This archive report was first published on 28 October 2019.
Personal Branding: A Conversation with Joanne Mwangi ¶
Published on October 28, 2019
Joanne Mwangi, CEO of Professional Marketing Services, is a seasoned entrepreneur and one of the 'Lions' on KTN's business reality TV show, KCB Lions' Den.
As a passionate advocate for personal branding, Mwangi sat down with Hustle to discuss the concept, its significance, and how to maintain a lasting brand.
According to Mwangi, a personal brand is an intentional representation of who you are and how you want people to perceive you. 'Defining a personal brand means making sure that the qualities you want people to associate your brand with are what you project at all times,' she explains.
So, at what point can personal branding be considered a success? Mwangi suggests that a successful personal brand should have three key aspects: brand space, brand identity, and brand behavior. 'Your brand has to stand out from its competition or define its own unassailable category,' she emphasizes.
Building a personal brand can be challenging, especially in the beginning. 'You have to make a first and lasting impression which your target audience can relate to you,' Mwangi notes. However, once you establish a strong identity, maintaining it becomes a matter of consistency and authenticity.
Personal branding has evolved significantly over time, with technology playing a major role in its growth. 'The Internet and social media platforms have given people a voice and a chance to build their brands at an escalating pace,' Mwangi observes.
So, why is personal branding important? Mwangi believes that people are more likely to buy a product endorsed by someone they trust and respect. 'Entrepreneurs are particularly called to establish a relationship based on respect and trust as it is bound to guarantee long-term success for both your personal brand and your business,' she advises.
However, Mwangi also warns that personal branding comes with its own set of pitfalls. 'The Internet can make or break a personal brand,' she cautions. 'A brand that has taken years to build can be destroyed at the click of a button.'
To create a lasting brand, Mwangi recommends developing a strategy that works for both short-term and long-term goals. 'Being visible and consistent helps a brand remain relevant,' she notes.
Ultimately, maintaining a personal brand requires authenticity, simplicity, and consistency. 'Authenticity makes your brand management effortless since you are not pretending to be something you are not,' Mwangi emphasizes.
