Your personal brand is not just about marketing techniques. It is about figuring out who you are and how you can add value in ways that others can't. Steve Jobs, for example, remains the face of Apple, because he was a master in understanding what his customers' most common problems were and how to address them. As a result, he built an audience around himself and Apple, which was confident in his and the company's ability to fulfil their needs.
Both need to evolve and change over time. When the world first met Bill Gates, he was a tech genius with a vision. Today, he is the world's wealthiest person. But when people think of Gates, they also think of him as a philanthropist who donated 95 percent of his wealth to social causes.
He remains a visionary, but has moved from being recognised only as a business leader to being known for using his personal wealth to better the lives of others.
A successful personal brand is one that is authentic and relates to its customers. There's a common misperception that when you enter the C-suite, you must be restrained and conservative, but that is not true. Every brand exists for its target group, which needs to be able to resonate with both the product and the company's leadership.
Sir Richard Branson, for example, is known for being a "cool" entrepreneur, and thinking outside the box.
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