How to Time-Proof Your Personal Brand: Guarding Against the Impact of Ageism
Crystal Dipsingh - Bachoo
I build brands people love | Brand Strategist | Marketing Coach & Strategist | Business Growth Consultant
I'll begin this article by saying that it was different from my intended topic for this week's edition of the newsletter.
Still, it surfaced as quite a conversation piece throughout the week, and here I am at 1:30 a.m., writing my thoughts on how to time-proof your personal brand.
This article was inspired by a new LinkedIn connection, Gail Manning-Weithers, who wrote a post on ageism, its prominence, its impact and the fact that many even question its existence.
Let's talk about How to Time-Proof Your Personal Brand and Guard Against Ageism
Ageism is a reality that many professionals face, often questioning their relevance as industries evolve and younger talent emerges.
What is alarming, is that ageism starts earlier and earlier, with generational biases already prominent with Generation Alpha!
However, a strong and time-proof personal brand can counter these biases, positioning your experience and adaptability as assets rather than limitations. By intentionally crafting your brand, you can stay relevant and guard against age-based stereotypes, no matter where you are in your career.
According to a study by AARP, 3 out of 5 workers aged 45 and older have experienced age discrimination, while other research shows that 61% of professionals believe ageism impacts hiring decisions. A personal brand rooted in authenticity, growth, and relevance can help overcome these challenges and ensure you remain visible, credible, and in demand.
Here’s how to build a personal brand that stands the test of time and combats ageism.
1. Build on Core Values
Trends may come and go, but your core values will remain timeless. These values are what define you professionally and personally, making them a foundation for your brand.
How to Apply:
Example: Oprah Winfrey’s brand is built on empowerment, empathy, and authenticity. These values resonate with audiences of all ages and keep her relevant across decades.
2. Highlight Your Unique Strengths
Your experience and perspective are your superpowers. While others may have raw energy, you have the wisdom and skills honed over years, which can position you as a thought leader.
How to Apply:
Example: Elon Musk is known for his bold ideas and transformative work across industries. His career evolution shows how leveraging strengths like innovation can transcend age barriers.
3. Stay Adaptable
One of the most effective ways to combat ageism is to demonstrate adaptability. Industries change rapidly, and being open to learning and adopting new tools or strategies ensures your relevance.
How to Apply:
Example: Ryan Reynolds seamlessly shifted from acting to entrepreneurship, launching successful brands like Aviation Gin and Mint Mobile. His ability to adapt has expanded his brand beyond Hollywood.
4. Commit to Lifelong Learning
Age-related biases often assume that older professionals can’t keep up with evolving industries. By continuously learning and upskilling, you can demonstrate your commitment to growth and innovation.
How to Apply:
Example: Simon Sinek’s brand thrives on his ability to share fresh perspectives on leadership. His curiosity and willingness to learn keep his content impactful. This is a personal favourite of mine - and an appreciation for the basics, foundation elements in marketing.
5. Focus on Relationships, Not Just Reach
Strong professional relationships are a powerful counter to ageism. People who value your experience and trust your expertise are more likely to advocate for you, regardless of stereotypes.
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How to Apply:
Example: Gary Vaynerchuk’s personal brand is built on meaningful engagement with his audience. His focus on relationships makes his age irrelevant in his appeal to younger and older generations alike.
6. Share Evergreen Content
Evergreen content—timeless advice or insights—ensures your personal brand remains relevant even as trends evolve. This kind of content positions you as a trusted expert who isn’t dependent on fleeting ideas.
How to Apply:
Example: Seth Godin’s work on marketing principles remains a cornerstone in his field. His ability to focus on timeless ideas keeps his brand strong, regardless of market trends.
7. Leverage Multiple Platforms
Diversifying your presence ensures you aren’t tied to the fate of one platform. As newer platforms emerge or audience behaviors shift, having a multichannel presence keeps your brand accessible.
How to Apply:
Example: Dwayne "The Rock" Johnson’s personal brand spans Instagram, movies, and business ventures, allowing him to connect with diverse audiences regardless of age.
8. Embrace Authenticity
Authenticity is one of the most effective ways to combat ageism. Being open about your experiences and values helps build trust and relatability with your audience. Personally, I'd like to see this more on Linkedin - where professionals talk more about the challenges of business ownership, and speak up against the challenges in the corporate environment.
How to Apply:
Example: Brené Brown’s authenticity and vulnerability have made her personal brand universally relatable and impactful, regardless of the audience’s age.
9. Reframe Age as an Advantage
Rather than seeing age as a limitation, position it as a strength. Your years of experience provide you with insights and perspective that younger professionals may not have yet.
How to Apply:
Example: Michelle Obama has reframed her personal brand from First Lady to a leading voice in advocacy, mentorship, and empowerment. Her experience enhances her credibility and influence.
10. Stay Consistent but Evolve
While consistency builds trust, evolution ensures relevance. Balancing the two is key to ensuring your personal brand stays current while maintaining its foundation.
How to Apply:
Example: Martha Stewart’s personal brand has remained consistent in its focus on lifestyle, but her willingness to collaborate with newer audiences and ventures ensures she remains fresh and relevant.
Ageism is a challenge, but it doesn’t have to define your professional journey. By focusing on adaptability, authenticity, and building meaningful relationships, you can create a personal brand that transcends stereotypes.
Remember, your age is not a limitation—it’s an asset that reflects your experience, wisdom, and resilience.
Your personal brand is your most valuable tool for staying relevant in a fast-changing world. Use it to tell your story, demonstrate your expertise, and position yourself as an enduring force in your industry.
Age might be a number, but your brand is timeless. Thanks to Gail for inspiring this piece.
Crystal.
Engaging leaders to grow and transform teams | Training catalyst for building collaborative service-driven cultures | Disney Institute Trained CX Professional | Certified Instructional Designer & Virtual Trainer
2 个月So many golden nuggets here Crystal Dipsingh - Bachoo but the ones that jumped out the most involved the importance of staying adaptable, relevant and committing to lifelong learning. However, I'll add that building your brand from day one when you're 20 really helps you when you reach 50 ... just saying. Thanks for addressing this important topic; appreciate the insights!