So where from all this Talk ABOUT PERSONAL BRANDING?

So where from all this Talk ABOUT PERSONAL BRANDING?


Tom Peters crafted an article for the August 1st, 1997 issue of Fast Company Magazine, entitled “The Brand Called You,” which explored the evolution of career development, and exposed a new mindset for the new millennium.

Basically, instead of relying on a company for career guidance, it’s up to you to take ownership of the brand called you. This article called for everyone to become a “free agent,” which not everyone bought into back then.

Web 2.0′s impact on personal branding

Before web 2.0 changed our world, it was really hard to get enough press to really stand out. There weren’t blogs, so you’d have to get your local newspaper, or mainstream media to write about you. You could go to a networking event and meet five to ten people each time. You could sit in your college class and meet ten new people.

Web 2.0 amplified how we network, create first impressions and manage personal visibility and self-promotion forever. Now there are tools available for you to grasp your brand and shape.

So “Me 1.0” was hidden behind a corporate brand, without an outside voice and not being able to afford any form of promotion for yourself.

Me 2.0, as it is called, is when you get to stand in front of your company, at the cost of your time and with the ability to carry your voice across the world in a matter of seconds (think: Twitter, Facebook, blogs, LinkedIn Etc.)

In 2007, a group of international brand and career experts gathered to collaborate on a single definition for personal branding. After analyzing the definition and reciting it in a few presentations back then, it was felt it was too long, thus no one could remember it. In 2008, It was shortened to “how we market ourselves to others.”


Personal branding is a revolution in the way you manage your career or business. Your personal brand is what is authentic to you, differentiating you from your peers, relevant and compelling to those who are making decisions about you. In a phrase, it’s your unique promise of value.

Your brand is a perception or emotion, maintained by somebody other than you, that describes the total experience of having a relationship with you

Personal branding is the process of identifying your value (WORTH), making that value widely known, and nurturing and enhancing that value throughout your lifetime

As people cannot see inside of us, recognition of our value can only come from what people see us do, the perception they form from observing our day-to-day actions. Through our actions therefore we build our brand

The goal of personal branding is to create a fulfilling and productive existence, one that will be valued long after you have gone

You want your family, your friends, your employer and co-workers to truly understand and fully acknowledge who you are and what you do. That is to make those relationships mutually enjoyable and valuable.

Personal Branding is the process of unearthing your unique promise of value and demonstrating that value in everything you do. It’s about consistently being your best self so you achieve your goals while adding tremendous value to your team, organization and company.

Personal Branding is not about creating a false image for the outside world or being self-centered or self-indulgent. It’s about being your authentic self and delivering value to those around you.

“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.”

Scott Bedbury, Nike, Starbucks

It is about getting your target market to see you as the preferred choice. Building a slightly famous brand is not just about what you do; it’s about what you do differently from everyone else.

A brand is a promise of the value your audience will receive. In an amazingly complex and competing world—where it’s increasingly hard to know what’s real and what’s not—having your audience not only acknowledge but support the promise of your brand is the key to building a thriving brand.

Brands are not just for big corporations. In fact, a personal brand will serve as an important key to your success.

A personal brand will help clearly and consistently define, express, and communicate who you are, who you serve, and why you have chosen to dedicate your life and work to serving your target market so that you can attract your most ideal clients and not those who are less than ideal.

Personal branding is far more than just what you do or what your web site and business cards look like. It is you — uniquely you. It allows you to distinguish yourself from everyone else: what is unique about who you are, what you stand for, and what you do.

Your brand is about making yourself known for your skills and talents.

More than that — your brand is about what you stand for.

Successful people find their style, build a brand based on it, and boldly express themselves through that brand. To let the world see your true, authentic worth is powerful and it makes you memorable.

That’s how a personal brand works — it defines you, but first you must define it.

Develop a personal brand that looks like you, thinks like you, sound and feels like you — one that is instantly recognizable as your essence.

It should be:

  • Clear
  • Consistent
  • Memorable
  • Meaningful
  • Soulfull
  • Personal

Personal branding is not about slick advertisements. It is about getting your target market to see you as the preferred choice.

To become a brand, you’ve got to become relentlessly focused on what you do that adds value. Do you deliver your work on time, every time? Do you anticipate and solve problems before they become crises? Do your clients save money dealing with you and do your team members have headaches just by having you on the team? Do you complete projects within the allotted budget?



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