When we discuss "brand" for individuals in leadership roles, public speaking positions, or on any career path, "professional persona" isn't a helpful explanation.
At its core, a personal or professional brand is an outcome. An outcome that evolves over time through deliberate actions and experiences. It’s the culmination of interactions, expressions and perceptions that collectively define how people perceive you.
Let's break it down:
A Long-Term Outcome
Unlike quick wins or short-term achievements, a personal brand is built over time. It's the outcome of consistent actions, messages, and values that resonate with your audience and peers. A strong personal brand isn't established overnight; it's been building for years (depending on how many years you've been at work), and it's the product of sustained effort and dedication to the career path you've chosen.
The Outcome of How You’ve Left People Feeling
One of the most significant aspects of a personal brand is the emotional connection it creates. How do people FEEL after interacting with you? Are they inspired, motivated, or uplifted? The emotions you evoke in others play a key role in shaping your brand's identity.
The Outcome of Public Perception
You've likely heard that "personal brand is what people say about you when you’re not in the room", and it's exactly that. It's the collective perception that others hold about your character, values, and professional identity. It'll be slightly different for everyone based on the context and capacity in which you've interacted with them. Building a positive public perception requires you to know who you are and show up in ways that are authentic, transparent and consistent.
The Outcome of Consistency Over Time
Consistency is the foundation of a strong personal brand. Consistency doesn't mean you have to show up on social media every day at 11 am (if that's your thing, that's ok too!). It simply means you have to show up as yourself, not with some shiny facade designed to impress others. By delivering consistent experiences, messages, and values that align with who you know yourself to be, you reinforce your brand identity and build trust with your audience. Whether it's through your work ethic, public speaking engagements, or leadership style, consistency ensures that your brand remains reliable and recognisable to others.
The Outcome of Experiences and Interactions
Every touchpoint with your audience contributes to your personal brand. From your social media presence and professional interactions to public speeches and personal conversations, each interaction leaves an impression. Creating memorable and impactful experiences at every touchpoint is key to building a strong brand.
The Outcome of Your Unique Value Proposition
Your personal brand stands out when it offers something unique and valuable, which could simply be the way you view the world. It's the outcome of clearly communicating what sets you apart from others in your field and why people should consider your perspective. This unique value proposition, or what you want to be known for, becomes a core element of your personal brand identity.
The Outcome of Your Vision and Mission
A personal brand is also shaped by the vision and mission that drive you. What do you stand for? What are your long-term goals? An ambitious vision will resonate with your audience, direct your career strategy and give your brand a purpose beyond short-term achievements and accolades.
The Outcome of Adaptability and Growth
A successful personal brand is not static. It's like eating; you can't just do it once to sustain yourself, you have to do it over and over again for the duration of your life. Your personal brand is ever-evolving and at any given time, it is the outcome of continuous learning, adaptation, and growth. By staying attuned to industry trends, audience feedback, and personal development, your brand can evolve and continue to remain relevant.
When it comes to your career and the answer to: What is my BRAND?! Your personal brand is the outcome of how you've left people feeling, the perception you've created and the consistency of self that you've managed to maintain over time - a reflection of your career path of choice, your human values and the impression you leave on those around you.
Building a strong personal brand is a journey that runs parallel to your career and every step you take contributes to the lasting impact you leave on the world we all live and work in.
For more articles or to find out more about how we work with individuals and organisations, head over to the home page at brandableandco.com