Beyonce. Oprah. Michelle Obama. Tina Fey.
These are some of the leading ladies of our time.
Their fame is no accident. They’ve cultivated powerful personal brands that conjure up strong emotions and imagery. Heck, for some of these ladies, their brand is so strong we’ve dropped their last names or they’ve changed their name entirely.
Although we’re not all living legends, thinking about your personal brand is a valuable exercise. It calls for reflection and self-awareness. It requires getting in touch with the experiences that shape who you are.
But let’s back up. What is a personal brand?
Your personal brand is a combination of your unique personality and reputation. At its core, your brand is how people remember you.
Said differently, your personal brand is defined by others’ impression of you.
To bring this abstract concept to life, think about the personal and public figures you respect. They likely have a strong personal brand.
Take Oprah. She consistently represents compassion and humbleness, and if she hasn’t bellowed at least once you know something is wrong. Her reputation is the result of careful thought and consideration of who she wants to serve and the difference she wants to make.
You too can think about your personal brand as it relates to the impact you want to make. Whether you own your own business or want to stand out in your field, knowing your personal brand is essential.
While shaping your personal brand, here are some things to consider:
Your personal brand equates to how you make people feel
A personal brand is so much more than beautiful images or consistently using the same Instagram filter. Your brand is your lasting impression. How do you want people to feel during and after interacting with you? What do you want to be associated with?
Maya Angelou’s quote applies perfectly here.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
At its core, your brand is about the feelings you create and the value you bring.
As a marketing communications consultant, I want my clients to feel excited about what we’re working on. I want them to feel inspired. I strive to create these feelings through my tone and word choice in all our communications.
Your personal brand builds trust
If you need something more concrete than feelings, your personal brand is a platform to build trust. And we all know how critical trust is, in any relationship.
When you consistently deliver on your promises, treat people with respect, are transparent, and follow ethical business practices, you start building credibility and trust.
Trust matters. A lot. Customers buy products or services from people or businesses that are trustworthy, and bosses hire and promote people who’ve earned their trust. Being honest and truthful shows you respect the people you want to serve.
Once you’ve earned the trust of your clients, customers, and community they’ll buy from you and support you. They’ll believe what you tell them and value your opinion. This is crucial for any business model that relies on repeat customers.
But be warned—trust is hard won and easily lost. A glance at the headlines shows how quickly brand trust can dissolve. And in our hyper-connected world, if you lie or extrapolate you’ll be found out.
Take Elizabeth Holmes, founder of blood-testing startup Theranos. Her carefully crafted persona came crashing down after she was charged with serious fraud.
You’ll be an original
The competition for business is tough. The global wellness industry grew by 10.6% from 2013-2015, and it’s not showing any signs of slowing down.
To break through the noise you have to be different. And yes, you are wonderfully different. By being yourself you will inevitably be different. There is only one you.
Consider the people you follow. Do you follow them because they replicate the masses? Likely not. You follow them because they offer a unique perspective and a personality that resonates with you.
Similarly, prospective clients or customers crave unique offerings. They don’t need a dollar store generic, they’re looking for a unique match for their needs.
So ask yourself, what makes you awesome? What gifts do you have to offer?
Your personal brand helps you connect with and influence others
Consider this—your personal brand will help you connect with and influence others.
Like being an original, when you stand for something, you’re more interesting. You’ll pull people in. They’ll want to engage with you and connect.
And since you’re trustworthy, you’ll be able to influence your followers. The formula itself isn’t that complex. It’s the execution that separates the successes and missed opportunities.
When I say influence, I’m not talking about coercion. I’m talking about influencing your organization to try something new, influencing your followers to take up your cause, or encouraging your client to take adopt a new practice.
The point of connecting and influencing isn’t to boost your own ego or your bottom line. The point of honing your personal brand is to use your gifts to make a difference in this world.
Take Brene Brown. Brene has made it her life’s mission to create a world where people are more courageous and vulnerable, and thereby more connected and compassionate. Her books and presentations have earned her a reputation that gets her invited to share her ideas in front of Fortune 500 organizations, such as Pixar, wanting to implement her work. Brene’s personal brand gives her the platform to influence the world in a way that aligns with her ideals.
Develop your own personal brand
Personal branding is not just for those who want to be famous. It is for the individual who wants to make a difference. It is for you.
Developing your personal brand can help you achieve your goals and impact the lives of others. It’s a bold statement, but it’s true.
If you’re all jazzed up about personal branding, you’re in luck. I’ve created a free downloadable personal branding guide that includes actionable steps to get you started.
As you work through the guide, feel free to reach out with any questions.
And to wrap up, who do you admire that has a strong personal brand? Leave a comment below with the name of the person and why they stand out to you.
