What is personal branding?
Personal branding can be defined as the desire to build an image of oneself and influence how the public perceives it, by establishing oneself as a key reference in one’s field of activity.
For a company seeking new contracts or an individual looking for a job, visibility is key. Personal branding uses the same communication techniques and tools as branding, but applies them to a person rather than a brand. In this way, a CEO’s notoriety also benefits the brand they represent.
Personal branding is successful when the public has a positive image of a person or company when looking for a product or service.
What are the benefits of personal branding?
The first benefit of personal branding is the bond of trust established between a company and its partners or between an internet user and their community. Through this privileged relationship, the company or individual can establish itself as a leading authority in its field and become the primary point of contact for a service, thereby generating economic activity and profit.
So, how do you develop your personal brand?
Make yourself known, build your brand image, and share it with your community.
Define your brand image.
Before you start communicating, you need to decide what content you want to share and how you want to present it. Start by defining the image of yourself or your company that you want to present to current and future business contacts. Evian, for example, is associated with purity and natural products that promote health and youthfulness. This image has guided the brand’s choice of visual identity, with its clean, mineral style.
To develop your personal brand, you first need to ask yourself: what image do I want to project? What message do you want to convey?
Identify your strengths.
Make a list of all the positive points and successes that support the values you stand for. These elements lend credibility to your expertise and establish you as an authority in your field.
Have a positive outlook on your career path and current projects, and share these good ideas with your network! Having a positive outlook on yourself is beneficial: it’s your most faithful ally in moving forward.
Build a community on social networks.
Once you have identified what you want to say and how you want to present it, you need to decide who to say it to and how.
Your existing contacts are your best ambassadors and your first community on social networks. It’s up to you to bring them together to build and maintain your network, opening up new opportunities. Get in touch with your contacts on platforms such as Twitter, YouTube, Wisestamp, LinkedIn, Facebook and TikTok. These platforms give you plenty of opportunities to express yourself, even if it’s just by commenting on your contacts’ posts.
A congratulatory message, an encouraging word or a positive reaction to their articles shows that you are paying attention and establishes your online presence. Sharing certain posts also demonstrates your leadership skills and shows your ability to mobilise support for causes. The support you give helps us get to know you better through your commitment!
How can you increase your visibility?
One of the objectives of your personal communication should be to publish content that is shared by your community. In the world of gastronomy, for example, icons such as Cyril Lignac, Philippe Etchebest and Alain Ducasse have personalities that are as simple as they are friendly. This has made them excellent vehicles for disseminating content that promotes their culinary expertise.
Produce content!
One of the first steps to achieving visibility is to regularly produce content that reflects you, promotes you and attests to the values you stand for and the expertise you offer. This could take the form of simple tips related to your business. An interior decorator, for instance, could produce a short video explaining the difference between warm and cool colours, while a beautician could talk about her morning beauty routine.
To be relayed: Talk to your community!
If you want your community to get involved with your communications and share posts about you, you need to talk to your followers and encourage them to participate. Similarly, don’t hesitate to acknowledge people who comment on your posts.
You now have a few tools for effective communication. However, be careful: promoting yourself is not the same as selling yourself! Remain sincere and truthful, and modesty will further enhance the positive perception you generate and the reputation you build for yourself among your prospects or recruiters!
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Last modified: July 21, 2025
