Mind the gap-the train is leaving. Personal Branding Paradox.

In 2012 Jeff Bezos famously said that "Personal Brand is what people say about you after you have left the room". The world has changed a lot over the last few years, and today, personal brand is what people know about you BEFORE you enter the room.

In today's digital age, the importance of personal branding cannot be overstated, especially for professionals across all generations. Recent research from Morning Consult has highlighted a significant trend among Gen Z adults, with 67% valuing the importance of a strong personal brand.

👉 This figure notably surpasses that of their generational neighbors, the Millennials, and the broader adult population in the United States.

👉 The inclination towards personal branding among Gen Z can be attributed to their affinity for influencers and creator-driven platforms, along with a strategic response to the economic uncertainties and job insecurities that have characterized their entry into the workforce. Free platforms give us all possibilities to present ourselves in a way we want and creating an image has never been as easy as today. The younger generation clearly uses this to their advantage when many more established professionals underestimate the importance of the digital world.

Contrasting the digital confidence of younger, tech-savvy individuals with the reluctance of established professionals to engage online reveals a very distinct gap—and a paradox. So who is a thought-leader- a visible yet less experienced one or more knowledgeable yet invisible? This paradox highlights the evolving nature of professional visibility but also underscores significant issues that can arise from this gap.

Imposter syndrome and personal branding

Imposter syndrome — the internal experience of believing one is not as competent as others perceive them to be — is often a significant barrier for established professionals. Despite their achievements, the fear of being exposed as a "fraud" or making a "mistake" can deter them from showcasing their expertise online. Accompanied by many other, often unrecognized fears, stereotypes, and misconceptions around personal branding and digital, it leads to an underrepresentation of established professionals in digital spaces where their voices are crucial.

The digital confidence of younger generations

In contrast, younger generations, having grown up with digital technology, easily navigate these platforms. They're more likely to leverage social media for personal branding, viewing it as an essential career development and networking tool. Their digital fluency allows them to confidently craft and control their professional narrative, often bypassing traditional pathways to professional visibility and credibility.

Problems arising from the gap

1. Underutilization of experience: The hesitancy of seasoned professionals to engage in personal branding online can significantly underutilize their vast experience and knowledge. Valuable insights and mentorship opportunities that could benefit the wider professional community remain untapped. Life-long experiences and learnings remain unshared. Inspiring stories of real-world successes and failures remain untold

2. Generational knowledge divide: There's a risk of creating a generational divide where experienced professionals' wisdom and learning are not adequately represented in digital dialogues. This gap deprives younger professionals of learning from those with decades of experience.

3. Marketplace misrepresentation: When established professionals shy away from personal branding, there's a risk of marketplace misrepresentation. Potential clients, partners, and collaborators might find it challenging to discern the true leaders and experts in a field, making decisions based on digital presence rather than actual expertise and achievements.

4. Limited professional growth: For established professionals, avoiding digital visibility can limit career growth and opportunities. In an era where networking, collaboration, and professional development increasingly happen online, a lack of digital presence can hinder access to new ventures and even lead to professional irrelevance.

Bridging the Gap

To bridge this gap, it's crucial for established professionals to overcome imposter syndrome and embrace personal branding as a means to extend their influence and share their wealth of knowledge:

• Acknowledge and address imposter syndrome or fears and limiting beliefs: Recognizing those psychological barriers and addressing the underlying motivations can be the first step towards overcoming them. I see that NLP strategies can be particularly effective in reframing self-doubt into a drive for continuous learning and growth.
• Leverage personal branding strategically: Personal branding doesn't require revealing personal details or constant online engagement. It can be strategically used to highlight professional achievements, insights, and contributions in a manner that feels authentic and manageable and grows the impact on a much larger scale.
• Knowledge, mentorship, and collaboration: Established professionals can use digital platforms to share their experiences, stories, and learnings which provide invaluable guidance to younger generations. This enhances their personal brand and contributes to richer, more inclusive professional discussions online.
• Continuous learning: Embracing a mindset of continuous learning can help established professionals become more comfortable with digital tools and platforms, reducing the fears associated with technology and online engagement.

I want to emphasize the critical lesson that professionals from other generations should take from Gen Z's proactive approach. In times marked by rapid technological advancements and shifting economic landscapes, disregarding the development of one's personal brand is not just an oversight—it's a threat to one's career sustainability and growth. Personal branding is no longer merely a tool for self-promotion; it is a fundamental survival skill in the modern world.

The common belief is that there is a lack of digital skills.

Yet, I don’t believe it’s true. I believe all tools and formats can be mastered, and new formats can emerge if we focus on the human side first- YOU! I believe we need to delve deeper, addressing the underlying motivations, fears, and psychological barriers that truly shape an individual's digital journey. While technical proficiency is crucial, real transformation in digital branding and marketing comes from understanding and leveraging the human elements behind the screen.

Addressing the personal branding paradox involves recognizing the value established professionals bring to the digital table. By overcoming these barriers, they can ensure that their expertise and leadership continue to shape and influence their industries, bridging the generational divide and enriching the professional community as a whole.

p.s. I'm going on a 1year long adventure. If you're curious about growing your personal brand on a global scale, I invite you to follow me on this journey. Will I succeed, or what will I learn? We'll find out on April 1, 2025. READ MORE ABOUT MY EXPERIMENT

JOIN ME TO FOLLOW THE ADVENTURE & GET INSPIRATION AND PRACTICAL TIPS

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Olesija Saue is a personal branding strategist, executive coach, and NLP master practitioner, recognized as a Top Personal Branding Voice on LinkedIn and ranked among Thinkers360’s Top 5 Personal Branding Experts. Olesija brings over 20 years of experience in business development, sales, and marketing. She is a co-author of the Amazon best-selling book on personal branding, “The Brand Named You”. She is a partner and strategist at Goal Social Media Marketing and the founder of the personal branding agency Maximizer. Her work is dedicated to empowering professionals and CEOs by integrating NLP techniques with personal branding, ensuring their brand’s authenticity and impact.