Professional persona | Why authenticity is at the centre of your personal brand

‘Personal brand’ has been a phrase floating around on LinkedIn for a while – but what does it actually mean? And should it be important to you? Your personal brand is your unique set of skills, personality traits, and value that you bring to the world.

It encompasses how you are perceived by others, both online and offline, and can influence your reputation, opportunities, and success in personal and professional spheres.

In this sense, having a personal brand can be likened to the brand of a company or product. In the same way that a personal brand at a company has a unique selling point, unique set of values, and a unique ‘vibe’, so does a personal brand. Capitalising on your uniqueness is really the key way to finding what your brand is, and this is ingrained in being authentic.

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Low-key leaders | Shein's CEO keeps such a low profile that even his staff don't recognise him - is this a good strategy?

The power of being authentic is becoming ever more important in the professional world. Previously, it was normal to be a version of yourself at work and then who you really are at home. Now, people realise that not being authentic leads to lackluster leadership and an inability to create stronger bonds and foster trust, engagement and loyalty.