact.

One of the key components of successful personal branding is staying true to your brand. Clients will start recognizing your brand once they’ve encountered it several times. And, if you change your image mid-stream, clients will get confused, and ultimately not trust you.  inconsistency can derail personal brands effectiveness. A personal brand is a lifelong project that constantly evolves and changes. But these general guidelines and steps may help in building your personal brand successfully, especially if you’re starting a new brand or re-branding.

Praviin S Bhandary

Orrigem - Brands and Beyond

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