Personal Brand

by Dawn Bentley

What is personal branding?

Personal branding is all about you and how you operate. It’s about who you are, your values, your beliefs, your skills, your experience and your behaviours. It’s what you leave behind when you walk out of a room – what people say about you when you are not there.

In other words, personal branding is what makes you unique. It concerns what you project to others and how they perceive you.


‘The brand called you’ was first coined by Tom Peters in 1997

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer of the brand called you.


A really successful brand is true to itself and clear about its identity. Look at Coca Cola, McDonalds, Virgin, Amazon and Microsoft. They are all clear about their unique selling points and the image they portray. Personal branding is very much the same. It’s about being clear as to who you are and ensuring this is the person you project. The key to your brand is authenticity.


Wikipedia definition of authenticity:

A psychological concept in which the individual derives gratification and positive emotions from exercising signature strengths and values.


It’s about constantly demonstrating your strengths and values in everything you do. If you do this, you will be energised, attractive and confident. If you are not authentic, you’ll find it tiring and exhausting.


A brand is the sum total of all perceived functional and emotional aspects of a product or service.

Developing your brand is simple, although it’s not easy. It takes time. It’s about getting to know who you really are and how you operate, as well as who you are becoming. Once this is identified and defined, you’ll be able to adapt to the world around you.