The concepts of personal brand and expert status have emerged in Russia relatively recently. Many believe that these two terms are relevant only in the fields of show business or coaching, but this is not the case.
Read our article on how a personal brand and expert status can assist in business.
Why a Personal Brand is Needed
While the phenomenon of a personal brand has only become known in Russia recently, foreign marketers have been aware of it since the first half of the 20th century. The first to propose it was American writer Napoleon Hill in 1937.
He defined a personal brand as a public image of a person formed by their behavior, disseminated ideas, and even appearance.
The peculiarity of a personal brand is that it is formed by people who are not acquainted with its owner and do not know their competencies. However, they have heard enough about them to make a decision about interacting with this person or terminating any contacts.
Who Needs a Personal Brand
Today, a personal brand is needed by representatives of various professions. It can play a decisive role when a potential client is choosing which expert’s services to use.
- Teachers, psychologists, coaches, freelancers: To declare their competencies, highlight uniqueness, and build an audience.
- Speakers, politicians, public figures: To increase citation, stand out among other experts, and improve their expertise.
- Top managers and business owners: To enhance audience loyalty, find business partners, and expand influence.
Regardless of the field of activity, a speaker’s personal brand needs promotion.
How a Personal Brand Differs from Reputation
A personal brand is the sum of everything that people say or write about an expert, even if they may not be acquainted with them. Business reputation is what those with experience working with the expert know about their professional qualities.
A personal brand is closely related to business reputation. Its uniqueness emphasizes what distinguishes the expert from colleagues. This selling element increases the interest of potential clients.
Business reputation reflects how effective the expert is in their work. Reviews about the level of professionalism and impressions from personal communication also play an important role.
What Expert Status Provides
Expert status is needed when a person does not have their own PR department and developed channels for promotion. Both novice specialists and those taking their first steps as speakers often find themselves in such situations. For both, there is a simple algorithm for promoting a personal brand and acquiring expert status.
How to Unpack and Promote Your Expertise
- Acquire Necessary Competencies: You should have education, completed training courses, or relevant experience to promote yourself as an expert on a topic.
- Create a Unique Image: Think about your appearance, making it simple and easily recognizable. This will help you promote your personal brand and be memorable to the public.
- Define Your Civic Position: Regardless of your field, you should have a clear and logically structured civic position. This is beneficial as it will make it easier for journalists to choose you as a spokesperson on various issues rather than your competitors.
- Share Interesting Cases and Solutions: Actively manage social media. Share the most interesting cases from your professional sphere and how you solved problems. Make your content useful for users, thereby promoting your personal brand and expertise.
- Respond to Current Events: Even if your field is unrelated to politics, you still need to stay informed. Follow the news and share your opinions on social media. This will help you form a group of like-minded individuals and promote your personal brand.
- Participate in Professional Events: Attend industry events as a listener and speak as an expert. These can include conferences, forums, and articles in the media.
For maximum effectiveness in promoting your personal brand and expertise, it is recommended to use all of the above techniques.
Examples of Experts with Personal Brands
- Mikhail Labkovsky, Psychologist: Today, Mikhail Alexandrovich is a bestselling author and a frequent interview subject. Once, as he himself claims, he was a failure. He escaped poverty and achieved expert status not through affirmations or financial meditations, but through his psychology degree and experience.
- Maria Montessori, Educator: Today, children in various countries are educated using the Montessori method. It all started when this medical graduate began observing the behavior of children with developmental disabilities. Based on her observations, she developed a method for educating these children. Her first students took exams alongside elementary school pupils, achieving excellent results.
- Phil Knight, Co-founder of Nike: Phil Knight is known as one of the founders of Nike. It all started with his passion for running. After graduating from college, the young American from a middle-class family began selling sneakers. Phil was unsure about the success of the venture, thinking it was temporary. But his love for running and entrepreneurship made him one of the most famous businessmen of his time, and his company became a globally recognized brand.
- Jackie Chan, Actor and Producer: Jackie Chan can be considered one of the most famous actors in the world. His story began in a poor Chinese family that couldn’t even feed their son. The situation was made worse by the fact that the future actor was not particularly diligent, so adults predicted a bleak future for him. His parents decided to send him to a martial arts academy, where the unruly troublemaker learned the stunts that ultimately made him a superstar.