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The Formula for Personal Branding

You could be the “next big thing” in your industry.

Cover photo: @jerrysilfwer

My for­mula for per­son­al brand­ing is different.

There’s no short­age of online advice on estab­lish­ing and main­tain­ing your per­son­al brand.

But my per­son­al brand­ing for­mula is dif­fer­ent — it’s action­able.

Here we go:

Formulas for Personal Branding

There are plenty of sug­ges­ted for­mu­las for per­son­al branding:

Jennifer Holbus sug­gests the 3 C’s: Clarity, Consistency, and Constancy. Kimberly Moniz sug­gests the 5 P’s: Personal, Pointed, Prioritised, Purposeful, and Profitable. Abida Malik sug­gests the 4 C’s: Clarity, Consistency, Content, and Connection. 1Holbus, J. (2018, October 24). The Three Cs of Personal Branding. Linkedin​.com. https://​www​.linked​in​.com/​p​u​l​s​e​/​t​h​r​e​e​-​c​s​-​p​e​r​s​o​n​a​l​-​b​r​a​n​d​i​n​g​-​j​e​n​n​i​f​e​r​-​h​o​l​b​u​s​-​m​b​a​-​c​l​s​s​m​b​b​-​c​c​mp/ 2Moniz, K. (2023, October 4). Crafting Your Impactful Personal Brand: The 5 P’s Unveiled. Medium. … Continue read­ing 3Malik, A. (2023, August 9). Unveiling the 4Cs of Personal Branding. Linkedin​.com. https://​www​.linked​in​.com/​p​u​l​s​e​/​u​n​v​e​i​l​i​n​g​-​4​c​s​-​p​e​r​s​o​n​a​l​-​b​r​a​n​d​i​n​g​-​a​b​i​d​a​-​m​a​l​ik/

Linda Evans sug­gests a frame­work where the first let­ters are not identic­al: Authentic, Compelling, Relevant, Cohesive, Trustworthy, and Consistent. 4Evans, L. (2021, April 29). 6 Attributes of Effective Personal Brands. Linkedin​.com. https://www.linkedin.com/pulse/6‑attributes-effective-personal-brands-linda-evans/

There’s def­in­itely a strong case being made for consistency:

Brand Consistency in Social Media = Followers sub­scribe now (today’s brand per­form­ance) on faith (tomorrow’s brand per­form­ance) via trust (yesterday’s brand per­form­ance).

In sci­entif­ic lit­er­at­ure, I found these sug­ges­ted steps: Introspection, Understanding, Developing, Mantra, Crafting, Digital Footprint, and Communicating.

Personal brand­ing can lead to pro­fes­sion­al suc­cess by defin­ing your­self pro­fes­sion­ally through six steps: intro­spec­tion, under­stand­ing, devel­op­ing, man­tra, craft­ing, digit­al foot­print, and com­mu­nic­at­ing.”
Source: Medical Reference Services Quarterly 5Philbrick, J., & Cleveland, A. (2015). Personal Branding: Building Your Pathway to Professional Success. Medical Reference Services Quarterly, 34, 181 – … Continue read­ing

Interesting, but where do you go from here?

The Power of Actionable Advice

Most online advice on per­son­al brand­ing is excel­lent and well-mean­ing — but also self-evid­ent. What would be the altern­at­ive to being authen­t­ic, con­sist­ent, and clear? Disingenuous, incon­sist­ent, and incom­pre­hens­ible? I bet most aspir­ing per­son­al brands could’ve figured out as much.

But there’s a per­son­al brand­ing les­son hid­den behind all of these well-mean­ing, but often non-action­able, pieces of advice:

  • If you provide action­able con­tent and some of your audi­ence gets (imme­di­ate!) res­ults, then those audi­ence mem­bers will be “hooked.”

The “imme­di­ate” part is crit­ic­al — res­ults don’t neces­sar­ily have to be sig­ni­fic­ant. The inter­net is littered with con­tent telling people what to do in gen­er­al terms. As a per­son­al brand, you must find a way to break this cycle with­in your niche.

Think about it for a second: In this blog post, I’ve giv­en you an over­view of what’s been said else­where on this top­ic. That’s all good, but what action can you take based on that inform­a­tion? I’ve also poin­ted out that action­able con­tent is more potent than inform­at­ive con­tent, but how — exactly — does that make your inten­ded con­tent work for you?

It doesn’t.

The Formula for Personal Branding

Spin Academy | Online PR Courses

Doctor Spin’s Formula for Personal Branding

Here’s my action­able for­mula for per­son­al branding:

Stupid Majority + Smart Minority = PR Success

What do these con­cepts mean?

Stupid Majority = a major­ity of today that will stead­ily decline into a minor­ity of tomorrow.

Smart Minority = a minor­ity of today that will grow into a new major­ity of tomorrow.

So, what do you have to do exactly?

Identify your Stupid Majority. For example, in my niche, the pub­lic rela­tions industry, there are plenty:

  • PR is all about pub­li­city and media rela­tions.”
  • Digital com­mu­nic­a­tion is too tech­nic­al for PR pro­fes­sion­als.”
  • PR pro­fes­sion­als must talk using cor­por­ate plat­it­udes.”
  • PR pro­fes­sion­als must send out shitty press releases.”
  • Working with influ­en­cers is mar­ket­ing, not PR.”
  • PR will be okay once we fig­ure out how to cal­cu­late ROI.”
  • The PR func­tion should be rep­res­en­ted at the C‑level no mat­ter what.”
  • Corporate com­mu­nic­a­tion and CSR must be ‘boomer bor­ing,’ cringe, and woke.”
  • PR pro­fes­sion­als don’t have to know any­thing about web design, art dir­ec­tion, or UIX.”
  • To work with PR, you don’t have to know any­thing about PR his­tory, aca­dem­ic research, or theories.”
  • A PR strategy is the same as a PR plan.”

And so on. 

There are plenty of Stupid Majorities (and cor­res­pond­ing Smart Minorities) every­where — as long as you’re will­ing to scratch the sur­face. To get star­ted, you must brain­storm and pro­duce a list for your niche or industry.

Give your­self 30 minutes to pro­duce such a list.

Learn more: The Formula for Personal Branding

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

Top 50 Over 50”

The example:

An industry col­league of mine took notice of how we live in a cul­ture that cel­eb­rates youth. If you’re past a cer­tain age, you’re often regarded as “too old.” 

In the busi­ness world, there are “top 30 under 0,” but not “top 50 over 50.” This is, of course, stupid.

And this is the drum his per­son­al brand has been banging on for the last dec­ade. Articles, sem­inars, pub­li­city, and social media updates. Even though he’s made a dif­fer­ence, the fight with the Stupud Majoritl con­tin­ues. And his per­son­al brand is more rel­ev­ant and in demand to this day.

At first glance, how “age dis­crim­in­a­tion” fits with a per­son­al brand in the PR industry is not appar­ent. But on second thought, PR is all about busi­ness rela­tion­ships and how the media por­trays the real­ity we all have to live in.

Next Step — Actionable Content

My per­son­al brand­ing for­mula is decept­ively simple:

Stupid Majority + Smart Minority = PR Success

Identify your Stupid Majority and become a cham­pi­on by provid­ing action­able con­tent for your Smart Minority. How come this works?

If you’re inter­ested in going deep­er, I sug­gest learn­ing more about:

In clos­ing, I won’t wish you Good Luck.
I’m wish­ing you a Happy Fight!


Please sup­port my PR blog by shar­ing it with oth­er com­mu­nic­a­tion pro­fes­sion­als. For ques­tions or PR sup­port, con­tact me via jerry@​spinfactory.​com.

PR Resource: More Personal Branding

Spin Academy | Online PR Courses

Doctor Spin’s Personal Branding School

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

PR Resource: More PR Theories

ANNOTATIONS
ANNOTATIONS
1 Holbus, J. (2018, October 24). The Three Cs of Personal Branding. Linkedin​.com. https://​www​.linked​in​.com/​p​u​l​s​e​/​t​h​r​e​e​-​c​s​-​p​e​r​s​o​n​a​l​-​b​r​a​n​d​i​n​g​-​j​e​n​n​i​f​e​r​-​h​o​l​b​u​s​-​m​b​a​-​c​l​s​s​m​b​b​-​c​c​mp/
2 Moniz, K. (2023, October 4). Crafting Your Impactful Personal Brand: The 5 P’s Unveiled. Medium. https://​medi​um​.com/​@​b​r​a​n​d​i​n​g​w​i​t​h​k​i​m​b​e​r​l​y​/​c​r​a​f​t​i​n​g​-​y​o​u​r​-​i​m​p​a​c​t​f​u​l​-​p​e​r​s​o​n​a​l​-​b​r​a​n​d​-​t​h​e​-​5​-​p​s​-​u​n​v​e​i​led
3 Malik, A. (2023, August 9). Unveiling the 4Cs of Personal Branding. Linkedin​.com. https://​www​.linked​in​.com/​p​u​l​s​e​/​u​n​v​e​i​l​i​n​g​-​4​c​s​-​p​e​r​s​o​n​a​l​-​b​r​a​n​d​i​n​g​-​a​b​i​d​a​-​m​a​l​ik/
4 Evans, L. (2021, April 29). 6 Attributes of Effective Personal Brands. Linkedin​.com. https://www.linkedin.com/pulse/6‑attributes-effective-personal-brands-linda-evans/
5 Philbrick, J., & Cleveland, A. (2015). Personal Branding: Building Your Pathway to Professional Success. Medical Reference Services Quarterly, 34, 181 – 189. https://​doi​.org/​1​0​.​1​0​8​0​/​0​2​7​6​3​8​6​9​.​2​0​1​5​.​1​0​1​9​324
Shareable:
You could be the “next big thing” in your industry.
Shareable:
Personal branding is not rocket science.
Shareable:
My formula for personal branding hits different — it’s actionable.
Shareable:
If you provide someone with content that’s actionable, and they take action, and they get (immediate) results from that action — then you got them “hooked.”
Shareable:
There are plenty of Stupid Majorities (and corresponding Smart Minorities) everywhere — as long as you’re willing to scratch the surface.
Shareable:
My formula for personal branding is deceptively simple.
Shareable:
Identify your Stupid Majority and become a champion by providing actionable content for your Smart Minority.
Shareable:
Do you need to boost your personal brand?
Shareable:
Anyone could benefit from having a strong personal brand.
Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo

The cover photo isn't related to public relations; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that there is more to life than strategic communication.

The cover photo has

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