What You Can Learn from Three Exceptional Personal Brands

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Being a financial professional makes for an odd challenge in branding – what’s the line between your company’s brand and your personal brand? The reality is this: In many ways you are your company. Many clients might feel a vague sense of confidence and trust if you work for a big-name brokerage, but they trust you with their livelihoods.

In the past, I’ve written about how to brand and market your firm. Today, I’m taking a different tack.

How do you brand … yourself?

We’ll do so by looking at three financial professionals and what we can learn from their personal brands. But first…

What is a personal brand?

It’s an important question for us to define. Branding is being known for something. Vanguard is known for low fees. Edward Jones is known for small-town, highly personal investing. Goldman Sachs is … Goldman Sachs.

Personal branding puts a twist on the concept: It’s what you become known for. And it’s about taking that core “thing” and applying it in every single thing you say and do in the business community and beyond.

Steve Jobs is the quintessential example of strong personal branding. Apple was founded on a principle of complete and utter simplicity. Now think about Steve Jobs: the way he dressed; the way he ate; the way he ruthlessly cut business lines in order to simplify his company. Simplicity. Simplicity. Simplicity.

Now, let’s take a look at three financial professionals who use personal branding to their benefit.