What Is Personal Branding?
Personal branding is viewing yourself as a brand and strategically designing and communicating how you want others to perceive you. Just as companies build brand images, individuals need to clarify their value and expertise and convey it as a consistent message.
In modern career development, personal branding has become an important element beyond simple self-promotion. This is because opportunities for individuals to directly communicate their value to society have increased due to fluid job markets, the normalization of side businesses, and the spread of social media.
Start with Self-Analysis
The first step in personal branding is thorough self-analysis. It's important to reflect on yourself from the following perspectives.
Taking Stock of Strengths
- What areas have I achieved results in through past experience?
- What skills do others often rely on me for?
- What activities can I lose track of time doing?
Clarifying Values
- What beliefs are non-negotiable in work?
- What kind of social contribution do I want to make?
- What is my ideal way of working?
In self-analysis, feedback from others is also valuable. Asking trusted colleagues and friends about "their impression of you" can reveal gaps with your self-perception.
Designing Your Positioning
Based on the results of self-analysis, design your position in the market. The key is becoming "someone chosen for a specific area" rather than "someone who can do everything."
"Trying to be liked by everyone results in being chosen by no one"
Narrowing your specialty provides the following benefits:
- Easier to remember
- Easier to be referred
- Easier to raise rates
- Fewer competitors
However, being too niche reduces market size, so you need to consider the balance of supply and demand.
Consistent Communication
A brand isn't built through one-time communication. Continuous and consistent messaging is essential.
Selecting Communication Channels
- LinkedIn: Professional business-oriented content
- note, blogs: Sharing deep insights
- X (formerly Twitter): Daily observations and opinions
- Speaking engagements, contributions: Building authority
More channels isn't necessarily better. It's important to choose platforms where your target audience gathers and maintain quality content consistently.
Designing Content
- Sharing expertise
- Learnings based on real experience
- Perspectives on industry trends
- Lessons from failures
Focus on providing valuable information for readers rather than bragging or criticism.
Maintaining and Evolving Your Brand
Personal branding isn't finished once built. You need to evolve your brand according to changes in the market environment and your career stage.
We recommend regularly reviewing the following points:
- Is there a gap between my content and actual expertise?
- Have the needs of my target audience changed?
- Am I reflecting newly acquired skills and experiences?
Also, consistency between online communication and offline behavior is important. Brand credibility is built through alignment of words and actions.
Summary
Personal branding is a strategy to clarify your strengths and consistently communicate them to increase market value. What's important is not creating a false image, but effectively communicating your true value.
Start with self-analysis, design your positioning, and communicate continuously. By continuing this cycle, your unique brand will be built. Don't rush, and approach it with a long-term perspective.