14.03.2017 / How to build a personal brand and maintain it?

Definition of a personal brand:

“A personal brand is the means by which people remember you,”- Laura Lake, who has 15 years in online marketing field.

Importance of a personal brand:

A personal brand helps to find a job. It gives an opportunity for recruiters to find your profile easily and understand more things about a person. A personal brand can help in influencing other people. Finally, a personal brand represents a person online.


How to create a strong personal brand?





Hard & Soft Skills:

Soft Skills:

Leadrship. One of the most important soft skills you can develop in your career is the ability to lead. Being a strong leader will mean the difference between you getting a promotion over someone else with similar qualifications. The further you move up in any industry, the more important leadership skills become. A good leader influences others to accomplish goals. Prove your leadership abilities by asking for more responsibility and going out of your way to organize new projects.

Collaboration. Another essential soft skill is collaboration. Someone who can work well with a team will often be much more successful than someone who cannot. Teamwork requires the ability to build solid relationships and connect with other people. You should be able to understand your coworkers and clients equally well. Understanding builds these strong relationships. Being collaborative is just as important as being a leader because these skills play key roles in the upper level positions of all career paths. Incorporating these ideas into your brand now will set you up for success in the future.

Communication. Recent studies show 98 percent of employers believe communication skills are essential. That’s why it’s important for them to see communication skills are a staple of your brand. You need to think about all aspects of communication, including written and verbal. Consider your conversation skills, your ability to tell a story, and the way you deliver a message. All of these factors play into being a strong communicator. You can demonstrate these skills through many aspects of your brand, such as your resume, cover letter, interview, personal website, social media, and more.

Work Ethic. A strong work ethic is another important skill for your brand. Are you willing to put in more hours? Do you volunteer for extra responsibilities? How well do you manage your time? All of these habits play into your strong work ethic. The people around you notice these things, so if you have a strong work ethic your coworkers and managers will know this. That’s why your professional references are the best opportunity to demonstrate your work ethic. Determine who you’ve worked with and who will be able to speak on your behalf. Strong references are essential for your personal brand.

Problem Solving. If you can find efficient and effective solutions to problems, you will be an appealing candidate for any job. In fact, 93 percent of employers said the ability to think critically and solve complex problems is more important than a job candidate’s undergraduate degree, according to a recent survey.

Hard Skills:

Analytics and research. Candidates should be able to look at marketing with an analytical eye-from research to data to content-and they should be able to draw meaningful conclusions and plan next steps.

Digital savvy. From SEO to pay per click to social media, the online landscape of today is constantly changing. Marketers need to have a basic understanding of the various tools available and how they can apply them.

Brand-building. Company branding is a differentiator in the marketplace, and good marketers understand that. They know their personal brand and they are also able to recognize strong company brands in the market.

Strong writing and editing. Candidates for a marketing role should be able to adjust their tone and style, and they should be able to edit others’ work. Thought leadership and content creation is crucial to building brands today; they add credibility and help consumers trust the product.

Selling. In an interview, candidates should be able to sell themselves-from the way they present to how they articulate accomplishments. That ability translates to the workplace: Great marketers understand how to sell a service or product, they know the nuances and the points of differentiation, and they can clearly articulate them.

Understanding of target markets. Much of marketing is about knowing your audience. Even though a candidate may not understand all the intricacies of the business, they should still be able to speak to who the customer is after learning more about the product or service.

Examples of a Personal Brand in different fields:

Good Example:



Bad Example:

 Cho Hyun-ah


Since Ms. Cho’s dad is chairman of Korean Air, it’s not entirely surprising that she got the job of executive vice president. What was a bit surprising, though, was when she called attention to herself by forcing a plane to delay takeoff and return to the gate because she was served her macadamia nuts in a bag and not a plate. She was promptly fired, losing whatever personal brand equity she might have had.

Lesson learned: If you land a job through nepotism, try to avoid egregiously nutty behavior.


  1. What is Personal Branding in Marketing? by Laura Lake
  2. Online Personal Brand by Ryan Matthew Frischmann
  3. How to Build a Personal Brand Online? by Headway Capital
  4. 5 Soft Skills to Emphasize in Your Brand by Heather R. Huhman
  5. How to Brand Your Personal Profile? A story of personal branding  by Nick Brown


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