“You’ve got to build your personal brand.”
Chances are you’ve heard some variation of this advice recently, right?
From marketers to creators, the concept of personal branding is all the rage right now. This makes sense considering that consumers today crave connections and authenticity.
The problem is, branding yourself can be a struggle—especially if you don't know what the public perception of your brand is.
That’s why we've put together this ultimate guide to personal branding to help.
Table of contents:
What is personal branding?Why is personal branding important?Examples of personal brandingHow to build a personal brandWhat is personal branding?
Personal branding is how you present yourself as an individual to your audience.
Think about how corporate branding works. We associate specific feelings, values and expectations with brands we trust. Every company has a story and image.
Well, the same applies to you and your personal brand as well.
'Personal branding' is sometimes synonymous with being an influencer. This does not have to be the case for everyone.
Your brand should highlight your human side. Voices and personalities set brands (and people!) apart. Branding yourself means aligning your online persona and your real-life one.
Building your brand is not simply marketing yourself (although that’s part of it). Here are the key pieces of a personal brand:
Voice and values. That is, what you say and what you believe. Your brand voice shouldn’t be one-size-fits-all or robotic.Content. What are you promoting to build your following? How are you presenting it? Whether through entertainment value or education, your content is what attracts your audience.Creativity. You don’t need to be a creative genius to build a personal brand. That said, having somesort of creative trademark can help you stand out from the crowd.Personality. No surprises here! Good news: there is no one-size-fits-all personality type for your brand. Energetic? Laid back? Suit-and-tie? Great! Again, you have to do you.Authenticity. The concept of “creating” a persona is a turn-off for some. Your personal brand shouldn’t be manufactured or made up. Aligning your online persona with who you really are should be seamless. Once you figure out how to do it, your brand will never feel forced.Why is personal branding important?
Fair question! Below we break down why personal brand-building is worthwhile.
Standing out from the crowd
The people who’d benefit the most from a personal brand are often focused on building something else. A company, art, you name it.
Like it or not, we’re entering an era where everyone is a content creator. That means that who we are and what we make are often one and the same.
Among the countless creators and marketers out there, growth is daunting. Our audience only has so much attention to give.
With a compelling brand and consistent content, you give yourself a chance to shine. People don’t grow audiences or garner influence by accident. Both your personal brand and what you create are totally in your control, too.
Relatability and authenticity matter to modern audiences
Recent research says that consumers overwhelmingly trust authentic and relatable brands. Apply the same logic to individuals. This is especially important in an era where “influence” can feel manufactured.
Making stronger connections with your community
According to The Sprout Social Index™, consumers say they don't see enough transparency about business practices and values on social media. Again, your voice and values are directly tied to your ability to grow your audience.
Putting your personality front and center attracts like-minded followers. That also means making connections to understand your audience’s needs and challenges. This goes hand in hand with establishing trust and making meaningful connections.
Sprout’s #BrandsGetReal research reflects this phenomenon, too. 91% of people believe that social has the power to connect people.
Examples of successful personal branding
It’s important to note that anyone can build a personal brand (hint: not just celebrities). In fact, employee advocacy and personal branding are becoming intertwined as more employees post on behalf of brands.
Here are a few examples of people who’ve built personal brands across industries:
Founders like Sparktoro CEO Rand Fishkin. Rand’s positive demeanor, sense of style and eagerness to educate has helped him build a massive audience over the years. According to Rand himself, personal brands should be a byproduct of building (and not a persona that’s forced).Twitch streamers like Pokimane. Pokimane amassed millions of followers across platforms including Twitter, TikTok, YouTube and Instagram. Her self-aware sense of humor and willingness to interact with fans are her trademarks.Celebrities like Dwayne Johnson. Despite being one of the most famous celebrities in the world, Johnson isn’t afraid to give a peek into his personal life. He regularly replies to fans with personal and vulnerable stories.
Politicians like Maxwell Frost. Frost is making a name for himself as the first member of Gen Z in Congress. His candid posts and sense of humor represent a new brand of politician that’s far from the norm.About to start my new job. pic.twitter.com/S6Mgl4q6ko
— Maxwell Alejandro Frost (@MaxwellFrostFL) January 7, 2023
