The essence of personal branding is establishing a unique identity for yourself—what makes you special and stand out from the crowd. In my book, You Turn, I call this your CORE NATURE, or the energy you bring into the room, and your CORE SKILL SET, what your most natural and ingrained talent or gift is. In marketing terms, this has been dubbed the Ps and Cs of personal branding.
A quick internet search will return three to five Ps and Cs. But the general idea is the same: Be personal and purposeful and deliver on your promise; be clear, consistent, and confident in your message.
Your voice or message is how you let the world know who you are … your core nature and skill set. That’s your personal brand. Establishing your personal brand is not an accident. It takes work. The fun part is that it’s an expression of who you are, and unburying those nuggets leads to tremendous growth.
Here’s my twist on the Ps and Cs of personal branding:
Creativity
Above everything, your personal brand is a reflection of you. Without your voice taking center stage, your message is just another piece of content floating in the insta-winds… Martin Scorsese once said, “What’s most personal is most creative,” and that has never left me.
Creativity means showing up as your unfiltered self. Be creative in how you present your experiences and perspectives. Give everything you do a unique-to-you quality that makes your message memorable to the right people.
Clarity and Purpose
Developing your personal brand is a deliberate process, so do it with purpose. Become super clear on what your brand stands for, and be deliberate in your delivery. Your personal brand is not a guessing game — a clear brand message eliminates confusion. Your audience should instantly understand your value and what you do in a memorable way so that when they need your service or product, they know exactly who to call. But it must be done with purpose.
Your purpose, your why, drives your brand story. Being purposeful will set the foundation for building a community and real connection around your brand. In 2025, it will be even more essential to have your own community. Consumers have more choices than ever before, and to build loyalty, you will need to have purpose.
Commitment and Promise
Commit to building your brand by being consistent in your messaging and delivering on your promises. Commitment requires building your brand in everything you do — consistent messaging, tone, and presence. This is more than showing up on social media. Building a strong personal brand is done at every touch point your company or you have with your audience.
But none of this works if you fail to deliver on your promise. Being true to your word or promise is what will give value to your brand and build your reputation and relationships with your ideal audience.
If you don’t create your personal brand, someone will create it for you. The essence of personal branding is about stepping into your uniqueness with purpose. Own your narrative, show up consistently, and deliver on your promises. Your brand is ultimately what others experience of you.
