How Managing Perception Can Activate Your Brand's Equity

Crafting a strong personal brand can be the key to resonating with the right audience, unlocking opportunities, and growing a reliable network

Managing a brand's public perception to reflect the intended identity requires continuous evaluation of its purpose and values, accompanied by the flexibility to evolve with its environment.

---

Personal connection platforms are increasingly saturated as digital technology eases communication between broader audiences. In turn, differentiation and distinctiveness have become increasingly difficult; yet it is as important as ever for individuals seeking to capitalize on their personality, skills, and overall value proposition to distinguish from the broader pool.

Everyone has a personal brand whether they want one or not. However, most individuals fail at taking charge of managing perception and tailoring said brand to reflect their values and purpose. To quote Jeff Bezos, founder of Amazon, “Your brand is what people say about you when you’re not in the room.” There is a common misconception that personal identity is conditional on professional titles, milestones, or material assets. While these are all important attributes that contribute to perception and may support credibility, their role is that of supporting arguments to a brand's statement.

The reality is that a strong personal brand, or lack thereof, will impact professional success, personal relationships, and individual fulfillment. How so? A personal brand builds upon existing habits and personality traits. This ranges across every aspect of daily life, ranging from morning routines to trustworthiness at work. Every habit or pattern of behavior sends a signal to those around us about what they can expect from us, what they can’t, and what we expect (or are willing to accept) from them. Layer on to that the prominence and reliance of a digital presence, where every word or image shared creates an impression for onlookers to digest, no one can afford to neglect managing perceptions.

According to Statista, Instagram alone has over two billion active subscribers globally as of 2024. Whether each subscriber is using their account to connect with friends or as a business driver (the influencer market is without a doubt a saturated space), Instagram is a hub of individuals finding, crafting, refining, and sharing their personal brands with the world. Similarly for LinkedIn and its billion users across 200 countries, or Tinder and its 75 million monthly active users. So, what do social media platforms, a professional networking space, and dating apps have in common? Your results are directly correlated to how you present yourself.

By combining over 15 years of observations across Academic Research, Corporate America, and International Relations, we have identified four key pillars that highly successful leaders anchor to when building and managing perception and personal branding:

AUTHENTICITY

A personal brand reflects individual characteristics such as preferences, values, beliefs, and purpose. It serves as an individual’s authentic and holistic story that informs others about the drivers of the individual or entity at hand. It crafts a narrative that resonates with a specific journey while signaling to others what can be expected. Anything that deviates from what feels true to the individual will fall short and reflect to the world as insincere, insecure, and will most likely confuse the audience.

DIFFERENTIATION

In a sea of competition, a well-defined personal brand serves as a unique selling proposition regardless of the target market or industry. It distinguishes the individual by highlighting strengths, expertise, and what makes them exceptional relative to others. This holds true whether a person is seeking for career opportunities or to establish themselves as an influencer in their field. A strong personal brand enables the subject to stand out amidst the noise and creates a lasting impression that sets the stage for success.

TRUST AND CREDIBILITY

As interactions progress towards an increasingly digital environment, these will most often occur online before they do in person. As such, cultivating trust and credibility within a network or community is paramount. A strong personal brand plays a pivotal role in establishing trust-based relationships, be it potential clients, employers, or collaborators. Consistency in the messaging, professionalism displayed in conduct, and delivering on promises or commitments are all essential elements in creating a trustworthy personal brand. When people trust the brand, they are more likely to engage, recommend to others, and become advocates relative to its competitors.

ADAPTATION AND EVOLUTION

Defining a personal brand is not a one-time task; instead, it is an ongoing process of self-discovery and refinement. The brand will (should) evolve along with personal and professional growth, incorporating new experiences, skills, and aspirations, and leaving space to nurture and embrace the authentic self. Defining a personal brand is about continuous evaluation and clarification of personal preferences, beliefs, and values while communicating it effectively to the world. Embracing change and adapting the brand accordingly yields to staying relevant and resonating with the intended audience amidst shifting trends and landscapes.

In conclusion, defining a personal brand is not just about creating a polished image; but about understanding and embracing the authentic self. A personal brand shapes how others perceive an individual and can be the key to unlocking opportunities, growing a network, and finding the right community. Investing time and effort into crafting a personal brand that authentically represents the unique combination of experiences, qualities, and values will result in a powerful tool for success.