Why You Need to Create a Genuine Personal Brand

In today’s high-tech information age, consumers are savvier than ever before. Whether it is comparison shopping online before visiting a brick-and-mortar retain location or reading the reviews of a product on Amazon.com before making a purchase, today’s consumer routinely performs a “smell check” before committing to purchase a good or a service.

This skepticism represents a challenge for businesses, but also an opportunity for top performers to clearly separate themselves from the competition. As we have discussed elsewhere, a strong personal brand is a powerful way to differentiate yourself from the competition by establishing your expertise—but that personal brand will be subjected to the same scrutiny as your products and services. This scrutiny can manifest itself in a variety of ways… some potential clients will visit your website and dig around, others will take a look at your social media presence, and still others will call around town looking for confirmation from a past or current customer.

Therefore, if your personal brand is to serve as a powerful means of differentiation from your competition, it must hold up to scrutiny. And to do that, your personal brand must be genuine. It must be authentic.

Fortunately, building a powerful personal brand starts with being yourself. It isn’t difficult to create an authentic brand—because the strongest personal brands are 100% authentic. Your personal brand should be an expression of your passions, your interests, and your personality. Granted your brand must be “cleaned up” a bit before it’s ready to be presented to your audience, but at the end of the day your personal brand should reflect who you are.

Are you passionate about golf or fishing? Find a way to work that passion into your brand—perhaps by frequently tweeting from the golf course or by publishing a book in which you relate the lessons you’ve learned while fishing to your industry.
Are you passionate about a particular cause or movement? Get involved in local clubs and organizations. Offer to guest-blog for prominent writers focused on those causes.
Creating a genuine personal brand doesn’t have to be difficult. In fact, it doesn’t have to feel like work at all. The key is to identify an angle by which you can connect your personal interests and hobbies to your industry, and to the products and services you offer. Feel free to get in touch with me for more on this subject!