A New Approach to Building Your Personal Brand

How to communicate your value to the world.

JILL AVERY, RACHEL GREENWALD

MUCH OF PROFESSIONAL and personal success depends on persuading others to recog nize your value. You have to do this when you apply for jobs, ask for promotions, vie for leadership positions, or write your dating profile. For better or worse, in today’s world everyone is a brand, and you need to develop yours and get comfortable marketing it. Personal branding is an intentional, strategic practice in which you define and express your own value proposition. And though people have always carefully cultivated their public personas and reputations, online searching and social media have greatly expanded the potential audience for—and risks and rewards associated with—such efforts. Unfortunately, while we’d like to think that we’re in complete control of our personal brands, that’s rarely the case. As Jeff Bezos, the founder…

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Harvard Business Review Special Issues (Digital) - 1 Issue, Spring 2025

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