Personal branding differs from conventional branding only in its subject.
It is common for companies of any sort to engage in branding activities. However, branding on an individual level is on the rise, attributed to access to the internet and readily available tools.
Have you ever wondered how the incredibly reputable Malaysian actress Michelle Yeoh became so successful on a global scale?
Aside from her impeccable acting skills, her personal branding effort is equally impressive. The combination of both made her stand out among all the other masterful actresses and helped her secure roles in big movies.
Similar to conventional branding, personal branding aims to craft a brand identity distinctive enough to stand out among competitors. However, instead of an entity or company, the branding is for an individual.
With the rise of the internet and its augmentation, personal branding is not going away anytime and will only become increasingly important.
What Makes It Important?
Personal branding is a time-consuming undertaking. Naturally, you will start making a cost-benefit analysis of making the investment in personal branding.
So here are some of the reasons why personal branding is imperative, and some of them are interrelated.
1. Differentiation & Positioning
You have heard of brand positioning or differentiation; it is a fundamental brand pillar.
The internet allows almost everyone to apply for jobs, start an online business, or create a personal brand. As a result, almost every market has become more competitive than ever.
Personal branding might be your only ticket to positioning and differentiating yourself from the masses.
For job seekers, degrees are now a common commodity. When seeking quality jobs, a degree is just a small piece of the puzzle to distinguish yourself from other candidates.
If you are starting a YouTube channel or an online business, personal branding is essential.
2. More Opportunities
Similar to brand awareness, personal branding serves to gain recognition.
In Malaysia, there has been a noticeable increase in employees transitioning to freelancing.
As the freelancing industry becomes more competitive, personal branding enhances visibility, leading to more work opportunities and contracts.
These benefits also apply to job seekers, online influencers, and businesses. The primary difference lies in the types of opportunities created by personal branding.
3. Credibility
When purchasing on Shopee, you likely prefer an item with a solid brand identity over others. The same applies to personal branding.
Personal branding enhances your professional appearance. It distinguishes you from the masses and increases your credibility. As explained in social psychology, familiarity breeds credibility.
For example, a YouTube channel appears more trustworthy with a personalised logo.
Similarly, a website portfolio is more convincing during job applications than a verbal explanation in an interview.
To gain your target audience’s trust, personal branding is essential.
Basic Guidelines for Personal Branding
While hiring a branding agency might be of help, most people want to develop their personal branding themselves. If you are one of them, here are some basic guidelines to help you out.
1. Start from within
They say the first step is the hardest, and this holds true for personal branding.
Personal branding will only succeed if it reflects your authentic self, requiring extensive introspection.
Consider your passions, strengths, and weaknesses. Conduct a SWOT analysis of yourself and your goals. Finally, determine your brand vision, tone of voice, and story.
Since personal branding centres on your personality, your tone of voice should align with how you speak and act. Define your niche and the qualities that set you apart.
This self-reflection may seem tedious and daunting, but it is essential.
Without it, your personal branding will be fragile and easily influenced. A brand that is easily swayed is often perceived as unstable and untrustworthy.
2. Target Audience
After establishing the backbone of your personal brand, it’s time for research.
The first major area of research is your target audience, as it directly relates to what your brand offers.
For example, Yuna, a famous Malaysian musical artist, excels at writing R&B and soul music. Her target audience naturally consists of those who enjoy these genres.
If your personal brand focuses on food blogging, your audience might include foodies, homemakers, or food critics.
Once you’ve identified your target audience, conduct demographic, geographic, behavioural, and psychographic profiling. This analysis will provide a comprehensive picture to guide your personal branding efforts.
3. Visual Identity
Visual identity consists of logo design, colour scheme, aesthetics, fonts, and more. These elements make your brand recognisable and are part of your branding portfolio.
These visual elements also enhance your professional image and credibility. If you engage with your target audience across multiple platforms, ensure brand consistency.
All visual elements should be uniform and present at every target audience touchpoint.
4. Online & Offline Communication
The in-depth analysis of your target audience now proves invaluable. Identify the channels where your audience is most active and the messages they engage with.
Your digital branding will be most effective when you communicate in a way your audience finds comfortable.
For example, Vivy Yusof became one of Malaysia’s most successful internet celebrities through social media branding.
She and her husband launched the reputable fashion e-commerce site, FashionValet (FV), largely due to the massive following of her personal blog.
She knew where to engage her audience and how to “talk” to them.
Remember offline branding as well. Create a personalised business card with all your visual elements.
As a job seeker, your business card is an effective personal branding tool when attending career fairs in Malaysia.
5. Walk the Talk
Your actions and conduct must align with your brand identity.
If your personal branding is based on principles such as environmentalism, ensure your lifestyle reflects this. This would include your fashion choices, diet, and mode of transportation.
Deviating from what defines your brand can alienate your target audience.
Stay true to your brand identity, be authentic, and hold firm to your values. After all, these are the qualities that attract your audience in the first place.
Define Your Personal Brand
Having a personal brand helps you stand out as a professional in your industry.
Are you interested in leveraging the benefits of having an outstanding personal brand? Contact our branding experts at Walk Production to learn more about how you could make your mark in your industry.
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