162. 3 Things You Get Wrong About Personal Branding in 2024

Intro: The second you stand still, you are already falling behind. This is how I’m feeling right now—it's time to make big changes. The world is evolving, and so are key players. Maybe I’m just me being in my own bubble, or maybe it’s a sign of the times, but lately, I’ve noticed significant shifts: C-suite executives and founders are leaving their organisations, startups are merging with bigger companies, and established professionals are either experiencing layoffs or taking the plunge into new ventures. A notable trend is founders who, after cashing out and taking a break, are ready to dive back into the game—because doing nothing gets old quickly, especially for high performers. Whether you’re in transition or just observing, today’s episode will cover the biggest mistakes people make in personal branding so you can avoid them and get it right from the start. ====== It may just be my feed, but I’ve noticed an explosion of personal branding content on LinkedIn lately. While building a presence is key, it’s not just about being visible; it’s about being strategic and positioning yourself effectively. Understanding the fundamentals of leveraging your brand is what makes or breaks your efforts. So, let’s dive into three common misconceptions about personal branding that can easily lead you off track: 1. Being in the Spotlight vs. Shining the Spotlight Why This Matters Now: With AI and automation reshaping content production and consumption, your originality—your unique story, experiences, and personality—has become a key differentiator. Audiences are more discerning, seeking leaders who stand for something meaningful, rather than just self-promotion. In a competitive world, it’s easy to think personal branding is about being the center of attention. Particularly in Australia, where there’s a concern about being seen as 'too much' or overly self-promotional, the idea of personal branding can be daunting. However, effective personal branding is not about being self-centered but about shining a light on what truly matters: your cause, company, or ideas. A common struggle is a lack of clarity about what you want to be known for or an absence of a solid framework to showcase your expertise. Without clear direction, you risk falling into the trap of producing unfocused content that doesn’t resonate. Example: If you’re working on a new digital tool, create content that explains its benefits and how it can solve specific problems for your audience. Action Steps: Define Your Purpose: Clearly articulate the mission or cause your personal brand represents. Tell Stories: Connect past experiences with future goals. Share anecdotes that illustrate your impact and values. Micro-Narratives: Share small, relatable stories that connect with your audience personally. These can be daily experiences or small victories that reflect your values and mission. Value-Driven Content: Focus on providing tangible value. Share what you’re currently working on and how it can help others, making your content more engaging and relevant. 2. Time Management Why This Matters Now: In today’s fast-paced and unpredictable world, waiting until you "need" a strong personal brand is a luxury you can’t afford. Building your brand consistently and strategically ensures that you’re never caught off guard and that you’re always ready to take advantage of new opportunities or navigate unexpected challenges. You don’t start with building your Personal Brand when you need to [aka you’re exiting a business and plan for a career pivot or new business venture, your role looks like it will be made redundant, you’re launching a new offer, you name it]. Strategic timing is essential because otherwise it can backfire on you as people can see through those intentions. By consistently investing in your brand, even when things are going well, you avoid the panic that comes with sudden shifts. It’s about building a brand that