Your Personal Brand vs. Your Reputation

The terms “personal brand” and “reputation” are sometimes used interchangeably. Are they the same?

No: there’s a crucial difference between the two. Understanding the distinction can help you navigate your professional identity more effectively.

Personal Brand: The Intentional Impression

Branding is the impression you make on others. — from my book, Personal Branding at Work

Your personal brand is the intentional image you cultivate and project to others. It's:

• Curated and strategic
• Forward-looking
• Emphasizes your unique value proposition
• Actively shared through your actions, communication, and presentation

Reputation: The Collective Perception

The way to gain a good reputation is to endeavor to be what you desire to appear. — Socrates

Your reputation, on the other hand, is how others perceive you based on your past actions and behaviors. It’s:

• Organic and cumulative
• Based on historical performance
• Reflects consistency and reliability
• Shaped by others' experiences and opinions of you

The Interplay

While distinct, your personal brand and reputation are deeply interconnected. A strong personal brand can positively influence your reputation over time. Conversely, a solid reputation provides a foundation for building an authentic personal brand.

Leveraging Your Reputation in Your Brand

One powerful way to strengthen your personal brand is by incorporating elements of your established reputation. For example you can say, “I’m known for delivering projects ahead of schedule” or “My team recognizes me for my innovative problem-solving skills.” This approach:

Adds credibility to your personal brand

Bridges the gap between your intentional messaging and others’ perceptions

Highlights your proven strengths and accomplishments

Key Takeaway

Invest time in developing both:

1. Craft a personal brand that aligns with your professional goals and values.
2. Back it up with consistent actions that build a positive reputation.
3. Look for opportunities to incorporate your reputation into your brand messaging.

Your personal brand is a promise. Your reputation is whether you deliver on that promise. By aligning the two, you create a powerful professional identity.