Personal Branding in the Age of AI
How to ensure technology enhances your brand without defining it
Does anyone else hear the phrase “personal brand” and want to cringe? What was once a concept that many thought only applied to C-suite leadership, is now table stakes for everyone from prospective college graduates to CEOs to social media influencers and corporate interns alike. Many of us flinch at the phrase, immediately thinking of self-promotional, forced, and often embarrassing content. We think, “That’s just not my thing.” Well, unfortunately, it may need to become everyone’s “thing”, but it may not be as hard as we think.
In today’s world where digital interactions often outweigh face-to-face encounters, your personal brand is more crucial than ever before. No longer just a buzzword used by marketers (it’s me, hi), a strong personal brand sets you apart from the crowd, unlocking career opportunities, enhancing trust, establishing a network, enabling business growth, and more.
As someone who supports other leaders with their marketing efforts every day, you would think it would be easy to manage my own brand. Think again. Whether I’m too tapped out to focus on my own efforts, or, like many others, I struggle to personify what makes me, “me,” to an external audience, I have room to improve my own personal brand. But that’s where technology comes into play.
Now, will the technology of the future take away all personal creativity like so many fear? The short answer: No. The long answer: see here for more on how creative humans are needed in a world of creative machines. But will it help? Like most things, technology has the power to help or hinder your brand, creating a balancing game we must play today as the technology of tomorrow unfolds.
So, to put it simply: technology is a tool to enhance your personal brand, not define it. Let’s dig in:
Getting Personal with AI
It’s no surprise that this conversation is one that includes mention of artificial intelligence (AI). From using generative AI to draft content, to using AI algorithms to analyze vast amounts of audience data, artificial intelligence is an incredible tool that can allow you to build more tailored and relevant content—all while saving you hours of time and brainpower. Profile optimization? AI can help. Looking to find more active and engaged followers? AI can help. Editing video and images? AI can help.
If you’re a skeptic like me, this sounds too good to be true (you mean I don’t have to think about what caption to write for three hours?). Fortunately, it’s not. The power and potential of AI can truly transform the way in which we present ourselves in the market. That said, here’s where the challenge comes into play: in a world full of data at your fingertips, it’s important to ensure your brand isn’t overly influenced by data-driven decisions. If data shows your audience very strongly engages with a certain type of content, you can easily lose sight of your personal brand by leaning too heavily into what you think your audience wants to see. It’s very easy to put blinders on and stick with what’s working, but what if what’s working is only scratching the surface of your potential? What happens when what’s working suddenly stops?
Numbers are just one part of the story; authenticity and personality are still critical. Automation and custom creation tools save time and help get you started but can make your posts impersonal and aloof. It’s important to strive for a balance where technology supports but doesn’t lead your brand.
Getting Creative with Content
One of my favorite social media evolutions is the turn to video and interactive content (I may not post many myself, but I will get lost in the depths of videos for hours on end). Video and interactive content are now essential, and as technology advances, we are seeing more opportunities for augmented reality (AR) and virtual reality (VR) to play a role in personal branding. AR and VR are powerful tools for creating captivating visual content, including more dynamic ways to present stories, showcase products, or highlight experience. For example, consider a “Get Ready with Me” video enhanced with a virtual tour of your makeup desk, an interactive workshop event in the metaverse to take your attendees from local to global, or AR business cards to put a digital spin on a corporate tradition.
That said, in a world now full of beautifully curated and specialized content, we must strike a balance between highlights and blooper reels. Let me explain: Audiences are beginning to gravitate towards “real” and authentic content—the mistakes made during filming, the “unedited” video, the less-than-perfect image. The wave of “perfectionism” that skyrocketed between 2006 and 2022 is (thankfully) moving to the side, allowing for a new era of imperfections and being uniquely human to arise.
Getting Smarter with Continuous Learning
No one denies that the pace of change across all industries—technology especially—is profound. When it comes to personal branding, you need to embrace new tools, keep up with trends, and remain agile. You need to be a lifelong learner, constantly updating your skills. If that sounds like a lot, it’s because it is. The balance that comes into play here is the inevitable need to prioritize your well-being: you need to set boundaries, take breaks, and practice self-care.
It’s crucial to remember that your personal brand, especially the external one shared across all digital platforms, is not your whole identity. You need to find your own rhythm, because what works for you makes your personal brand all the more personal.
Looking forward
If you came here for exact answers on how to win the balancing games mentioned above, I’m afraid I don’t have them. What I do have is my opinion: It’s easy to get caught up in what you need to do, what you should do, and what everyone else is doing. To me, balance is not diving straight into the deep end; it’s taking the small steps towards deeper water until you’re floating with ease. Posting once every two weeks on social media can eventually become once every week, and maybe even twice a week from there. The only thing that matters is that you stay true to yourself. And I hear you, it’s easier said than done!
This is my written pledge to put aside my fears of sounding “cringey” and use the technology tools quite literally at my fingertips to step up my own personal branding. Who’s with me?
— Brianna Henley, Marketing & Brand Manager, Office of the CTO, Deloitte LLP