What to consider in personal branding in 2024?

The new year has begun, and it's time to consider what needs to be taken into account when creating a personal brand in 2024. To begin, it can be safely said that personal branding will be more relevant than ever before. However, to better understand this year, let's reflect on 2023.

First and foremost, at the forefront of personal branding in 2023 was AUTHENTICITY. This means being who we are - natural, without pretending to be someone else and being genuine. Secondly, I increasingly recommended basing a brand on GOALS AND VALUES. This direction is crucial, especially for Generation Z, who are driving this agenda forward. Thirdly, in 2023, we emphasized the importance of showcasing HUMANITY. We focused on empathy, as emotional intelligence became increasingly important for leaders at all levels. Fourthly, PERSONAL PROFESSIONALISM was the next aspect we had to consider. We can confidently show that we are not just professionals but also individuals, sharing our interests and aspects of life that make us unique and create connections with other people. Fifthly, as a newcomer at the beginning of last year, were the opportunities provided by ARTIFICIAL INTELLIGENCE in the digital environment. The opportunities and risks that we need to consider when building our brand.

The past year witnessed rapid advancements in Artificial Intelligence (AI). In the digital realm, we now have access to various tools, including generative chatbots, that enable us to create content and effectively communicate our brand.

In 2024, it becomes evident that the fifth element mentioned last year should now take the top priority in our considerations. This is because it offers unique opportunities for brand development but also poses new risks to our digital reputation. New generative AI tools are now available to everyone, capable of creating visual imagery and voice indistinguishable from that of a chosen human. Consequently, new content, even if not created by us, can unexpectedly appear on the internet, potentially casting a shadow on our reputation. Therefore, issues of privacy and data protection are significant challenges that apply to everyone, even those who believe they have no interest in AI and its capabilities.

Returning to the other elements of personal branding in 2023, they can still serve as strengths in reinforcing your authentic self while basing your brand on values and showcasing your humanity. These elements help uncover and reinforce your true uniqueness, in contrast to what is artificially presented. Therefore, they remain essential in personal branding this year as well. It's not always necessary to chase after new trends, as they can sometimes harm your authenticity, recognition, and demonstration of humanity. For instance, in video conferencing environments, avatars are offered as an option, which may not convey a genuine human appearance or body language communication. Authenticity and presence in communication, even in the digital environment, ensure an authentic, reliable, and human impression.

In terms of personal branding in 2024, Mark Shefers, a US marketing expert, points out that during a time of skepticism when we doubt everything, one of our most valuable assets will be TRUST. Another crucial aspect is the role of OPINION LEADERS, especially in an era when there is distrust in the media. Additionally, as AI poses a threat to careers, creating even greater competition, the winners will be those who are known and trustworthy.

In summary, as humans, we can influence and use AI to strengthen our reputation and distinguish ourselves from robots. Credibility and humanity are key factors in facing digital challenges. In recent years, there has been a rapid increase in the need to actively develop digital communication skills. Now, with the capabilities and risks of AI, these skills are even more important, as highlighted by participants in the 2024 World Economic Forum's AI discussions. It is crucial to develop critical thinking, be as creative as humans, maintain a desire to learn, and incorporate technology.

Authenticity, empathy, and digital literacy are essential for creating and maintaining your personal brand in this digital age while also caring for your overall brand.