Personal Branding 101 with LinkedIn Video Pioneer & Expert Brand Strategist Who Created The Talking Video Format

What are some myths around personal brand? 'Cause I feel like even the term personal brand has some baggage or has [laughs] some meaning to it that maybe people find, like, ooh, I don't wanna do that.

What's your, what's your thought on that?

Well, I think that people think a personal brand is y- is someone being loud [laughs] and obnoxious, um, and just like, "I'm out there all the time.

You have to listen to me," and, and the shouting and the screaming.

Mm.

And that's why I wanted to specifically do a book on personal branding for introverts, because I think that introverts, and I myself am an introvert, introverts can have a really indelible personal brand, a really memorable personal brand.

You know, the number one question that I always get is, "What is a personal brand versus reputation?"

Mm.

And the way I like to answer that is, reputation is the story that people tell when you're not in the room, and personal brand is the story that you tell when you are in the room.

So one you have really direct control over, and the other one you can influence with your personal brand.

And we're on the Influence Anyone podcast [laughs] so-

[laughs]

... um, I think whenever we're thinking about influence, we want to be able to curate our own personal brand because then that influences our general reputation, right, in the real world, and also in our work and our career.

Okay, hold on.

I wanna sit with that for a second, because Goldie said one of the most useful lines in this entire episode.

Reputation is the story people tell about you when you're not in the room.

Personal brand, what I actually like to call your authority, is the story you tell when you are in the room, and here's why that split matters.

Behavioral science has a name for this.

It's called the availability heuristic.

People don't pick the best option.

They pick the one that comes to mind first.

And if you're not remembered, you're not even being considered.

This is part of my influence flywheel, which is first they gotta see you, then they gotta remember you, then they gotta trust you.

And what Goldie just described is the remember and the trust part.

You don't get to control your reputation directly.