The Resume Personal Brand Trap

Are We Building a Brand or Just Bragging?

I know this is about personal branding, but let me set the stage for a sec.

Did you ever find yourself in a meeting that felt more like a job interview than a discussion on business challenges?

I have. You most likely have too.

Image by me, created with Visual Electric

The first 20 minutes is wasted with everyone spitting out their resume and titles.
Now the same tends to happen with what a lot of people tend to call personal branding.

Often, people mistakenly use personal branding as a platform to boast about their resumes, filled with grand titles and achievements. However, if you can take it from someone who has been in marketing since 2004, here’s the secret: true personal branding is not about bragging.

The Resume Trap

In reality, spitting out those past glories kinda sounds like white noise.

“Hi I’m,…

I’m the VP of [fancy department]

I used to work at [3 random big name brands]

Also I founded [name something hardly anyone recalls, these are bonus point though]”

People quickly tune out when faced with repetitive accomplishments, much like skipping over ads they see too often. Take a cue from Nike: they don’t boast about sales numbers in their ads for the latest Jordan sneaker; they share stories that inspire and engage.

If you’ve been investing time in personal branding and feel like you’re hitting a wall, you might be in this “resume trap.” 

So instead of just focusing on impressive figures or fancy titles, focus on telling the story of your professional journey and experiences. 

The things that actually make you you.

Time waste

Consider this story from my time at GrandVision, working on brands like Pearle and Ray-Ban. The bigger the company got, the more often you found yourself in a meeting with someone from a team on the other side of the world, or a new big enterprise vendor.

In all honesty you could skip any first meeting, because it was all about who has the more fancy title, bigger responsibility, to kinda determine the ranks, budget, and who really needs to reply faster to emails of the other.

It blurs the end goal, which is still a shared goal in the end.

Not getting to the impact and outcome setting first is wasting time.

For your personal brand, this means focussing less on titles or past roles, might just give you an entire part of customer journey issues you can cross out. 

Here’s how you can apply this:

Steps to Build a Powerful Personal Brand

1. Understand Your “Why”:
   I know you heard Sinek over and over. But starting with understanding what drives you. The lessons learned on your journey, not just the accolades. Your “why” is the core of your personal brand, making it authentic and relatable. And keeps your noise pointed in the right direction.

2. Narrative Over Numbers:
   Like Nike, let your stories captivate. Share challenges faced and creative solutions developed, rather than just metrics. This approach makes your brand more engaging and memorable.

3. Embodied Brand:
   Be the person who lets their work speak for itself. Consistently deliver results that naturally promote your brand. This is about showing up, doing the work, and letting people see the results, rather than just talking about them.

4. Engage Genuinely:
   Avoid jargon that creates distance. Use straightforward, genuine language to share your insights. This helps in building a personal connection with your audience and makes your content more accessible.Engage with your audience through various channels such as social media, blog posts, and face-to-face interactions. Consistency in your message and tone is key.

5. Incorporate Varied Perspectives:
   Frame your narrative to include multiple views, enhancing the richness of your brand story. This could involve guest posts, collaborations, or even sharing feedback from others.

6. Welcome Feedback and Adapt:
   Stay true to your core values while evolving with constructive feedback. This shows that you are open to growth and willing to adapt, which is crucial for building a strong and genuine personal brand.

Deliver Real Value

Personal branding is about demonstrating why others should trust your approach. 

So yes, proof works. Doesn’t mean 80% of the story is how you were responsible for x numbers.

Whether in marketing, leadership, or innovation, make clear how your experiences solve real problems and fulfill genuine needs. Focus on creating engaging content that reflects your expertise and values.

Engage and Reflect

Are you merely bragging, or crafting a meaningful brand? Align your actions with your values. Open up conversations with peers, followers, and even critics — engage with authenticity. Engage to connect and evolve.

Source: https://grays.life/rise-run-rest-repeat-by-nike/ Imagine if this said: 320.MILLION.SHOES.SOLD… not that motivating anymore right?

I recently also wrote about this on LinkedIn, about how personal branding often feels like a resume recital. Imagine if Nike started every ad with sales figures and profit margins instead of inspiring stories:

“Last year we sold 320 million pairs of Sneakers, just in January”

Would that really move you to buy a pair?

It would be ineffective and bottom line weird right?

The same applies to personal branding. Instead of boasting about titles and achievements, focus on the value you bring and the stories that define your journey.

Which doesn’t mean you cannot mention a number anywhere.

Building a Genuine Connection

To build a genuine personal brand, you need to be authentic and relatable. Here are some strategies to help you achieve this:

• Develop Your Persona: Identify what makes you unique and emphasize those qualities. This could include your values, mission, and the narrative of your professional journey. This doesn’t mean it’s fake. But you see you all the time, others don’t. Focus on bringing out the part of you, that you want to be known for.

• Utilize Social Media: Choose platforms where your audience is most active and maintain a consistent presence. Share valuable content, engage with your audience, and connect with industry influencers.

• Create a Personal Website: Having a personal website can help you showcase your expertise, share your story, and provide a central hub for your online presence.

• Practice Thoughtful Leadership: Show that you are a leader by sharing valuable insights, contributing to online publications, and engaging in meaningful discussions.

Sparking Engagement

I talk about marketing a lot, but also I’m a human being. So my life at home is also a big part of what defines me. It also gives me lessons I use in marketing.

The goal of personal branding is not just to present yourself but to engage and build a community, people who will mention you. Here’s how you can spark engagement:

• Ask Questions: Encourage your audience to share their thoughts and experiences. This can be done through social media posts, blog comments, or even live sessions.

• Share Your Lifestyle: Give your audience a glimpse into your real life. This helps in building a personal connection and makes your brand more relatable.

• Be Consistent: Consistency is key in personal branding. Regularly create and share high-quality content that reflects your brand message and resonates with your audience.

My Question to You

What do you struggle with most in building a personal brand?