Q & A on Personal Branding

1) What is your definition of a brand?

A brand is a promise - and a set of values and expectations.

2) What is your definition of a personal brand?

A personal brand is a person’s public persona, it is the image that you consciously build up of yourself. This image is based on what you stand for and how you want to be perceived by the people around you. A strong personal brand is built by clear communication and consistent actions, so that people around you and media perceive you the way you want to be perceived.

3) Do you think that there are differences between building a brand and a personal brand?

Yes. Much is similar, but when building a personal brand you have to focus even more on your issue (see our book Managing Brand Me). An issue is something you are passionate about, something that drives you. It is something you work for which is above your commercial and personal level; in society or in your business - globally, regionally or locally.

Generally you can have better control of your personal brand that a corporate brand, since you are the only one who is responsible for it.

4) Do you think that every individual should build a personal brand?

No, not every individual needs to build a personal brand, only if you are motivated. The reasons could be if you want to advance quicker and in a more structured way in your professional career, if you are exposed in media or if you represent an organization and continuously are exposed to a lot of people.

5) How long time does it takes to build a strong personal brand?

It depends on how good you are at driving your issue and how consequent you are in your communication and actions. The long term effect of your personal branding also depends on how authentic you are.

6) Do you think it is more important today than 10 years ago to stick out from he crowd by having a strong personal brand?

Yes. There is much more competition for attention now. From a professional perspective the competition between competent and well-educated professionals is also stronger. To get the job in question or to advance to a higher position, it is not enough to have a good CV. You have to differentiate in other ways too.

7) What are the general factors that build a competitive personal brand?

To be clear about what you stand for, to be consistent in communication and actions and to strongly drive your issue in society or in your business. The issue is your instrument for communication. But you have to be passionate about your issue, it has to be authentic. Only then you will radiate energy and charisma and people will notice you.

9) How do you think a personal brand should be marketed?

Your issue is your best tool for communication. Then you will find opportunities to expose yourself in the places and media that are important for you. When you show real involvement and are clear, you automatically radiate charisma and attract attention.

10) What should an individual think of in order that a personal brand is perceived authentic?

To build your personal brand on your real self and what you stand for; to be transparent. It does not work to play different roles for different people; people will discover and will loose trust in you.

11) When does a person have the most benefit of his or her personal brand?

In the professional life and when you want to be engaged in society.

12) Which people have a strong personal brand?

For example, Richard Branson, Virgin and the late Anita Roddick, Body Shop. They have been running their companies successfully according to their values and their personal issue.

Madonna also, of course. She has been working consciously and with great success on her brand for a long time in accordance with her own personal development. She has managed to stay on top in a business that all the time demands news and new talents, since a constant in her personal brand is the change of style and image.

Interview with Anette Rosencreutz at 2007-04-23 by Camilla Larsson