Personal branding—you can barely scroll past a handful of social media posts without seeing the word.
At Altrincham HQ, we’ve been delivering personal branding workshops for close to a decade. Thousands of people, aged from 14 to business owners, have attended.
Although it seems like a new thing, the term “personal branding” is believed to have originated nearly 30 years ago, from an article written by Tom Peters in 1997.
In this blog, we’ll be exploring 10 Things I’d Like Every Small Business Owner to Know About Personal Branding.
A Personal Brand Takes a Lifetime—Not Weeks or Months
Patience is a virtue.
I see so many small business owners setting up a business on a Monday and, by Tuesday, they’re talking about having a strong personal brand.
I’ve worked in the music industry and in marketing.
I can honestly say that, despite being visible and respected in both careers, I didn’t have what you’d recognise as a personal brand for 4–5 years in each industry.
Even now, 15 years into running Altrincham HQ, I work my a** off to remain relevant and at the top of my game.
I don’t take anything for granted.
Nothing good came easy—so don’t expect to have a recognisable personal brand overnight!
A Personal Brand Goes Back to What Your Parents Told You When You Were 5
Remember all the things your parents told you when you were younger.
Be nice. Help others. Work hard.
Ultimately, that’s the foundation of a strong personal brand.
And everything else is just the icing on the cake.
Social media allows us to amplify all the good things about ourselves and be known as experts in our field. But “Be nice, help others, work hard” are the foundations that make you stand out and work across roles and careers.
A Personal Brand is More than Photos
Before personal brand photographers get p*ssy with me…I work in social media marketing, and I say marketing is more than social media.
Think of all the things that make up a personal brand.
Spend 2 minutes writing them down now.
Most people will have 10+ things on the list, with photos part of the wider content mix.
Do the maths—it puts photos at about 10% of your mix!
Some People Pay Thousands to Speed Up the Personal Branding Process
Prior to running Altrincham HQ, I was a journalist.
In those days, if you were featured in the press, it was down to merit.
In 2024, more often than not, if someone is featured in a “news” publication, it’s paid for.
It’s just how the media works these days.
But don’t always assume someone is an expert; they might have just paid for it.
Authenticity is Key In Personal Branding
When people think about building their personal brand, they sometimes make this mistake.
They look at what others are doing and mimic it.
They become mini-Steven Bartletts.
They join a content club and start posting EXACTLY the same as everyone in the group.
Trust me when I say I’ve seen people change overnight for the worse when joining a content club or a 7-Day Personal Branding Challenge.
Why?
Because it all comes across as inauthentic and takes the “personal” out of “personal brand.”
A bland brand—or someone else’s brand—won’t work for you.
Consistency is Your Friend
I said earlier that it took me 4–5 years in my respective careers to build my personal brand.
It’s important to note I was consistent in what I did over those 4–5 years.
I didn’t push myself for a month and then take a 6-week break.
I didn’t stop.
Consistency for you might not mean every day, but you need to be consistently showing up in all areas of business to build your brand.
Follow me on LinkedIn for daily updates
Personal Branding Is Not Just Online
What?
The social media guy is saying a personal brand is not just online?
As much as you found this blog by either social media or Google, the reason I’m well known and respected in my industry is just as much down to face-to-face.
Running my own networking events, going to others’ networking events, public speaking, 1-to-1 coffees. Being damn good in the real world so people care enough to leave over 800 reviews.
Everyone Already Has a Personal Brand
Jeff Bezos is always quoted as saying:
“Your brand is what people say about you when you’re not in the room.”
You can’t opt out of having a personal brand.
Trump has a personal brand—maybe not a great one, but he has one. The same with Katie Hopkins and Piers Morgan.
On the flipside, Rylan and Stacey Solomon seem to be universally liked, even though it’s not my thing.
Think of the following questions:
Known or unknown?
Liked or disliked?
Respected or not respected?
Expert or novice?
First name in your sector or way down the list?
Be honest.
Your Network Shapes Your Brand
“Your network is your net worth.” – Jim Rohn
“You become most like the five people you spend time with.” – Jim Rohn
“It’s not what you know, but who you know.”
These quotes spell out exactly how important your network is.
Who you choose to spend time with can influence people’s perception of you.
For instance, there are people involved in certain networking groups I won’t step into the room with as their reputation isn’t something I want to be associated with.
On the other hand, there are people whose reputation raises the reputation of an event because they only work with good people.
Personal Branding Is an Investment
What would happen if I gave up Altrincham HQ tomorrow?
My personal brand as Alex McCann on LinkedIn has a bigger reach than the company.
I’d have a support network of 11,907 followers.
I have 658 recommendations that potential employers could see.
I create content that will open doors for me.
If the company you run or work for closed doors today—would your personal network be ready to help you?
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