Personal Branding, what it is, and what it's not.

Bill Gates, Elon Musk, and the late Steve Jobs are some of the biggest names that come to mind when people think of strong company leaders. Granted, the fact that they are or were at the helm of some of the world’s biggest and most widely recognized companies has a lot to do with that. But aside from their resumes and accolades, each of these executives has built a personal brand that resonates in everything they do.

Bill Gates embodies philanthropy and is seen as one of the most generous human beings on the planet. During his tenure at Apple, Steve Jobs was seen as a total visionary that was willing to take huge risks (sometimes at the expense of others) to achieve his goals. And Elon Musk fearlessly believes that nothing is impossible and that if you want the world to be a better place, you have to take matters into your own hands.

But enough about them — let’s talk about you. What are you doing as a leader in your company that will allow you to stand out in your industry? Or more importantly, why should you invest in personal branding in the first place?

What Personal Branding Is, and What It Is Not

By definition, a personal brand is an image that people associate with your persona. It’s how you promote yourself, both to your company and to outside individuals.

However, personal branding shouldn’t be confused or interchanged with business branding. Whether you’re a CEO, entrepreneur, or business professional, the company you work for has its own image. By default, each person within your organization is an extension of that image to a degree. And while there is likely plenty of overlap between your personal brand and the brand image of the company, the two are essentially mutually exclusive.

Your company doesn’t define your personal brand or vice versa, but your brand will likely embody many of the same ideals and values of the company. In fact, this would be an ideal scenario so that you could lend your talents to something you hold close to your heart.

It’s important for business leaders and professionals to craft their own unique brand to be able to stand on their own merits in the executive world, especially if you plan to one day move into a CEO role or other leadership position at a different company. The way others view your brand will help you to move your career forward, attract attention from the right stakeholders, and contribute to your success bigger and faster than you could by hiding behind your job title and company’s reputation.

The Building Blocks of Personal Branding

 If you’ve made it to an executive role, chances are you already have a personal brand — whether or not you realize it.

In the digital era, where everyone can be anyone online, it’s becoming increasingly important to join the conversations people are having about you and take control over how your personal brand looks and functions.

Though the development of personal branding is largely an individualized process, there are a few shared characteristics that can help you create a stronger image:

An Online Presence

At the very minimum, you should have some sort of social media presence, a LinkedIn profile, and some form of press. People may already be Googling your name, and establishing your own online presence allows you to take control of these conversations and the way you present yourself online.

An Offline Presence

From business cards to speaking events, don’t undervalue the impact of the offline world. This is where people can really get to know you and everything you stand for. They have the benefit of eye contact and the energy you give off. They know what it’s like to shake your hand and how you respond to questions. They see how you dress when you’re not in front of the camera. Everything about your outward persona should reflect the brand you want to build.

Presentation

The way you present yourself to others is a telltale sign of your persona. From the way you dress to how you speak, every decision you make should be indicative of your brand. This is why people react very differently to the news of two people doing the same thing. For example, if a politician were to get caught doing drugs, it could ruin his career. But if the lead singer in a rock band were to do the same thing, hardly anyone would be surprised.

People have certain expectations of a person, which lends to your brand. Someone who continues to change up their presentation can be difficult to figure out, and while this in itself can be a sort of branding, it doesn’t do much to help people build trust with you.

Consistency

Just like a company’s brand image, your personal brand will thrive if you present a consistent image in everything you do. As a rule, it’s better to narrow your focus on one or two traits that you want to stand out. These traits should be something unique that people can easily associate with you, such as a specific action, catchphrase, mascot, or even style of dress. This will help you stick to consistent messaging and avoid potential gaps that could derail your image.

In addition, intertwining your online presence, offline presence, and presentation can help you deliver on others’ expectations.

7 Questions to Answer to Crack the Code for Personal Branding

Personal branding is, well, personal. It takes deep introspection, thought, and sense of direction to decide how you want to present yourself to others, how you want to shape your reputation, and what actions you need to take to create this image.

These seven questions can help you start thinking in the right direction — remember, there are no right or wrong answers:

1. How well known are you in your industry?

There are multiple levels of notoriety as a CEO, entrepreneur, or business professional, and you need to know where you stand. People like Bill Gates and Elon Musk aren’t just names — most people can also picture their face. Other leaders might not be known by name, but most people will be familiar with the company they represent. And then there are the thousands of startups and up-and-comers who have no real fame to speak of outside of a few personal acquaintances.

A good follow up question to this is, “Who needs to know me in this industry?” It’s not just about being famous or well known, but rather being selectively famous. Personal branding requires clarity on whom you’re trying to influence. It’s quality versus quantity: If you’re too focused on building recognition in the world at large, you will have less impact than if you focus your efforts on making meaningful connections.

2. What will people find interesting about me?

People gravitate toward people they find intriguing, regardless of their likability factor. Think about what makes you stand out from your peers. Do you speak another language? Have you traveled to every continent? Do you have an enviable collection of first edition books or autographs?

These things may or may not be directly related to your job or professional abilities. But they can help to draw others in. Building a personal brand is all about making the right connections, and people need to know more than just your resume. 

3. What are my vision, mission, and values?

These are the driving forces behind the way you operate. You have a mission as to where you want to take your career and the changes you want to make in the world. You have a clear vision of what you want your company or personal life to look like in the next year, five years, ten years or longer. And you make decisions based on a core set of values that will enable you to achieve your goals.

Think of these aspects as the three legs on a tripod: None can function without support from the others. These factors impact the way you think, feel, and behave. They play an important role in decision making, and will ultimately shape and support your personal brand.

It’s important, to be honest, and realistic when dialing in on your vision, mission, and values, though this can sometimes be easier said than done. When our values become compromised, by ourselves or others, we start exhibiting negative emotions that can sidetrack us from our goals. We become the person that no one wants to be around and may end up pushing away the very people who can help us. But when we’re upholding our values that support our vision and mission, we’re better able to contend with any challenges that stand in our way.

4. What value do I provide?

All CEOs, entrepreneurs, and professionals should have a sense of purpose guiding them toward their vision. Perhaps you’re making a difference for the greater good. Or maybe you’re helping to provide much-needed jobs in your community. Or you might be providing a brand new service or product that will make the lives of its users easier or more convenient.

Your value should allow you to enjoy the job you’ve chosen. Well branded leaders need a fire in their belly that makes them passionate to come to work every day and drive themselves closer to the next benchmark. Understanding your value can help provide this direction and keep you focused on the end results.

5. What qualities do I want other people to see in me?

Personal branding is all about presenting the image you want other people to associate with your name. Think about how you want your clients, stakeholders, employees, and other professionals in your industry to see you:

Do you want to be seen as an adventure seeker or risk taker?

Do you want to resonate with philanthropists?

Do you take a tech-forward approach to problem-solving or product development?

There are countless ways you could define your personal brand. Start with the qualities that matter most to the image you’re trying to create, then think about the actions and outlets that will help you promote those qualities to the people that matter.

6. What new things are you currently learning or want to learn?

As a business professional who may find themselves being pulled in multiple directions at once, it’s easy to develop tunnel vision and neglect what’s happening around you. But savvy leaders know that personal growth is essential to developing your brand, and it’s important to break away from the norm and focus on expanding your skills and knowledge.

If you haven’t taken the time to learn a new skill, take a course, or attend a seminar or webinar recently, now is a good time to re-evaluate your learning plan. Ongoing education not only makes you more valuable and articulate as an executive or entrepreneur, but can also help you uncover additional branding opportunities and grow your professional network in the process.

7. How do I prefer to communicate my personal brand?

Many leaders are often called upon to deliver keynote speeches at seminars. Granted, it’s an excellent way to address your audience face to face and infuse your brand into your words, but what if you’re terrified of the stage?

It’s simple: just pick a different medium.

Thanks to our current digital revolution, there are countless ways to communicate with your audience. If you love speaking but not in public, consider developing your own web series or podcast that takes away the pressure of a live audience. Or, if you’re an avid writer, start your own blog or guest post on other blogs to share your expertise. If you have a witty personality, Facebook and Twitter might be prime stages for your brand.

It’s not necessarily the delivery method itself, but rather what you love doing and can do well.

Final Thoughts

Developing a strong personal brand is one of the most important things you can do as a CEO, business professional, executive, or entrepreneur. By allowing people to get to know what you stand for, what your goals are, and whose best interest you have in mind, you’ll be able to capture attention from the right people at the right time and catapult your career forward.

Robert Moment is a Personal Branding Strategist and Executive Leadership Coach who specializes in teaching CEOs, Executives, Professionals, and Entrepreneurs how to unlock their potential to succeed and be the “Go-to” leader in their industry.

100% Money Back Performance & Results Guarantee (No question asked if I do not deliver exceptional coaching services as promised).

Robert is the author of the following books:

• What Makes You Stand Out
• Executive Leadership Coaching Guide
• Principles of Leadership Development
• Entrepreneur Success Habits
• Always Believe in Yourself

Visit www.WhatMakesYouStandOut.com to download FREE chapters of Principles of Leadership Development.