Your Personal Brand: The Superpower You Never Knew You Had

What is a Personal Brand? (No, It’s Not a Tattoo)

Let’s say you wake up tomorrow and you’ve developed superpowers. Are you the Iron Man type – all flash, snark, and billion-dollar tech? Or more of a Captain America – old school values with a modern twist? Or maybe you’re the Phantom –dark and mysterious, with a personal grudge.

How you present yourself – your costume, your catchphrase, even the pose you strike when you land – that’s your personal brand. It’s what distinguishes you from every other cape-wearer out there.

In the business world, your personal brand works the same way. It’s not just what you can do, but how you package it. Are you the sharp-suited, smooth-talking Tony Stark of your industry, dazzling clients with your wit and innovation? Or are you more like Superman, reliable and trustworthy, with a track record that spans decades?

Your personal brand is the total package: your skills, your values, your communication style, and yes, even how you dress for that big presentation. It’s the bat signal you send out that tells people not just who you are and what you do but how you do it.

Does You Need a Personal Brand?

Now, you might be thinking, “But, Jason, I already have a company brand! It’s got a snazzy logo and everything!” Well, congratulations on the logo, but here’s why slapping your face on things might not be a bad idea:

It Humanizes Your Business and Builds Trust: Humans tend to trust other humans more than faceless corporations.

It Sets You Apart: In a world where every tech startup claims to be “disrupting” something, your unique blend of charm and caffeine addiction might be the differentiator you need.

It Attracts Talent and Partnerships: It is like a business-themed dating profile but with less swiping and more synergy.

The Branson Effect

The Branson Effect: A Double-Edged Sword

Richard Branson’s journey with the Virgin Group offers an intriguing case study in personal branding – for better or worse. Since the early 1990s, Branson has sold or closed numerous Virgin businesses. Virgin Records was sold to EMI in 1992, and Virgin America was acquired by Alaska Airlines in 2016. Throughout these changes, Branson’s personal brand has remained remarkably resilient.

Branson’s branding success demonstrates how a strong personal brand can outlast individual business ventures. However, it’s crucial to note that I’m not advocating for everyone to emulate Branson’s approach. His style of personal branding comes with both advantages and potential pitfalls.

On the positive side, Branson’s consistent public persona has allowed him to maintain relevance and credibility across diverse industries. His personal brand has become a valuable asset, opening doors to new opportunities even as specific Virgin companies have come and gone.

However, there are potential downsides to this approach. An overly dominant personal brand can overshadow the actual businesses, potentially hindering their independent growth. It may also create unrealistic expectations or divert attention from the day-to-day operations that truly drive business success.

For many entrepreneurs, a more subdued approach to personal branding might be more authentic and effective.

The Oprah Principle: Separating Personal from Corporate

While she was the face of “The Oprah Winfrey Show” for 25 years, Winfrey built a personal brand that extended far beyond her talk show or Harpo Productions.

By cultivating a distinct personal identity, Winfrey ensured that her influence and opportunities didn’t end with her talk show. This separation allowed her to:

Launch new ventures like OWN (Oprah Winfrey Network)
Expand into different media formats, including magazines and digital platforms
Maintain her status as a thought leader and influencer in various fields

Building a personal brand that’s recognizable yet separate from your business creates flexibility and resilience in your career.

Why This Matters for Every Entrepreneur

Transferable Value: Your personal brand travels with you from one venture to the next, making it easier to start new businesses or pivot after an exit. Did Elon Musk start from scratch with Tesla after PayPal? Nope. His personal brand gave him a head start. You might not be launching rockets (yet), but the principle holds true for any business.
Credibility Buffer: A strong personal brand can help you maintain credibility and influence even if your business faces challenges or fails. When Steve Jobs was ousted from Apple, did he disappear into obscurity? Not a chance. His personal brand kept him relevant and set the stage for his return. Your brand can be your bounce-back insurance.
Negotiating Power: When it’s time to exit, a strong personal brand can increase your company’s value and your negotiating position. Buyers aren’t just getting your business; they’re getting the value of your reputation. This can translate into better terms, higher valuations, and maybe even a bidding war if you play your cards right.
Network Amplification: A strong personal brand acts like a magnet for opportunities. It attracts strategic partnerships, top talent, and investors like bees to honey. When you’re the go-to person in your field, doors open before you even knock. This network becomes invaluable whether you’re scaling your current business or planning your next move post-exit.
Media Magnetism: Journalists and conference organizers love personal brands. Why? Because people relate to people, not faceless corporations. This media attention can skyrocket your business’s visibility, making it more attractive to potential buyers. Plus, it’s a lot easier to get press for “Jane the disruptive tech visionary” than “JD Corp, another tech startup.”
Legacy Building: Your personal brand allows you to create a lasting impact beyond your current business. It’s your ticket to becoming a thought leader, mentor, or industry influencer. After selling your business, this legacy can open doors to board positions, speaking engagements, or even political aspirations if that’s your cup of tea.

How to Achieve a Strong Personal Brand (Without Selling Your Soul)

Building a personal brand is a journey that starts with defining your unique value proposition. It’s about pinpointing what sets you apart from the crowd – your special sauce, if you will. But knowing yourself is only half the battle; you also need to understand your audience. If you’re targeting sleep-deprived parents, for instance, bragging about your luxurious 10-hour sleep schedule might not be the best move.

Once you’ve got a handle on who you are and who you’re talking to, it’s time to craft your story. Develop a narrative that captures your journey, including your origin story. Don’t be afraid to share the bumps along the road – they’re what make you relatable.

With your story in place, the next step is to consistently create and share content that showcases your expertise. This isn’t a one-and-done deal; it’s an ongoing process of producing valuable information for your audience.

As you share your content, remember to engage authentically with your audience. This means being genuinely you, warts and all. It’s okay to admit you’re human and make mistakes. Trust me, people appreciate the honesty.

While you’re building your personal brand, it’s crucial to ensure it aligns with your company’s values. If your company is all about health and wellness, documenting your quest to try every flavor of potato chip might send mixed messages.

Building your personal brand isn’t about becoming an influencer or racking up likes. It’s about strategically positioning yourself as a valuable asset in your industry. It’s the difference between being seen as “just another business owner” and being recognized as a visionary leader who happens to own a business.

Your personal brand is an investment in yourself that pays dividends long after any single business venture ends.

By thoughtfully cultivating your personal brand alongside your business, you’re not just building a company – you’re crafting a lasting legacy that can withstand the tests of time and market changes.