The thing about personal brands

Five years ago, having a personal brand set you apart considerably from the rest. Now, it’s an expectation for professionals across many different industries. But when standing out is harder than it’s ever been, where do you start in terms of your own personal brand development?

Find your USP

It might sound old fashioned, but skimping on your SWOT analysis could cost you. In other words, you must know what it is that sets you apart from others in your space. What do you do differently? You may not have one thing that totally differentiates you, likely a combination of skills and strengths that is valuable to your audience. But you must know what it is, and it must be clear and easily understood, and easily marketed.

Understand your brand is a construct

Your personal brand is just like a business brand - it is the way people experience you, it is what they say about you when you’re not in the room, it is the way people see you and the way you make them feel. It is also the way you tell your own personal brand story. So it stands to reason that your personal brand isn’t just the unfiltered version of who you are. It is a combination of the real, the perceived and the aspirational - and good brands, like good stories, aren’t just left to chance. Be deliberate and be the author of your own story.

Focus on credibility

Identify how you will be able to build credibility with your audience - whether it be through your achievements, client feedback or testimonials, awards, media features, even the Instagram blue tick! It’s one thing to claim you’re one of the best in your field - who else thinks you’re awesome?