How To Build Your Personal Brand By Exhibiting The Crucial Three C’s Of Branding

If you don’t have a strong personal brand today, you probably have a mediocre career. Because strong brands attract attention. Professionals who know this are able to attract the right opportunities that will help them increase their success and job satisfaction.

All strong personal brands share the following non-negotiable three Cs: Clarity, Consistency, and Consistency.

Does your personal brand pass the three K test? Let’s look at each C.


Strong brands are clear about what they are and what they are not. These professionals understand their unique value proposition. And that value proposition helps them stand out in a sea of ​​competitors.

This differentiation allows them to attract their ideal customers and build loyalty. Volvo, for example, is aware of its unwavering commitment to safety and security. After all, their slogan is “For Life”. It’s not about fast sports cars or exclusive luxury.

Volvo builds cars for families. cars that are safe. And they clearly direct their advertising and marketing towards this important differentiation.

Major retailer Nordstrom is proud of its unparalleled customer service. And their commitment to it is evident from the moment you step inside the store (and their online shop). Nordstrom has mastered the art of distinguishing itself from other retailers selling similar items through its unique focus on customer satisfaction. There are countless other retailers who can sell you a black Gucci suit, but know that when you visit Nordstrom you will have a delightful experience – one that will make you want to discuss it with your family and friends . This clarity and focus continues to guide Nordstrom as it builds its current business.

When it comes to your personal brand, you need to be clear about your promise. What makes you different from everyone else doing what you do? What would make someone choose you?


Strong brands are not only clear about who they are, they are also consistent. They are always what they say they are. A strong brand doesn’t change its stripes.

Volvo is always about safety. They don’t change their focus from model to model. If new editions come out every year, they are safe too. And Volvo emphasizes this in its advertisements and in all its communications.

One of the ways brands grow strong is by demonstrating their unique qualities over and over again.

When it comes to your brand promise, do you deliver on it every day in everything you do? Putting your stamp on meetings, emails, customer interactions?


Being clear and consistent is important, but not enough. In addition, strong brands are constantly visible and valuable to the people they influence and want to influence. They don’t hide. They are always in the focus of decision makers who regularly see not only the brand messages but also the brand attributes in action.

Take Coca-Cola for example. They have made the whole world their target audience. For them, YOU are the decision maker. That’s why you can’t go through a day without being exposed to their bright red logo. Billboards, vending machines, people walking down the street with cans of Coke, restaurant menus, and print and TV ads all scream COKE.

Cola is a constant in our lives. And Coke is one of the strongest brands in the world.

The good news for you is that your personal brand’s target audience is much smaller than Coca-Cola’s. This makes it much easier (and, of course, much cheaper) for you to constantly stay in the spotlight of your brand community.

Have you defined your target group? Are you always visible and do you provide them with something valuable to make them remember you?

When building and maintaining a strong personal brand, you need to think about a lot more than these three Cs. But no matter how much effort is put into the other work necessary to discover and radiate your personal brand, no brand is truly exceptional and effective if it fails this test.

How is your brand performing?

William Arruda is a keynote speaker and co-founder of CareerBlast.TV and creator of 360 range personal brand feedback survey that gives you real insight into your professional reputation from those you know.

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