personal branding

The power of a personal brand

We’ve all read about the younger generations’ greater inclination towards creating value and making a positive impact on the world compared to previous generations. I got to experience that first hand today when giving a personal branding workshop to a group of high potentials from the faculty of Economics and Business at the University of Amsterdam.

It becomes evident from their career preferences, desire for socio-environmental impact, and preference for work that aligns with their purpose. Moreover, this generation prioritizes self-growth and fulfillment over material gains, valuing experiences more than possessions. I asked the group what they would do if money wasn’t a factor. The response was dominated by CONNECTION, EXPERIENCES and IMPACT.

Some of the superpowers of this group:

  • Open minded and considerate of different points of view
  • Time & project management
  • Curious and optimistic
  • Critical thinking
  • Communication and adaptability
  • Perseverance
  • Personal development and mental health

What made me very happy was the fact that these students understand that it is important to build a career that is aligned with their values and purpose. They are driven by curiosity and the willingness to grow as a professional as well as on a personal level. And, they want to make impact. Not just for the sake of making others proud, but really providing value.

This shift in societal values towards heightened social responsibility and awareness is emblematic of the new generation’s focus on making a difference and leading a purposeful life. The future definitely looks bright!

A bit more on the power of personal branding..

In a world where social media and digital platforms have made it easier than ever to share information about ourselves with the world, personal branding has become increasingly important. At its core, personal branding is the art of knowing yourself and what you bring to the table and translating that into a unique image and reputation that sets us apart from others and helps us achieve our personal and professional goals. My Master thesis was about branding, the theoretical framework took into account Keller’s brand pyramid, who argues for Points of Parity (do you fit into a certain category?) and Points of Uniqueness (what sets you apart from the others?) (Marong, 2016). 

It is relevant to anyone who wants to establish a clear sense of identity and purpose. By taking the time to define our values, goals, and strengths, we can create a personal brand that reflects who we are and what we stand for.

One of the key benefits of personal branding is that it can help us stand out in a crowded field. Whether we’re seeking employment, building a business, or pursuing creative endeavors, having a strong personal brand can make us more visible and attractive to others. By crafting a clear and compelling message that resonates with who we are, we can differentiate ourselves from others and create a lasting and authentic impression. By clarifying our values and goals, we can create a sense of purpose that drives us forward and keeps us on track. Whether we’re facing challenges or opportunities, having a clear sense of who we are and what we stand for can give us the confidence and resilience to navigate whatever comes our way.

There are many ways to create a personal brand, including developing a unique style, building a strong online presence, and cultivating a reputation for excellence in our chosen field. Just as with manifestos, personal branding requires self-reflection, creativity, and a willingness to take risks and stand out from the crowd. Connect with me if you want to do a personal branding workshop like I do for the University of Amsterdam.

personal branding example

Source: Marong, M. (2016). Brand crisis management on the associative level. University of Amsterdam, Amsterdam,

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