162. 3 Things You Get Wrong About Personal Branding in 2024

Trusted Authority - The Podcast

Intro: The second you stand still, you are already falling behind. This is how I’m feeling right now—it's time to make big changes. The world is evolving, and so are key players. Maybe I’m just me being in my own bubble, or maybe it’s a sign of the times, but lately, I’ve noticed significant shifts: C-suite executives and founders are leaving their organisations, startups are merging with bigger companies, and established professionals are either experiencing layoffs or taking the plunge into new ventures. A notable trend is founders who, after cashing out and taking a break, are ready to dive back into the game—because doing nothing gets old quickly, especially for high performers. Whether you’re in transition or just observing, today’s episode will cover the biggest mistakes people make in personal branding so you can avoid them and get it right from the start. ====== It may just be my feed, but I’ve noticed an explosion of personal branding content on LinkedIn lately. While building a presence is key, it’s not just about being visible; it’s about being strategic and positioning yourself effectively. Understanding the fundamentals of leveraging your brand is what makes or breaks your efforts. So, let’s dive into three common misconceptions about personal branding that can easily lead you off track: 1. Being in the Spotlight vs. Shining the Spotlight Why This Matters Now: With AI and automation reshaping content production and consumption, your originality—your unique story, experiences, and personality—has become a key differentiator. Audiences are more discerning, seeking leaders who stand for something meaningful, rather than just self-promotion. In a competitive world, it’s easy to think personal branding is about being the center of attention. Particularly in Australia, where there’s a concern about being seen as 'too much' or overly self-promotional, the idea of personal branding can be daunting. However, effective personal branding is not about being self-centered but about shining a light on what truly matters: your cause, company, or ideas. A common struggle is a lack of clarity about what you want to be known for or an absence of a solid framework to showcase your expertise. Without clear direction, you risk falling into the trap of producing unfocused content that doesn’t resonate. Example: If you’re working on a new digital tool, create content that explains its benefits and how it can solve specific problems for your audience. Action Steps: Define Your Purpose: Clearly articulate the mission or cause your personal brand represents. Tell Stories: Connect past experiences with future goals. Share anecdotes that illustrate your impact and values. Micro-Narratives: Share small, relatable stories that connect with your audience personally. These can be daily experiences or small victories that reflect your values and mission. Value-Driven Content: Focus on providing tangible value. Share what you’re currently working on and how it can help others, making your content more engaging and relevant. 2. Time Management Why This Matters Now: In today’s fast-paced and unpredictable world, waiting until you "need" a strong personal brand is a luxury you can’t afford. Building your brand consistently and strategically ensures that you’re never caught off guard and that you’re always ready to take advantage of new opportunities or navigate unexpected challenges. You don’t start with building your Personal Brand when you need to [aka you’re exiting a business and plan for a career pivot or new business venture, your role looks like it will be made redundant, you’re launching a new offer, you name it]. Strategic timing is essential because otherwise it can backfire on you as people can see through those intentions. By consistently investing in your brand, even when things are going well, you avoid the panic that comes with sudden shifts. It’s about building a brand that’s resilient and adaptable, ready to pivot when necessary. I’ve been saying for many years [and very likely many years to come] that your personal brand is one of your most valuable assets, and like any asset, it requires regular attention and maintenance. By building your brand continuously, you create a resilient and adaptable identity that can weather sudden shifts and pivot when necessary. You also don’t just work out for a week intensively if you want to have a healthy and strong body. You make it part of your life and lifestyle and also experiment occasionally with new ways to train to not only keep yourself interested and motivated but also your body is a bit of a shock to the system. Example: If you’re an executive considering a career pivot, start building your personal brand by sharing insights relevant to your new industry. By the time you make the switch, you’ll already have a presence in that space. Action Steps: Proactive Branding: Treat personal branding as an ongoing process rather than a one-time project. This ensures you’re always prepared for changes. Consistent Content Creation: As Priestley advises, regularly produce content that reflects your values, expertise, and personality. Maintain a steady flow of valuable insights without overwhelming yourself with daily posts. Networking and Relationships: Priestley emphasizes that personal branding extends beyond online presence. Engage consistently with your network, attend events, and collaborate with others in your field. This ongoing relationship-building reinforces your brand’s presence and adaptability. 3. Not Thinking Like a Media Company Why This Matters Now: No matter the industry or profession you are in, it’s competitive and loud. Everyone has [or claims anyway] to have and be the best in [you name it]. So how do you decide which and who actually shares the same values as you, has an angle that resonates with you based on what you want to achieve and most importantly- who you also like and trust because you simply gel. This and more is what content allows you to showcase. Think about it - in the end, it always starts with communication and conversation. Content is what starts a relationship in 2024 and beyond, given we live in a digital-first world. Creating content also allows you to do research on steroids and tune in to the conversations that are happening, social listening to topics and concerns your current or future target audience has and with that, be ahead of refining their messaging. This is what makes you stay relevant as well as lead the conversation for what you want to be known for. Example: Write guest posts for industry blogs or participate in interviews on relevant podcasts to expand your visibility. Action Tips: Know Your Positioning: Many struggle with content creation due to a lack of clarity about their stance. Define your point of view and content pillars to guide consistent content development. Content Calendar: Plan consistent content in advance. Use a calendar to align your insights with current events and discussions, ensuring relevance. Engagement Strategy: Social media should be a two-way street. Engage with your audience, respond to comments, and participate in conversations to build relationships. Long- and Short-Form Content: Use different platforms effectively. Use social media for awareness and conversations, while leveraging platforms like podcasts or blogs for deeper engagement. 3rd Party Collaboration: Boost credibility and reach by collaborating with others. Guest on podcasts, speak at conferences, or contribute to industry publications to expand your visibility and social proof. Conclusion Personal branding isn’t just about self-promotion; it’s about strategically positioning yourself to make a meaningful impact. By addressing these misconceptions and implementing the action steps, you can refine your brand and enhance your presence. Stay tuned for more expert insights and keep building your brand with purpose and authenticity! ___________ Want to become the Trusted Authority in your field by building and monetising your expertise? Here are a few ways you can get started with my resources: 1.) Get your copy of my - Trusted Authority - From Technical Expert To Trusted Authority 2.) Check out the *brand new* 3.) Get your 4.) 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