Think of your favourite brands. What makes them memorable? Why do people keep coming back? The same principles that companies use to position their products and services can be applied to individuals — a process now widely known as personal branding.
Harvard Business School lecturer Jill Avery describes it simply: “Every time we apply for a job, pitch to a client, or vie for a promotion, we are marketing ourselves. Personal branding is about understanding how to communicate our own value proposition — the difference we want to make in the world.”
What is personal branding?
At its heart, personal branding is the deliberate act of shaping how people see you. It’s about defining and communicating your unique value in a way that is accurate, coherent, compelling, and differentiated.
If you don’t take control of that narrative, others will do it for you — and their assumptions may not reflect the qualities you want to project. Done well, personal branding ensures you are remembered for the right reasons and stand out in a crowded professional landscape.
Why does it matter?
Reputation is currency. By consistently demonstrating your values, skills, and passions, you can attract opportunities that align with your authentic self.
A strong personal brand can:
• Draw attention to your unique differentiators, helping you win jobs, projects, or clients.
• Connect you with communities and peers who share your interests.
• Boost confidence, reduce imposter syndrome, and clarify your personal and professional goals.
Ultimately, it helps you become the go-to person in your chosen field or niche.
Building your personal brand
Richard Alvin, senior partner at the Content Crafting company, suggests a six-step approach to cultivating and maintaining a personal brand:
Define your purpose
Start by identifying your values, goals and unique strengths. Ask: What do I care about? How do I want people to see me? What makes me special? From there, craft a clear value proposition — a sentence that sums up who you are and what you offer.
Audit your current brand
Before you build your ideal brand, you need to understand how you’re already perceived. Consider your credentials, your social capital (networks and relationships), and your cultural capital (experience and emotional intelligence). Where are the gaps?
Create your narrative
Facts are important, but stories are memorable. Develop anecdotes that illustrate your skills and character — whether that’s a bold career move, a personal challenge you overcame, or the way you led a project to success.
Communicate and embody it
Your brand isn’t just words on a CV. It’s how you show up — online, in meetings, and in casual conversations. Share your stories through LinkedIn, industry events, and personal interactions. Embody your values by consistently acting in line with your stated purpose.
Socialise your brand
Others can be powerful advocates. Surround yourself with gatekeepers, influencers, promoters, and communities who can amplify your message and open new doors.
Reevaluate and adjust
Personal branding is never finished. Seek feedback from trusted colleagues and mentors, adapt to new challenges, and continually refine the way you present yourself.
Making your mark
Personal branding isn’t about self-promotion for its own sake. It’s about clarity, consistency, and confidence — knowing what you stand for and ensuring others do too.
When done well, it helps you attract the right opportunities, connect with the right people, and make the right impact. In an increasingly competitive world, your personal brand is the story that travels ahead of you — make sure it’s the one you want told.
Read more:
Personal branding: what it is and why it matters