What Is a Brand, Really?
I can tell you what it’s not. It’s not a logo, a tagline or a familiar symbol. It’s not the golden arches, the Nike swoosh or a recognizable mascot. A brand is the way people think and feel about a company or a person. It’s emotional, and it often forms instantly.
In today’s digital and AI-driven world, that impression is shaped long before you ever meet someone in person. When someone searches for your name online — on Google, LinkedIn or even through an AI assistant, the information that appears helps define your credibility. Whether you realize it or not, you already have a personal brand. Most of us build relationships with brands the same way we do with people. Think about Harley Davidson. Owners are so loyal that some are willing to tattoo the logo on their bodies. When you think of Harley, you think of freedom, independence and the open road. The brand becomes part of who they are.
Here in Maine, Sugarloaf has created the same kind of loyalty. Guests proudly call themselves “Sugarloafers,” and for many skiers and snowboarders, the mountain is more than a destination; it’s part of their identity.
Your Personal Brand Already Exists Online
As individuals, we also build brands through our personal and professional networks. In today’s business world, your personal brand exists whether you manage it or not. People can learn a great deal about you simply by searching for your name online. When I meet someone new, I almost always look them up. Their LinkedIn profile, website, articles, social media presence, and media mentions quickly tell a story about who they are and what they value. Have you Googled yourself lately? If not, it’s worth doing. You might be surprised by what shows up, or what doesn’t.
Today, personal branding matters more than ever because artificial intelligence is now part of how people find information. AI-powered search tools pull content from websites, social profiles, blogs, podcasts and media coverage to answer questions instantly. If your experience and expertise aren’t clearly communicated online, AI and people may overlook you.
Personal branding is about defining your unique story and clearly communicating what differentiates you from others in your field. It’s not about self-promotion for the sake of attention. It’s about making it easy for the right people to find you, understand what you do and trust your expertise.
Ask yourself a few simple questions. If someone is looking to buy what you have to sell, can they easily find you online? Is the information they see clear, consistent and accurate? Do your online profiles reflect what makes you unique? Are you showing up in more than one place such as a website, LinkedIn, media articles or social platforms?
A strong personal brand is built through relationships. The more you support others in your network, share helpful insights and show up authentically, the stronger your reputation becomes. That reputation can help you when you’re selling products or services, seeking a job reference, launching a new venture or supporting a cause you care about.
Your Brand Is Built on Trust and Authenticity
Your brand is a promise. It’s a promise to deliver on your unique value. Trust is the foundation of that promise. If people don’t trust you, they won’t do business with you. Authenticity is essential; your personal brand must reflect who you truly are. As more people recognize and connect with your brand, it gains equity. That brand equity becomes one of your most valuable professional assets. In my view, a strong personal brand doesn’t just lead to business success — it leads to deeper relationships, greater opportunities and a more fulfilling life.
Your brand is with you throughout your career. Be intentional about how you build it.
