4 Steps to Finding Your Personal Brand and Using it to Drive Success

Written By Ann Ashley


Authentic Leadership

At Biltmore, we firmly believe that behind every successful organization, there are remarkable leaders. Leaders who help teams thrive and companies grow. And these leaders all have something in common: authenticity. Yep. Leaders who have a core sense of self and a clear purpose are the leaders who make big things happen.

But authenticity isn’t just behind great leaders. It’s behind successful brands—yours and your organization’s—too. So, to help you get to know yourself a little better, establish a personal brand and ultimately drive success as an authentic leader with an authentic, personal brand, we’ve outlined four steps to make the process just a little easier.

1. Determine Your Objectives

First things first, set some goals. But be specific. More than just “I want to have 25k followers,” the goals you set should be thoughtfully considered and reflect who you are. Take some time to think about where you want to be in two years, five years, or even ten years and why you want to be there; and write down some things you’d like to accomplish. Your answers to “where do I want to be and what do I really want to achieve?” will help steer you and your brand in the right direction.

2. Establish What Sets Your Value Proposition Apart 

It seems obvious that no business would ever start marketing before deciding on a product and determining its unique value, but you’d be surprised by how many people working toward their personal brands forget this crucial step. Here’s the thing, there’s likely always going to be someone doing something just like you—so standing out in a sea of sameness is crucial. Leaders at Biltmore recommend asking yourself a few key questions that get right to the core of what you’re all about. Ask yourself, A) What benefit do I have to offer? B) What people should I offer it to? C) How does my offering solve their problems? and D) What makes me different from others doing similar things.

3. Tell Your Story

Once you determine where you’re headed and what you’re able to do better than anyone else, you can start crafting your personal story. And you should. Why? Because people love stories. People remember stories. Especially when they’re compelling. So, go ahead and put pen to page crafting a narrative that details your history. From challenges you’ve overcome to things you’ve achieved, and how both have shaped your character; talking about your experiences matters.

4. Develop Your Brand Statement

Once you’ve made it through step three, you can start distilling your goals, your offering and your story into one captivating brand statement. In just one or two sentences, tell the world who you are, what you’re known for, where you’ve been and where you’re headed. Then, take a deep breath and own your personal brand.

Take your personal brand and your authentic leadership skills to the next level when you attend one of Biltmore’s Authentic Leadership workshops. Explore workshops here