Personal Brand (3) – Dissecting Brand

Unless there’re no records of your existence, and you’re in permanent confinement on the moon, reputation will follow you wherever you go (see previous post: Personal Brand (2) – Dissecting Reputation). You acquire a reputation weather you want it or not. But your personal brand on the other hand – you create!

The ties between the two are inevitable. As for corporate brands, the individuals reputation is influenced, or can be altered, through the positioning and management of the brand.

- From Wikipedia: Personal branding is the process whereby people and their careers are marked as brands.[1] While previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.[1]The process is further defined as the creation of an asset that pertains to a particular person or individual; this includes but is not limited to the body, clothing, physical appearance and areas of knowledge, leading to a uniquely distinguishable, and ideally memorable, impression.”

Branding is about putting the different aspects of YOU in place; structuring, managing, and being strategic and consistent about who you are, what you do and how you do it. Personal brand management and positioning can be achieved through the deliberate actions of; package, market, broadcast. In coming posts I will delve further into these actions. I’ll explain what they mean and how you can actively utilize them. But for the time being, ponder on how you exercise these behaviors now.

- From Bloomberg Businessweek: “The image of your brand is a perception held in someone else’s mind. Personal branding entails managing this perception effectively and influencing how others perceive you and what they think of you. Building an authentic personal brand is an evolutionary and organic process that should emerge from your search for your identity and meaning in life. It is about getting clear on what you want, giving it all your positive energy, doing what you love, and improving yourself continuously.”

-Marshall Goldsmith inAuthentic Personal Branding.


My great-aunt, silent movie actress Laura La Plante

So, why is personal brand important? I’d like to argue that personal brand is something that should concern us all. In the passed merely a small percentage of the population was in the limelight, and public about their lives. Commonly the same people where wealthy enough, or held positions where they were able to employ PR-experts to help them manage their brands and reputation. Unlike todays ‘tagging’ – press photos where taken in studios and carefully chosen for each purpose. And unlike todays ‘status updates’ – your spokesperson would release a mindfully composed statement.

Is it discomfort that makes us shrug, or pure obliviousness?  Today we’re all more or less public figures. As they say, once on the internet, always on the internet. Which make online identity management crucial. When you use social media such as Facebook, Instagram, Twitter, LinkedIn etc. you are essentially building your brand through every action, and even, in every even non-action. I’ve been studying this area during the passed year and found that many are in the dark when it comes to the affect that their digital presence has on brand and reputation.

Wake up and smell the coffee people – it’s time to start branding, and be the best that YOU can be!

Hope you found this helpful in getting a better understanding about personal branding! /BENSON

Don’t miss: If you liked this post, make sure to follow my series about Personal Brands. Please like, share and comment – you’re inputs are greatly appreciated! 

Some of the inspiration for this post: Jaqueline Kothbauer (Book (swe): Mediababe), (Blog: Mediababe), Tom Peters and Marshall Goldsmith.


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