The Future Of Personal Branding Is Now. Here’s What It Means For Your Career - Aarushi Kapoor

Talking Trends
3 min readSep 23, 2023


Image from Unsplash by AbsolutVision

My experience at a company specializing in personal branding and online presence has taught me the significance of setting clear objectives and pursuing them with unwavering dedication. This entails formulating a comprehensive strategy and dividing substantial aspirations into manageable, attainable steps. I recently read an article from Forbes, “The Future Of Personal Branding Is Now. Here’s What It Means For Your Career,” by William Arruda. The article aligns individual strengths with company strategies, embracing diversity and combating the humanity deficit in the digital age which is essential in today’s society.

“Personal branding is a powerful tool that allows you to advance your career while increasing your happiness at work.”

The concept of personal branding has evolved into a powerful career management strategy, now known as Personal Branding 3.0 (PB3.0). Initially introduced in the late 20th century by Tom Peters, personal branding was initially embraced mainly by senior executives. It was perceived as a threat by some companies who feared that promoting individual brands would result in employees being poached by competitors. However, as Personal Branding 2.0 emerged, businesses recognized that investing in their employees’ personal brands led to improved performance and loyalty.

LinkedIn’s launch in 2003 further reinforced the idea that professionals are responsible for their own careers, encouraging them to proactively manage their paths to success. The transition to digital personal branding gained momentum, promoting individuality and helping organizations harness their employees’ unique strengths. The COVID-19 pandemic accelerated this shift, as virtual interactions became the norm, making online first impressions critical.

“Today, personal branding is recognized by professionals as an essential career management approach and by companies as a tool for supporting, developing and advancing their talent.”

In the current hybrid work environment, PB3.0 has emerged, transforming personal branding into a global phenomenon. Companies now embrace and encourage their employees to celebrate their individual strengths, integrating them into their external brand communications. Digital brand stewardship has become a collective responsibility, as people’s opinions matter more than official corporate communications.

“Personal branding is now a global phenomenon.”

PB3.0 also addresses the human element deficit resulting from increased tech integration and reduced in-person interactions in virtual and hybrid settings. It aligns with the emphasis on diversity, equity, inclusion, and belonging (DEIB) in the workplace, recognizing individuals for their unique contributions.

To thrive in PB3.0, the article outlines 5 key principles to follow :

1. Embrace the three Cs of personal branding: Be Clear about your unique value, remain Consistent, and Be Constant to maintain visibility.

2. Optimize your digital brand: Since first impressions and relationship-building now occur online, adapt your authentic self for the virtual world.

3. Master video communication: Video is a potent tool for online interactions; make your online meetings and presentations compelling, and use video in asynchronous communications to convey a more convincing message.

4. Prioritize humanity: Combat the humanity deficit by amplifying emotions, showing generosity in acknowledgment and praise, and embracing vulnerability to build meaningful connections.

5. Deliver value consistently: Always strive to be visible, available, and valuable to those you seek to influence, impact, and impress.

“Personal branding has always had the potential to transform individual careers and entire corporate cultures.”

Ultimately, it’s crucial to uphold a positive mindset and persist in the face of difficulties and setbacks. This entails demonstrating resilience when confronted with failure or rejection and being open to learning from errors while pressing ahead. With determination, diligent effort, and a constructive outlook, anyone can attain success in their career. Drawing from personal success, I can affirm that when combined with unwavering dedication and hard work, these suggestions can enable individuals to realize their professional goals.

Connect with Aarushi on LinkedIn.



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