What is Personal Branding, and Why Does it Matter?

Personal branding is a hot topic for business owners, and for good reason. As a Milwaukee branding photographer, I work with owners and marketing professionals from small to medium-sized businesses every month. What I hear time and again is that they need to show up digitally in a way that’s going to speak to their ideal audience, because they are using digital platforms to bring clients to their business. I’m going to share more about what a personal brand is and why it’s more important now than ever to invest in personal branding that will set you apart from your competition.

What is Personal Branding?

A personal brand is simply the acknowledged public perception of an individual. It’s what people say about you when you’re not in the room.

Personal branding is the deliberate process of creating that impression. Just like culture, it can be intentionally shaped… or not. If you are not intentional about creating a personal brand that is in alignment with your values and offerings, other people are going to try to piece it together based on the information you give them. And without guiding that impression, what they think about you might align with what’s actually important to you, or it might not.

Personal Branding Has Never Mattered More

Now here's why you don't want to leave that to chance.

Over the last decade, the way people form opinions and make decisions has shifted.

First, the advances in technology have created an environment where a strong digital platform is not just nice to have, it's absolutely essential for your visibility and your credibility. Research shows that people form a solid first impression of you within 7 seconds, and that 1/10 of a second is all it takes to start determining traits like trustworthiness.

Secondly, a national research study by Brand Builders Group reveals that there are generational differences in how people make decisions.

Millennials, aged 31-49, and Gen Z, aged 11-30, are the generations that will have the most spending power for the next 30 years. Compared to Boomers and Gen X, Millennials and Gen Z place an unexpectedly high emphasis on personal branding in determining what they buy, where they work, who they listen to, who they recommend, who they hire, who they vote for, and even who they date.

They do not consider personal branding a game of vanity or popularity, but a much more critical and essential component of work, learning, and trust that influences their everyday life. Essentially, these generations are relying on personal branding to determine what people of influence believe and then directing their attention and money toward those who align with what they value.

This expectation for a personal brand extends beyond the traditional service providers you might expect, like coaches, consultants, and online influencers. Most Americans believe that it's important for their doctor, lawyer, financial advisor, banker, insurance agent, real estate agent, and more to have an established personal brand. Essentially, anyone who works with and actively attracts clients needs to be represented with an engaging personal brand.

Personal branding is also critical for building trust. A feeling of trust guides, influences, and even determines virtually every decision we make in our personal and professional lives.

It’s Not Just Your Words; It’s Your Image That Matters Too

As a small business, the advantage you have is that YOU are the brand. That means if you are effective at communicating why you do what you do and how you are unique in your offerings, you'll be able to connect with your audience’s needs and desires and show them how you can meet them where they are.

And since you are critical to your brand, showing your face on your website, your social media platforms, your LinkedIn posts, your newsletters, and any other place you tout your expertise helps to solidify people’s impression that they know you and can trust you. Rather than being a mystery persona, they start to feel like they’re in the room with you.

The more people see you, know you, and learn from you, the more likely they are to trust you. The more they trust you, the more influence you carry in their decisions. Personal branding allows you to accelerate your trustworthiness with your audience, leading to deeper audience engagement, loyalty, and ultimately profit.

Navigating the World of Personal Branding with a Guide by Your Side

Creating a compelling personal brand can be overwhelming, especially if you are a small business owner or solopreneur and don’t have a team of people overseeing your marketing strategy. As a full-service Milwaukee branding photographer, I specialize in strategizing with you to ensure that your personal branding photos are aligned with your overall marketing strategy. We will explore your business’s culture, values, brand identity, colors, ideal audience, and more to create intentional personal branding photos that will bring your ideal clients right to your doorstep.

Learn more about our personal branding portrait experience and inquire about working together today.