Personal Brand

by Dawn Bentley


What is so important about personal branding that you and I should be taking it seriously?

Well, I’m sure you have read in the press about the ‘war for talent’. Indeed it was over ten years ago that McKinsey first coined this phrase and reported on how competitive the workplace would become for talented people.

The world of work isn’t what it used to be. We live in an environment of contract changes, reorganisations, downsizing, short-term contracts and flexible working. Job security is not what it used to be. To ensure you get the job and career you want, you need to be able to succinctly tell people what you are about. That is where personal brand comes in.

What is so important about personal branding is that it allows you to stand out from the crowd and display your true talents and attributes, ensuring people pick you for their team, project, company, or for promotion.

We are what we repeatedly do.


It’s about identifying what is unique about you and the promise and value you bring to an organisation or team. It’s then about how you put that across on a day-to-day basis. It’s not simply about your image, your logo or your tag line. It’s about being authentic and clear about your identity – making it recognisable.

How can you get very far,
If you don’t know Who You Are?
How can you do what you ought,
If you don’t know What You’ve Got?
And if you don’t know Which To Do
Of all the things in front of you,
Then what you’ll have when you are through
Is just a mess without a clue
Of all the best that can come true
If you know What and Which and Who.

Benjamin Hoff, The Tao of Pooh