Personal Brand: What is it for and how to develop it?

A personal brand is more than just a pretty picture on social media or a logo. It is a whole system of self-presentation, which forms the opinion of others about you, your activities and competences. Whether you consciously create it or not, people will talk about you. That means it is better to manage this process than to let it go to waste.

Today personal branding is necessary not only for entrepreneurs and freelancers, but also for employees, students and top managers. The ability to position oneself competently online and offline gives a competitive advantage in any sphere. In this article, we will look at why you need a personal brand, what benefits it provides and how to develop it properly.

Why no one will notice you without a personal brand?

A personal brand forms the first impression of a person and determines his or her expertise in the eyes of the audience. In the era of information noise, it is not enough just to be a good specialist - you need to be able to show your value, because when a candidate actively maintains a professional blog, shares knowledge on social networks and participates in discussions, he automatically attracts the attention of employers and clients. Personal positioning is especially important for freelancers, because in a world where thousands of professionals offer the same services, it is the personal brand that becomes the main difference. Companies choose not only a professional, but also his personality, communication style, values, but active presence in social networks, competent self-presentation and business reputation help a freelancer to stand out among competitors.

Even top managers of large companies pay attention to their personal brand. Studies show that 82% of people trust companies more if their executives are active on social networks, and 77% of consumers are more willing to make purchases if they know the face of the brand. A good example is Justine Hutto, founder of Respire. She used LinkedIn and Instagram to promote her brand, which helped her business gain popularity.

What does a personal brand provide and why is it harder without one?

The benefits of personal branding depend on a person's profession and goals, but its impact on career and business cannot be ignored. A personal brand helps you stand out from your competitors, attract and retain the attention of potential clients and employers, and build a reputation as an expert. The stronger the personal brand, the more opportunities a person has to grow, develop and achieve professional goals. Let's learn more about the benefits of a personal brand:

• For employees and students: A personal brand makes a person more attractive in the labour market. Today, a professional is not just a ‘list of skills’ on a CV, but a holistic image, so between two candidates with the same experience, the one who actively shares his knowledge on social media, maintains a blog or has professional publications will be chosen. This proves that he or she not only knows his or her business, but also knows how to communicate his or her value to others. Branding also expands the network of useful contacts, because when a person shares knowledge, he or she is noticed by colleagues, experts, and potential employers. This increases the chances of getting recommendations, offers of co-operation or a new job;
• For freelancers and self-employed: For freelancers, a personal brand is the main tool for attracting clients. It allows you to build trust among customers, build a reputation as an expert in your niche and develop a network of professional acquaintances. After all, the more a person talks about himself and demonstrates his competence, the higher the probability that clients will choose him;
• For business owners and top managers: The CEO is often the face of their brand. He is the one who first promotes the company's values, history, mission and vision. In today's world, customers support those companies whose CEOs are open about their beliefs. Social media activity helps not only the business, but also the owner himself, expanding his influence, creating opportunities for new partnerships, and opening access to investment and media.

How to make yourself recognisable?

The first step to developing a personal brand is to define your uniqueness. It is necessary to understand what strengths a person has, how he or she can be useful to the audience and what values he or she wants to broadcast. The best way to find your niche is to ask yourself three questions:

• What do I enjoy doing?
• What am I better at than others?
• How can I be useful to people?

Once you've defined your niche, it's important to create a personal platform - a website or active social media profiles. To do this, you can:

• Register a domain with your name;
• Create a business card site or blog with information about activities, successes, articles;
• Develop pages in social networks, choosing platforms suitable for the target audience.

It is important to follow the visual style: use uniform colours, logo and fonts. Good design helps to create a memorable image that will be associated with a personal brand.

Social media promotion 

Social media is a key tool for personal brand development. Here you can not only share knowledge, but also communicate with your audience, get feedback and build your reputation. The choice of platform depends on the purpose and sphere of activity:

• LinkedIn - for business communication and job search;
• Instagram - for visual content and personal blogging;
• YouTube - for educational and entertaining video content;
• Twitter - for short but succinct thoughts and news;
• Facebook - for networking and discussion.

The main rule is regularity. The more often a person publishes content, the faster it becomes recognisable. Useful posts, case studies, personal stories and advice - all this helps to build the image of an expert. Another important aspect is naturalness and openness. People trust those who are not afraid to share personal stories, mistakes, and experience. A personal brand is not only about successes, but also the path to them.

Conclusion: Why do I need a personal brand and how to develop it?

Building a personal brand is a process that takes time but pays big dividends. Whether it is for career growth, professional empowerment or business development, personal branding plays a key role. It helps a person manage their reputation, stand out amongst their competitors and attract the right people to their neighbourhood.

It's important to remember that a personal brand is not just a pretty social media profile, but a strategy that combines a person's uniqueness, professional skills and ways of self-presentation. Developing a personal brand requires discipline, but it is one of the best investments in your future. In today's world, those who know how to position themselves correctly have more opportunities and are more successful in achieving their goals.