Be Your Own Brand

1. Your Brand is What Others Perceive, Not What You Intend

A personal brand is a perception or emotion, maintained by somebody other than you, that describes your outstanding qualities and influences that person’s relationship with you.

Perception is reality. Your personal brand isn't about how you see yourself, but how others perceive you. It's the sum of their experiences and interactions with you, shaping their opinions and expectations. This means that managing your brand requires understanding and influencing these external perceptions.

Making a difference matters. A strong brand isn't built on self-promotion, but on the positive impact you have on others. When you make a discernable difference in someone's life, you create a lasting impression and build trust. This is the foundation of a strong personal brand.

• It's not about being different, but about the difference you make.
• Positive impact creates lasting memories and feelings.

Manage the gap. The difference between how you want to be perceived and how you are actually perceived impacts the quality of your relationships. A smaller gap leads to more productive and enjoyable interactions, while a larger gap can create friction and misunderstandings.

2. Strong Brands are Distinctive, Relevant, and Consistent

The strength of your personal brand grows or weakens depending upon the consistent impact (positive or negative) you are making on other individuals.

Three pillars of a strong brand. A strong personal brand is built on three key elements: distinctiveness, relevance, and consistency. You must stand for something unique, connect with what others value, and demonstrate these qualities reliably over time.

• Distinctiveness: Having a unique point of view and acting on your beliefs.
• Relevance: Understanding and caring about what's important to others.
• Consistency: Delivering on your promises and behaving predictably.

Value and trust. When you are distinctive and relevant, you create value for others. When you are consistent, you build trust. These two elements are the core of a strong brand.

• Trust grows when you consistently deliver value.
• Inconsistency weakens brands and suspends belief.

Climbing the brand ladder. Relationships evolve over time, moving from basic expectations to deeper emotional connections. As you consistently demonstrate your distinctive and relevant qualities, you move up the "brand ladder," building stronger and more meaningful relationships.

3. Personal Brand is Defined by Roles, Standards, and Style

The way you communicate and act when you do what you do (your style) and the norms within which you consistently operate (your standards) allow you to meet some basic needs of someone else (your roles) in each meaningful relationship in your life.

Three dimensions of perception. Your personal brand is perceived through three interconnected dimensions: roles, standards, and style. These dimensions help you understand how others see you and how you can manage those perceptions.

• Roles: The basic nature of your relationship with others (e.g., friend, colleague, parent).
• Standards: The level of performance you consistently adhere to.
• Style: The manner in which you communicate and interact with others.

Roles are the foundation. Your roles are the fundamental reason for your relationships. You must be competent in these roles to establish a foundation for your brand.

• Competence is the baseline for any relationship.
• Without competence, differentiation is impossible.

Standards and style differentiate. While roles may be similar to others, your standards and style make your brand unique. Standards are objective measures of performance, while style is the subjective, emotional aspect of your brand.

• Standards define how well you do what you do.
• Style is your brand's personality.

4. Authenticity is the Cornerstone of a Strong Brand

Authenticity is what others say they want most from us.

Values drive authenticity. A strong personal brand is built from the inside out, starting with your core values. Authenticity means being true to your personality, spirit, and character, and acting in alignment with your beliefs.

• Your values are the beliefs you hold to be true.
• Authenticity builds trust faster and maintains it longer.

Purpose, vision, and values. Authenticity is guided by three signposts: your purpose (why you exist), your vision (what you want to create), and your values (what you hold to be true). These elements provide a foundation for a strong and genuine brand.

• Purpose gives meaning to your life.
• Vision inspires you to create a better future.
• Values guide your actions and decisions.

Living your values. A successful brand is an accurate representation of your inner self. You must actively live your values every day, testing them in your relationships and watching how others respond.

• Your brand is based on your values, not the other way around.
• The world sees the real you when you live your values.

5. Your Brand Platform: Purpose, Vision, and Values

When your purpose, vision, and values are expressed as a brand that people find distinctive, relevant, and consistent, you’ve got something the world shows no signs of ever getting enough of.

Brand platform framework. Your personal brand platform consists of three key elements: brand dimensions (roles, standards, style), brand ethos (your dominant characteristic), and brand promise (a concise statement of your impact). This framework provides a foundation for building a strong brand.

• Brand dimensions define your unique aspects.
• Brand ethos is the single driving force behind your brand.
• Brand promise sums up the value you bring to others.

Defining your dimensions. Identify the roles you play in your relationships, the standards you adhere to, and the style you bring to your interactions. These elements combine to create a unique picture of your brand.

• Roles are the foundation of your relationships.
• Standards define how well you perform.
• Style is your unique personality.

Brand ethos is your core. Your brand ethos is the single most dominant characteristic of your brand, the one that permeates everything else. It should align with your most prized personal value.

• Your ethos is what makes you distinctive.
• It should reflect your most important personal value.

6. A Brand Promise is a Commitment to Make a Difference

A personal brand promise is for you—its purpose is to remind you of how you make a difference for others.

Brand promise defined. A personal brand promise is a concise, meaningful, and inspiring statement that sums up the impact a relationship with you will have on someone else. It's a commitment to how you will make a difference.

• It's a self-expression of how you apply your beliefs and passions.
• It should reflect your values and your brand ethos.

Effective brand promises. A good brand promise is short, action-oriented, and focused on the value you provide to others. It should be based on your brand ethos and tested with people who know you well.

• Keep it short (5-8 words).
• Make it action-oriented and inspiring.
• Focus on the value you provide.

Applying your promise. Your brand promise should guide your actions in all areas of your life, from work to family to friendships. It should be a constant reminder of how you want to make a difference.

• Use it as a touchstone for your actions.
• Let it guide your decisions and behaviors.

7. Alignment Amplifies Your Brand's Power

Alignment is the process of finding common ground for a mutually beneficial relationship.

Alignment is key. Alignment is the process of finding common ground for mutually beneficial relationships. It's about creating synergy between your personal brand and the brands of others, especially your employer.

• It's a two-way street, requiring understanding and mutual benefit.
• Aligned relationships require less energy and deliver greater benefits.

Alignment at work. When your values align with your employer's values, you have more opportunities to succeed and a greater desire to contribute. This creates a win-win situation for both you and the organization.

• It's about finding congruence, not uniformity.
• Authenticity and alignment are a powerful combination.

Seeking alignment. To create alignment, you must understand your employer's brand, including its values, competencies, standards, style, and brand promise. Then, compare it to your own brand platform to identify areas of congruence and conflict.

• Look for common ground and shared values.
• Address areas of conflict proactively.

8. Social Media: A Tool, Not a Substitute for Real Connection

The social networked world has added a new dimension to building and managing a personal brand and the perceptions that define it.

Social media as a tool. Social media is a powerful tool for building your personal brand, but it's not a substitute for real-world interactions. It should be used to amplify your brand, not to create a false image.

• It's a tool to extend your brand, not to change it.
• Consistency between your online and offline presence is crucial.

IRL and URL. Your "in real life" (IRL) brand should be consistent with your "URL" (online) brand. Use social media to reinforce your values, standards, and style, not to create a different persona.

• Think of them as two sides of the same coin.
• Coordinate your online and offline interactions.

Making a difference online. Use social media to make a positive impact on others. Share valuable content, offer support, and connect with people who share your values.

• Use social media to make a difference.
• Build a stronger brand by helping others.

9. Brand Moments: Opportunities to Shine or Fade

Brand moments are opportunities to dramatize the important dimensions of your brand in ways that add memorable clarity to the way you make and keep promises and commitments.

Brand moments defined. Brand moments are the times when your brand is put to the test, when you have the opportunity to demonstrate your values, standards, and style. These moments can be planned or unexpected, but they always have a significant impact.

• They are opportunities to reinforce your brand.
• They can be times of stress or distress.

Preparing for brand moments. Think about the scenarios in which your brand may be tested. How will you respond to remain true to your values and your brand promise?

• Practice responses for challenging situations.
• Anticipate opportunities to go above and beyond.

Everyday brand moments. Brand moments aren't always dramatic. They can be the simple, everyday choices you make that reflect your values and shape your brand.

• Every interaction is a chance to build or weaken your brand.
• Small acts can have a big impact.

10. Courage is the Key to Living Your Brand

The challenge to building a stronger brand is to have the courage to operate authentically, to strive to find alignment with others, and to be creative in applying one’s special qualities to make a difference as often as possible.

Living your brand daily. Building a strong personal brand is not a one-time event, but a daily practice. It requires courage to live your values, seek alignment, and make a difference, even when it's difficult.

• It's a journey, not a destination.
• It requires daily renewal and commitment.

Brand champions. You must be your own brand champion, consistently reinforcing your values and making sure your actions align with your brand promise.

• You are your brand's greatest advocate.
• You must be willing to stand up for your values.

Thriving, not surviving. Focus on making your work a laboratory for learning, growth, and creation. Engage with your work, seek to maximize your contribution, and take responsibility for your career.

• Thrivers focus on work as a laboratory.
• They are inspired by a strong sense of purpose.

Last updated: January 24, 2025