A friend and I were discussing the difference between personal brand and personal reputation, and we ended up having a great conversation that I want to share. We talked about how, in this modern era, where digital presence and networking play crucial roles in both personal and professional success, terms like “personal brand” and “personal reputation” are often used interchangeably and wondered if people still care about either, outside of influencers, celebrities and others making money off their brand. Does it still matter?
Now anyone who has spent time in the real world, let alone on LinkedIn, would know that, yes, it still matters. And although brand and reputation are interconnected, they represent distinct concepts and drive different outcomes.
So, this week’s blog post is about unpacking the difference between the two and how to help us navigate our career and personal lives as we look to build our brand and reputation. The following is based on the discussion, research and experiences. Take what resonates, discard what does not. What would you add? And do you believe one matters more than the other?
While it might seem quaint to talk about reputation and brand, I think we are not talking about it enough in the context of leadership, career and personal development. I think it still matters, and we need to discuss these concepts more openly than we may have done in the past due to our hyper-connected world, the rise of social media and the impact brand and reputation have on young leaders coming through.
So, what sets personal brand and personal reputation apart, and why are both vital for success?
First, let me clarify what I mean by personal brand and reputation.
What is a personal brand?
Your personal brand is your intentional, strategic presentation to the world. It encompasses how you market yourself and your career, highlighting your strengths, values, and unique qualities. Think of it as the story you tell about yourself, both online and offline, and how you want to be perceived by others. Your brand combines your skills, experiences, and the image you project through various channels, whether face to face or through social media, website, professional profiles, and public speaking engagements (and yes, your sister’s wedding counts!).
What is personal reputation?
Your reputation is the collective perception others have of you based on your actions, behaviours, and interactions over time. It is built on trust, consistency, and people’s experiences with you. Your reputation is less about what you say about yourself and more about what others say about you when you are not in the room.
While personal brand and reputation are closely related and very much interlinked, several key differences set them apart. The differences as I see them are:
Control and influence
Personal brand: You have significant control over your brand. It is about how you present yourself, the messages you send, and the image you curate. You can shape your brand through deliberate actions, content creation, and strategic networking.
Personal reputation: Your reputation is influenced by others’ perceptions and experiences with you. While you can influence your reputation through consistent behaviour and integrity, you do not have complete control over it. It is built over time through your interactions and the trust you earn.
Focus and intent
Personal brand: The focus is on marketing and self-promotion. It is about creating a specific image and narrative that aligns with your professional goals and personal values. Personal branding is a proactive process. I see many people operating here who are very good at it. There is always the risk of overexposure, but ultimately, that is also within your control.
Personal reputation: The focus is on the outcomes of your behaviour and interactions. It is more reactive and is formed based on your past actions and how they impact others. Building a good reputation is often a byproduct of consistently doing the right thing, even when no one is watching. Because guess what? Someone is always watching, especially if you are a leader or aspire to be one.
Visibility and perception
Personal brand: Visibility is critical to a solid personal brand. It is about being seen and heard in the “right” circles, leveraging platforms to enhance your image, and ensuring your messaging is clear and consistent.
Personal reputation: While visibility can influence reputation, it is more about the depth of your relationships and the trust you build over time. A good reputation might not always be highly visible, but it is deeply felt by those who know you well.
So, at this stage, you might be wondering how you build a strong personal brand and reputation, especially if you are starting out in your career, changing careers, or needing a refresher.
Here are some ideas to consider:
Building the “brand“
Identify your unique value proposition: Those in sales will know this tactic well. It can be applied to you as a “product” as well. What sets you apart from others? What makes you unique? Take the time to identify your unique skills, strengths, and experiences. Think about what you offer that is distinctive and valuable. And everyone does. The key is to dig in if it is not self-evident. Do not take the first five answers you get. Go deeper. I have lost count of how many times I, and people I know, take things for granted that only we can do or have experienced. Include psychological skills as well as professional skills. Go for technical and human skills (I refuse to call them soft skills).
Define your brand attributes: Determine the key attributes you want to be associated with. These could be qualities like innovation, reliability, creativity, or leadership. Make sure these attributes align with your personal values and professional goals. Here’s a link to an exercise you can do to define your values if you have not done this already.
Craft your personal story: Your brand is about storytelling. Craft a narrative highlighting your journey, accomplishments, and the lessons you have learned along the way. Make it authentic and relatable. Take the time to do this. Be able to articulate how you came to where you are today. Even if the journey is not as long as others, you will have learned something. Share it. And make it part of your story.
Leverage digital platforms: Use social media, a personal website, and professional networking sites like LinkedIn to showcase your “brand”. Share content that reflects your expertise and values. Engage with your audience and build an online presence that aligns with your brand.
Network strategically: Build relationships with people who can support and amplify your brand. Attend industry events, join professional groups, and connect with influencers and thought leaders in your field. This is especially important if you are changing careers or starting on something you are “not well known in yet”. If you do not enjoy networking, here’s an article I wrote that might be useful.
Consistency is key. Think of the best product or service brands that stand out for you. They are consistent and reliable in their message. So do the same. Ensure your messaging and behaviour are consistent across platforms and interactions. Consistency builds credibility and helps reinforce your brand image. And please make sure it is authentic to who you are.
Building personal reputation
Building a good reputation is a long-term process focusing on trust and integrity. There is just no way around it. As the saying goes, it might take a lifetime to build a reputation and a moment to destroy it. So be vigilant. We are all one decision away from damaging our reputation.
Act with integrity: Always uphold your values and principles, even when challenging, inconvenient, or scary. Integrity is the cornerstone of a good reputation. People need to know they can trust you to do the right thing. One way to test this in high-stress situations is to ask yourself, “What is the best response I can bring to this situation?” This has the added benefit of responding authentically and gives you a pause to consider a response. And as leaders, we all need to get better with the pause!
Deliver on promises: Reliability is crucial. If you commit to something, ensure you follow through. Walk the talk and deliver on your word might sound old-fashioned these days, but they have stood the test of time for a reason. Consistently delivering on your promises builds trust and respect.
Treat others with respect: How you treat others significantly impacts your reputation. Show respect, empathy, and kindness consistently in your interactions. This is difficult for many of us rushed for time or pressured for attention, I get it. But being human with each other has to be a priority somehow, in some way. So slow down, breathe, and take time to be with people.
Be accountable: Own your mistakes and learn from them. Accountability demonstrates maturity and responsibility, which are highly valued traits, especially as a leader.
Seek feedback: Regularly seek feedback from peers, colleagues, and mentors. Constructive feedback helps you grow and improve, enhancing your reputation over time and helping you to untangle potential career derailers early on. These derailers can be instrumental in destroying reputations, so the earlier you identify them, the better.
Build strong relationships: Invest in building genuine relationships. Take the time. Check-in on people, and not only when you want something! Networking is not just about making connections but about creating meaningful, trust-based relationships.
Having said all that, my final point relates to the fact that while personal brand and reputation are distinct, they are interconnected. Your brand can influence your reputation and vice versa. How do they interact?
Simple. Brand influences perception. A strong personal brand can shape initial perceptions. It can create opportunities and help you stand out in a crowded market. Reputation confirms brand promises. Your reputation reinforces or contradicts the image you project through your brand. If there is a disconnect between your brand and your reputation, it can lead to trust issues and damage both.
So, for maximum impact, your brand and reputation are best when aligned. Consistency across both is crucial. Ensure that the image you project (brand) matches the reality of who you are and how you behave (reputation). Consistency builds trust and authenticity.
Lastly, evolving together. Both your brand and reputation evolve over time. Your brand must reflect your development as you grow and change, and your reputation must adapt to new experiences and relationships.
Balancing your brand and reputation is crucial in the journey to professional and personal success. Your brand allows you to market yourself strategically and stand out, while your reputation ensures that the image you project is backed by trust and integrity.
Ultimately, whether it is the deliberate crafting of your brand or the organic building of your reputation, the key is authenticity. Be true to yourself, live your values, and let your actions speak louder than your words. This approach will help you navigate the complexities of modern professional life and lead to a fulfilling and successful journey. And ultimately, in a world full of chameleons, try to be a dragonfly.
And as always, if you invest in yourself, and your team, the rewards will be unfathomable.
Until next time.
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