What do Bonang Matheba, Siya Kolisi and Trevor Noah have in common? A strong personal brand. When you hear these names, you instantly get a sense of who they are without needing a bio. That’s the power of a personal brand. But personal branding isn’t just for celebrities and CEOs. Whether you're a student entering the workplace or launching your career, your personal brand speaks long before you do. So, the question is: what is yours saying?
For young people stepping into the workplace, it's not just about qualifications or technical expertise. Employers and opportunities are drawn to clarity, confidence, and consistency; traits that a strong personal brand helps you project.
So, what then is personal branding?
Ask the next person you run into what they think a personal brand is, and you might be surprised to discover that it’s not that easy a term to define.
At its core, personal branding is the intentional process of shaping how the world experiences you. It’s not about crafting a fake persona or trying to be like a celebrity, which is one of the answers people often give. In fact, the opposite is true. A compelling personal brand is rooted in authenticity. It’s built on a clear understanding of your values, your strengths, and your unique voice.
Think of it this way: You are already sending a message, and personal branding is choosing what that message is.
Your personal brand is made up of six interconnected elements: - Perception: How people see you. This is shaped by your actions, your words, and your energy.
- Reputation: What people say about you when you're not in the room.
- How you show up: The way you present yourself physically, verbally, emotionally, and professionally.
- Digital footprint: Everything that exists about you online.
- Impression: The feeling you leave with people after every interaction.
- Value proposition: What you offer that others can’t. This is your unique blend of skills, experiences, personality, and perspective.
Together, these elements create the full picture of your personal brand. To start building a brand that works for you not against you, consider following these five steps:
1. Get clear on who you are
Start by identifying your values, strengths, passions, and purpose. What do you care about? What are you naturally good at? What kind of impact do you want to make in the world? This clarity informs both your value proposition and the reputation you want to build.
2. Craft your personal brand statement
This is a short, powerful sentence that communicates who you are, what you do, and why it matters. It’s the heart of your value proposition. Make it specific, memorable, and authentic.
3. Audit your online presence
Google yourself and review your digital footprint. Are you showing up as the version of yourself you’re proud of? Clean up anything that doesn’t reflect your values and start sharing content that aligns with your goals.
4. Be intentional about how you show up
Whether you’re in a classroom, interview, meeting, or even on WhatsApp, how you show up matters. This might mean for instance, making sure that you never keep people waiting (unless you want that to be a part of your brand of course) or making sure that you have a smile on your face when you greet people. Be conscious of how you are presenting yourself and think about how your behaviour may be affecting others.
5. Leave a lasting (and positive) impression
Every interaction is an opportunity to leave people better than you found them. Be present, be kind, be confident. People will remember how you made them feel, and that becomes part of your brand.
Ultimately, personal brand is not a performance; it’s a promise, a consistent reflection of who you are and what you stand for. For young people preparing to step into their future, building a personal brand is about showing up as your true self and letting that open the right doors.
Elekanyani Ndlovu is an adjunct faculty member at Henley Business School Africa and teaches on the Work Readiness Programme (WRP), a year-long accredited programme that seeks to prepare young adults for the world of work and help them stand out in a competitive job market.