According to The Dictionary Of Brand by Marty Neumeier, a brand is: “a person’s perception of a product, service, experience, or organization.” Now extrapolate that to your personal brand and your personal brand is how you are perceived by others. Therefore, a personal brand is not a logo, a brand identity, a mission statement, a website, or a social media channel. Those add up to your personal brand, but by themselves are not your personal brand.
So, let’s say you’re an entrepreneur, influencer, or work for yourself, your business is built on your reputation and expertise. One way to look at your personal brand is what is the underlying factor(s) that will make someone ultimately choose to work with you over someone else or buy your products over someone else’s or hire you over someone else.
88% of consumers do research before they purchase, such as who is the best, what are the ratings and reviews and any other supporting info, etc. I would much rather do my research on a company or a potential partner /service provider to know they’re legit before I decide to work with them.
If someone does research on you or your expertise, what will they find? Ideally, you’d like them to find the content you created, such as a blog article, a video on your YouTube channel that specifically speaks to them, and the problem they are currently having. They then recognize you as an authority and the obvious choice to help them solve their problem. Hence, your personal brand, people can research you and your company and decide whether you’re worth working with.
Regardless of whether or not you’re paying attention to your personal brand, people are already making judgments about you based on it. Not having a personal brand is no longer an option. You already have a personal brand and it’s either helping you or hurting you.
Claire Bahn is a serial entrepreneur and the CEO and Founder of Claire Bahn Group, a registered Delaware holding company that includes Stratus Branding, Online Profile Pros, Biz with Claire and Claire Bahn Personal Brand Consulting.
She has been helping high-achieving entrepreneurs, investors, founders, and executives create their best personal brand for over 10 years. As an entrepreneur and influencer with over 70k+ followers on social media, she has learned the importance of creating and maintaining your personal brand. She helps everyone from entrepreneurs to business executives leverage their personal brand to develop the authority, influence, and trust they need to exceed their business goals.
“Don’t let others dictate your personal brand, take control and significantly improve your bottom line.”
Once we outline your goals, we try to have minimal impact on your busy schedule.
Your career relies on one thing and one thing only: your personal brand. Just look at the evidence. Gary Vaynerchuk