Whether we like it or not – first impressions count. From the brief exchange with the checkout assistant at your local supermarket to how you present yourself in a boardroom meeting, every moment you engage with others is an opportunity to shape how you’re perceived. Each action, word, and even silence, adds to the profile you’re building of who you are as a person.

We’re constantly displaying bits and pieces of ourselves: what we value, what we care about, and what makes us unique. Ultimately, every interaction serves to define us, and in doing so, it plays a role in how we’re judged, how we’re remembered, and how we want to be seen in the world.

Fresh PR & Marketing, recently celebrated 20 years of building its business, and director Helen Perry shares some of the home truths of how personal branding can impact on how your business thrives or takes a tumble.

“I often describe a business brand in the same way as an individual’s personality,” she explains. “It’s often easier for people to understand how a business brand is interacting with clients or customers when you put that ‘hat’ on it. Is the brand fun like an outgoing friend? Or loyal like a trusted friend?”

Helen’s insight strikes at the heart of what’s often overlooked in branding: the intrinsic link between personal and business brands. While many of us think of a business as separate from the individuals behind it, the truth is, our personal identities are closely tied to our professional personas. And it is often the reason we may connect with a business brand or not.

So how do we manage this balance? Helen shares five of her top tips for delivering a positive personal brand:

1. Be consistent across all interactions

“Consistency is one of the key pillars to building a strong business brand in the marketplace, so it makes sense that how you present yourself, from body language to tone of voice, builds trust and credibility in you and your business. This is a hard one to achieve if you believe that your personal brand and business brand are at odds. It’s about finding balance between being authentic and being adaptable.

“Take the time to do a deep dive into what values and personal traits are manageable to deliver consistently. For example, if you pride yourself on being punctual and having great attention to detail, make sure that you have the ability to deliver these attributes on a day-to-day basis and you become known for this.”    

2. Authenticity is key

“In a crowded communications landscape, people resonate with authenticity. Whether you’re online, in a boardroom with your team, or meeting clients for the first time, being true to yourself creates a sense of relatability. Share what you truly value, what drives you, and what makes you unique, and others will connect with the ‘real’ or authentic you—not just a polished version.”

“Recently, we had fun supporting Travis Schultz and Partners lawyer, Hugh Powell, in defining his personal brand. As a keen surfer, Hugh’s passion for the ocean naturally translated into content focused on safety in the water. Combining his love for surfing with his expertise in law, this not only highlighted Hugh’s personality but gave valuable insight into the type of lawyer he is.”

3. Strength in leadership

“Many business owners that we work with are leaders in their respective fields, but often quite humble about their achievements. Building a voice, not only in your industry but in your community can be a strategic marketing move.

“Consider platforms in which to provide statements on key issues highlighting your unique perspective, challenge yourself to be a keynote speaker or simply adjust your profiling on social media platforms such as LinkedIn.”

4. Embrace the power of first impressions

“The way you present yourself in initial interactions can leave a lasting impression. Whether it’s your appearance, your communication style, or your energy, ensure that you’re putting your best foot forward. How you show up matters and sets the tone for how others perceive your personal brand.

“In a recent workshop we asked a team to turn to their colleagues to get a better insight on how they are presenting themselves – positive qualities only! It was a fascinating opportunity to look in the mirror and see some of the unique and wonderful things that a team member might be bringing to the table and was unaware of.”

5. Align with likeminded brands

“Like attracts like and when it comes to growing awareness for your personal brand, so consider who or what is in alignment with your personality and profile.

“Are there charities that you are involved with? Clients that you are known for? Brands you admire that you could reach out and collaborate with? It might be worth exploring these connections to strengthen your personal brand and align your values with meaningful partnerships.

If you have entered the New Year wondering how to raise your profile or how your personal branding might be landing (or potentially not even taking off), reach out to Helen and she can step you through Fresh’s Personal Brand Blueprint where you spend a couple of hours piecing together some quick comms wins and some longer-term branding awareness goals.