Create Your Personal Brand
August 2024 / ANastasiia Skurtul
Create Your Personal Brand Using the Six Questions Approach
In the modern world, where digital presence often outweighs face-to-face interactions, having a well-defined personal brand is no longer optional—it's essential. Whether you're a business owner, a nonprofit leader, a freelancer, or even a stay-at-home parent, your personal brand shapes how others perceive you and determines the opportunities that come your way. If you don't take the reins and define it yourself, you risk others doing it for you, potentially in ways that don't align with your true identity or goals.
The Importance of a Personal Brand
A personal brand isn't just a logo or a catchy tagline; it's the essence of who you are and what you represent. It's the story you tell about yourself, the values you uphold, and the unique value you bring to others. Your personal brand influences how people perceive your credibility, trustworthiness, and expertise. It can be the deciding factor in whether you gain customers, secure funding, get selected for a community board, or land that dream job.
In an era where first impressions are often made online, a well-crafted personal brand helps you stand out in a crowded marketplace. It gives you a competitive edge by making you more memorable and relatable. But beyond the business advantages, a personal brand also allows you to live more authentically, aligning your public image with your personal values and goals.
Why the Six Questions Approach Works
The six questions — Who, What, When, Where, Why, and How—are foundational in helping you create a personal brand that is both comprehensive and cohesive. These questions guide you through the process of defining and articulating your brand in a way that resonates with your target audience.
1. Who: Define Who You Are and What You Stand For
The first step in building your personal brand is understanding and defining who you are. This goes beyond your job title or role; it's about your core identity and the values that drive you. Are you a trailblazing entrepreneur with a passion for innovation? A nonprofit leader dedicated to social justice? A creative professional with a unique vision? Or perhaps a stay-at-home parent who excels in multitasking and organization?
Your personal brand should reflect your authentic self. Consider the qualities and characteristics that make you unique. What are your strengths? What do you stand for? What do you want to be known for? Defining who you are is the foundation upon which all other aspects of your brand are built.
2. What: Clearly State What You Offer and Your Unique Value
Once you've defined who you are, the next step is to articulate what you offer. This isn't just about listing your skills or services—it's about identifying your unique value proposition. What do you do better than anyone else? What problems do you solve for others? What makes you different from your competitors?
Whether you're offering a product, a service, or a unique perspective, it's essential to communicate this clearly and concisely. Your audience should immediately understand what you bring to the table and why it matters. This clarity helps build trust and positions you as a go-to expert in your field.
3. When: Communicate Your Availability and Timeline for Projects
Timing is everything, and your personal brand should reflect your availability and readiness to take on new opportunities. Whether you're looking for new clients, collaborations, or projects, being upfront about your timeline helps manage expectations and builds credibility.
Are you currently accepting new clients? Are you available for speaking engagements or consultations? Do you have specific windows of time when you're focused on particular projects? Clear communication about your availability not only sets boundaries but also signals to others that you're organized, reliable, and professional.
4. Where: Identify Where You Operate and Your Target Audience
Your personal brand should also reflect the "where" of your professional life. This includes both your physical location and the market or audience you serve. Are you a local business owner with deep ties to your community? Do you operate globally, working with clients from different parts of the world? Or perhaps you're focused on a specific industry or niche?
Identifying where you operate helps you connect with your target audience more effectively. It also informs your marketing and outreach strategies, allowing you to tailor your messaging to resonate with the people who matter most to your brand.
5. Why: Explain Why You Do What You Do; Share Your Passion and Purpose
The "why" behind your personal brand is often the most compelling part of your story. It's what drives you to get out of bed in the morning, what keeps you going when times are tough, and what inspires others to support you.
Why did you choose your current path? What motivates you to do what you do? What impact do you hope to make? Sharing your passion and purpose not only humanizes your brand but also helps you connect with others on a deeper level. It gives your audience a reason to care about your work and to support your endeavors.
6. How: Detail How You Deliver Value and Achieve Results
Finally, your personal brand should clearly articulate how you deliver value. This includes your approach, methods, and the results you achieve. Are you known for your attention to detail? Your ability to think outside the box? Your commitment to quality and excellence?
By detailing how you work, you provide a roadmap for potential clients, collaborators, and supporters to understand what it's like to work with you. This transparency builds trust and confidence in your ability to deliver on your promises.
Putting It All Together: Building a Cohesive Personal Brand
Creating a personal brand isn't a one-time task; it's an ongoing process that evolves as you grow and change. However, by using the six questions as a framework, you can create a brand that is both cohesive and dynamic. Here are some tips for putting it all together:
- Consistency is Key: Ensure that your personal brand is consistent across all platforms, from your LinkedIn profile to your business cards to your website. Consistency builds recognition and trust.
- Be Authentic: Your personal brand should reflect who you truly are, not who you think others want you to be. Authenticity resonates with people and helps you build meaningful connections.
- Tell Your Story: Use storytelling to bring your personal brand to life. Share your journey, challenges, and successes. People are more likely to connect with you when they understand the story behind your brand.
- Adapt and Evolve: As you grow and change, so should your personal brand. Regularly revisit your brand to ensure it still reflects your current goals, values, and achievements.
- Engage with Your Audience: Your personal brand is not just about broadcasting who you are—it's about engaging with others. Listen to feedback, respond to comments, and participate in conversations that matter to you and your audience.
Why a Strong Personal Brand Leads to Success
A strong personal brand is more than just a tool for gaining visibility—it's a key to unlocking new opportunities and achieving your goals. Whether you're looking to attract customers, secure funding, join a board of directors, or land a new job, your personal brand plays a critical role in how others perceive your value.
When people are clear about who you are, what you offer, and why it matters, they are more likely to trust you, support you, and choose you over others. Your personal brand becomes a powerful asset that opens doors, builds relationships, and drives success.
Your personal brand is one of your most valuable assets. It's the narrative you control about who you are and what you stand for. By taking the time to define and develop your personal brand using the six questions approach, you can ensure that you're presenting yourself in the best possible light, both online and offline.
Don't leave your personal brand to chance. Take control of it, refine it, and let it be a true reflection of the person you are and the value you bring to the world. Start today, and watch as your engagement, opportunities, and success grow.