Personal branding has become the hot topic in the marketing world, but does everyone really need one? On this episode of Blame it on Marketing, our guests dive deep into the nuances of personal branding, its benefits, and the potential pitfalls.
Peter Benei, a seasoned marketing consultant, shares his thoughts on the necessity of personal branding. According to Peter, "everyone is an expert." But what does that really mean for marketers?
He emphasizes that personal branding isn't just for solo entrepreneurs or individuals but also for those in leadership positions within larger organizations. "If you have at least a solid experience in something that you do, it can be anything, you can and you should think about talking about their experience," Peter explains.
One of the key discussions revolves around the difference between thought leadership and personal branding. Peter clarifies, "Thought leadership is the action. Personal brand is the concept or the perceived image. It is not an action."
In simpler terms, thought leadership involves the activities you engage in—publishing articles, speaking at events, or sharing insights—while personal branding is the image that forms from consistently showcasing these activities.
Building a personal brand comes with its own set of challenges. Peter points out that personal brands are incredibly fragile. A single misstep or poor business decision can "destroy the personal brand immediately." He cites high-profile examples like Theranos and FTX to illustrate how even well-established personal brands can crumble under scrutiny.
"Everyone can build up a thought leadership program that can lead to a great personal brand. But everyone can also make shitty decisions that can destroy the personal brand immediately."
These examples serve as a cautionary tale for marketers: while personal branding can open doors to new opportunities, it also requires maintaining integrity and making sound business decisions.
Authenticity is often touted as a cornerstone of effective personal branding. However, the conversation reveals that striving for authenticity can sometimes conflict with building a strong personal brand.
Peter discusses the balance between being authentic and maintaining a professional image. "Your personal traits and character should be authentically represented in the brand that you're building," he advises. This means sharing personal stories or interests, like Peter's mention of his 14-year-old dog, to humanize the brand without detracting from professional expertise.
Another interesting topic is the enforcement of personal branding within companies. When personal branding is mandated, it can lead to inconsistencies, especially for employees who frequently switch industries or roles.
Peter suggests that personal branding should remain a choice rather than a requirement. "We are employees of the company, we are not Twitter bots who are retweeting everything. So obviously it should be a choice," he emphasizes. This approach ensures that personal brands remain genuine and aligned with individual values.
Personal branding is a powerful tool in the marketer's arsenal, but it's not a one-size-fits-all solution. It requires careful planning, authenticity, and consistency to build and maintain. As Peter aptly puts it, "You cannot sell something to someone if they are not willing to buy already or at least there is no interest."
Whether you're a solo entrepreneur or part of a larger organization, understanding the complexities of personal branding can help you navigate the marketing landscape more effectively.