How professionals can shape their personal brand

Personal branding is the way an individual presents their expertise, values and personality to an audience. In a guide to the subject, Sprout Social argues that people already have a public reputation, whether or not they make a deliberate effort to shape it. The task is to decide how to communicate those qualities to others.

Sprout Social says personal branding is no longer limited to celebrities. Founders, marketers, employees and job seekers can use it to distinguish themselves in crowded social feeds and build trust. The impression they create may influence whether someone chooses to follow them, offer them a job or buy from them.

The concept predates social media. Management writer Tom Peters helped popularize it in a 1997 Fast Company essay, “The Brand Called You.” Social platforms have since made it possible for anyone with a phone to put the idea into practice, according to the guide.

Personal and corporate brands serve different purposes

Both personal and corporate branding shape what audiences associate with a name, including the values and expectations attached to it. But they differ in ownership and purpose. An individual controls a personal brand, while company marketing and leadership teams manage a corporate brand. A personal voice draws on individual experience and opinions; a corporate voice follows shared guidelines.

Their objectives and channels also differ. Personal branding can support trust, influence and opportunities for an individual through social profiles, newsletters, talks and portfolios. Corporate branding focuses on building awareness, attracting customers and generating revenue through channels such as company social accounts, websites, advertising and packaging.

What this means for marketers

Marketers can start by identifying their goals and the value they offer, then communicate those qualities consistently. Sprout Social says a large audience, substantial budget or magnetic personality is not required. Instead, the guide emphasizes building on existing strengths and maintaining a habit of showing up for the audience.