It is important to define the target audience of the personal brand.
The personal brand is the set of skills, competencies and experiences of an individual that make up their public image . These skills and actions of the subject cause an impression or footprint in their community.
It is important to indicate that a trademark is a sign that denotes belonging or functions as a distinctive element. The personal , meanwhile, is what is typical of a person. In this way, the concept of personal brand refers to someone's identity according to what is perceived by others .
Personal brand history
The concept of personal brand emerged in 1997 , when the American writer and consultant Tom J. Peters coined the notion in a note he published in "Fast Company" magazine. In this article, which he titled "The Brand Called You" , Peters introduced the idea of personal brand .
For Peters , each individual is their own company. Therefore, it is necessary that you manage your personal brand to reinforce your position and strengthen your image . He called this process personal branding .
Little by little, various authors added their contributions to the concept. One of them was the Spanish Andrés Pérez Ortega , who highlighted the importance of the personal brand in professionals to differentiate themselves and improve their possibilities in the selection processes.
Currently, the personal brand is closely associated with digital identity and online reputation . The North American Dan Schawbel is a reference in this aspect: he even wrote a book titled "Me 2.0" where he analyzes the content strategy that an individual can carry out to gain visibility online and boost their professional development through digital resources.
Personal branding is key when developing your own business.
Main features
It can be said that the personal brand is what a person shows about themselves in their public presentations, whether in person or virtual . It is a unique and distinctive value that can be linked to credibility and authenticity , among other qualities, and that exerts a certain social influence.
Personal branding is key to achieving goals and achieving benefits. That is why managing the impression produced at work, the market or society in general is very important.
Specialists warn that, in any social interaction and in any intervention in any situation, people always leave a trace . This trace can be perceived in different ways: personal branding aims to ensure that the person themselves can approach it in the way that is convenient or beneficial to them. In other words, it is possible to work so that the influence is positive and results in a benefit.
Nowadays, due to permanent connection and social networks, the personal brand is constantly under construction . It is not enough to work on it only in the work or professional sphere since its limits with personal life are diffuse. What someone uploads to a social network, even for personal use, impacts the way their personal brand is perceived in all areas. Thus, if a man is violent or aggressive on
As we already indicated, a person can be considered their own company or even a product. Your personal brand is made up of what you do and what you express, but also your attitude.
Participation in professional networks contributes to the dissemination of the personal brand.
Importance of personal brand
The personal brand contributes to being better known and recognized in the professional sector. That's why proper management helps you get better jobs or add clients.
Thanks to the Internet and globalization , personal branding can even contribute to international expansion . Today there are no borders for the transmission of knowledge and information and physical distances are often dissolved through the use of technology.
Personal branding also allows you to differentiate yourself from the competition. Therefore, it is key to know how to demonstrate skills and competencies . Effective communication is essential so that potential clients and employers become aware of the subject's strengths.
Frequent errors
Managing your personal brand comes with multiple challenges. Although each case is particular, certain errors are frequently repeated.
A common failure is not establishing precisely what the purpose of the personal brand is and who the actions are directed to. You need to determine what you want to achieve with personal branding and which audience you want to convince or captivate.
Another common failure is the inconsistency between the image, what is expressed and what is done . All components must be in sync and there must be brand consistency.
Do not forge your own style; not paying attention to feedback and criticism; and not maintaining a record on social networks are other mistakes that usually appear when managing the personal brand.
Examples of personal brand
Let's take the case of a journalist who wants to enhance his personal brand. The communicator creates a website that functions as his digital portfolio , showing his work in different media, which serves as a letter of introduction. He also uses blogging and podcasting to share his views on different topics and show his commitment to the community. These tasks give it a certain positioning in the media landscape.
Let's now think about a marketing expert . To manage his brand, he maintains intense activity on LinkedIn , betting on networking . He also participates in webinars, conferences and networking events, while also producing publications and articles to showcase his knowledge. In this way, it aims to reach more people and companies with its coaching, consulting and advisory services.