What is personal branding, really? It’s a question that sounds like marketing jargon until you dig into it. At its core, personal branding is how you’re perceived. It’s the external experience people have with your energy, values, personality, and impact. And it might be the most powerful leadership tool you’ve never fully used.
The power of personal branding is about clarity, trust, and transformation
You already have a personal brand, whether you’ve defined it or not. As Dacia Coffey, CEO of The Marketing Blender puts it:
“Most everybody around you knows your personal brand, even if you don’t.”
The power of personal branding lies in taking control of how you’re perceived – intentionally shaping your narrative instead of hoping others “get” you by chance.
Personal branding is not just for influencers or extroverts. It’s a tool for anyone ready to show up with purpose. When you understand the value you bring and how you naturally create transformation in others’ lives, you gain a powerful filter for decision-making. That clarity is priceless for leaders, job seekers, entrepreneurs, and changemakers.
Where to start: clarity comes first
Building your personal brand doesn’t begin with a logo or a tagline. It begins with self-awareness. You can’t amplify what you haven’t clarified. Start by asking:
- What do people ask my advice on?
- What kind of transformation do I consistently create for others?
- What are the three words people use to describe me when I’m not in the room?
- What do I deeply love – or deeply hate?
Insights from Dacia Coffey:
“Clarity around the transformation that you naturally and even intentionally create for other people is a gamechanger.”
Once you name your strengths, you can use them as a lens to guide your voice, your style, even your choice of platforms. Are you high energy and bold? Quietly strategic? Visual and intuitive? Authentic personal branding exaggerates—not hides—your truest traits.
Why leaders must become social CEOs
For executives and founders, personal branding does more than build influence – it humanizes the company. Social media isn’t about polished corporate posts, it’s about connection. When a CEO shares honest insights, values, and lessons, they invite trust.
Being a social CEO doesn’t require charisma. It requires authenticity. The best leaders aren’t the loudest, they’re the clearest. That clarity fosters loyalty, culture, and credibility.
If your brand is too entwined with your business, take time to untangle it. The goal is a positive halo effect, where your personal and professional brands support, not limit, one another. That intentional separation creates space for other leaders to rise while you continue to grow in your unique voice.
The role of storytelling in personal branding
Your choices—how you dress, speak, write, or post—are already telling a story. The goal is to make sure it’s the right one. Personal branding isn’t about inventing something new. It’s about curating and amplifying what’s already true.
Whether you post memes, speak on stages, or share behind-the-scenes lessons, your content should align with your core values and natural tone. Authentic storytelling helps others connect to you—and trust you—faster.
Put in the work: the personal brand audit
Dacia suggests an intentional framework to build your brand:
- Identify your core values and what you stand against
- Pinpoint the transformation you create for others
- Text 9 people (3 personal, 3 professional, 3 other) and ask them for 3 words that describe your character
- Notice patterns in the feedback
- Choose 2 to 3 resonant themes to guide your content and choices
Your energy, tone, and platforms should all stem from these insights. Personal branding isn’t performance—it’s permission. Permission to stop shrinking, to stop apologizing, and to lead with natural strengths.
Wrapping it up: why this work matters
Personal branding is not about chasing trends or creating a façade. It’s about discovering what’s already inside you and learning how to communicate that truth with consistency and confidence.
As Dacia explains, “There is nobody in the history of the world that has ever been you, and no one ever will be.”
FAQs
What is personal branding and why is it important?
Personal branding is how others perceive you, based on your actions, values, communication, and presence. It builds trust and helps you lead with authenticity.
How do I build my personal brand if I’m not extroverted?
You don’t need to be loud or polished. Focus on telling the truth and sharing your values. Authenticity is more powerful than energy.
Why should CEOs invest in personal branding?
It humanizes the company, builds trust, and clarifies leadership style. CEOs who show up authentically can inspire both internal teams and external audiences.
