Cringe!
That was the feeling I gave a group of 20-something-year-old trainees at a top-tier consulting firm, when I spoke to them about personal branding.
And honestly, I get them. The process of personal branding can feel (very) awkward.
Which is a shame, because even the trainee group recognized the benefits of having a strong personal brand.
So, here they are… My golden rules for cringe-free personal branding:
Rule #1 – There’s only so much you control
No matter how clear and consistent your communication is, eventually, your target audience (and the market) will decide for themselves how they see you.
Ultimately, it comes down to what Jeff Bezos allegedly said: “Your brand is what people say about you when you’re not in the room.”
So, instead of claiming to be an expert in X, Y or Z, demonstrate your expertise. Preferably, in a way that is valuable to your target audience.
Rule #2 – Authority over popularity
Building a strong personal brand is not a popularity contest.
Your social media posts don’t need to go viral. You don’t need thousands of followers. And you don’t need to be known by everyone.
Sure, it helps.
However, in professional services marketing, volume doesn’t drive profit. Instead, you’re probably targeting a small group of people at a limited number of companies.
Your success largely hinges on them recognizing you as an authority in their industry.
Which means: primarily cultivating relationships and trust with them. But also, with people and institutions they hold in high regard.
Rule #3 – It’s not all about you
Obviously, everything you know and all that you’ve done matters to your target audience. Your expertise, your experience, and your achievements.
However, it’s much more valuable to them when applied to their situation.
Therefore, it helps to really understand your target audience, align your expertise and experience with their situation, and provide them with valuable insights and fresh perspectives.
Rule #4 – Reaction vs. action
When it comes to personal branding, you don’t always have to be the one that initiates the conversation.
On LinkedIn, it’s fairly easy to build a custom feed for your target audience (or the people they look up to).
Your perspective as a response to what they say, is a very efficient way to attract their attention and establish your personal brand.
Rule #5 – Inspiring stories over plain facts
Subject matter experts love their facts and figures. Which I totally understand. You need data to back up your claims.
However, you also need a story. A concrete event that your target audience can relate to.
An excellent tool to help you with this is the Storytelling Canvas. It helps you craft stories that give you the power to change what people know, feel, and do.
Rule #6 – Authenticity and honesty
But, it’s not all about your target audience. It’s also about staying true to yourself.
You don’t want to become a fraud; a fake version of yourself that only tries to please their target audience.
It’s about being true and honest. Understanding who you are and what you stand for. Knowing your core values. And living up to them. In everything you do.
What do you think? Any golden rules that need to be added?
Hope this helps!
Thank you for reading Nudge #043, sent to busy subject matter experts on February 18, 2025.
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