What do people say about you when you’re not in the room? That’s your personal brand.
Whether you’ve shaped it intentionally or not, you already have a reputation. But is it the one you want?
In this first of two articles, we look at why your personal brand matters and how to define yours. Next time we’ll cover how to put your brand into action.
Why your brand matters
Your personal brand is how others perceive you - colleagues, clients and potential referrers.
A strong, well-defined brand helps build trust, credibility and professional opportunities. In the private client sector, where relationships and reputation drive business, how you present yourself can determine the clients you attract, the referrals you receive and the progress of your career.
Think about it from the perspective of others: people want clarity and easy decisions. When they know what you stand for, they know whether you’re the right person to help them. But if your brand is unclear or inconsistent, they won't try to figure you out - they’ll look for the person who more obviously aligns with what they want.
Defining your personal brand: what do you stand for?
Start by asking yourself:
● What are my key strengths? What do people consistently rely on me for?
● What values guide how I work? Am I known for technical expertise, creative problem-solving or client-focused service?
● How do I want to be perceived? Does my current reputation align with this?
Being intentional about your brand allows you to shape how others see you rather than leaving it to chance. But don’t force it, your brand needs to reflect who you genuinely are. Trying to be something you’re not is exhausting and unsustainable.
How others see you: gaining clarity on your brand
Self-perception doesn’t always match how others see you. Ask for feedback from trusted colleagues, clients and mentors. What words would they use to describe you? What do they see as your biggest strengths? Why do they come to you over someone else?
It will probably feel awkward, but it’s worth doing. You’ll gain insights that help you refine and strengthen your brand.
Once you’re clear on your personal brand, you can start to use it to your advantage by highlighting your strengths, closing any gaps in perception and using it to support your professional goals. And that’s what we’ll cover next time.
