This issue is presented by: Podcasting 101 – The Complete Guide to Podcasting This is where I see us heading in the future. Resumes will be replaced by personal brands. (They’ve already been replaced by LinkedIn profiles and social feeds). Just like there is a generation now that grew up with the internet, there will be a generation that grows up with content creation and personal branding. If you grew up using the internet, it’s not scary. You are a digital native and it seems weird not to use the internet. If you grow up creating content, you are a native creator and it will feel weird not to express yourself and have reputational presence online.
Modern identity will be more crafted, expressive, and transparent. This is just one more step in the relationship between people, community, media, and technology. Fun statistics:
Personal branding has evolved from the days when reputation was the primary personal identifier to today’s robust digital ecosystems, where individuals shape their identities for targeted audiences. Here’s a look at how personal branding has transformed over the years. 1. The Early Days: Reputation as Brand (Pre-20th Century)Historically, personal branding was about reputation within one’s immediate community. In small, tight-knit societies, individuals were known for specific skills or character traits, whether as a trustworthy merchant, skilled blacksmith, or knowledgeable healer. Reputation and community perception were everything, as word-of-mouth carried a person’s “brand.” 2. Rise of Mass Media and Celebrity Influence (20th Century)With the advent of radio, television, and film, a new type of personal branding began to emerge. Celebrities became brands, showcasing how the public could connect with personalities beyond their immediate circles. Figures like Marilyn Monroe, Muhammad Ali, and Elvis Presley embodied brands that were intentionally cultivated through public appearances, media management, and crafted public images. This era showed that personal branding could be both a public relations effort and an aspirational model.
3. Personal Branding in the Corporate World (1970s-1980s)As corporations became the primary form of employment, individuals in business began to understand the value of personal differentiation. Management theorists like Tom Peters emphasized that professionals should treat themselves as “companies of one.” His 1997 article “The Brand Called You” in Fast Company became a seminal moment, emphasizing that anyone could be a brand and should consider how they stand out from the competition. 4. The Digital Revolution and Online Identity (1990s-2000s)With the internet’s rise, personal branding took on new dimensions. Platforms like LinkedIn, which launched in 2003, and later social media networks like Facebook, Twitter, and Instagram, enabled people to build their brands online and reach audiences worldwide. Digital profiles allowed individuals to curate their public personas, choosing how they presented their skills, interests, and lives to others. 5. The Social Media Era: Influencer Culture (2010s)As social media matured, it led to the emergence of influencers—individuals who cultivate large followings and partner with brands for marketing. This era democratized personal branding, making it accessible to anyone with an internet connection and an engaging personality. Platforms like Instagram and YouTube created opportunities for personal brands to flourish in niches, from travel to finance to fitness. Here, personal branding evolved into a sophisticated balance of authenticity, niche expertise, and digital aesthetics.
6. The Current Era: Purpose-Driven and Authentic Branding (2020s)Today, audiences prioritize authenticity, transparency, and purpose. Modern consumers and followers expect brands, including personal brands, to stand for something beyond profit. Many professionals emphasize their values and mission, aiming to connect with audiences on a deeper level. With new platforms like TikTok, the focus has shifted even further toward real-time engagement and relatability. Additionally, personal branding has expanded beyond entrepreneurs and celebrities; corporate leaders, coaches, and executives recognize its importance. Terms like “thought leadership” and have emerged, emphasizing not just visibility but purpose and leadership in one’s field. (this is also the premise for my own book, Front & Center Leadership… check it out!)
What’s Next for Personal Branding?As technology evolves, personal branding will likely become even more dynamic, personalized, and interactive. Advanced media platforms, artificial intelligence, and analytics will enable deeper audience insights and engagement. Meanwhile, the emphasis on genuine, creative, original, value-driven personal brands is expected to continue as more people seek meaningful connections in a saturated digital world. Personal branding has transitioned from a simple matter of reputation to a strategic, intentional practice where everyone can shape and share their unique stories, making it a cornerstone of modern professional identity. 😝Thanks for reading! Do you have any questions you’d like answered? Email me at brandon@brandsonbrands.com and let me know! Talk soon, Brandon Birkmeyer Personal Branding Coach, Bestselling author of Front & Center Leadership |
