{"id":8268,"date":"2022-08-25T15:09:02","date_gmt":"2022-08-25T13:09:02","guid":{"rendered":"https:\/\/escp.eu\/thechoice\/?p=8268"},"modified":"2023-02-17T16:50:00","modified_gmt":"2023-02-17T14:50:00","slug":"be-yourself-everyone-else-is-already-taken-finding-your-personal-brand-online-and-offline","status":"publish","type":"post","link":"https:\/\/escp.eu\/thechoice\/choose-to-lead\/be-yourself-everyone-else-is-already-taken-finding-your-personal-brand-online-and-offline\/","title":{"rendered":"“Be yourself – everyone else is already taken”: Finding your personal brand online (and offline)"},"content":{"rendered":"\n

Whether you\u2019re an employee, a freelancer or a CEO, trying to stand out on social media can often seem like howling into the void. So, what\u2019s the secret to successfully leveraging your image online in a way that remains authentic? The Choice spoke to ESCP Professor G\u00e9raldine Galindo<\/a> and personal branding expert Thibault Louis<\/a> to find out more.<\/p>\n\n\n\n

First of all, can you define in a few words the concept of a personal brand – and what it\u2019s not?<\/h2>\n\n\n\n

G\u00e9raldine Galindo, professor of HR management at ESCP<\/strong>: From an academic point of view, my definition of personal branding is: a continuous strategic process focusing on content creation, positioning and interaction with others, based on storytelling our own narrative by highlighting what makes us unique. By this, I don\u2019t mean creating a persona or adopting a mask in front of others, but simply identifying and being led by two or three key characteristics that make us stand out from the crowd.<\/p>\n\n\n\n

Thibault Louis, personal branding expert<\/strong>: I\u2019d opt for an even shorter definition: Personal branding is what people say about you when you’re not in the room<\/strong>. Imagine you’re a brand, like Victoria\u2019s Secret, Patagonia or Harley-Davidson. In a similar way, your name is your brand. Before, personal branding only worried people in the media spotlight. But now, in the wake of the internet and social media revolution, everyone is linked to personal branding in some way.<\/p>\n\n\n\n

How has the rise of personal branding impacted the world of business leadership, for individuals and brands?<\/h2>\n\n\n\n

G\u00e9raldine Galindo<\/strong>: Personal branding is starting to have a significant impact on the way we view leadership. By leaving more space for each of us to be a more authentic version of ourselves, we\u2019re beginning to value and encourage the development of different skills and personalities<\/strong>. It goes without saying that human resources departments are having to become more agile than ever in response, particularly in terms of recruiting. For example, the increased focus of many candidates on their image is turning the mirror back on employers, such as by asking more nuanced questions about their career perspectives. These increased expectations are beginning to shift the balance in favour of the employee.<\/p>\n\n\n\n

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We all have a personal brand. From the moment we step out into society and interact with other people, we\u2019re being judged and evaluated on how we present ourselves.<\/p>G\u00e9raldine Galindo<\/cite><\/blockquote>\n<\/div>\n\n\n\n

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\"G\u00e9raldine<\/figure>\n<\/div>\n<\/div>\n\n\n\n

Is personal branding exclusively destined for the internet, or is it equally important offline?<\/h2>\n\n\n\n

G\u00e9raldine Galindo<\/strong>: We tend to associate personal branding with a strong online presence first and foremost. At the risk of sounding somewhat old-fashioned, it\u2019s just as important – if not more so – to be confident in how we present ourselves in real life, across all angles. This goes from appearance, posture and good old-fashioned manners to how we speak and interact with other people.<\/p>\n\n\n\n

Thibault Louis:<\/strong> As someone whose main field is in online branding, I\u2019d also highlight the huge focus on digital image that previous generations simply didn\u2019t have to deal with. In my case, I specialise in personal branding for business leaders and CEOS – there\u2019s a huge demand but not a lot of really competent writers, which gives me a competitive edge. For my own personal branding, I try not to ask myself too many questions. I just talk about things that I like and try to bring some value or humour. I know that occasionally there\u2019ll be some controversy about what I post, but it’s never been a big deal. I actually think that my approach has helped me build my online reputation – which in turn is good for business. WIth that said, I\u2019d strongly advise anyone to build an online personal brand and create content. Audience first, product later!<\/p>\n\n\n\n

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\"Photo<\/figure><\/div><\/div>\n\n\n\n
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To define your personal branding, you need to ask yourself: “What do I want to be known for? What makes me unique ? What\u2019s the key message I want to send to the world on a giant poster – and how do I broadcast it in a thousand different ways on the internet?<\/p>Thibault Louis<\/cite><\/blockquote>\n<\/div>\n<\/div>\n\n\n\n

Can everyone benefit from building a personal brand, or some more than others? Does it depend on the industry, for example?<\/h2>\n\n\n\n

G\u00e9raldine Galindo:<\/strong> In a certain sense, we all have a personal brand. From the moment we step out into society and interact with other people, we\u2019re being judged and evaluated on how we present ourselves. With that said, I think that graduates and young people just beginning their careers are already likely to be aware of the importance of their \u2018personal brand\u2019, particularly when it comes to selling oneself and showcasing one\u2019s skills.<\/p>\n\n\n\n

I\u2019d actually go further and say that it\u2019s even more important for entrepreneurs<\/a>. Investors, potential partners and customers all expect to have faith in what you do, so I\u2019d encourage all of you to prioritise personal branding.<\/p>\n\n\n\n

Thibault Louis: <\/strong>I firmly believe that everyone can reap the benefits of personal branding. Whether you\u2019re an employee, a freelancer or a CEO, building an audience online requires courage, patience and boldness. <\/strong>You\u2019re in the lions\u2019 den to a certain extent, particularly in today\u2019s social media climate, but taking the risk can reward you with leverage, recognition and opportunities.<\/p>\n\n\n\n

Could you share an example of successful personal branding?<\/h2>\n\n\n\n

G\u00e9raldine Galindo:<\/strong> When we speak about personal branding, we tend to think of politicians, film stars, business leaders – but it\u2019s important to remember that these people have a team of advisors working on their image 24\/7! I\u2019d define a successful personal branding strategy as someone who\u2019s comfortable with what makes them different, who\u2019s stayed true to themselves and who remains authentic when meeting new people.<\/strong> To quote Oscar Wilde: \u201cBe yourself, everyone else is already taken.\u201d<\/p>\n\n\n\n

Finally, what are some tools and tips you\u2019d recommend for beginning a strategic reflection about one\u2019s personal brand?<\/h2>\n\n\n\n

G\u00e9raldine Galindo:<\/strong> I\u2019d begin by examining how others perceive you. \u201cHow would you define me? What makes me different from other people?\u201d This then gives you a starting point for self-reflection: \u201cWhat makes me stand out, so that people remember my name?\u201d Only then should you begin to start strategizing ways to leverage your image online.<\/p>\n\n\n\n

As I mentioned earlier, physical presence and self-confidence also play a huge role. I\u2019d encourage speaking to friends and family, as well as reading what industry experts have to say – Thibault, over to you!<\/p>\n\n\n\n

Thibault Louis: <\/strong>To define your personal branding, you need to ask yourself: “What do I want to be known for? What makes me unique? What\u2019s the key message I want to send to the world on a giant poster – and how do I broadcast it in a thousand different ways on the internet?\u201d You need to think like a brand, which means that you’re not supposed to please everyone. The worst thing you can do when building yours is to not distinguish yourself enough. You’re unique – and that\u2019s the secret<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

What\u2019s the secret to leveraging your image online & offline in a way that remains authentic? ESCP’s The Choice spoke with personal branding experts G\u00e9raldine Galindo and Thibault Louis to find out more.<\/p>\n","protected":false},"author":1,"featured_media":8267,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[120,42,230],"class_list":["post-8268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-choose-to-lead","tag-branding","tag-leadership","tag-professional-development","category-13","description-off"],"acf":[],"yoast_head":"\nHow to succeed at personal branding online & offline - The Choice by ESCP<\/title>\n<meta name=\"description\" content=\"What\u2019s the secret to leveraging your image online & offline in a way that remains authentic? 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