Defining “Personal Branding”

What is personal branding, anyway?

Most people hear personal branding and have a vague idea that it’s “How I talk about myself” or “What people think of me.” But if you really want to sit down and start understanding personal branding, how it works, and what you should do about it, the first thing to do is get a solid, not general, understanding of what it is.

That said, defining “personal branding” can be tricky. There are plenty of “experts” out there who will characterize personal branding in plenty of different ways. As a relatively new idea that is changing and growing even as we define it, the specifics of the definition of personal branding will continue to evolve as the ways that a personal brand forms, exists and changes.

Here is our working definition of Personal Branding:

Personal Branding: The art of consistently presenting, online and offline, the essence of how you stand out from the crowd.

It’s about consistently presenting the essence of you.

This chapter looks at different definitions and attributes of branding and personal branding to help bring the definition and your understanding of the field into focus. We will look at three key concepts.

  1. Self-Presentation vs. Self-Packaging
  2. Essence vs. Details
  3. You vs. Everyone Else

Always remember that personal branding is the art of consistently presenting the essence of You. Understanding these concepts and the nuances of how they affect your personal branding efforts will keep you on target and always moving in the right direction.


What Is Personal Branding Copyright © by jim F. Kukral & Murray Newlands. All Rights Reserved.


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