In the workplace, building a solid foundation is essential to stand out, generate trust and establish professional relationships that promote our career or venture.
The world is globalized and competitive, therefore job and commercial opportunities multiply but the best positions are also disputed. The development of the personal brand emerges as a key strategic asset to differentiate ourselves and position ourselves in this voracious market.
In the workplace, building a solid foundation is essential to stand out, generate trust and establish professional relationships that promote our career or venture.
Tom Peters in his influential article “The Brand Called You” (1997), refers to the conscious management of the perception that others have of us. It is not about pretending or selling a false image, but about showing our essence, skills and values with consistency and honesty. In this context, “self-selling” implies knowing who we are, what we want to achieve and how to communicate it effectively. It is a process that requires self-knowledge, clarity in our objectives and a communication strategy that combines digital tools and personal attitude.
Keys to developing an effective personal brand
- Self-knowledge: Before positioning ourselves, we must reflect on who we are and what makes us unique. Key questions include: What are my strengths? What is my value proposition? What problems can I solve? This exercise not only gives us clarity, but also defines our personal narrative.
- Define clear objectives: According to a study in the Journal of Applied Psychology, people who set clear and specific goals are 33% more likely to achieve them. Knowing where we want to go is crucial to guide our actions and our communication.
- Take care of the image: In an environment as visual as the current one, our image is our first letter of introduction. According to a Princeton University study, first impressions are formed in just 100 milliseconds. This includes not only our physical appearance, but also our digital presence: a professional profile on LinkedIn, a clear and attractive bio on social media, and a consistent style that reflects our personality and skills.
- Digital and in-person communication strategy: Digital platforms are the most powerful allies to project our personal brand. LinkedIn, for example, reported that profiles with a professional photo are 21 times more likely to be viewed and 9 times more likely to receive connection requests. However, in-person communication remains vital. Participating in events, conferences and meetings in the sector in which we operate allows us to build face-to-face relationships that reinforce our digital presence.
- Consistency and authenticity: Consumer psychology teaches that consistency builds trust. As Daniel Kahneman explains in his book Think fast, think slowpeople tend to trust what they perceive as familiar and consistent. A personal brand that transmits a consistent and authentic message over time will generate greater credibility.
In the world of work, where trust and reputation are fundamental pillars, a strong personal brand can be the differentiating factor in closing a negotiation, winning a client or being considered for a promotion. Edelman Trust Barometer reported that 81% of people trust a professional with a good personal reputation more than the company they represent. On the other hand, managing a personal brand also allows you to anticipate changes in the labor market. A McKinsey study indicates that by 2030, up to 14% of current jobs could be automated. Having a well-defined personal brand not only positions us as experts, but also makes us more resilient in the face of these transformations.
Every interaction counts and investing in our own brand can open doors to new opportunities and consolidate our position in the market with a strategic image that generates a positive impact. As Tom Peters summed it up: “You are your best product.” It is time to manage it with the same seriousness and dedication with which an investor takes care of his portfolio. Our personal brand not only reflects who we are, but also who we want to become.
Public relations expert in personal branding.
Source: Ambito
