Does Everyone Need a Personal Brand, or Is It Just a Trend?

I was in the car just yesterday listening to one of my favorite podcasts, Armchair Expert (ok, ok, it's the only podcast I listen to. But to be fair, it's good). The episode in question was Flightless Bird: Taylor Swift. The individuals leading the episode were talking about Taylor Swift, and about how strong her brand was, and about how branding yourself (in general) has become the thing to do. They proceed to go on and talk about her current boyfriend, Travis Kelce, who is also working on his own personal brand (and may or may not be using Taylor's brand to support his own journey).

This got me into thinking about personal branding in general. There are individuals I'm connected to on LinkedIn who talk about the importance of 'branding' yourself in the workspace so you can stand out. The phrase 'staying on brand' yields 586 million results on Google.

In the era of social media dominance and digital connectivity, the concept of personal branding has gained significant attention. It seems like everyone from entrepreneurs to freelancers to corporate professionals is talking about the importance of crafting a personal brand. But is personal branding truly essential for everyone, or is it merely a passing trend driven by the current digital landscape? Let's delve deeper into this topic to understand the nuances of personal branding and its relevance in today's world.

Understanding Personal Branding

Firstly, what exactly is a personal brand? Essentially, your personal brand is the unique combination of skills, experiences, and personality traits that you want others to associate with you. It's the way you present yourself to the world, both online and offline, and how others perceive you based on this presentation. Personal branding involves consciously shaping and managing this perception to achieve specific personal or professional goals.

The Rise of Personal Branding

The rise of personal branding can be attributed to several factors. In the digital age, where individuals have unprecedented access to global audiences through platforms like LinkedIn, Instagram, and Twitter, establishing a distinct online presence has become crucial. People are leveraging these platforms to showcase their expertise, build networks, and attract opportunities. Additionally, in competitive industries and job markets, having a strong personal brand can set you apart from the crowd and open doors to new opportunities.

Moreover, the shift towards a gig economy and remote work has made personal branding even more relevant. Freelancers and solopreneurs, in particular, rely heavily on personal branding to attract clients and projects. A compelling personal brand can instill trust and credibility, making potential clients more likely to choose you over competitors. Personally, as a corporate marketer when I look to hire an influencer for a campaign, I'm checking to see if their overall 'vibe' meets my company's - whether or not our 'brands' align.

Is Personal Branding Necessary for Everyone?

While personal branding offers numerous benefits, it may not be necessary for everyone. Whether or not you need to actively cultivate a personal brand depends on your individual goals, profession, and desired level of visibility.

1. Profession and Industry: Certain professions naturally lend themselves to personal branding. For example, if you're a consultant, artist, writer, or influencer, your personal brand is integral to your success. On the other hand, employees in traditional corporate settings may prioritize professional competence over personal branding.
   

2. Career Stage: Personal branding can be particularly advantageous for individuals starting their careers or transitioning between roles. Building a strong personal brand can help establish credibility and expand professional networks.
   

3. Long-Term Goals: Consider your long-term goals and aspirations. If you aspire to be an industry leader, thought influencer, or entrepreneur, investing in personal branding early on can be beneficial.
   

The Downside of Overemphasis on Personal Branding

While personal branding can be empowering, there are potential downsides to overemphasizing it. The pressure to curate a perfect online image can lead to inauthenticity and anxiety. Moreover, the focus on personal branding may overshadow the importance of genuine relationships and substantive contributions.

I've made my own website, LizAchanta.work, so clearly personal branding - at least on a minor level - has played at least a minor role in my professional approach. However, like the Cobbler who's children never have any shoes, I find that my personal branding is kind of all over the place. For an individual like me, I think this is OK. I'm not creating social media content left and right to try to earn a paycheck, and quite frankly this website truly is something I just do for fun.

Between having a full-time corporate job, a part-time fun job, freelancing my marketing skills, and being a full-time mom to a dog and human, I believe in the case for myself, focusing on building a brand at this point in time would just create unauthentic content and have a potential for burnout.

Conclusion: A Balanced Approach

In conclusion, personal branding is neither a universal necessity nor a fleeting trend. It is a strategic tool that can empower individuals to shape their professional narratives and leverage opportunities in the digital age. Whether or not you choose to actively engage in personal branding should align with your goals, values, and professional context.

If you're seeking visibility, credibility, or career advancement, investing in personal branding can be a wise choice. However, it's essential to approach personal branding authentically and with intention. Ultimately, personal branding should complement your skills and experiences, rather than define your entire identity. As the digital landscape continues to evolve, the concept of personal branding will likely remain relevant, albeit in forms that adapt to changing trends and technologies.