Understanding Personal Branding

'Personal Branding' is increasingly becoming one of the fastest growing topics within the modern day. With the likes of the Richard Branson, Donald Trump, Robert Kiyosaki and many others regularly being used as prime examples of exceptional personal branding. In the same light, these prime examples are also used to substantiate the relevance of personal branding to the aspirational career-driven individual. It is of no question that the power of personal branding can prove to ensure that an individual can be perceived as indespensible. However, my question is, at what price?

If we revert to the definition of 'personal branding,' we come to understand that 'personal branding' is fundamentally a process whereby people mark themselves along with their careers as brand. And if we follow the same logic, we can describe 'personal branding' as a form of 'self-packaging' or 'self manufacturing'. Thus, if we follow this rationale then it means that if one follows a very selvective process of picking out the appropriate series of colours, imagery, pay-off lines, etc i.e. brand aesthetics, one can transform themself into an exceptional personal brand.

A term closely associated to exceptional brands is 'consistency'. A segment of empirical research suggests that a brands strength is measured in how consistent the brand is in its communication. More specifically, the degree of consistency in brand aesthetics used in all its communication. However, this comes at the expense in terms of the investment put down to ensure that we control against variability in our brand or in the case of humans, volatility. Unfortunately, as humans lack the power to completely control against the volatility that makes up our lives.

Take for consideration, receiving an urgent phone call right before a presentation or interview informing you that you have just lost a loved one. Or for instance, being caught in a thunderous storm that not only messes your outfit but goes on to trigger a runny nose?

Branding theory would suggest that despite such variation in the status quo, the brand should not be impacted in any way. However, the inconvenient reality to personal branding is that, we as humans, are affected by such variability in the status quo. Thus, our personal brands are affected inevitably. So what good is focusing solely on aesthetics such as appearance and packaging benefit one if they are susceptible to external factors which are outside of a personal brands scope?

I say let's redirect our 'personal brand' conferences, seminars, workshops, etc towards the one thing that shapes and moulds the personality along with the physical aesthetics that make up our appearance...VALUES! Any true marketer or brand developer with tell you that the strength of any brand is not in its ability to be consistent in its use of the brand's aesthetics but rather its ability to be consistent in abiding to the brand's 'values.'

A brand's 'values' stand out in the following sense that they are not shaped by volatility or variability in any external factor. Rather they shaped autonomously from any factor of influence, thus, making them to large extend, the most consistent element to a brand. Take for instance, Nike's ability to manufature a high end sports shoe and yet in the same light manufacture a low-end alternative but yet the perception about both products is the same because of the consistency of Nike's values about it's products. Or on a more slightly, humorous note...

Someone who I consider should be viewed as a prime example that personal branding should go beyond aesthetics and become more orientated towards the values or positioning behind a brand... Ladies and gentlemen, I give you the greatest 'personal brand' that ever existed: MICHAEL JACKSON (R.I.P). Although he went through a physical transformation, his brand has remained as relevant and consistent in appeal to any audience that has been exposed to it. And my belief is that regardless, of the aesthetics of the package, the consistency of its brand values have made this brand what it is today.

So if we follow the doctrine of some 'personal branding' teachings floating around out there...
We should not be suprised to find people who have imprisoned themselves to conveying a particular brand image rather than communicating the brand values they abide by. In conclusion, what I believe is the following...

In the same manner that a brand's values determine how great an impression a brand will have on it's audience, the same principle applies to 'personal branding.' The more we communicate our personal brand's values, the easier it is for individuals to shape the aesthetics they believe convey their particular brandings whenever they conduct a presentation or interview.