Keep in mind the days when a business card was worth more than gold? Along with that heap of unused USB sticks, they now merely collect dust. These days, it’s all about your story and your face. You can find CEOs managing Instagram accounts, founders on TikTok, and LinkedIn profiles more glittering than Times Square on New Year’s Eve. Why is this surge happening so quickly? I put it down to the need for digital showmanship, credibility, and trust.
The founders have amazing business acumen. Buyers deal with real people, not impersonal brands carpenter pencils with logo, and they know it. Let that sink in. Just when you thought you’d heard about a company enough, did you click “buy”? Rare, isn’t it? However, you find yourself drawn in as you scroll past an authentic founder video, listen to an eccentric personal story, and see some hilarious bloopers on the set. All of a sudden, the product starts to stand out. Either Sam or Priya is completely absorbed in it. You’d support them instead of some unknown label.
Personalities tend to dominate social media feeds. Algorithms are all about making eye contact, being vulnerable, funny, and telling stories with a beat. The allure of soggy cereal is comparable to that of cookie-cutter resumes and sterilized “About Us” pages. That storyline is turned on its head by personalized branding. Take Emily as an example; she documented her projects and rose from the ranks of freelance designer to expert in her field. Or Jon, whose genuine outbursts about his failed startups won far more loyal customers than any well-crafted advertisement ever could.
Putting oneself out there isn’t an act of vanity; it’s a precaution. Even if they manage to imitate your logo and website, your competitors will never be able to replicate your unique laugh, voice, or characteristic sign-off. The details, where one’s character truly shines, are where one’s unique qualities become apparent. Being shy won’t get you anywhere on the internet. On this stage, the dancers take center stage.
The catch is that you don’t have to be a TV host all the time to build your personal brand. Consistency is key. Embrace your eccentric side. Stay to the point if you want to be forthright. Show the world your sketchbooks, triumphs and tribulations. That openness fosters relationships, which in turn lead to partnerships, purchases, and devotion.
A glimpse behind the scenes is desired even by investors. Those slide shows won’t play. People are supported by them. Your public character will be remembered by those investors if it demonstrates grit and wit. Relationships flourish. What follows is the press release. When you get going, you build an engine that relies on being genuine. That vitality, or wool, is what makes you stand out, propels opportunities, and fortifies you against oblivion.
In the year 2024, if you insist on maintaining your anonymity, you will eventually become invisible. Those at the head of the pack? Custom personal branding is becoming more important to them, and they are embracing it. Whispering won’t get you to the big leagues, as any savvy entrepreneur can tell you. Stand out, speak up, and doors will open for you.