Whilst operating as a personal brand in the modern, highly social world we’ve found ourselves in, there are a number of questions we can expect to be asked when on-lookers are curious about what life is like in such an intertwined mash-up of social and professional living.

“Aren’t you worried about people in business looking at your personal social media accounts?”

“How do you separate your private and professional lives? Wouldn’t that be near impossible?”

“What happens if people share things about you that you wouldn’t want your clients to see?”

And these are all valid questions, of course. It would be considered normal to keep one’s private and professional lives distinctly separate, with no major advantage in combining the two.

That is – at least, at first glance.

Upon digging deeper, we often find that the idea of operating as a personal brand – all whilst combining both the social and professional lives we lead – may not just be reserved for those wanting to start their own business. In fact, it is quickly becoming a pre-requisite for success for all business owners, freelancer and employees alike!

Consider the evolution of two major shifts in our modern society and the trend towards which they are actually heading:

The evolution of social media and our entire private lives becoming public:

Let’s face it, the idea of a private life hasn’t been a reality for some years now, and our grip on any shred of privacy that is left is gradually slipping through our fingers as we post our every thought, location and good-looking meal on our social media accounts.

Employers can get a far more accurate depiction of who their potential job candidate is as a human being by scanning their Facebook page than scanning their resume and are doing so on a daily basis.

What used to be considered potentially unethical has now become the norm and life as we know it continues to roll on. This age-old concept is now evident in the new working world as much as anywhere else in history.

If you’re the type of worker, employee or business owner who doesn’t feel like being a personal brand is the avenue you want to take, please take a look again and realise being a social media user makes us a walking personal brand whether we like it or not. Act (and like, comment and share) accordingly.

The growth of technology and its threat to remove our jobs as we know them:

With less and less jobs as we know them remaining on the table, the modern working environment is highly unpredictable, unstable and undefined.

This means two things; the majority of employers are aware of this and are inclined to hire those that are able to demonstrate an ability to personally brand themselves well, and that many modern workers are starting to opt for the sole-trader/freelancer working lifestyle, which again requires them to represent themselves attractively as personal brand.

Please understand: When analysing the modern working world, it is becoming clearer and clearer that all of us are in the game of marketing ourselves as a personal brand.

Some individuals – regardless of their position within or outside of a company – have just cottoned on to this fact earlier than others and are getting started on building their profile when it matters most: today.

Those that are unaware or deliberately ignorant of this fact may be costing themselves more in the future than they can currently comprehend, and like the decay in a tooth that they hope will somehow miraculously fix itself, this is a problem that will only get worse until something is done about it.  

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales, the methodology designed to ensure you are closing sales without having to revert back to the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape.


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