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.