Nicole Vullo
on
Whether you realize it or not, you already have a personal brand. Everyone does. But let’s clear up a common misconception: personal branding is not about self-promotion, bragging, or flexing. Instead, your brand is your reputation—it’s how you are perceived by your friends, family, colleagues, and, most importantly, the people you serve.
Every interaction—whether in person, digital, or over the phone—contributes to your personal brand. So, let’s dive into what personal branding truly is and why it matters.
Your Brand Is More Than Just Aesthetic
Your personal brand is not a product, a logo, or a cool photo. While these elements can enhance your brand, they are simply accessories—visual cues that help people remember you. For example, my personal style includes red nails, wearing black, floral prints, and sometimes a combination of both! But beyond these elements, my brand is defined by something much deeper.
Your Brand is a Feeling
At its core, personal branding is about the emotions you evoke in others. It’s about the impression you leave on people after they engage with you. Your brand should convey a feeling—trustworthiness, honesty, empathy—that resonates with those around you.
So, how do you build and cultivate a strong personal brand? Let’s break it down into five essential steps.
Five Steps to Building Your Personal Brand
Step One: Define Your Goal
- What do you want people to think when they hear your name?
- What do you want them to associate with your business?
- What qualities and values do you want to be known for?
Step Two: Craft Your Reputation
- Do you want to be seen as someone who is trustworthy? Honest? Empathetic?
- The way you interact with people and how you make them feel will shape this perception.
- Small things, like personal style choices or consistent messaging, reinforce your brand identity.
Step Three: Know Your Audience
- Always read the room and tailor your communication accordingly.
- Think about the nature of your profession and who you are serving.
- Take a cue from Dale Carnegie’s training—the content may be solid, but how you deliver your message will determine its impact.
Step Four: Create a Mission Statement
- A mission statement clearly defines your goals, values, and objectives.
- Think of it in three parts: What’s your what? What’s your how? Most importantly—what’s your why?
For example, my personal mission statement is:
“My name is Nicole Vullo, and I am a results-driven marketing professional with a passion for brand building and awareness, as well as demand generation. My goal is to strategically leverage data-driven insights and creative storytelling to build impactful brand connections.”
Similarly, Foresight’s mission statement reflects its purpose:
“At Foresight, our mission is to deliver exceptional solutions for the funeral and cemetery profession. We strive to exceed expectations, build meaningful relationships, and create value for every client we serve.”
Step Five: Use Technology as an Extension of You
- Digital tools can enhance and propel your brand.
- Choose platforms that align with your comfort level and audience—not every platform is for everyone (for example, Foresight will never be TikTokers!).
- The key is to meet your audience where they are.
The Personal Branding Equation
I don’t do math—I market! But here’s a simple formula that makes sense:
REPUTATION + VISIBILITY + FEELING = YOUR PERSONAL BRAND
Why Personal Branding Matters
At the end of the day, people buy from people. They make purchasing decisions based on emotion, trust, and credibility. These are all human feelings.
How to Win at Personal Branding
- Establish and Maintain Consistency
- Consistency builds confidence in you, your brand, and your business.
- It solidifies who you are and what you do for your audience.
Personal branding is not about trying to be someone you’re not. It’s about being the best version of yourself and ensuring that your reputation, visibility, and emotional impact align with your goals. People want to work with those they know, like, and trust—so make sure your personal brand reflects the values you truly stand for.
The power of personal branding is in your hands. How will you shape yours?