Evolution from traditional branding to personal branding

By Preciousgift Ajudie-Ogunsanya

Traditional Branding (verb) refers to the process of creating a distinct identity for a business, product, or service through conventional marketing strategies and communication channels.

It is focused on building a brand’s image and reputation by controlling the message conveyed to the target audience.

Personal branding (verb) is the process of strategically creating and promoting an individual’s unique identity, skills, values, and experiences to differentiate themselves and influence how they are perceived by others, particularly in a professional or public space.

In today’s digital age, the way we brand has transformed dramatically. For decades, branding was something businesses did to distinguish their products in the marketplace. Companies controlled the message, and consumers simply absorbed it.

However, as social media and digital platforms revolutionized communication, branding evolved from a corporate tool to a personal necessity.

Especially with the help of digital platforms, technology and social media, branding has evolved from something only businesses do to something individuals must master.

With traditional branding primarily focusing on businesses and products. Companies develop a brand identity, having one-way communication, without much feedback or interaction. Consumers are often passive recipients of branding messages.

Then came Personal Branding where individuals began to market themselves and their careers, skills and, expertise as brands!

With the rise of personal branding, we now see a two-way communication take place. Individuals now interact with their audience, receive feedback, engage in meaningful conversations, and connect with those who resonate with their stories and expertise.

As the workplace becomes increasingly competitive and digital, building a strong personal brand can be the difference between standing out and being overlooked.

According to a survey by LinkedIn, 70% of professionals believe that personal branding is essential for career success. Furthermore, individuals with a strong personal brand are 73% more likely to be perceived as experts in their field.

Today, people seek authenticity and connection. Fortunately, platforms like Instagram, LinkedIn, and YouTube have allowed individuals to build personal brands that resonate with their values and reflect their individuality. This evolution from traditional branding to personal branding has opened up new avenues for career success, especially in an increasingly competitive market.

Freelancers, consultants, and entrepreneurs leverage their personal brands to differentiate themselves in a crowded marketplace.

Funke Akindele rose to fame and relevance through her acting, particularly through her hit series Jenifa’s Diary. She has expanded her personal brand beyond acting into producing, entrepreneurship and politics using Instagram, Twitter and YouTube.

Oprah Winfrey began as a TV talk show host but grew her personal brand to become one of the most trusted and influential media personalities in the world. She leveraged her authenticity, vulnerability, and commitment to uplifting others using the Television (The Oprah Winfrey Show), O Magazine, social media.

Have you ever thought about the story you tell the world through your online presence?

In today’s competitive market, that story could be the key to your success.  Reflect on your values, identify your unique strengths, and consistently use digital platforms to tell your story.

In a world that values authenticity, your personal brand is your most powerful asset.

Ajudie-Ogunsanya is a Personal Branding Specialist who helps GEN Z’s,  Professionals and Changemakers amplify and build powerful personal brands around their expertise and knowledge for increased impact, influence, and profit. She can be reached via her LinkedIn Page or her email at thepreciousgiftajudie@gmail.com for Speaking Engagements, Training, Media Placements, or Personal Branding Consultations.