A personal brand can boost your reputation. It can help you spread a message, build relationships, and grow your business.
BUT… not always.
Your personal brand can actually work against you.
In fact, it can damage people’s perception of you.
For the first half of my career, I was a copywriter in advertising, and wrote ads for some of the world’s greatest brands. I saw the power of branding to help a brand become more loved and admired.
Yet I also saw that not all branding is created equal. A generic or half-hearted brand can turn people off, and make them less likely to return for more.
The world doesn’t need another personal brand to roll off the assembly line. The world needs YOU.
Are you damaging your personal brand with any of these 5 mistakes?
1. Is your personal brand generic?
Most personal branding techniques give generic tips about how to make an impression. Yet, the whole point is to stand out, and rise above the competition, with authentic traits. Ironic, no?
You can’t stand out by presenting yourself in the same way as everyone else. Avoid following one-size-fits-all techniques, or else you’re just blending in with everyone else.
2. Does your personal brand seem artificial?
Nobody wants to talk with a fake cardboard cut-out. Are you focusing so much on the other person (your customer, your client, your manager) that you’re losing your you-ness?
Don’t focus so much on what you think someone wants that you lose who you actually are. Identify who you are at your best, and the Advantages that highlight your greatest value. Build your brand around those core qualities, and you’ll never feel like a manufactured persona.
3. Do you equate “personal branding” with a resume or logo?
No, no, no. Your personal brand is NOT the same thing as your marketing or resume. It’s not your business card, or your blog, or the color of your website. It’s not artificially manufactured.
Your personal brand should come from within—from your personality. It’s a living, breathing part of you.
What you do should be in alignment with who you are.
4. Is your personal brand stagnant?
Basic personal branding is a good start to a career. But after a certain point, you outgrow where you started. The basics become too basic. Don’t get stuck.
As your income rises, so should people’s perception of your brand.
5. Is your personal brand jumbled and confusing?
It’s easy to think you should change your voice and mindset to match different situations.
Here’s the problem: That makes you seem inauthentic.
Don’t be one person on LinkedIn, and a whole different person in a live conversation. People want a clear, consistent sense of who you are. We want to trust that you’ll be the same person today and tomorrow.
Be more you.
Everything falls into place when you have a clear focal point for your communication. You can stop struggling, and start doing more of what you’re already doing right.
So what’s next?
So many of you have been asking for help in this area. You understand what you shouldn’t do, but you need a game plan of what you should do. I’ll be back soon with the tools to guide you.
David Ogilvy, one of the smartest branding minds in history, said this: "Tell the truth but make the truth fascinating.”
When you know the truth of who you are at your best, you can be both authentic and fascinating.
The people in your life don’t want the plastic version of you. They want the real you.
Give us the YOU who has ideas and opinions and quirks. Give us the YOU who is different and magnificent and one-of-a-kind. We’ll love you for it.
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You can fascinate your followers with a personal brand that is authentically you. Find out how to build yours here.
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Great tips Sally! As the Internet Marketing Director at my company I am constantly looking to help brand our EV Charging Stations for clients. As an emerging technology that is growing in popularity, we need to let folks know about the return on their investment after they install Electric Vehicle Chargers as an amenity. By helping these properties deliver a charging point solution to EV drivers, they are also able to deliver a powerful brand message to the rest of their audience!
Well put Sally!! Good information to determine whether you are damaging your personal brand or if it is working for you! Thanks Sally you are the best!
Outstanding points! I will incorporate these during my daily reflection to make sure I'm presenting the authentic and best version of myself. Thanks for sharing.
Really love the postings and messages. So right about being the real authentic 'you'.
Great for people to hear you remind them that as your success and revenue grow, so does your brand. I have seen that with Breakthrough Radio. In the 5 years we've been on-air and listened to the needs of listeners grow, we've found we help entrepreneurs master the inner and outer game of business. That brand has morphed over the years to become what it is now because we identified both their needs and how they see us!
I have a hard time NOT being me. I was going to start a newsletter about 3-4yrs ago. I had a friend proof it for the basic stuff. She completely changed it & then told me "I shouldn't write the way I talk, it's to familiar & personal, I should use WE and not I, WE gives the perception of a company" ...ok...I'm basically a one person show & if I can't write the way I talk I'm just not gonna do it. I'm a multi-hair colored goat & soap making addict & I started a page of my "Ramblings" on my website. If you can't be YOU then why bother the fake just oozes out. Have a Great Day :)!
When one realizes per personal brand is no longer in alignment with the company's (lack of) values or missiin.
You are right, Mia! Better to get it right the first time, rather than having to do damage control afterward.
This is a good article about the importance of getting your personal branding right, the first time. Undoing it and redoing it just creates confusion, and confusion is the OPPOSITE of what we want our personal branding to do. We want our branding to be clear, consistent and quickly recognized.
This is just fabulous permission to bottle our own energy as we work with people. I have loved all your articles since I saw you on the stage at the Advisors Excel Summit in Indianapolis, IN. Thank you.