Building a personal brand in 2024: Trends and strategies for success

Building a personal brand is more important than ever. Whether you’re a professional looking to advance in your career, an entrepreneur seeking to grow your business, or a thought leader aiming to make an impact, your personal brand is your most powerful asset. But the rules of personal branding are constantly evolving, especially with new trends and technologies shaping how we present ourselves. 

Most people use social media, blog platforms, and websites to market their personal brand. Even with these tools at our fingertips, creating or tweaking your brand is a daunting task for many people. But there's a good reason to do it.

Why is building a personal brand important? 

According to Pew Research Center, 81% of people research heavily online before making a decision, so branding matters. Your audience will be Googling you or the problem you solve before you even know they exist. 

Jeff Bezos once said, “Your brand is what other people say about you when you're not in the room.” Instead of just hoping it's positive, you can be proactive with personal branding. A strong personal brand is crucial to attracting people ‒ professionally and personally ‒ and growing your business. 

Many professionals — especially entrepreneurs — align their personal brand with their company brand, which demonstrates consistency and instills trust among customers. Marketing your personal brand is also an effective way of differentiating yourself from your competitors. 

6 personal branding tips  

1. Define who you are

Explore your core values, beliefs, passions, and mission. You also should look at what makes you different and lay out your experiences. Once you've done that, you can create your brand statement — a short, cohesive explanation of who you are, what you do, and what sets you apart.  

2. Define your target audience

Who is your audience? Where are they online? What's the demographic? What are their pain points? Asking these questions will help you define your audience(s) and guide your marketing strategy.

3. Clean up your social accounts

Unprofessional images, posts, or comments can be a red flag to your audience and potentially sabotage your brand. And, don't assume that your personal social media accounts won't affect your brand. 

4. Follow relevant influencers

Engage with them by sharing, commenting on and liking their content. This is a good way to get your name out, network with similar people and build credibility. Follow competitors, too.

5. Build credibility

Gather testimonials and references from people. LinkedIn has a great feature that allows others to endorse your skills and recommend you right on your profile. And don't forget to return the favor!

6. Create engaging, relevant, and actionable content

Talk about things that your target audience cares about and issues that are top of mind. Whether you're talking about global business or data science or fashion, find the story and make your content interesting.

4 trends in personal branding for 2024

The best practices of personal branding are always changing, so it’s always good to stay on top of the trends. Here’s a look at some of the most significant trends in personal branding for 2024, and how you can leverage them to stand out.

1. Authenticity and transparency: The core of modern branding

People are more discerning about who they trust today as information is readily available. The demand for authenticity and transparency is at an all-time high, and consumers and professionals alike are drawn to individuals who are genuine and open. 

Share your true story, including your challenges and failures, not just your successes. This vulnerability can create a deeper connection with your audience. Be transparent about your values and the causes you support. Aligning your brand with authentic beliefs can resonate strongly with others who share those values. Engage with your audience in meaningful ways, responding to comments and messages with sincerity.

2. Video content and livestreaming: Capturing attention in real time

With the proliferation of platforms like TikTok, Instagram, and LinkedIn, video content has become a dominant force in personal branding. Livestreaming, in particular, has emerged as a powerful tool for engaging with audiences in real time, offering an unfiltered look at who you are and what you stand for.

Start incorporating short, authentic videos into your content strategy. Share insights, tips, or behind-the-scenes looks into your daily life or work. Use livestreaming to interact with your audience directly. This can be Q&A sessions, live tutorials, or even casual chats that show your personality and expertise. Invest in quality equipment to ensure your videos are clear and professional, but don’t be afraid to keep the content itself raw and real.

3. AI and personalization: Crafting a tailored brand experience

Artificial intelligence (AI) is revolutionizing the way we build and manage our personal brands. From personalized content recommendations to AI-driven analytics, these technologies enable you to create more targeted and effective branding strategies.

Use AI tools to analyze your audience’s preferences and behaviors. Tailor your content to meet their needs and interests, increasing engagement. Leverage AI for content creation, such as generating personalized newsletters, social media posts, or even video scripts. Implement AI chatbots or personalized messaging systems to enhance communication with your audience, ensuring that they receive relevant and timely responses.

4. Multiple platforms: Consistency is key to your core message

With the vast array of social media platforms available, it’s crucial to maintain a consistent personal brand across all channels. Each platform has its own unique audience and best practices, but your core brand message should remain the same.

Develop a brand guide that outlines your key messaging, tone, and visual elements. This will help you stay consistent across different platforms. Adapt your content to fit the format and style of each platform, but ensure that your core values and identity are always at the forefront. Regularly audit your online presence to ensure that your personal brand is cohesive and up to date.

Make your personal brand count

Building a personal brand in 2024 is about more than just visibility; it’s about creating a genuine, inclusive, and personalized experience for your audience. By embracing authenticity, leveraging video content, and using AI for personalization, you can craft a personal brand that not only stands out but also resonates deeply with those you aim to connect with. 

As you navigate the evolving landscape of personal branding, remember that your brand is a reflection of who you are. Make your brand count by equipping yourself with the skills you need to develop your areas of expertise, your passions, and what you stand for. See how Thunderbird can help you achieve these goals.