Branding, according to the Cambridge Dictionary, is:

Until recently, as we can see from this definition, branding expressly referred to a product or company. However, with the globalisation and modernisation of the world, branding now refers to how a person carries themselves in their values and outlook and even goes as far as their social media accounts. Back to what Ghanaians say, this is where you package yourself to look like a well-wrapped gift!

But is "packaging" critical?

The importance of personal branding

Personal branding is essential because it stands for yourself and your beliefs. Doing this commands respect from your peers and onlookers about yourself and even the company you are working at and gives you, the person, an added boost of self-confidence.

Particularly in a world of 8 billion people, it's easy to get lost in the crowd. Therefore, personal branding helps you to stand out in this "loud" world. A few years ago, finishing university and having an undergraduate degree was a big deal, no matter the score you graduated with. It would surprise you to note that we are moving to a world where an undergraduate degree is like attending Junior High School; very soon, a master's degree would be the new undergraduate degree. This is not to scare or put pressure on you, but believe it or not, personal branding is what would make you stand out no matter your education level. Thus, it's vital to "package" well!

Because you have mastered and made a name for yourself in relation to some particular skills, personal branding gives you access to various options. Yes, like Jack of all trades, you may have acquired diverse skills, but you won't be identified for a specific opportunity. Thus, putting yourself out there as a master of your various skills helps you identify and target a niche market that suits your bill.

Just like products and services are sold, packaging helps you sell yourself and your qualities. Especially in the social media generation, people are more likely to respond favourably to a good or service with a well-known personality than to one that is sold without a face. For example, we can see the likes of Gwen Addo, the face of Hair Senta. Before she debuted on the hair scene in Ghana, there was little of a personality behind the hair industry. However, with her pioneering of attaching her brand to the hair service she renders, people trust her hair brand, which we see other hair brands picking up and doing the same.

How to build a personal brand

Before learning to "package" yourself, look at a typical package. When you receive a package, though the wrapping and the box the gift came in may look nice, we can all testify that if our expectations concerning the gift inside are not met, it ruins the package completely.

1. Establish your brand's identity

This is the same ideology we can apply to establishing a brand identity. If you don't create a brand identity, your essence won't be realised, no matter your packaging. It's crucial to identify your personality, beliefs, and unique selling proposition with clarity if you want to build a great personal brand. Understanding your unique qualities, passions, and strengths will help you achieve this.

Here's how to establish a brand identity:

Self-awareness: Consider your abilities, principles, passions, and experiences to learn what makes you unique. Determine your areas of strength and progress. That way, you can project what you stand for.

Choose a niche: Decide on a niche or sector to establish your brand. Knowing your target market and the issues you hope to address can improve your brand's identity.

Identify your mission and vision: Create a purpose and vision statement that are crystal clear and capture your objectives and the value you hope to deliver to your audience. Verify that these assertions reflect your ideals and appeal to your intended audience.

2. Establish a Visible Online Presence

A solid online presence is essential for developing a successful personal brand in today's digital age. Social media and the internet are essential components of personal branding.

Here's how to establish a social media presence:

Establish a credible portfolio/website: Create a website that promotes your brand and contains information about your contact details, services, achievements, and portfolio. Think of this as your virtual CV. This technique may seem a bit over the top for a personal brand but be assured that you heard from Looksharp first that in the next five years, having a personal website would be the most "in" thing if it isn't already.

Leverage social media: Share your knowledge, interact with your audience, and spread the word about your company using well-known social media sites like Facebook, Instagram, LinkedIn, and Twitter.

Post pertinent information regularly that embodies your brand's personality.

Ensure your messaging, visual components (logo, colours, and fonts), and communication style are consistent with your brand's identity. Branding consistency is essential to establish a solid and recognisable image in your audience's eyes.

Engage in content marketing: This is by producing and disseminating informative information relevant to your area, such as blogs, podcasts, videos, and infographics. This establishes your authority and draws a following.

Network and Collaborate: Engage influencers, opinion leaders, and other professionals in your sector to build a network and cooperate. Collaborations can increase the visibility of your brand and establish trust.

Developing a personal brand takes planning, strategy, time, and effort. Creating a clear online presence and defining your brand's identity are crucial first stages. You may successfully build a powerful personal brand by being aware of your talents, creating a distinct identity, and using digital media wisely. To secure the expansion and survival of your brand, maintain consistency, adjust to the changing environment, and interact with your audience.

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