A person can be perceived as a brand. People like Madonna, Michael Jordan, or Jim Carey are brands. A personal brand is a sum of intangible elements that increase your perceived value in the minds of those who come in contact with you.

I suggest exercise. The following is a list of personalities. What is the first adjective that comes to mind when you read: Emil Boc, Donald Trump, Gigi Becali, Barack Obama, Warren Buffet, Angelina Jolie. Basically, the first thing that comes to mind about each of them is one of the messages that the personal brand sends.

How can we build our personal brand?

  Who can do that? Anyone? You, me, the others? What would I do with a personal brand once built? And once built, how long does it last?

Today, more and more people are interested in building the best possible image. The next step will probably be to build an image as realistic as possible, based on personal strengths. The personal brand is the one that exposes who you really are in the eyes of the outside world. Now what you need to be aware of is that whether you want to or not, you have a unique, original, and unrepeatable personal brand. Your personal brand is who you are!

The brand encompasses a set of opinions we have about a product or a person. Because of this, people can conceive and deal with their own brand, that is, pay attention to what they tell others about themselves. You may want the cultivated image to be that of a creative or tough person, or one who cares about others because they feel that this will help them achieve your goals. Both established and emerging celebrities require the services of advertising agents and companies. These counselors often suggest changes in activity, behavior, or attitude that will increase their chances of getting noticed.

Why is Personal Branding Important

We live in a society where perception matters more than reality. We can be absolutely remarkable. We can have outstanding skills and abilities, we can be excellent professionals, we can have potential, aspirations, desire for development and yet, if we do not communicate them, we have great chances to go through life unseen, unknown. Personal branding is exactly what must be developed by every individual who wants recognition, prestige, and ultimately success. Madonna is a brand. David Beckham is a brand. Bill Gates is a brand. Gica Hagi is a brand. Ion Ţiriac is a brand. Nadia Comaneci is a brand. Andreea Marin is a brand.


All these people have a well-defined place in our minds, they communicate very clearly who they are and what makes them irreplaceable, they send very consistent messages, they arouse strong feelings and, whether we like it or not, they are not indifferent to us. Everyone has their own group of admirers, supporters, people with whom they knew how to create a relationship (indirect, most of the time) and who "buy" their brand: vote for them, watch their TV shows, buy their products and services, concert tickets, and CDs.

Personal Branding Strategy

Personal brand refers to the way a person is perceived by the public, customers (consumers), potential customers, and competitors. The audience is represented by the people we interact with every day. Customers, potential customers (or consumers) are the people we try to "sell" ourselves to. This "personal brand" uses us primarily in professional life, but can also be useful in private life. Our client (the one we are trying to sell what we are too) could be the one interviewing us for a job or if we work as an independent consultant, the very person we are trying to sell our services to. Competitors are those with whom, obviously, we are competing professionally or in private, but they also have a formed image of us.

In fact, it all comes down to the image when it comes to personal branding. Anyone we have come in contact with, whether it's a customer, a competitor, or just a person we have to interact with from time to time, has made an image of us, whether we like it or not.

For some of them, those who did not get to know us very well, the image is blurred or incomplete. It's like when someone asks you what you think about a product you've heard of but haven't tried or used for too little time to form an opinion. Others have already managed to get a picture of you. Correct or less correct, depending on how well you knew how to sell yourself. If the image they have built is real, all you have to do is stay consistent and confirm from time to time that the image is the right one. But if you think that you, as a brand, are misperceived, you have a lot of work to do because repairing a bad reputation is much harder than building one from scratch.

Even if it all comes down to the image, don't try to build distorted, false images. If you are good you will probably be able to do it but the baseless images, in reality, collapse sooner or later. It's like a product that you say is great when, in fact, it's crap. You may be fooling the customer and buy once, but the second time will definitely not happen again. Nor will he ever forgive you for lying to him. Related to the image, another key factor in personal branding is credibility. It is very difficult to build and can fall apart in seconds.

The levels of transformation of your brand are:

a) The context

Caring for your personal image begins with the environment in which you find yourself, the places you frequent and the people you meet. The popular saying "Tell me who you are friends with so I can tell you who you are" underscores this truth very well. Here we are talking about the contexts that people can choose in order to create their own image. Framing in a certain context requires adaptation and flexibility. You can adapt to the environment by the way you dress and by the signals of the standard you are at (phone, car, favorite restaurant/club, etc.).

b) Behavior

As a director of your own public image, you need to take a look at some typical behaviors. People around you will easily label you by generalizing certain actions of yours (how you shake hands, how you smile, what you say in certain situations, how you express your opinions, etc.).

c) Competence

What are you doing very well? Who recognizes you for what you do? Personal image is very much related to competence in general and especially to professional competence. Doctors have a certain social status, lawyers a different status, freelancers another, etc. Moreover, within the profession, you will be recognized for a certain kind of specialization. So what exactly do you want to be recognized for? It is advisable to play on the card of qualities you already have. What skills do you already have? What would be the key competency for your brand? How can you develop it at the level of excellence?

d) Attitude

In the long run, an indispensable component is a general attitude you present. This is reflected in the credibility. In popular language, it is said “behave like your port and speak as you speak.

Your personal brand is a promise of value. It separates you from your peers, your colleagues, your competitors. And it allows you to expand your success. Personal branding is not about building an image for the outside world; it refers to understanding the unique combination of rational and emotional attributes — your strength, skill, value, and passion — and using them to differentiate yourself from others and guide your career decisions.

Defining elements of personal branding are clear personal identity, creativity, spontaneity, charisma, seriousness, ability to make quick decisions, flexibility, the ability to overcome difficulties, character, how much you mean to others, but also style, how to puts you in value.

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