In 1997, Tom Peters first formulated the term "personal branding" without further defining it. Peters used "Brand You" as a new way of describing personal self-definition.

Many authors took up the idea who dealt with the central question in their texts: "How do we present and market ourselves to others?" 

But it was only the internet and social networks that gave everyone the means and opportunities to establish their own personal brand successfully. To stand out from the crowd, your own (online) presence becomes the central tool.

The focus is not so much on earlier achievements, such as in the résumé or job references - but more on content-related contributions and personal traits. Successful personal branding is also always authentic storytelling. 

Personal branding has become a super trend. If you want to be noticed, you should develop your own brand, for example selling sticker printing, with the help of storytelling - as a personal brand or as a corporate influencer. The necessary attention is generated via social media, with which expert status and opinion leaders are built. 

These include: 

  • Personal brand / personal brand 
  • Social CEO 
  • Employer branding 
  • Corporate influencer 
  • Digital leadership 
  • Ambassador of values 
  • Social trademarks 
  • What is personal branding? 

Personal branding can basically be translated as "personal brand," i.e., a brand whose content and values ​​are based not only on a product or a company's image but also on conveying values intended to help people rethink understand topics in a new way. 

It is common knowledge in social media that you are more likely to follow people than brands. Many managers are therefore ready today to make their knowledge public. You become a valued ambassador or advertising ambassador.