{"id":5300,"date":"2019-06-25T16:31:23","date_gmt":"2019-06-25T20:31:23","guid":{"rendered":"https:\/\/executivecareerbrand.com\/?p=5300"},"modified":"2025-06-30T07:58:25","modified_gmt":"2025-06-30T11:58:25","slug":"ignore-the-hype-what-authentic-personal-branding-is-and-is-not","status":"publish","type":"post","link":"https:\/\/executivecareerbrand.com\/ignore-the-hype-what-authentic-personal-branding-is-and-is-not\/","title":{"rendered":"Ignore the Hype! What Authentic Personal Branding Is and Is NOT"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><a href=\"https:\/\/executivecareerbrand.com\/get-primed-to-land-a-great-fit-new-gig\/\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2014\/11\/stairs-70509_640-1.jpg\" alt=\"personal branding in executive job search\" class=\"wp-image-5303 lazyload\" style=\"width:640px;height:453px\"\/><noscript><img decoding=\"async\" width=\"640\" height=\"453\" src=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2014\/11\/stairs-70509_640-1.jpg\" alt=\"personal branding in executive job search\" class=\"wp-image-5303 lazyload\" style=\"width:640px;height:453px\" srcset=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2014\/11\/stairs-70509_640-1.jpg 640w, https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2014\/11\/stairs-70509_640-1-300x212.jpg 300w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/noscript><\/a><\/figure>\n<\/div>\n\n\n<p>Personal branding continues to be a trending topic on job-search related social media because it\u2019s such an integral part of successful executive job search and personal marketing. <\/p>\n\n\n\n<p>But so many people have so many conflicting things to say about it.<\/p>\n\n\n\n<p>Some truly grasp what personal branding really is. They speak of its value in helping job seekers land good-fit jobs, and caution that it takes time and effort to do the initial digging-deep work. My <a href=\"https:\/\/executivecareerbrand.com\/the-new-10-step-executive-personal-branding-worksheet\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Personal Branding Worksheet (opens in a new tab)\">Personal Branding Worksheet<\/a> will help you with this.<\/p>\n\n\n\n<p><span style=\"line-height: 1.5em;\">While others are merely talking heads and self-professed experts who constantly pound us with misinformation.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>These misguided voices tell us things like &#8220;Personal branding is . . .&#8221;:<\/strong><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A passing fad soon to be replaced by the next best thing.<\/li>\n\n\n\n<li>The way to position yourself as an expert in your field.<\/li>\n\n\n\n<li>Ego-stroking . . . an opportunity to brag about yourself.<\/li>\n\n\n\n<li>A nifty tagline for your LinkedIn profile, resume and email signature.<\/li>\n\n\n\n<li>Your ticket to making big money.<\/li>\n\n\n\n<li>The path to becoming famous.<\/li>\n\n\n\n<li>A bland brand statement that only includes your hard skills or areas of expertise.<\/li>\n<\/ol>\n\n\n\n<p>With so much noise, flash, and bravado, it\u2019s no wonder so many people are confused about what personal branding really is.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Let me set you straight about each of those misguided points above:<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1.  Branding is NOT a passing fad. <\/strong><\/h3>\n\n\n\n<p>In fact, the process of identifying what differentiates you from your competition has been part of job search, personal marketing, and resume development for decades. It was given a name in the mid-nineties by Tom Peters. Personal branding may go by a different name in the future, but the concept and approach will probably be the same.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2.  If you\u2019re not actually an expert in your field, don\u2019t lie about it. <\/strong><\/h3>\n\n\n\n<p>When push comes to shove, you won\u2019t be able to live up to the expectation . . . and then you will have tarnished your reputation by boasting inflated claims.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3.  Don&#8217;t think of branding as bragging. <\/strong><\/h3>\n\n\n\n<p>It\u2019s really all about being truthful about the best you have to offer. If you\u2019ve achieved great things that position you as a good-fit candidate, you\u2019d be wise to let your target employers know about them, without embellishment. Think of it as educating people about the specific way you can help them.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4.  Branding is so much more than a tagline.<\/strong><\/h3>\n\n\n\n<p>If all you\u2019ve done is create a nifty tagline that reads well and slides easily off the tongue, then you haven&#8217;t truly defined your brand. You haven\u2019t done the work. Back up, and spend time identifying what differentiates you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5.  It&#8217;s not about making big money.<\/strong><\/h3>\n\n\n\n<p>Money may come with authentic branding. But if you\u2019re setting out to become wealthy, it takes a whole lot more than knowing and expressing your brand. Your brand may help you land a high paying job (I hope!). But once on the job, everything will fizzle if you don\u2019t have the chops to back up your claims.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6.  Fame is not necessarily the name of the game.<\/strong><\/h3>\n\n\n\n<p>Unless your goal is to become famous and you have whatever \u201cit\u201d is that makes people famous, your brand alone probably won\u2019t make you a superstar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>7.  A brand statement alone doesn&#8217;t cut it.<\/strong><\/h3>\n\n\n\n<p>A brand statement needs to be much more than a string of relevant keywords highlighting your functional areas of expertise. To hit home with people assessing you, it needs to integrate both your hard AND soft skills. Indicate who you are and how you use your skills to make things happen. Don\u2019t forget the \u201cpersonal\u201d in personal branding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"line-height: 1.5em;\">Here\u2019s the real deal about personal branding<\/span><\/h2>\n\n\n\n<p>More and more on-target voices are vying for their share of the attention. These are the true experts who understand the value of authentic branding. They&#8217;re helping branding to become embedded in the fabric of healthy career management, job search, and personal marketing.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>They know what personal branding is really all about:<\/strong><\/h4>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em><strong>Defining what makes you unique and valuable to the employers you\u2019re targeting, and clearly communicating what differentiates your value from your competitors when you network and <a data-wpil-monitor-id=\"652\" href=\"https:\/\/executivecareerbrand.com\/20-job-interview-red-flags-you-shouldnt-ignore\/\">interview for jobs.<\/a><\/strong><\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">. . . And why personal branding matters so much in your job search<\/h2>\n\n\n\n<p>The branding process helps you understand your ROI (Return on Investment) to your target companies and what differentiates you from your competition in the job market.<\/p>\n\n\n\n<p>. . . and helps you clearly communicate that ROI and good-fit qualities when you network and interview.<\/p>\n\n\n\n<p>Branding helps you stand out from your competition in your personal marketing materials (resume, biography, LinkedIn profile, other online profiles, blogging, etc.).<\/p>\n\n\n\n<p>And makes it easier for recruiters and hiring decision makers to decide if you\u2019re a good fit for their organization, and whether to hire you or do business with you.<\/p>\n\n\n\n<p>Your brand helps generate chemistry for who you are, what you\u2019re like to work with, how you make things happen, and what you have to offer that no one else does.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What you should take away from all of this.<\/strong><\/h3>\n\n\n\n<p>Ignore the hype. Invest time and effort in identifying the things that differentiate you from your competitors in the job market. Know what makes you the best hiring choice for your target employers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>More About Personal Branding for Executive Job Search:<\/strong><\/h3>\n\n\n\n<p><a style=\"line-height: 1.5em;\" href=\"https:\/\/executivecareerbrand.com\/toxic-executive-job-search-beliefs-personal-branding-not-for-me\/\">Toxic Executive Job Search Beliefs: Personal branding is not for me<\/a><\/p>\n\n\n\n<p><a style=\"line-height: 1.5em;\" href=\"https:\/\/executivecareerbrand.com\/10-things-you-may-not-know-about-personal-branding\/\">10 Things You May Not Know About Personal Branding<\/a><\/p>\n\n\n\n<p><a style=\"line-height: 1.5em;\" href=\"https:\/\/executivecareerbrand.com\/personal-branding-resume-or-job-search-targeting-which-comes-first\/\">Personal Branding, Resume or Job Search Targeting: Which Comes First?<\/a><\/p>\n\n\n\n<p><a style=\"line-height: 1.5em;\" href=\"https:\/\/executivecareerbrand.com\/10-best-ways-to-build-your-personal-brand-online\/\">10 Best Ways to Build Your Personal Brand Online<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personal branding continues to be a trending topic on job-search related social media because it\u2019s such an integral part of successful executive job search and personal marketing. But so many people have so many conflicting things to say about it. Some truly grasp what personal branding really is. They speak of its value in helping [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[3,4,5,6],"tags":[95,112,181],"class_list":{"0":"post-5300","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-executive-career-management","7":"category-executive-job-search","8":"category-executive-networking","9":"category-executive-personal-and-career-branding","10":"tag-executive-branding","11":"tag-executive-job-search","12":"tag-personal-branding","13":"entry","14":"has-post-thumbnail"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ignore the Hype! 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What Authentic Personal Branding Is and Is NOT - Executive Career Brand\u2122\" \/>\n<meta property=\"og:description\" content=\"If you don&#039;t understand what personal branding in job search really is, how can you leverage the power of knowing and communicating your personal brand?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/executivecareerbrand.com\/ignore-the-hype-what-authentic-personal-branding-is-and-is-not\/\" \/>\n<meta property=\"og:site_name\" content=\"Executive Career Brand\u2122\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/megguiseppi\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-25T20:31:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-30T11:58:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/executivecareerbrand.com\/wp-content\/uploads\/2014\/11\/stairs-70509_640-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"453\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Meg Guiseppi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@megguiseppi\" \/>\n<meta name=\"twitter:site\" content=\"@megguiseppi\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Meg Guiseppi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/executivecareerbrand.com\/ignore-the-hype-what-authentic-personal-branding-is-and-is-not\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/executivecareerbrand.com\/ignore-the-hype-what-authentic-personal-branding-is-and-is-not\/\"},\"author\":{\"name\":\"Meg Guiseppi\",\"@id\":\"https:\/\/executivecareerbrand.com\/#\/schema\/person\/8f77ad4251f6cc47790139bc14483711\"},\"headline\":\"Ignore the Hype! 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