What is important to offer in business? Solutions, quality, utility some would say. Consumer or customer value others would say. The value that they recognize and then appreciate by the results it produces.
Now let's turn to the first part: value for people to recognize. How long do we want it to take for the recognition of value to be realized in people's minds. Simple! As little time as possible. Five seconds, if possible. As little as it takes to see the brand name or logo.
Does this process of value recognition also apply to experts? To those who are consultants, managers, entrepreneurs, or thought leaders? Of course. Like it or not, in today's society, this process is already happening. Everyone is a brand, and everyone can build up a brand.
What is important to remember? Building your personal brand is a deliberate activity, carried out with the aim of establishing and communicating your personal value proposition. Over time, people carefully cultivated their public presence and reputation in the communities they were part of.
What has changed? Online search engines and social media have greatly expanded the potential audience, with both advantages and disadvantages. That is why I want to explore here the two sides of this coin, which is the personal brand.
The advantages of building a personal brand
1. Quick and enhanced visibility
The Internet and the digital environment allow people to showcase their skills, knowledge and distinctive attributes to a global audience. You can reach a large number of people and be recognized in your field of competence or activity only by using social media platforms, having a personal website and building professional networks online.
Another essential factor is that all this visibility can translate into business results. Beyond the monetization of online presence, if it is a significant one, many services can now be delivered online (for example: courses, consulting, coaching, etc.). In the case of products, the e-commerce explosion is underway and the B2C segment is estimated to reach 7.9 trillion dollars in 2030.
2. Greater professional opportunities
A strong personal brand can attract new employment opportunities, job offers, consulting requests, or collaboration requests. When you systematically communicate your expertise or position yourself as a thought leader in your profession, doors can open to partnerships and initiatives that coincide with your goals.
By actively engaging in online communities, attending events, or participating in discussions, you can expand your network of contacts and create collaborative opportunities that can fuel personal and professional growth. Another plus is the opportunity to collaborate on certain projects that can aim at social causes, supporting innovations with a major impact on improving people's lives.
3. Building trust and credibility
Trust is an important ingredient in personal life and in business. Starting from a foundation of trust and acting consistently to maintain trust is essential at home and in business.
You can build trust and credibility by continually providing value by sharing important ideas, and knowledge, and connecting with integrity with people in the communities where you are present. This can lead to more opportunities for mentoring, collaborations, and even media appearances where you can communicate your skills and contribute to the visibility of your industry.
Disadvantages of building a personal brand
1. Lack of authenticity
When it comes to personal branding, some people may be inclined to cultivate an image that is far from the real thing, giving an inauthentic image of themselves in order to exaggerate their achievements. This of course has a devastating effect when the truth is revealed, leading to a loss of trust and credibility. That is why it is essential that the personal brand is authentic, and real, based on transparency and consistency in providing value.
2. Information overload
As more and more people build their personal brands, there is a risk of information overload. It may be difficult for you to stand out and attract the attention of your target audience when many others are already doing so. To overcome this hurdle, focus on providing unique value through what you do differently or what your experiences are unique to. Specialize and build your compelling story of who you are as a combination of experience, skills, beliefs, and values that set you apart.
3. Negative online reputation
While the personal brand can increase our visibility, this approach also brings risks. People have different opinions and perspectives. That is why negative feedback, criticism or misinterpretation can all have a negative impact on your online reputation. Which is the solution? It is essential to monitor your online presence, participate carefully in debates or conversations, and respond to any different, critical perspective in a timely and professional manner.
Other aspects to consider
In building a personal brand, the boundary between personal and professional life is often crossed. Maintaining privacy and boundaries can be difficult when your personal brand mixes with everyday life. It is hard to be discreet or go unnoticed when you become a national or international brand. That is why it's essential to find and maintain a balance to avoid excess and maintain your well-being.
Personal branding has enormous potential as it brings visibility, career prospects and creating a strong network or community around you. However, it is essential to avoid mistakes by being authentic, monitoring your online reputation, avoiding overexposure, and maintaining a balance between what you share about your personal and professional life. By keeping these criteria in mind, you can build a strong personal brand that will help you communicate your value to develop your career, grow your business, or simply do good in the world.
About Constantin Magdalina
Constantin Magdalina has 15 years of professional experience, during which he worked for multinational companies, both in the country and abroad. Constantin has a Master's degree in Marketing and Communication at the Bucharest Academy of Economic Studies. He is LeanSix Sigma and ITIL (IT Information Library®) certified, which facilitates a good understanding of processes and transformations within organizations. The certification obtained from the Chartered Institute of Marketing completes his business expertise. He initiated and coordinated studies about the business environment in Romania. He participates in numerous business conferences and writes on topics related to innovation, streamlining business processes, social media, digital transformation, emerging trends and technologies.
