La marque personnelle

Le personal branding (littéralement « marketing personnel ») consiste à définir et à promouvoir ce que vous représentez en tant qu'individu. Votre marque personnelle est l'aboutissement des expériences, des compétences et des valeurs qui vous sont propres.

For social media influencers, freelancers and keynote speakers, building an effective personal brand is part of “selling” themselves to clients. For everyday people, a personal brand improves confidence, opens the door to new opportunities and helps you better understand yourself.

Définir sa marque personnelle

Les organisations ont toutes leur propre marque. Elles les utilisent pour s'affirmer auprès de leur public. De même, votre marque influera sur la façon dont les gens vous percevront. Si vous prenez le temps de bien définir votre marque, vous pourrez anticiper ce que les gens penseront et ressentiront en la voyant.

A personal brand rests on five core elements:

Values: The principles and beliefs that guide your decisions
Expertise: The skills and knowledge you want to be known for
Voice: The tone and personality you bring to your content
Visual identity: The photos, colors and design choices that make you recognizable
Online presence: The profiles and content people find when they search your name

Personal brand vs. company brand

A company brand belongs to an organization and its marketing team. A personal brand belongs to you and follows you across roles.

For example, SparkToro Co-founder Rand Fishkin is known for his marketing research and keynotes at hundreds of marketing and tech events. Twitch streamer Pokimane has a brand that spans Twitch, YouTube and TikTok.

Personal brand statement

A personal brand statement is a one- to three-sentence summary of what you do, who you serve and what sets you apart. Use it in your social media bios, LinkedIn headline and pitch materials.

Comment créer une marque personnelle

A personal brand exists whether you create it for yourself or not. It’s a culmination of all your online and offline behavior, including your social media presence. But you can shape it with a few deliberate steps:

Define your purpose: Decide what you want to be known for and what you’ll need to do to establish your identity.
Audit your current presence: Search for yourself online and find out what people are already saying about you. This will show you how much you need to change.
Choose your platforms: Determine how you’re going to showcase your identity (blogging, interviews, social media).
Publish consistently: Stick to a regular schedule.
Review and adjust: Check how people respond and refine your strategy as your goals change.

For a deeper walkthrough, see our 7-step guide to building your brand.

Il ne s'agit pas de faire semblant ou de jouer la comédie. Pour que les gens s'attachent à votre marque, présentez-vous à votre réseau sous le meilleur jour possible en exprimant des qualités et des vertus qui vous sont propres.

Les avantages du personal branding

A personal branding strategy is a way for ambitious people to improve their reputation online. Personal branding also leads to:

Improved credibility as you showcase your skills and highlight your knowledge
Differentiation as you explain what sets you apart from other people in your space and demonstrate your specialties
A lasting impression—the more you show off your personal brand, the more you’ll give people a way to remember you
Engagement with your target audience as they begin to understand who you are and what you stand for

Personal branding involves communicating your identity to the right people. Not everyone will resonate with your personal brand, so it’s important to decide who you want to engage before you start your branding process.

Start a free trial to schedule your personal brand content in advance with Sprout Social’s publishing tools.