Personal Branding

How to build a personal brand and maintain it?

5 Steps to Build Your Personal Brand

Definition of a personal brand

Personal branding is the means by which people remember you.

“It’s more than a trademark; it is how you present yourself online and offline to potential clients and customers. Your personal brand builds your business, but it still centers around you as an individual. “
The Balance, Laura Lake

“View your personal brand as a trademark; an asset that you must protect while continuously molding and shaping it.  Your personal brand is an asset that must be managed with the intention of helping others benefit from having a relationship with you and / or by being associated with your work and the industry you serve.”
Forbes, Glenn Llopis

Importance of a personal brand

According to a Nielson Consumer Survey, only 33 percent of buyers trust messages from a brand, while 90 percent trust messages from an individual they know. That means that if you’re a business owner, you have a much better chance of winning people’s trust if you bond with them first as a human being and encourage your employees to do the same.

How to create a strong personal brand?


Logo, a tagline, a website

Don’t forget that your personal brand can include a logo, a tagline, a website, a special font, and more. Luckily, the tools for creating them are plentiful and even available for free. But you should approach these with an eye on the big picture.


Twitter, Facebook, LinkedIn, blog, newsletter, networking events, phone call, seminar, etc.

Kuvahaun tulos haulle personal branding infographics



Target audience (specific person or group of people – communicate to attract the right people)

Topic (make sure your topic or subject for discussion is something you can stand up for and that you have done your homework in the area)

Desired outcome (when publishing or leaving the networking event – what is the result and outcome that you desire?)



Examples of a Personal Brand in different fields

Good Examples

Trump and Clinton bring specific images to the minds of many, but these images are only partly connected to the parties the candidates endorse. Donald Trump and Hillary Clinton are examples of people who have mastered the art of connecting their names with their business and passions. Both have built a solid personal brand.

Personal branding – Donald Trump

Be consistent. He has been called brash, bombastic and ridiculous by his fellow Republicans and the media, but he has been called all of these things consistently. From the sweeping, provocative statements to his willingness to alienate entire populations to his instantly recognizable (and mimic-able) speaking style, we get what we expect.

Trump is a master of this important concept of branding – consistency. Strong brands deliver on their promise with everything they do.

Be confident. When Trump says he’s going to build a wall – an amazing wall, and Mexicans are going to pay for it – he says it with such conviction that it seems plausible.

Confidence is one of the most attractive brand attributes there is.

Take a stand. Many professionals try not to make waves and want everyone to like them, yet the strongest brands in the world often repel as many people as they attract. Strong brands express a point of view and stick with it fervently.

It may feel uncomfortable, but personal branding is not about pleasing all the people all the time. It’s about taking a stand – knowing that not everyone is going to agree with you.

Create demand through intrigue. The reason people are tuning in to the Republican debates in record numbers says less about interest in the political race and is more a reflection of wanting to hear what Donald Trump is going to say.

his audacity is intriguing, and it’s what makes viewers want to tune in. When building your brand, you want to spark a high level of interest.

Be recognizable. Strong brands have a trademark. For Donald Trump, it’s both his hair and his consistent use of superlatives – the biggest, best, most.

Build brand ambassadors. Donald Trump has a community of people who support him – a group of brand ambassadors who are on a mission to help him build his brand. They help him carry his message, defend his statements and work steadfastly on his behalf.

Personal branding is not something you do by yourself. You need to build a core community before you can grow your visibility in the larger community.

Be Authentic. Above all, Donald Trump is authentic, and that’s the most important tenet of personal branding.


Bad Examples

How One Stupid Tweet Blew Up Justine Sacco’s Life

Justine Sacco, 30 years old and the senior director of corporate communications at IAC, was a journey from New York to South Africa, to visit family during the holidays in 2013

She tweeting the following jokes :

“ ‘Weird German Dude: You’re in First Class. It’s 2014. Get some deodorant.’ — Inner monologue as I inhale BO. Thank God for pharmaceuticals.”

“Chilly — cucumber sandwiches — bad teeth. Back in London!”

“Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!”

By the time Sacco had touched down, tens of thousands of angry tweets had been sent in response to her joke.




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