What are the 4 pillars of personal branding?

As we cross the halfway point of 2024, many are starting to understand the power of a personal brand. If we look at entrepreneurs like Alex Hormozi, Sam Ovens, or Simon Squibb - we know that it doesn’t matter your age or background, people just want to hear stories and see progress.

Coaches, consultants, freelancers, and founders. Everybody is creating content and wants to make their mark in the attention economy, in this article we’ll cover the crucial (yet often forgotten) pillars of personal branding and why they’re so crucial to social media success.

Let’s dive in.

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Understanding Personal Branding

The Concept of Personal Branding

Personal branding is the practice of marketing oneself as a brand, it’s not only reserved for business. Every celebrity, politician, and artist has a personal brand and how they portray themselves is what their brand represents.

Having a personal brand involves creating a unique identity and coherent message that sets you apart from others. The keyword is “personal” and showcasing your values and the mission you’re on is a key part of getting people to resonate with you.

The Historical Perspective

While the term "personal branding" may seem modern, the concept dates back thousands of years. Think of philosophers, monarchs, and leaders who had distinct identities and reputations, they all had a personal brand simply because they shared their values and their projects.

In the digital age now, all voices can be amplified which means growing a following isn’t as difficult, this is proved by the rise of “micro-influencers”.

Building Your Personal Brand

When you first start out - understanding your WHY is crucial. Not only does it give you the necessary motivation you need to consistently keep producing content but also to know what you stand for as well as what your mission is.

The first step is a self-assessment to understand your strengths, weaknesses, and unique value proposition. Setting clear goals in 6-month timeframes is what I’ve found works best.

Developing a visual identity that reflects your brand is the next step to building your brand. This is your overall aesthetic that will be used consistently across all platforms. Don’t hold back on the details and don’t worry about these changing over time, what we’re looking for his a solid foundation on which we can stay consistent.

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The 4 Pillars of Personal Branding

A strong personal brand can be dissected into many moving parts, here are the core pillars to focus on when establishing a presence on the internet:

Authenticity

Authenticity means being true to who you are, your values, and your beliefs. When your audience can truly resonate with the mission you’re on, they will become loyal followers. It's about transparency and honesty in your communications.

People connect with genuine personalities. Authenticity builds trust and loyalty, which are foundational to a strong personal brand. If you’re not authentic, people will eventually see through the façade, damaging your reputation.

Consistency

Consistency is arguably the most important pillar of your personal brand. Whether it's through your social media posts, public appearances, or everyday interactions, maintaining a consistent image and message will solidify who you are in your audience’s minds.

Think of brands like Apple, Nike, or Redbull - their consistent messaging and imagery make them instantly recognizable. Similarly, a personal brand must be consistently presented to be effective.

Expertise

The expertise pillar varies from person to person but cannot be disregarded. Your audience must resonate with you (authenticity) but must also know that they’re consuming content from an expert in their industry.

Your brand should highlight your knowledge and skills. You position yourself as an expert by sharing insights, offering real solutions, and demonstrating your expertise (testimonials, case studies, etc.

Engaging with other people’s content by adding value and sharing more insights is a great way to connect and further establish yourself as an authority.

Visibility

A strong personal brand requires visibility. Be active on platforms where your audience is and be consistent. Leverage platforms like LinkedIn for networking and value content, Instagram for storytelling, X (formerly Twitter) for real-time engagement, and blogs, podcasts, or a newsletter to share deeper insights.

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Promoting Your Personal Brand

Growing your brand can be done in many different ways and depending on your industry, location, and age, these can strongly vary. Here’s what you can do:

The first is to network. Join industry events, masterminds, groups, and connect with other individuals in your space. Make these interactions valuable and remember that the best way for somebody to remember you is by giving them something and not asking for anything in return.

Secondly, creating content and posting on social media. This is the most common and the most powerful way people are growing their personal brands. There are over 1 billion daily active users across 7 different major platforms - owning 0.1% of that crowd is extremely straightforward.

Finally, you have podcasts. I’m separating this one from social media as this does not rely on you having any accounts on any platforms, you can simply join an already established podcast and speak for 1-2 hours to your audience. It’s an increasingly popular form of content and an opportunity to seize as quickly as possible.

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Maintaining and Evolving Your Personal Brand

We’ve covered how to promote and grow your brand, maintaining it is a different story. Regularly checking how you’re perceived is a key step. Use tools like Google Alerts or social media monitoring to stay informed about what’s being said about you.

Be prepared to adapt your brand strategy as needed. Market, technology, and audience preferences can change - your brand should evolve accordingly.

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Conclusion

Building a personal brand is an ongoing process - focus on authenticity, consistency, expertise, and visibility so you can create an impactful personal brand.

Remember, your brand is your reputation – make it count.

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PS. Check out our case studies here so you know what a successful personal brand looks like.

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FAQs

What is the first step in personal branding?

The first step is self-assessment. Understand your strengths, weaknesses, values, and unique value proposition.

How can I remain authentic in my personal brand?

Stay true to your values and beliefs. Be honest and transparent in your actions and communications.

Why is consistency important in personal branding?

Consistency helps reinforce your brand message and makes you easily recognizable. It builds trust and reliability.

What platforms are best for building a personal brand?

LinkedIn, Instagram, Twitter, and personal blogs are excellent platforms for building a personal brand. Choose platforms where your target audience is most active.

How can I measure the success of my personal brand?

Monitor feedback, engagement metrics, and personal goals. Use tools like Google Alerts, social media analytics, and surveys to gauge your brand's impact.

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