Let’s be honest. The words “personal branding” can make a lot of people cringe.
It can sound like you need to constantly talk about yourself, post inspirational quotes, share your achievements and somehow turn your LinkedIn profile into a daily bragging campaign.
And if that’s what personal branding meant, I’d hate it too.
But that’s not what I mean when I talk about personal branding.
Your personal brand isn’t about becoming an influencer or making yourself the centre of attention. It’s simply about how people know you and what they remember about you.
You already have a personal brand
Whether you like it or not, you already have one. Think about the people you work with. If I asked them what you’re known for, what would they say?
Maybe you’re the person who always finds a solution when things go wrong. Perhaps you’re great at simplifying complicated ideas. Maybe you’re the person clients trust, the person who brings calm to a stressful situation or the one everyone goes to when they need a particular kind of expertise.
That’s your personal brand.
It’s not a logo. It’s not a colour palette. And it’s certainly not how many followers you have.
It’s the reputation you build through your actions, expertise, communication and relationships.
You don’t have to “sell yourself”
This is probably the biggest misconception about personal branding. You don’t have to constantly tell people how good you are.
I’d much rather see you SHARE something you’ve learned from a project OR TALK about a challenge you’ve solved OR GIVE your perspective on something happening in your industry OR EXPLAIN a common mistake you see clients making OR CELEBRATE a team achievement and SHARE what made it successful.
You’re not saying, “Look how clever I am.”
You’re simply giving people an opportunity to understand how you think and what you know.
And over time, that builds credibility.
Your personality matters too
Personal branding isn’t just about expertise. People also want to know what it’s like to work with you.
You might be knowledgeable, but are you approachable? Curious? Generous with your knowledge? Someone who makes people feel comfortable? Someone who challenges the status quo?
You don’t need to share your entire personal life on LinkedIn to show personality.
Your writing style, the stories you tell, the way you engage with others and the things you choose to talk about can all give people a sense of who you are.
Professional doesn’t have to mean boring.
Lastly - Don’t copy someone else’s personal brand
This is another trap I see quite often.
You find someone on LinkedIn who is doing really well. They have a big following, their posts get lots of engagement and their content looks polished. So you try to do the same.
Your personal brand should reflect your strengths, your expertise, your personality and your audience.
If you’re naturally thoughtful and considered, you don’t need to suddenly become loud and provocative.
If you’re practical, be practical.
If you’re analytical, share the thinking behind your work.
If you’re naturally funny, let some of that personality come through.
The strongest personal brands don’t feel manufactured. They feel like the person.
You don’t need to become someone you’re not.
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