Real Problems and Real Solutions for Real People Like You
From Personal Branding to Personable Branding
Today, we’re diving into the pitfalls of personal branding. While personal branding itself isn’t inherently bad – in my humble opinion – it’s often used in the wrong ways. I’m guilty of this tooAfter all, I’m writing this to people I haven’t met in person. So you could say that I am “in personal branding,” so to speak. But in this article, I want to challenge the trend of personal branding and suggest a shift towards creating personable brands instead.
What is Personal Branding?
In its most common form, personal branding is about making yourself the brand. You become the face, the voice, and the essence of your brand. But what if there’s another side to personal branding? And there is.
The pendulum has swung heavily towards personal branding, especially in a world where consumers are tired of businesses that feel cold and impersonal. People are more likely to trust those they know, see, and resonate with.
I recommend you read Marty Neumeier’s book, The Brand Flip. In this book, Marty goes into detail about how brands have changed- customers being in charge- and how we need to pivot and change the way we position our brands. I believe that personal branding has contributed to rise of influencers in this age of authenticity and transparency. This has hastened the trend of personal branding.
My Problems with Personal Branding
However, this approach has led to two significant problems:
The Burden on the Individual: When you become your brand, it places a heavy burden on you. Your life is put under a microscope, and you’re constantly exposed to everyone who wants to take a look.
The Challenge of Authenticity: It’s nearly impossible to be completely authentic and transparent at all times. We all have flaws, and some aspects of ourselves aren’t appropriate or wise to share with everyone—even close friends.
Shifting the Focus: From "Me" to "You"
Instead of putting ourselves in the spotlight, I suggest we focus on others without completely neglecting ourselves, I might add. This is the new branding model—a “brand flip.” The market is too saturated for us to simply put up a sign and hope people come to us. We need to actively seek out our audience, understand them, and build connections with them.
Today, I propose a different kind of personal branding—one that creates a personal brand without making yourself the center. This approach takes the pressure off you by building a brand centered around a mission and vision. Make it personal by reflecting your dreams and desires, while also addressing your audience’s problems and pains.
Brands in the coaching and consulting industry have mastered this approach. Companies like StoryBrand and The Futur are great examples. They have strong personal brands through figures like Donald Miller and Chris Do, but they’ve also created brands that resonate deeply with their audiences—other business owners who face similar challenges. These brands are cultivations of their dreams, but that overflows from a heartfelt need in the market.
I built my brand around the challenges I faced as a young entrepreneur. Now, I see those same struggles in others.
My Experience
Here are some quick takeaways:
Personalize your brand around others: Focus on how you can serve your audience, rather than making yourself the main focus.
Connect your brand to your own experiences: Tie your brand to your life experiences, hobbies, and beliefs in your marketing.
Know when your brand outgrows you: Recognize when your brand has become bigger than yourself and lean more into the corporate side of your brand’s identity.
