Beyond Businesses: Why Your Personal Brand is Key to Success

Lately, I have been doing a lot of research on why personal branding matters and not just for businesses, but also for individuals. It has been an interest of mine, because without even noticing, each and every thing we do online becomes a part of our personal brand. It's becoming equally true for executives who lead their teams, small creators showcasing their artwork, or a job seeker—your personal brand now is more important than ever. If we think about it, social media and online channels are not just about putting yourself out there; it's about being visible in a very crowded online space, defining your worth, and building trust. Let me break it down for you and explain in more detail why personal branding is becoming more imperative, even if you are not an influencer, a brand, or even concerned about your follower count.

Personal branding is not a new idea, but its influence on individuals, their careers, and professional growth has become so significant that now it is almost impossible to avoid leaving a digital trace, which later could reduce or increase your chances of getting the job you always wanted, selling a piece of your work, or even getting fired for a post you did a very long time ago. In this new digital world we live in, very few have the luxury of letting their work speak for itself without having to be someone people want to buy from. That's your job to shape how others see you, and that starts with doing everything online with intention. The key is being genuine, memorable, and consistently true to yourself—in other words, being authentic, but with intention and purpose. Think about the leaders. Their personal brand reaches way beyond themselves into their entire organisation. A leader with a strong personal brand has higher chances of building trust and inspiring employees, gets more networking and growth opportunities, and is more likely to attract top talents to their organisation, just to name a few. When leaders are clear about their vision and values, it strengthens their company’s reputation and their reputation as a result. This is the reason why not so many executives are actively starting to invest in personal branding. For creatives, personal branding is as important, although the approach is very different. It is not just about exhibiting your work—it's how what you are doing is unique. In this very crowded market, your personal brand can help the clients or potential collaborators recognise your distinct style and choose you out of many others because they recognise your work and who you are. Ask yourself: “Why should someone choose you over someone else?”. It’s the difference between being a talented artist and being the artist someone chooses for their specific skill or aesthetic. It’s about effectively communicating the unique value you bring to your audience. Even if you’re not a company leader or an inspiring artist, personal branding should matter to you too. It can be especially useful for professionals changing jobs or even industries. A strong personal brand can demonstrate your industry knowledge, good morals, and loyalty—qualities highly valued by Human Resources managers.

Building a personal brand can be an overwhelming experience for those unfamiliar with marketing or technological tools. Questions like “Where do I start?” or “What tools should I use?” are common. The good news: you do not have to know how to do everything or even do much right away. There are some basic steps to develop your personal brand, even if you are starting from scratch. The first and most important advice to anyone building their personal brand is to be authentic. Your personal brand is about who you really are; your authenticity is the foundation to build a brand that people can trust and relate to. It should not be about mimicking others who may inspire you or are more successful than you are; it’s about being true to your own values, highlighting the strengths you have, and composing your unique story with unique little details. Think about your UVPs (Unique Value Proposition), or, to put it more simply, what do you bring to the table? Find skills, experiences, or qualities that are unique to you and set you apart from others. Stay consistent: your voice (unique expression, style, and personality when communicating on social media platforms), tone (subset of your brand's voice; adds specific flavour to your voice based on the situation). Demonstrate credibility when you get the opportunity—your expertise is a gem in a crown of your personal brand. You may want to use articles, short or long videos, or even blog posts to share knowledge, your points of view, or just your expertise on a trending subject. Visuals are everything—make sure you invest in high-quality imagery, headshots, and logos. Always use consistent fonts, colours, and layouts to create a cohesive look and a recognisable appearance.

Personal branding, however, does come with a number of challenges you should know about. It demands your time and consistency. The first challenge you're going to face is committing to the process—it’s not a one-and-done kind of effort but a continuous process. Your brand, like your life, evolves over time, and it requires frequent updates and commitment to making those updates. Many people have fears over privacy and security, while others worry about judgement or bullying online. Legal issues like plagiarism and copyright infringement are also part of those challenges. While all of these concerns are valid, remaining invisible won’t help you connect with opportunities for personal and professional growth, like finding new roles, potential clients, or new sources of funding. Another challenge is the use of technologies, so for those who aren't tech-savvy, building a personal brand can be overwhelming or daunting. The good news is you can start small! LinkedIn is one of the best social media platforms for personal brand development out there currently, and if you are reading this article, most likely you are already using it. It’s more than a place to upload your resume; it’s where you can actively craft your whole professional narrative. Start with your headline—it should really emphasise your unique skills and abilities, so you stand out. The professional summary will describe what drove and motivated you, how you have made and will make an impact. Consider resharing and commenting on articles or posts where you can showcase your knowledge, and you will slowly gain professional respect, making others rely on their insights. The more consistently you engage, the more memorable you become. Always give deserved credit to the original creator and make sure you don’t present others' hard work as your own. 

Your resume is another important element of your personal branding. It should reflect your distinctive qualities and strengths, not just lists of previous roles—highlight achievements with value you brought to the position and provide measurable results. A clean, modern design demonstrates professionalism; just make sure all the visuals align with your personal brand. Can't emphasise enough: you need to make sure all fonts, colours, and layouts in every piece of work you produce are cohesive. For creatives and project-based professionals, a portfolio is a crucial document where your work can be showcased in the best, most cohesive way and tells your story. Make sure to demonstrate your best work, present it in the easiest-to-navigate way, and there are tools like Behance or Squarespace that make building portfolios simpler. Your online presence should extend beyond LinkedIn and resumes. Branding requires consistency across all platforms—starting with your Twitter bio, moving to your Instagram profile, extending to a professional blog, and even including your emails. Although visual elements like profile photos, banners, and colours all contribute to your image, don’t forget about the content you are producing; your tone and voice should be cohesive as well. If this sounds daunting, Canva for visuals and Lumen5 for videos can simplify the process by a great length. LinkedIn Learning gives access to great tutorials to boost your confidence and helps you become more tech-savvy. Consider investing in a personal website if you want to stand out—it centralises your work, tells your story, and makes it easy for others to engage and connect with you.