Be in private, who you say you are in public.
Your brand is like currency. The stronger your brand, the greater your leverage. The weaker your brand, the more difficulty you’ll face in building relationships, launching new products and closing business deals.
This really isn’t hard to believe. Companies work with influencers and spokespersons who have strong brands. They work with people who aren’t marred by conflict and crisis.
For these reasons and more, everyone should be concerned with their personal and professional brand. In 2025, if you are looking to build or solidify your brand, here are five things you should consider:
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The first step in developing a brand is getting clear on who you are and how you want to be known
Once you have a vision for who you are and how you want to be known, you can make decisions that support your vision.
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Your brand is not just what you say, it is what you consistently do.
The best thing you can do for your brand is to be consistent. It is also to develop a consistent practice of living the way you want to be perceived. If you are a health influencer, develop a consistent practice of making decisions that are good for your physical and mental health.
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Be in private who you say you are in public
A strong brand is fidelity to who you say you are. In other words, close the gap between who you say you are and how you actually show up. If you notice incongruity between who you say you are and what you consistently do, spend time working to address this area.
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Identify people who have a strong brand
Spend time studying those individuals and get clear on what they do, why it resonates with you. Assess their strengths and any identifiable weaknesses. Determine if there is anything that they are doing that you admire.
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Don’t confuse having a strong brand with over-saturation
You do not have to be everywhere at all times. You can have seasons of respite, seasons of research and seasons on private work.
Jennifer R. Farmer is a crisis communications expert and founder Spotlight PR LLC. The firm helps clients build their platforms and protect their brands.