It’s Wise to Invest in Personal Branding

When I was filling out the Nomination Form for the UPAA Distinguished Alumnus Awards early this year, I had a chance to reflect on my career. A friend who won the Lifetime Achievement Award in 2023 said, “You were a trailblazer. Your category should be for ‘Leadership in It Development.’” That was my brand!

How I Got My Brand

Without knowing it, I had developed a personal brand.

After training with NCR and IBM, I applied with SGV&Co. I became the Marketing Manager of the Institute of Advanced Computer Technology, its computer training unit. That made my name synonymous with innovative things as we marketed our brand-new courses and seminars, introducing the technology to the country.

When the Development Academy of the Philippines sought a Vice President to introduce more automation to government agencies, my name came up. The DAP President invited me to become its VP for IT Applications.

Similarly, my name reappeared when MegaLink, a consortium of banks, was formed. The Board invited me to become the General Manager of the pioneering ATM switch.

Then, Liwayway Vinzons-Chato, the newly appointed BIR Commissioner, asked industry leaders for someone to help her automate the agency. They gave her my name. She invited me to become one of her three Deputy Commissioners.

After launching the country’s revenue system in two years, the SAP Singapore Regional Office asked me to return to the private sector as MD of SAP to introduce the groundbreaking German ERP software in the Philippines.  

Two years later, when six conglomerates formed the consortium BayanTrade to launch a pioneering e-procurement hub in the country, they persuaded me to leave SAP.

Finally, when Comelec wanted to move to automated elections, they asked for the recommendation of the Dean of the UP College of Public Administration. I was then a Doctorate in Public Administration Program student, and she recommended me.

Increasingly, trailblazing became attached to my name. In a competitive landscape, establishing a personal brand like this is a necessity. Creating a unique and compelling identity differentiates you from the competition and attracts the right opportunities.

Benefits of Personal Branding and How to Make One

Here are some of the benefits of establishing a personal brand:

1. Establish credibility and authority. Your name is associated with expertise and trustworthiness.

2. Build trust and rapport, leading to many connections.

3. Differentiate yourself, stand out, and showcase your uniqueness.

4. Attract the best opportunities that align with your skills, goals, and values.

Here are some steps I took that probably helped me build a strong brand without knowing it:

1. Shared my expertise through written articles or speaking engagements.

2. Built relationships with people in the IT industry and attended relevant events. I even led associations and founded new ones.

3. Told my story through compelling narratives about my journey, successes, and lessons learned.

In today’s overloaded information landscape, however, these additional steps have become crucial:

1. Define your target audience so you can tailor your brand message.

2. Identify your unique value proposition or what makes you different.

3. Create a robust online presence through a professional website, good social media profiles, and a consistent online persona.

4. Maintain a consistent image across all platforms.

As I shifted from a technology executive to a freelance writer, I unconsciously followed these same steps. I do not randomly post on Facebook or LinkedIn, for example. I always plan my posts and make sure they are well-constructed, with good photos to accompany the text (although I need to catch up in using videos).

Doing this takes patience, persistence, and authenticity, requiring time and effort, but it is worth it. I successfully switched from an IT executive to a travel writer.

Best Books on Personal Branding

To learn more about personal branding, I asked Gemini, Google’s AI platform, to give me the five best books. Here is the output, complete with the gist of each book:

“1. "Reinventing You: Define Your Brand, Imagine Your Future" by Dorie Clark

This book provides a comprehensive guide to building a solid personal brand, covering self-discovery, online presence, networking, storytelling, and adaptability.

2. "Start with Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek

It is focused on leadership but offers valuable insights into personal branding, especially the importance of understanding your "why" and communicating it effectively to connect with others.

3. "Platform: Get Noticed in the Age of Attention Economy" by Mike Stelzner

This book helps you understand how to build an online platform and leverage digital channels to enhance your brand by creating content, engaging with the audience, and growing your following.

4. "Personal Branding for Dummies" by Paul Argenti

As the title suggests, it offers a beginner-friendly introduction to personal branding, covering essential concepts and providing a step-by-step guide for building a brand.

5. "The 7 Habits of Highly Effective People" by Stephen Covey

I was pleased to find this fifth book mentioned. It was my Bible when I was working. I read it several times and presented talks on it when invited. Although not specifically about personal branding, this classic book offers personal effectiveness, integrity, and relationship principles. When applied to any niche you choose, a personal brand will emerge.