Personal branding has seemingly become an inescapable aspect of online existence. While some embrace it wholeheartedly, others find the concept uncomfortable, even unsettling. This difference in perspective highlights the varied approaches people take toward managing their online presence and reputation.
Defining Your Digital Footprint
Essentially, personal branding involves presenting yourself and your career as a marketable entity. It’s about packaging your skills, experiences, and personality in a way that resonates with a specific audience. This curated presentation often involves highlighting certain aspects while downplaying or omitting others, leading to a carefully constructed online persona.
This curated approach can clash with the desire for authenticity. The concern arises when individuals feel pressured to mold themselves to fit perceived expectations rather than expressing their genuine selves. However, it’s also true that, intentionally or not, every online interaction contributes to a personal brand. Every post, comment, and shared piece of content builds a digital footprint that search engines readily collect and present.
Three Approaches to Personal Branding
Given the inherent complexities of personal branding, individuals tend to gravitate towards one of three general approaches:
The Open Book
Some people embrace personal branding with enthusiasm. They believe in being completely transparent, sharing their lives and experiences openly online. This approach assumes that authenticity and constant engagement will attract a loyal following.
Structure: Every online action is carefully considered to align with the desired brand image. A mental checklist ensures that all content, interactions, and shared materials reinforce the chosen persona.
Mindset: The primary focus is on how others perceive them. Every decision, whether related to business or content creation, is filtered through this lens.
Action: This approach requires constant availability and engagement. Responding to every interaction and maintaining an active online presence is paramount. While rewarding for extroverts, this can be exhausting for those who need more alone time.
The Compartmentalizer
Others prefer a more balanced approach. They recognize the value of online engagement and content marketing but are uncomfortable with the idea of turning their entire lives into a brand. They seek to leverage the benefits of online presence while maintaining a clear separation between their public and private selves.
Structure: This strategy involves creating distinct compartments for different aspects of life. Work hours are clearly defined, and personal interactions are kept separate from online engagements.
Mindset: Branded content and personal content are kept strictly separate. This helps maintain a sense of authenticity without sacrificing the benefits of a curated online presence.
Action: Protecting the inner circle is key. This involves setting clear boundaries online, differentiating between the “real” self and the “branded” self. This might mean using multiple social media accounts, employing restrictive privacy settings, or limiting the sharing of personal details.
The Minimalist
Some individuals choose to minimize their online presence as much as possible. This approach prioritizes privacy and personal space, often rejecting the traditional methods of content marketing and online engagement.
Structure: This approach essentially inverts the typical online strategy. Social media usage is minimized or eliminated, and online interactions are carefully controlled.
Mindset: There’s a conscious disregard for how others perceive them online. No deliberate actions are taken to shape or control their online image.
Action: Closing the gates is the primary focus. This might include disabling blog comments, using anonymous accounts, and avoiding platforms with built-in social profiles. While this approach may limit reach and marketing potential, it prioritizes personal freedom and authenticity.
Finding Your Fit
Personal branding is a dynamic concept, and an individual’s approach can evolve over time. Factors like age, career goals, and audience size can all influence how someone chooses to manage their online presence. Ultimately, the key is to find an approach that aligns with your values and comfort level, allowing you to navigate the digital world in a way that feels authentic and sustainable.