The Power of Authentic Personal Branding

Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you’re not in the room.” This statement emphasizes the importance of ensuring that the narrative created about you is accurate, clear, captivating, and differentiated. Authenticity is the cornerstone of this narrative. YES! Authenticity Matters! 

Understanding Personal Branding

A brand itself doesn’t have a voice; it’s the people who narrate the brand story and its value proposition, creating feelings and connections for it. Similarly, a thought leadership brand reflects a person’s reputation—the impact, perception, and feeling they leave behind. It’s essentially the person’s currency.

Personal branding highlights a person’s expertise and thought leadership, especially when the brand creates value and adds knowledge to its audience. To build an effective personal brand, consider the following key points: 

1. Define Your Purpose

Your purpose is what you want your audience to remember or the feeling they derive after connecting with your brand. It’s the essence of your brand and should be clear and compelling.

2. Define Your Audience

Your audience isn’t limited to those who already follow you; it includes those you want to attract. Understanding your target audience helps you tailor your messages and approach and create the right engagement and connections. 

3. Craft Your Messages and Story

The key messages your brand conveys should resonate with your targeted audience. The Harvard Business Review (HBR) suggests that you need to identify your key audiences: colleagues, managers, partners, etc., and select several “truth tellers” from each group. These are people you trust to give you objective feedback. 

HBR further recommends inviting your target audience to openly discuss your strengths and weaknesses, ensuring them that you’re looking for complete honesty and openness. Ask open-ended questions like, “How would you describe me to a stranger if I wasn’t with you?” or “Which adjectives or phrases do you associate with me professionally and personally?” Avoid leading prompts; instead, ask, “Is there anything unique about me in terms of my conversation style? Personality? Interests? Experiences? Skills?”

This would give you an initial understanding of how you are perceived by others and highlight key strengths to focus on or prioritize when designing your personal brand. 

4. Evaluate the Competition

Assess what your competition is doing and identify personal brands you perceive as role models or benchmarks in your sector or field. This will help you understand the landscape, find ways to differentiate yourself and spot the value you bring to the table. 

5. Enhance Your Brand’s Visibility

Ensure your brand is attractive and visible to others and through others. Encourage your audience to share your content by forming collaborations and engaging in strategic speaking opportunities. This might seem tricky, but it’s not! You can naturally grow your reach and influence by being genuine and offering value.