‘A personal brand makes up your reputation, image'

“A brand is more than a logo. A personal brand is the sum of your behaviour, attitudes, action and personal style. It's what you are known for and makes up your reputation and image,” said Ms Florence MacDonald, Sr. Corporate Communication Manager, Indian Oil Corporation Ltd.

She was addressing students of the Ethiraj College for Women at a Business Line Club guest lecture sponsored by Tata Photon+.

Personal branding, she said, is the way one markets oneself to the world. It is a process whereby people and their careers are marked as brands.

“Most people mistake personal branding for the process of building a better product, but it is actually the process of building a better perception of yourself among others. So you need to care about other's perception of you as a brand. Most people also think personal branding is difficult. But if you believe in your skills and ability, it becomes easier to sell your brand,” she said.

“In a nutshell, a personal brand is nothing but who you are and so it becomes important for you to create your persona. To separate yourself from the rest of the crowd, create your own identity that enhances your visibility and preserves your reputation,” she said.

She kicked off her address by quoting Dan Schawbel, a leading authority on personal branding, who said, ‘Personal branding is about identifying and articulating your unique value position.'

It was an interactive session with the students asking several questions on the corporate work culture.

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