• Esther Mund

What's personal branding anyway?

Oh yeah, I'm going to try to answer that.

Warning! Personal branding is not an easy term to define, so bear with me. But I promise you, by the end of this chat, you'll have a better understanding of what a logo is, and of its purpose - what's branding, what's personal branding.

Okay, let’s go back all the way to the beginning. Back to when you first started planning (daydreaming?) your #dreambiz and, of course, your logo.

What's a logo?

A logo is the face of your company.

It's a custom illustration (icon, image or shape) and typography (font) that represents your brand.

It's the spokesperson for your company.

It’s the thing that lets your customers know who you are (and aren’t) and what you do before they scroll down your website or shop.


Let’s be real, there are so sooo many (millions, if not more!) people who do exactly what you do, so why would someone pick you?

For my logo? Meh!

Nobody shops at Target because of their red bullseye and cute little dog (even though it's super cute) or owns a Mac because it's got an apple on it.

So what's a logo for if not to get people to pick me?

A logo's number-one purpose is to be memorable and recognizable among the masses.

That's it.

It's the single image people walk away with after they encounter your brand.

Now back to the question. So why should they pick you? It's not because you've got the fancy-schmancy logo (and your competitor designed hers on Canva).

The short answer, it's the experience.

Long answer, It's your brand's values and principles. How accessible (and findable) you are. The services you provide, compared to the services your competitors provide. Your brand's personality, style and likability (oh yeah, that doesn't only happen in politics). And it doesn't end there, the list goes on and on and on.

It's the experience. From when they encounter your brand until they're a raving fan and even after. It's a relationship and relationships are complex, aren't they?

That is branding.

Your company is more than just a logo, it's a brand.

A brand is the sum total of everything your brand offers. And by everything I mean *literally* everything.

Every interaction your customer has with your brand becomes their experience. The good, the argh and the ugly.

Now, back to the first question. What’s personal branding?

I don't remember life 'back in the day', but let's pretend we do for a second. Back when brands were on cows, and selling your product meant greeting everyone with a welcoming smile, making small talk, bragging, boasting, selling.

It was about building a relationship. because whoever made the most connections walked away with the most sales.

That's personal branding.

Personal branding means becoming the face and voice of your brand, by showing up for your people every day. just like the good old days.

It means building a brand that's aligned with your values, style and beliefs. Connecting with your buyers, empowering them, educating them and serving them.

Here's the (freaking) coolest part about personal branding in 2020, it's all about serving *your* people: a group of people who share your values, care about what you care about, and get you.

In other words, you get to hang out with you BFFs, talk about the things you wanna talk about (because they wanna talk about it too), and empower and educate them while making money along the way.

What does that look like IRL?

Instead of researching the hottest trending product or service, you sell the thing you (really) wanna sell, believe in and are educated about.

Instead of spending hours doing market research, you research yourself and your people. Because your market is your people and you know your people best.

And the best part: because we are each an idiosyncratic concoction of life experiences, when you build a personal brand that's aligned with who you are, it's unique.

There's no one with your combination of face, style, personality, beliefs, story and gifts.

Any questions? DM me!

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