What is a personal brand and why do you need it?

In today’s digital-first world, your reputation isn’t just built through face-to-face interactions—it’s shaped online, often before you even meet someone. Whether you’re job hunting, starting a business, or looking to advance in your career, your personal brand is a critical asset that can set you apart from the rest of the flock. Which is why we spoke to Petra Zink, a Consultant and Coach on all things personal and employer branding, about what a personal brand is and why you need it… and here is where we landed.

So, what exactly is personal branding?

Personal branding is the space you occupy in other people’s minds. It’s how you are perceived by colleagues, recruiters, clients, and industry peers. First impressions are no longer made in person—they’re formed through Google searches, LinkedIn profiles, and social media presence.

The good news? You have the power to shape this perception. By crafting a strong personal brand, you control how others see you, ensuring your expertise, values, and contributions are communicated effectively… plus, you get the opportunity to ‘start’ the conversation, rather than come into it halfway through someone’s already made-up perception of you.

What makes it important?

1. If you can’t be found, you can’t be considered
   Recruiters and decision-makers rely on online platforms to verify and assess candidates. If you don’t have an active presence, you may be overlooked. Have you ever received a message about a job from a recruiter on LinkedIn? Exactly.

2. Which is how it helps you stand out in a competitive market
   The job market is more competitive than ever. Simply having skills isn’t enough—your personal brand should communicate your unique value beyond your job title.

3. Future-proofs your career
   Job titles come and go, but a strong personal brand ensures that you’re recognised for your expertise, reliability, and thought leadership across different roles and industries.

So, how do we build a personal brand?

Many people hesitate to put themselves out there, feeling self-conscious about self-promotion. However, personal branding isn’t about bragging—it’s about demonstrating value. Here’s how:

1. Shift your mindset

Instead of focusing on yourself, think about how your expertise helps others. Share insights, lessons learned, and industry trends to contribute to the conversations your audience cares about.

2. Define your content pillars - just like you do for a comms plan

Your content should align with what you want to be known for. For example, if your expertise is leadership, narrow it down—leadership for Gen Alpha, for instance. This specialisation helps differentiate you from others in the same field.

3. Showcase the impact you make, not the tasks you do

Listing skills and responsibilities isn’t enough. Instead, highlight the results of your work. For example, rather than saying, “Built 10 websites,” say, “Developed 10 websites that increased conversion rates by 75% in a competitive e-commerce market.” This demonstrates your ability to contribute to business success, not just complete a to-do list.

4. Engage in meaningful conversations, not jargon

Social media can grab attention, but deeper engagement often happens elsewhere. Newsletters, webinars, and direct conversations help nurture trust and build relationships.

With workplaces evolving and AI automating many tasks, the demand for professionals who bring unique insights and build communities is growing. Decision-makers are looking for thought leaders who not only excel in their roles but also contribute to broader industry discussions.

So, how do you want to be known? Start shaping your personal brand today.