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Today, people are yearning for more control over their lives. Creating a truly remarkable asset that can be branded and marketed becomes imperative. What we are here to discuss and unravel is how does one unlock this ability. It is through a process called personal branding, which was first defined by the great Tom Peters in his article “The Brand Called You” in 1997. In the subsequent paragraphs, we will unveil some of the secrets behind personal branding. Bear in mind that this is a framework and starting point, as each individual is unique. There is no magic solution that will guarantee replication. While reading, keep in mind that each person’s interpretation of this article is wholly distinctive to them. If this topic piques your curiosity, join us on this voyage as we delve deeper into the meaning of personal branding and outline the initial steps to embark on the process.

The Definition of Personal Branding

Personal branding can be defined in numerous ways. The reason being, even amongst experts, there isn’t a single definition that fits all. Therefore, gaining an understanding of this term requires more than a simple search. Googling personal branding will lead you to the Wikipedia definition, which states that personal branding is “the process whereby people and their careers are marked as brands. It has been noted that while previous self-help management techniques were about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.” Another way people have defined personal branding is by considering it an extension of the social networking phenomenon, treating it as technology-based and akin to internet marketing. However, both these definitions fall short as they overlook crucial aspects of the personal branding process. Firstly, they fail to acknowledge that personal branding entails more than just “self-packaging” and neglect the importance of “self-improvement.” Secondly, personal branding did not begin with the advent of the internet. There is a rich history of personal branding, with individuals like JC Penny, Sears and Roebuck, or Deloitte and Touché using personal branding to create vast empires. With that in mind, I propose my own definition of personal branding:

“The creation of an asset that pertains to a specific individual; this includes, but is not limited to, their body, clothing, appearance, and the knowledge they possess. It results in an indelible impression that is distinctively distinguishable.”

This definition allows every individual a chance to become and cultivate their unique personal brand, without relying on packaging or presentation alone. Defining personal branding is just the starting point. Once the term is defined, there must be steps to initiate the process.

Steps to Starting Your Personal Brand

Step 1: Get to know yourself

This step forms the foundation of personal branding. As many have said, if someone is unsure of themselves, how can they be sure of anything? Attempting to launch a personal brand without understanding oneself is virtually impossible. Hence, a careful examination of one’s desires and dreams is crucial to successfully establishing a personal brand. The reason behind this is that individuals must identify what they genuinely love. By getting to know themselves, they become aware of the topics, hobbies, or areas they are most passionate about. This directly affects the next step.

Step 2: Become an expert at what you love

Does this mean there is only one expert in a given topic or area? More than likely, no. In fact, this realization drives individuals to work harder to improve. Becoming an expert also entails thorough research and a deeper understanding of the chosen topic or area. It requires staying updated with any changes, which often involves continuing education. This is where individuals must focus on transforming their behaviors and adapting to this new phase of life. Keeping the brand fresh is crucial in making it desirable. This can only be achieved if the brand consistently provides new information and delivers a desirable message.

Step 3: Identify who benefits the most from your brand

This step is not an easy one, and even the largest and most renowned brands have made serious mistakes in this area (see Example 1 below). Understanding the target market allows for the delivery of a solid message tailored specifically to that audience. When working with companies, marketing firms often invest significant amounts of money in market research. However, with personal brands, the process starts with a simple message since there is only one person responsible for creating, shaping, and executing that message. Despite that, this step should not be taken lightly. Inconsistency in the message can undermine a new brand’s credibility and set back an established brand significantly.

Step 4: Determine the best way to communicate your message

This is the aspect that often gets confused with internet marketing. It is a commonly misunderstood area of personal branding. Simply plastering information everywhere is not an effective way to deliver a message. Doing so relinquishes control of the brand’s message and makes it harder to refine and maximize its impact. It is crucial to remember that rules exist for a reason, and while some suggest bending or even breaking them, the consequences can be devastating. When approaching this step, it is imperative to develop a well-laid-out plan and follow a program that allows one to maintain complete control over their message. The last thing any brand wants is someone else dictating how their brand is perceived (see Example 2).

Step 5: Maintain message consistency at all times

Much like the previous step, consistency is paramount to the success of the brand. This means managing the brand message must become a habitual and continual practice. Simply executing the first four steps and putting something out there to establish a personal brand is not enough. Many people make this mistake and end up merely sharing information instead of creating a personal brand. Establishing a personal brand entails vigilantly monitoring what is put out there and what people see and associate with that brand. Fortunately, there are free tools to assist with this task. It is essential to research which tools will be the most effective for the brand during its creation phase.

As evident from the steps outlined, establishing a personal brand is not a task that can be accomplished within a few minutes on the internet. In fact, of the five steps discussed, only one is related to the internet. This is not the case if one chooses to utilize traditional media as the primary means of communication.

By adhering to these steps and keeping the previously mentioned definition in mind, any individual can begin the process of setting up a personal brand. The fact that it is more challenging than it initially appears should not discourage anyone if this is truly their aspiration. In fact, this difficulty should convince people even further that personal branding is worth pursuing. Remember that the only limitations on creating an effective personal brand are the barriers one places on their own individuality. So take pride in your uniqueness, discover what sets you apart, and embark on the journey to establish your personal brand.

Example 1: The New Coke Incident

“In April 1985, the management of The Coca-Cola Company announced their decision to change the flavor of the company’s flagship brand. This decision was based on the discovery by Pepsi’s consumer research that, in blind taste tests, a majority of participants preferred Pepsi over Coca-Cola.
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Ihab Salloum