What is a Personal Brand?
What Your Name Represents
For a long time, I didn’t realise how important a personal brand is to your career.
I thought knowing who I was was enough. And in many ways, it was, but I hadn’t taken the time to refine it. I hadn’t really thought about how I showed up, how others experienced me, or what I wanted to be known for.
Working on my personal brand helped me slow down and make intentional choices. It helped me decide who I want to be, how I want to work, and how I want people to experience me, both professionally and personally.
What surprised me most was the shift internally. The frustration and anger I used to feel started to fade because I wasn’t trying to fit into versions of myself shaped by others anymore. I was stepping into the person I chose to be.
That’s what personal brand really is — not a performance, but a decision.
That’s also when I realised something important.
Your personal brand is not a logo, a colour palette, a tagline, or a carefully curated social media presence. It’s not about looking polished or “on brand” all the time.
Your personal brand is about clarity.
It’s about clearly showing:
Who you are
What you do well
And the value you bring to your work and career
Think of it this way: your personal brand is the answer to these questions:
What do people think of when they hear your name?
What do you want to be known for?
How do you want people to describe you when you’re not in the room?
Personal branding isn’t about being loud, self-promotional, or trying to stand out for the sake of it. It’s about understanding your value and communicating it in a way that feels natural, aligned, and intentional.
When you have that clarity, everything else, your LinkedIn profile, your conversations, your opportunities, starts to make more sense.
The Reality of Personal Brand
Here's the truth: You already have a personal brand, whether you've intentionally built it or not. Every interaction, every social media post, every piece of work you deliver contributes to how others perceive you. The question is: Are you shaping that perception, or are you letting it happen by accident?
According to research, 85% of hiring managers prioritise candidates with strong personal brands. In New Zealand and globally, hiring managers research candidates' online profiles before interviews, and potential collaborators assess your LinkedIn or social media activity to check your expertise.
In a world of crowded job markets, AI-screened CVs, and online first impressions, your personal brand is often the deciding factor, not your qualifications alone. It influences opportunities long before you ever apply.
What Makes Up Your Personal Brand
Your personal brand is made up of a few key elements.
1. Brand Foundation
Your core values (what you stand for)
Your purpose (why you do what you do)
Your vision (where you're heading)
Your unique skills and experiences
Your authentic personality and style
2. Brand Positioning
Who your target audience is (employers, collaborators, clients)
Your unique value proposition (what makes you different)
Your competitive differentiation (why choose you over someone else)
Your core messaging (what you consistently communicate)
3. Brand Expression
Your communication channels (LinkedIn, portfolio, networking)
Your content and thought leadership
Your visual and verbal identity (how you show up)
Your network development and engagement
4. Brand Management
Consistency across all touchpoints
Reputation monitoring and protection
Evolution as you grow in your career
Measurement of your brand's impact