Are you on the right path? The four types of "personal brands."

In the bustling marketplace of life, every soul possesses a brand. A unique signature etched into the world around them. Each person begins life with a personal brand, but not all remain in that realm.

Over a decade spent crafting brands for entrepreneurs, trailblazers, and thought-leaders has taught me much. The realm of personal branding is a labyrinth, one that needs a guiding light.

Why, you ask?

In recent times, individuals have braved the wilds of the internet, seeking to sculpt their personal brand with intention. But these expeditions often lead them astray, ensnaring them in time-consuming, gold-draining strategies.

Take, for instance, a consultant seeking to grow their client base. They adopt the tactics of an influencer, equating followers with potential customers. They pour their energy into churning out content, only to find their efforts yield no new leads. Disappointment takes hold, leading them to deem social media and their message ineffective. They accumulate followers, yet these followers bring no value.

The problem lies not in the strategy but in its application. Influencer tactics are tailored for influencers, not for the masses. They can prove detrimental for some.

Imagine a novice, advised to become a thought leader. Lacking insight and expertise, they don a mask of "thought leadership." They turn to personal brand consultants who promise to do it all. These outsiders shape the individual into what the market demands. Under this guise, thought leaders garner praise, recognition, wealth, and fame. But internally, they grapple with impostor syndrome. Such a situation is a ticking time bomb. Within a span of 3-5 years, they either vanish or reinvent themselves.

Understanding the journey you're on brings clarity and focus. It allows you to sift through the noise, to discern the advice that will truly serve you.

There are four brand positions that one can define for themselves.

1. Personal Brand 

This is the default position. Your personal brand is woven into your very existence. It is seen by those around you: your colleagues, friends, and family. They might describe you as funny, dependable, or hard-working. 

The challenge lies in setting yourself apart from others with similar traits and credentials.

2. Influencer Brand 

This path is often chosen by the GenZ and some millennials. They see it as a shortcut to wealth. They understand the power of aesthetics and personality, and leverage them to the fullest.

The challenge for influencers: Staying Relevant.

3. Expert Brand - practically nonexistent

These are rare, found mainly on LinkedIn and within closed communities. Experts often lurk in the shadows, too preoccupied with their work to engage with the outside world. 

The challenge for them is to step into the spotlight, to expand their influence beyond their immediate circles.

The good news for experts is that a new, more meaningful path opens if they decide to get out from behind the curtain.

4. Thought Leader

They are as rare as Olympic Champions, high achievers on a quest. These individuals commence their journey as personal brands in a field that suits them perfectly. Driven by ambition, they challenge themselves. They embrace hurdles, are perpetual learners, and are fuelled by the notion of gaining proficiency. 

And so, they tread the path. Upon achieving mastery, they hit a plateau. It's during this "plateau" that something stirs within them, they perceive a new trail. Usually, it's a path that makes their palms sweat. A BHAG (Big Hairy Audacious Goal). 

It surfaces as an answer to their internal turmoil: Is this it? Is this the culmination of my life's work? Have I endured so much only to be here? The answer emerges, but initially, it's brushed aside. Particularly if the individual is fatigued (mentally, emotionally, physically). Based on their experience, they can't view the BHAG with the same naive eyes as they did in their youth when they believed they could revolutionize the world, something that made the start of their journey more manageable. But life doesn't relinquish them that easily, and the invitations knock again. Depending on the individual, the spark to embark on the path is ignited either through profound anguish or a sudden revelation.

The challenge for thought leaders lies in their self-belief. They are standing at the precipice of their BHAG, facing a path that seems fraught with risks and unknowns. It's a daunting endeavour, one that requires an immense amount of courage, resilience, and tenacity. 

The looming question of "Can I really do this?" echoes in their minds, casting a shadow of doubt. It's during these moments that they must draw upon their past achievements, their mastery, and their relentless pursuit of growth. 

They need to remind themselves of the mountains they've already moved and the hurdles they've overcome. The same flame that sparked their journey as a personal brand and guided them to mastery can reignite their belief in themselves. The key lies in recognizing their potential, embracing the uncertainty, and stepping forward with conviction. The challenge is indeed formidable, but the journey of a thought leader is a testament to their ability to conquer such challenges and pave their own path.

And in the courage to move forward towards their BHAG, they make the unconscious decision to build their lasting legacy.

The journey of a thought leader is a beautiful one. It tests their strength but also empowers them. They grow from within, overcoming insurmountable challenges. They become super-humans.

I lived alongside thought leaders my whole life but for the last decade, I have had the privilege of working directly with them. My role is to see them, believe in them, and to translate their vision into reality. We venture into uncharted territories together, pushing boundaries and building their legacy.

In the end, the journey to personal branding is a fascinating exploration of the self, an expedition through the trails of the internet, and a quest to leave an indelible mark on our world. It is a voyage that calls for courage, authenticity, and a relentless pursuit of mastery. Whether you find yourself identifying as a personal brand, an influencer, an expert, or a thought leader, remember that this journey is uniquely yours. 

The labyrinth of personal branding is complex, but with the right guide, the journey can become an empowering tale of growth, discovery, and transformation. It's not just about the destination, but also about the journey itself and the legacy you leave behind. So, embark on this journey with an open heart and a clear vision, and remember that each step you take is a step towards crafting your unique signature in the bustling marketplace of life.

👩🏼 I am Ioana Lucretia.

🫵🏻 My mission is to find you. The Expert who is on a mission to impact the world and upgrade you to a Thought Leader.

🔆 Side Kick for Thought Leaders who are ready to build their Legacy.