Building Brand ‘You’, by Prestidge Group’s Briar Prestidge

Branding has long been the territory of marketers, but social media platforms have forever changed the way we operate. Traditionally, it was enough for businesses like Apple, Nike, Coke, Virgin, and Tesla, among others, to reach out to an audience with a consistent market tone, messaging, voice, and persona. Signature slogans like Apple’s “Think Different” or Nike’s “Just Do It” were universally recognized rallying cries that told a story and influenced millions with only a handful of words.

While this branding model still holds, it’s the baseline upon which more active, savvy and ‘woke’ brands are building themselves in a world (and the internet) that’s inundated with information. Today, corporate and individual branding is moving away from old-fashioned print and broadcast to tell visual and verbal stories across Facebook, Instagram, Twitter, YouTube, LinkedIn, and many other platforms instead. They’re talking to wider audiences, using online and offline narratives to reflect positively on themselves and their organizations. And when customers, clients, and the wider industry like what a brand is saying, they endorse it by buying into its narrative through sales and continued loyalty.

And yet, so many still wonder if we really need personal branding. Let me break it down for you.

Personal branding is more than a buzzword

Ask yourself this: “Is it brand building, or smoke and mirrors?”

The world is more connected and informed than ever before, with internet vigilantes waiting, whistle in hand, to blow long and hard. It’s not enough for businesses, corporations, and their representatives to simply “sell” products and services. In addition to quality, they need a set of values and market positioning that takes a stand and a view of the bigger picture.

That’s the gap personal branding fills. It’s the bridge that highlights your strengths, establishes a reputation, and builds trust to repeatedly communicate a unique set of personal and corporate attributes. It’s consistent hard work, and it’s not easy. But it keeps you on point, on-trend, and top of mind.

Stand out from the crowd

The internet is all about visibility. Anyone can get lost between search algorithms, popularity indices, intrigue, and good old propaganda. While every corporation and person has woken up to the memo that CSR and ESG mandates are half the game in professional communication, most still don’t know how to work the system.

That’s where personal branding can help someone use their value positioning to increase brand visibility and perception. I keep going back to Elon Musk and Richard Branson as examples because they both get it. Their personal brand positioning, combined with their corporate mandates, has made them contemporary global powerhouses. People don’t just buy their products; they buy a piece of their story.

Don’t just influence; be an influencer

Here’s another truth: social platforms are a numbers game. It’s not enough to have a voice, a point of influence, and a presence that is distinctively your own. You also need to have it heard by a sizeable number of people.

So, how do we do that? Start by figuring out who you are and what you represent. Stay true to your personal and professional identity and decide what you want to be known for. Lead through value addition and thought leadership, and keep a finger on the pulse of your industry. Most importantly, leave your ego at the door. When everyone is vying for their 15 seconds of internet fame, it’s easy to lose track of the end goal. Remember (over) confidence is not competence and not all influencers influence.

Use the right podium

With (almost) universal internet access at everyone’s fingertips, remember that not all influencers are created equal. Anyone can (and far too many do) leverage social media platforms (without regard to reputations) to operate. What you post and where you post is of paramount importance. To survive and be heard across a cacophony of digital noise, you need to first get your online brand and medium of conversation in order. With so many different platforms available, your online presence will look different depending on the channels you employ. While your story should be consistent across all your boards, you should express more casual or reserved versions of yourself across different platforms.

And that’s where the professionals come in. They know what works where. LinkedIn is the gateway to more serious hobnobbing and thought leadership. It builds a brand reputation through industry-related thoughts, blog articles, and commentary. Podcasting creates a more intimate listenership and following. Zoom, Hangouts, and MS Team meetings are the new conferencing and networking ground, and Instagram and Facebook are the platforms to showcase the more intimate and relaxed versions of your brand.

It’s an ever-evolving game

Like no person is destined to remain the same forever, personal brands evolve to reflect where you are in your journey. As digital ecosystems change, you need to be visible and actively communicating on your different audiences’ platforms… without becoming a sell-out at any point. Remember that people have a sixth sense for inauthentic behaviour and personal branding works best when you’re true to yourself and your values.

To borrow Oscar Wilde’s wise words, “Be yourself because everyone else is taken” – that’s the key to personal branding done right!

More News

The Foundations For a Powerful Executive Brand Online

The Foundations For a Powerful Executive Brand Online

Have you ever wondered why some people seem to capture attention online effortlessly, while others struggle to get noticed? The secret lies not just in what you say, but how you say it. In other words: your message is important, but the way you deliver that message?...

read more
Executive Branding Can Help Law Firm Partners Win New Business

Executive Branding Can Help Law Firm Partners Win New Business

At the heart of every successful lawyer-client relationship is trust. The best way to build that trust is to establish credibility both as an experienced attorney and a human being. Unfortunately, that second part—showcasing one’s humanity---is what both law firms and...

read more
Crafting Your Story: Personal Branding for Entrepreneurs

Crafting Your Story: Personal Branding for Entrepreneurs

Crafting an engaging and authentic narrative is essential for entrepreneurs and investors looking to build a strong personal brand and reach a wider audience. The art of storytelling isn't just about recounting achievements; it's about connecting your personal journey...

read more
The Role of Thought Leadership in Executive Branding

The Role of Thought Leadership in Executive Branding

Here’s the truth: In the world of business and entrepreneurship, building a strong personal brand has become a necessity. It's not just about what you do, but also about how you present your ideas and insights to the world. This is where thought leadership comes into...

read more
What’s in a Voice

What’s in a Voice

What’s in a Voice? As a senior content writer for an agency that specializes in elevating the personal brands of business leaders and entrepreneurs, a significant part of my job is to elucidate, replicate, and amplify the voices of our clients. This seems fair enough,...

read more
Decoding the Elements of a Visual Brand

Decoding the Elements of a Visual Brand

As an art director, I have the privilege of helping our clients develop their visual identities and boost their “visual reputation”. It's an intricate process that goes far beyond just designing a logo or selecting a color palette. A successful visual identity is the...

read more
Why All Executives Should Build Their Personal Brand

Why All Executives Should Build Their Personal Brand

Warren Buffett. Mark Zuckerberg. Robert Iger. Julie Sweet. James Dimon. Mary Teresa Barra. These CEOs have become household names and have built personal brands that extend beyond the companies they lead. Indeed, all of them are recently ranked as among the world’s...

read more
Defining One’s Audience

Defining One’s Audience

Everyday, as an executive, you turn to LinkedIn to connect with people in your industries or to keep up with developments in the professional realm. To increase your visibility and build a strong personal brand, you comment or post once in a while. Now, picture this....

read more
X
Do you qualify for a Wikipedia page? Take our quick, five question test and find out now!