Personal Brand & Authenticity

"Be yourself. Everyone else is already taken" Oscar Wilde

Introduction - True Colours

Back in 1968, the expression "everyone will have 15 minutes of worldwide fame" was coined (Andy Warhol). Nowadays, thanks to the internet we all have access to never ending global fame of some description. And thanks to social media, it is now common for those who choose, to have a digital identity or brand which we put out to the world.

In this article, we look at what personal branding is, why it is important, how to develop an effective and authentic brand, and some of the pitfalls to watch out for.

My late and much esteemed psychology teacher at the University of Sydney, Keith Dawes PhD, would I imagine, smile if I told him that I am writing about personal branding. He would likely say something like "Ah, have a think about authenticity and true colours. What are the foundations of identity and self presentation to the world? And watch out for our old friend, the ego".

Personal Brand

Just the description "Personal Brand", may be off putting for some. Perhaps because the word brand is associated with branding in the world of advertising and marketing; a world which conjures images of salesy "buy me".

Yet, the reality is that we are all here as unique individuals. Each of us is blessed with a unique energy spirit with talents, accumulated experiences and a consciousness capable of accumulating wisdom and exercising creativity and being human.

Perhaps think of it like this. What would the room be like if you were not in it? What would your family, friends and colleagues say or miss about you if you were away sick and missed a gathering?

As adults, we are still like the kids in the picture (above). We act out our different senses of self. In the world of grown ups, it is important to develop and project or present a self identity which is engaging for others to the extent of relationships and progress at work. We feel connected and validated.

Personal branding can be likened to an artist sculpting a self-portrait, meticulously defining contours and highlighting features that display their unique persona to the world.

It is deliberate and evolving strategic actions to shape public perception, positioning oneself as credible in our chosen fields, setting oneself apart from peers, and propelling personal and professional growth.

Importance of Personal Branding

Differentiation: In an increasingly competitive world, having a strong personal brand helps you stand out. It sets you apart and showcases your unique skills, experiences, and values.

Credibility and Authority: A strong personal brand enhances your credibility and positions you as an authority or a thought leader in your industry or field.

Career or Business Opportunities: A well-developed personal brand can open up new career and business opportunities. It makes you more visible to potential employers, clients, or collaborators.

Increased Trust: People tend to trust individuals over corporations. Therefore, a strong personal brand can help build trust with your audience, customers, and stakeholders. People buy you. Think about that exceptional cafe barista or doctor with their unique energies.

Control Over Your Image: Personal branding allows you to shape your own narrative rather than letting others define it for you. You have control over how you are perceived.

Build Your Personal Brand

Your Unique Value Proposition: Identify your unique traits, skills, and passions. Like an explorer charting a map, discover what sets you apart from others so that you can focus your energies in the right direction.

If you are early in your career, work to accumulate experience and skills in a wide variety of projects. You will find your specialty skills.

Define Your Purpose: You have unique talents, capabilities, wisdom and personality. No one else has lived your journey. Now connect them to your why. The most useful why is usually based on service to others. How will you make a difference in your chosen field for your target audience or customers? How will your customers feel on receiving your services?

Understand Your Target Audience: Grasping your audience's needs and interests is crucial. A motivational speaker, for example, tailors his messages to resonate with his target demographic, ensuring his personal brand echoes their values and aspirations.

Establish Your Online and Real World Persona: Have a professional presence on relevant social media platforms, and consider creating a personal website. Consistently share content that aligns with your brand and provides value to your audience making your brand memorable.

What is your personal narrative? What stories can you tell about your experiences with customers? Or your journeys?

Network: Networking is a cornerstone of personal branding. Attending industry events or joining professional organisations provides ample opportunities to reinforce your brand and build valuable connections, just as a budding entrepreneur might leverage networking to catapult her start-up. Your trusted network colleagues will help you to define and refine your UVP and self-presentation.

Included in your network are influencers, promoters, sponsors, mentors and others willing to help or collaborate with your work. Such a wealth of individuals requires intentional and trusting conversations which will yield serendipities over time.

Maintain Consistency: It's important to ensure that your brand messaging remains consistent, like a signature style of a fashion designer, it creates familiarity and strengthens your personal brand.

Walk the talk of your brand. Talk is easy. How are you embodying your UVP in your behaviours? How will you make another person's moment valuable?

Evolve Your Brand: Personal branding requires ongoing attention. You change and so does your environment and the people in it.

Set aside time to review your personal branding journey. A good time is when planning ahead for your work journey. How did you fare with customers, colleagues and even family? Seek feedback from trusted others. Your perspectives, collected wisdom and priorities change over time. Revisit your UVP and purpose. Adjust and be grateful for the learnings.

Have a Sense of Humour: Don't take life and yourself too seriously. The occasional self deprecating wit tells your fellows that humans have a gentle side just like them.

Obstacles in the Journey

Consistency is Key: Imagine a well-known author suddenly changing their writing style dramatically; it's likely to confuse their readers. Similarly, inconsistent messaging can weaken a personal brand.

Being Genuine: People connect with authenticity. Trying to be someone you're not can lead to a weak personal brand and backfire. At the same time be aware of any Imposter Syndrome rearing its head. Our psychological conditioning as we grow up into adulthood sometimes tricks us with negative self talk "I'm not good enough". Challenge your thinking when this comes up. Consult a good mentor if you need help.

Audience Understanding: Not understanding your audience can make your branding ineffective. It's like a novelist writing a book without understanding their readers; the story may not resonate, and the book may not sell.

Lacking Strategy: Without a strategy, branding efforts can be as futile as sailing without a compass. You may not end up where you aim to go.

Negative others: People can harm your personal brand. This could be through negative interactions, negative reviews, or damaging rumours. It's important to address any negative issues promptly and professionally to protect your personal brand.

Power & Ego: As you progress in your field of work, your power tends to grow. For example, if you rise to a managerial position, this tends to enhance your personal brand. Conversely, a loss of a senior role could harm your personal brand.

Care needs to be taken when rising in power and the risk of ego self taking over and the corruption of behaviour leading to destruction of personal branding.

Your personal brand can impact your self-efficacy and self-esteem. A strong personal brand can boost your confidence, while challenges to your personal brand can harm your self-esteem. It's important to remember that your personal brand is not your self-worth and that it's okay for your brand to evolve over time.

Conclusion

Your personal brand should reflect who you truly are—your unique traits, passions, and values. It is an ongoing journey of self-discovery, self-improvement, and authenticity. It requires strategic planning, consistent efforts, audience understanding, and above all, authenticity.

Remember, personal branding isn't about projecting a false image. It's about revealing your true self to the world, in all its uniqueness and originality. This way, you will not only stand out from the crowd but also attract the right opportunities and people who resonate with your authentic self. Your personal brand is your passport to personal and professional success. Be mindful of potential pitfalls, stay true to your unique self, and let your true colours shine.

All the best !

Frank Choy

30 July 2023