What Everyone Should Know about Personal Branding

Branding is defined as the total perceived value of a person or entity, relative to their competitors. Want to see the power of branding in action? Think of fast food hamburgers. Did you see golden arches in your mind? Think of Internet search engines. Did the name 'Google' enter your thoughts? Now multiply your reactions by millions upon millions of customers throughout the world. That's the power of branding.

You can gain an edge over your competitors by developing a personal brand of your own. The elements of branding are slightly different for individuals than for businesses, but the idea is the same. Simply put, you want to distinguish yourself as an expert who has valuable knowledge to share. You want to be the person people turn to when they need a particular product or service.

Look at Oprah Winfrey. She has definitely cultivated a world-wide following with her own personal brand. Do you want to know about money? Suze Orman is a name that comes to mind. Want to improve your health? Dr. Sanjay Gupta is a go-to personality in the medical field. The list goes on and on, but I'm sure you get the point. These people are sought out because they have distinguished themselves as reputable and knowledgeable experts in their respective fields.

You can take the principles of personal branding and apply them to yourself. Broken down to its simplest elements, personal branding is a combination of your physical appearance, your personality, your expertise, and your unique characteristics. Let’s take a look at those qualities, one by one:

Personal Appearance

You don’t have to be drop-dead gorgeous or wear thousand-dollar suits to present a pleasant demeanor. But you do need to look well-groomed and respectable. Take some time with your appearance. Get a haircut that flatters your face, and dress in clothing that fits you well and suits your body type. Most importantly, always practice good hygiene.

Personality

Here again, you don’t need to be a silver-tongued devil to cultivate a following. But you do need to have a strong sense of identity and well-defined goals and values. When people know what you’re about, they will identify with you and seek you out. (It never hurts to be nice, either.)

Expertise

This is the real substance of your personal brand. While packaging is important, your expertise and perceived value will keep people coming back for more. You don’t have to be a rocket scientist to achieve this; if you don’t have paper credentials, you’ll need to cultivate a record of success through client testimonials and measurable results. Put your name out there and attach it to some valuable content. And remember that perception is reality; if everyone thinks you’re an expert, you’re an expert.

Unique Characteristics

This has less to do with physical trappings and more to do with how you handle yourself. Before he was a media hound, Dr. Phil was always being sought out for his advice. Why? Because of his no-holds-barred, straight talk delivery. Why do people with car trouble call into Click and Clack’s “Car Talk” radio show? Because the hosts deliver great advice in a very entertaining manner. When you present your product or service with a personal twist, people will remember you – and isn’t that what this personal branding stuff is all about?