In the age of social media and digital presence, the concept of a “personal brand” has become ubiquitous. As someone who has spent three decades navigating the ever-evolving media and communications landscape, I’ve witnessed firsthand the rise of personal branding and its impact on careers and businesses.

Today, I want to share my story of grappling with the decision to build a personal brand, the challenges I faced, and the valuable lessons I learned.

The allure of personal branding

Early in my career, personal branding was less prevalent than it is today. We focused on building our skills, networking in person, and letting our work speak for itself. However, as social media platforms gained prominence and the line between personal and professional lives blurred, I was at a crossroads.

I remember sitting in my office, scrolling through LinkedIn, and seeing colleagues and industry leaders amassing followers, sharing insights, and seemingly catapulting their careers to new heights through their online presence. The allure was undeniable. I thought, “Am I missing out on opportunities by not putting myself out there more?”

The turning point

My perspective on personal branding shifted dramatically after attending a conference where I heard Everette Taylor, CEO of Kickstarter, speak about the subject. His words struck a chord with me: “Before you build a personal brand, you have to be mindful of the impact of your words. Just be careful about that decision because you cannot put the genie back in the bottle.”

This statement made me pause and reflect. I had been so caught up in the potential benefits of personal branding that I hadn’t fully considered the responsibilities and possible drawbacks. Taylor’s warning about the permanence of our digital footprint resonated deeply with me.

Weighing the pros and cons

In the weeks following the conference, I found myself in a state of introspection. I thought about figures like Kevin O’Leary from Shark Tank, who seemed to thrive in the spotlight of personal branding. O’Leary had mentioned building his brand to “be part of the narrative.”

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However, as Taylor pointed out, only some are built for that level of public scrutiny.

I asked myself some hard questions:

• Am I prepared to handle potential criticism and negative feedback?
• Do I have a clear purpose for building a personal brand beyond gaining followers or attention?
• How will this impact my relationships with colleagues and clients?
• Am I ready for the time commitment required to maintain a consistent online presence?

The decision and the journey

After much contemplation, I decided to dip my toes into the waters of personal branding, but with a carefully considered approach. I followed Taylor’s advice:

• Determine your why: I defined my purpose for building a personal brand. It wasn’t about becoming a social media influencer but rather about sharing my experiences and insights to help others in the industry navigate their careers.
• Stay true to your purpose: I committed to sharing only content that aligned with my values and expertise. This meant sometimes passing on trending topics that didn’t fit my narrative.
• Be mindful of the impact of your words. Before every post or comment, I carefully considered how my words might be interpreted and what effect they could have on others.

The challenges and lessons

Building a personal brand wasn’t without its challenges. There were days when I felt overwhelmed by the pressure to constantly produce content. I experienced moments of self-doubt when a post didn’t receive the engagement I had hoped for. And yes, I faced criticism and differing opinions that tested my resolve.

However, these challenges also brought valuable lessons:

• Authenticity is key: The posts that resonated most with my audience were those where I shared genuine experiences and vulnerabilities.
• Consistency trumps perfection: Regular, thoughtful engagement was more effective than sporadic, polished content.
• It’s okay to set boundaries: I learned to balance my online presence with my offline life, understanding that it’s perfectly fine to step back when needed.
• The power of community: Building a personal brand wasn’t just about self-promotion; it was about fostering meaningful connections and contributing to industry discussions.

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While I approached personal branding with caution, I was pleasantly surprised by some unexpected benefits. My online presence opened doors to speaking opportunities, collaborations with respected peers, and even consulting gigs. More importantly, it allowed me to mentor young professionals who reached out after resonating with my content.

Reflecting on the journey

Looking back on my journey with personal branding, I realise that Taylor’s advice was spot-on. Building a personal brand is not a decision to be taken lightly, nor is it a one-size-fits-all solution for career advancement. It requires careful consideration, a clear purpose, and a commitment to authenticity and responsibility.

For those contemplating whether to build a personal brand, I offer this advice: Take the time to reflect on your motivations and readiness for public exposure. Be prepared for both the rewards and the challenges. And above all, stay true to your values and purpose.

In my case, while I may not have the massive following of a O’Leary, I’ve found a balance that works for me—one that allows me to contribute to my industry, connect with like-minded professionals, and continue growing both personally and professionally.

Remember, your personal brand is more than just your online presence; it’s the sum of your actions, words, and impact on others. Whether you choose to actively cultivate it or not, make sure it’s a reflection of your authentic self.

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