Five ways to build your personal brand

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Most successful businesses have a recognizable brand. Their customers think of them when they need a particular product or service, and associate that company’s image or brand with what they need to buy. Freelancers, solopreneurs, consultants, one-person businesses, and other “one-person” operations can also differentiate themselves by developing a personal brand. The goal is to stand out and be remembered, so your clients and potential clients will think of you first.

So, how do you go about building a personal brand?

Identify your key challenge

What difficulties or hardships did you have to overcome to get to where you are today? How did you decide to provide the product or service that your clients want? Tell your personal story of challenge and triumph. As with every story, start at the beginning (the obstacle), describe how you overcame it, and show where you are today.

State what you learned

Your challenges should have taught you something – how to overcome difficulties, how to do things better, how to be better at what you do, how to solve other’s problems. Take what you learned and share it with others. Show your passion to others, and they will want to know more about you, and work with you as well.

Show how you are qualified to do what you do

What characteristics did you develop in overcoming the obstacle? Are you more efficient, tenacious, creative, intelligent, experienced, etc.? State how these qualities have made you better – as a person and as a business person. Identify your energy – what drives you to be better? Show how you give back, and are part of the community you serve.

Identify your clients’ key challenges

Know your audience and what motivates them. Do they face the same challenges you did? Show them how to overcome those obstacles. Understand your clients’ struggles, and how they feel, as well as what they want to achieve. Use your story to show how you overcame similar challenges, and use your energy and knowledge to help them get past those obstacles.

Create an identifiable tagline

Your tagline, slogan, message, etc. should express your knowledge, energy, abilities and/or skills. It should summarize your essence and how you feel after overcoming your obstacles. It should also be genuine and true to who you are. Keep the tagline short – a few words to a sentence.


You have a personal style, as well as experiences that are unique to you. Creating a personal brand is an extension of who you are, and can help to differentiate you in the minds of your clients. Show your clients that you understand what is important to them, and that you have the experience to help them meet their needs.

What is your personal brand? How did you create your brand? Let me know –

David Gargaro

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