A common mistake made by personal branding agencies is the attempt of transforming people into something they can not identify 100%. The goal in choosing our personal brand is always to discover the strongest and most appealing aspect of our character and then promote that part of us until we become the embodiment of that trait. And there has never been more ways to promote that part of us than nowadays - especially online.
When you decide to promote your brand identity there is one golden rule: You must never try to be something you are not, something you do not represent or have interest in. Your personal branding must always be a true reflection of who you really are. If you do not believe in yourself and your plan the others will not believe it either.
What really amazes me is that we now have a term, "Personal Branding" for a way that we should be anyway. Otherwise we are plastic and phony and liars. This evolved from re-inventing yourself without putting in the effort to do so. Re-inventing oneself is a whole separate subject of its own.
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