What’s so Special About You? – the Power of Personal Branding

Alan Go, Associate Prof., Hanbridge Institute Singapore

The objective of this paper is to examine the significance of cultivating, sustaining, and endorsing an individual's personal brand.? The name of Elon Musk is nearly as widely recognised as those of Nike, Louis Vuitton, and Coca-Cola. Regardless of one's personal interest in Electric Vehicles, it is difficult to overlook the prominent figure of Mr. Musk, the founder of Tesla. In essence, he has successfully established a formidable personal brand.?

The concept of Personal Branding was initially introduced in 1997 by Tom Peters, also known as Thomas J. Peters, an esteemed American author, renowned for his expertise in business management practises, primarily gained recognition for In the book titled "In Search of Excellence," through an article titled "The Brand Called You" published in Fast Company. Since then, professionals have increasingly recognised and embraced this approach as a means to enhance and differentiate their personal brand in order to excel in competitive environments.?

Personal branding refers to the deliberate efforts made by an individual to strategically control and shape the perceptions of others regarding their competencies, capabilities, and past experiences.? The development of self-awareness and the ability to recognise one's own strengths and weaknesses play a crucial role in effectively establishing and promoting one's personal brand (Katryna, 2017). When consumers exhibit heightened sensitivity towards a specific product or service and the influence of advertising effectiveness on their decision-making process, the significance of product and service branding becomes a crucial concern. The emergence and evolution of the notion of product and corporate brands have laid the foundation for the phenomenon known as "personal branding" (Maysam et al., 2020).?

A personal brand refers to the distinctive amalgamation of skills and experiences possessed by an individual. It is worth noting that many individuals are unaware of their existing status as a brand.? The differentiation of one's self in various aspects, such as personal presentation, communication style, attire, and interpersonal interactions, can contribute to standing out from competitors. The utilisation of personal branding on social media platforms by individuals in positions of influence is a prevalent practise. This practise serves as a means for these individuals to exert their authority and impact on the general public, thereby fostering a desire for active participation, as evidenced by the engagement of users through likes and comments. This engagement extends to a wide range of topics, encompassing both professional and personal aspects of their lives (Md Saad et al., 2020)

The implementation of a successful personal branding strategy serves as a means to distinguish oneself from competitors, thereby fostering the establishment of trust with potential clients, employers, and investors. Technological advancements have resulted in the removal of multiple job layers and the erosion of organisational structures, leading to the elimination of entire job categories.?? The proliferation of internet job sites and the utilisation of professional social media platforms, such as LinkedIn, have resulted in heightened levels of competition within the job search process. The advent of the internet has facilitated the ability of recruiters to engage in video and voice interviews with individuals deemed suitable across the globe. In order to distinguish oneself from the masses, cultivating a robust identity can prove advantageous in gaining a competitive edge.

Just as Coca-Cola and numerous other large and small brands continually update their branding and effectively market themselves to remain appealing to consumers, it is similarly advantageous to periodically update one's personal brand throughout both professional and personal endeavours. This practise mitigates the potential perception of being outdated and superfluous. According to Abdallah et al. (2023), the personal branding construct offers insight into individuals' efforts to construct a favourable portrayal of their desired self. An additional consideration involves the preservation of the public's perception regarding said identity.

Gorbatov (2018) asserts that personal branding has become firmly established in the field of management science, originating from the marketing discipline. Personal branding has become a prominent strategy for achieving career success within contemporary employment systems characterised by temporary employment and project-based work structures. This phenomenon intersects various academic disciplines, including marketing, sociology, communication, psychology, organisational behaviour, and some proponents even argue for its relevance to accounting.

According to Abdallah et al. (2023), psychological experiences encompass various factors such as the adverse effects of self-disclosure, social phobia, and concerns regarding self-image. Many individuals express apprehension about being accurately perceived or associated with contentious viewpoints by their target audience, which they consider significant.

In the past, professional occupations were characterised by their simplicity. To begin the job search process, individuals may explore job advertisements or engage in personal networking to gather information about potential employment opportunities. In contemporary times, possessing an exceptional curriculum vitae (CV) is insufficient to establish a favourable professional image. Rather, one's personal brand encompasses the entirety of individuals' perceptions regarding oneself. Consequently, it becomes imperative to actively shape and cultivate a personal brand that is appealing and well-regarded.?

Throughout my tenure in the field of education, I have frequently disseminated a conceptual framework that I personally devised to my students in anticipation of their impending graduation. The S.E.L.F Branding Framework, which I have developed, presents a concise four-step process that enables students to effectively establish their personal brand.?

The S.E.L.F. Branding Framework (Copyright@ Alan Go): A Comprehensive Guide to Building a Strong Personal Brand

In the contemporary era characterised by the prevalence of digital platforms and the potential for rapid online fame, the significance of personal branding has reached unprecedented levels. Personal branding refers to the strategic approach of enhancing one's positive image and increasing awareness of oneself, particularly when engaging in self-promotion towards a specific audience.

The present study introduces the S.E.L.F. Branding Framework, which seeks to leverage both Emotional Quotient (EQ) characteristics, such as personality and passion, and Intelligence Quotient (IQ) factors, encompassing performance ability, education, skills, and experience.

The significance of personal branding

1. Enhance one's value proposition: The inclusion of an employment appeal serves to enhance one's value proposition, thereby increasing attractiveness to prospective employers.

2. The Significance of Entrepreneurial Credibility: Individuals aspiring to establish a business or consultancy can enhance their standing as trustworthy, forward-thinking, and achievement-oriented through the development of a strong personal brand.

3. Prospects for the Future: The establishment of credibility through the cultivation of a personal brand serves as an indication to potential collaborators, investors, or partners of one's reliability and trustworthiness.

You must have the desire to demonstrate your exceptional abilities and aptitude.

The concept of talent encompasses the possession of exceptional abilities or skills in a particular domain.

• Demonstrating proficiency in the execution of onboarding activities.
• Demonstrating a consistent ability to contribute value to the organisation.
• Exhibiting a steadfast dedication to excellence.
• Demonstrating fundamental attributes that align with customer expectations.
• Demonstrating qualities that make one a valuable asset and promoting long-term commitment.

The central aspect of personal branding lies in the formulation of one's brand statement.

Prior to exploring the S.E.L.F. framework, it is imperative to establish a well-defined personal brand statement. Please take into consideration:

• To whom does your organisation direct its efforts?
• For what reason are you widely acknowledged by others?
• What value can you offer?
• What problems can you readily resolve with ease and efficiency?
• Could you please elaborate on the distinctive features that differentiate your product or service from competitors, commonly referred to as Unique Selling Points (USPs)?
• Inquiring about the specific industries or organisations that require your expertise?

S - Solutions (YOU)

• Professional Ability: Can you execute the job required?
• Knowledge: What have you learned that equips you for the role?
• Image: How do you present yourself in alignment with the role?
• Brand Statement: Ensure it's relevant to the job.

E - Engagement (Want to Know You)

• Your capacity to engage others through various modes of communication such as face-to-face, telephone, and video meetings.

L - Leverage (Communicating You)

• Impressions: Consider your personality, visual appeal, and your ability to communicate.
• Portfolios: Maintain updated CVs, business cards, work samples.
• Online Presence: Ensure your social media channels reflect your personal brand positively.

F - Fit (Worth Paying You)

• Embrace a "Value-based pricing" mentality.
• Always benchmark your worth, especially if you have prior experience.
• Understand and communicate the unique value and talents you bring to the table.

Summing Up Personal Branding with S.E.L.F

1. List Your Talents: Use the S.E.L.F. Framework as a guide.
2. Define Your Career Vision: Consider your mission and values.
3. Seek Feedback: Embrace 360-degree feedback.
4. Skill Mastery: Identify and fill any knowledge or skill gaps.
5. Enhance Online Presence: Create or refine personal websites, ensuring they bolster your brand.
6. Network Intentionally: Connect with those who share your interests and career goals.
7. Stay Adaptable: Embrace change and avoid complacency.
8. Stay Active: Regularly revisit and adapt your personal branding to remain relevant.

In conclusion, within the contemporary context where an individual's online and offline identity significantly impacts their professional trajectory and entrepreneurial endeavours, the S.E.L.F. Branding Framework presents a comprehensive methodology to effectively present oneself in a favourable manner. One should wholeheartedly accept and adjust to the given circumstances, and observe the subsequent emergence of favourable prospects.

In accordance with the words of Tom Peters, the author emphasises the importance of perceiving a difference, stating that a lack of perceived difference can lead to stagnation or failure – “If there are no perceived difference, you’re dead!”.

References:

Katryna J. (2017). The Importance of Personal Branding in Social Media: Educating Students to Create and Manage their Personal Brand. 4. 21-27.

Maysam S, Shabnam G, Maryam S.K. and, Hooshang A. (2020), Proposing a new framework for personal brand positioning, European Research on Management and Business Economics,26(1). 45-54.

Md Saad, N. H., & Yaacob, Z. (2021). Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group. SAGE Open, 11(3).

Abdallah A., Md. Moddassir A., Abdalwali L. (2023) A sensemaking perspective on the association between social media engagement and pro-environment behavioural intention. Technology in Society 72, pages 102201.

Gorbatov S., Khapova S. N., Lysova E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda , Frontiers in Psychology, 9