Personal Branding Defined. What does it all Really Mean?
Google personal branding defined. You’ll quickly see how the answers vary wildly. Some say it’s your reputation. Others call it your story. Many see it as your business identity.
Wikipedia Describes personal branding as “a strategic process aimed at creating, positioning, and maintaining a positive public perception of oneself, leveraging unique individual characteristics”.
Harvard Business Review Frames it as the combination of your skills, values, and the impression you leave on others.
Sprout Social Describes the process of “defining and promoting what you stand for as an individual” to build credibility and differentiation. In other words, a personal brand is part strategy, part reputation, and part impression. In this Cocktail Correspondent episode, I sat down with branding powerhouse Philip VanDusen to put all of this into context.
TL;DR
Help and guidance this time with personal branding defined? This episode of Cocktail Correspondents brings branding expert Philip VanDusen together with host Laura Pearman to define personal branding in clear, practical terms. We unpack what personal branding really means, why it matters, and how to make yours stand out with longevity. From V-shaped skillsets to pricing strategy, career resilience, and even a Jersey mocktail recipe, this conversation blends insight and fun into one powerful definition of personal branding.
Meet Philip VanDusen in His Personal Branding Defined Journey
Philip is the founder of Verhaal Brand Design and the Bonfire community. His career spans VP roles at PepsiCo and Old Navy. He also served as Executive Creative Director at Landor, one of the world’s leading branding agencies.
Today, Philip mentors thousands of creatives worldwide. He is one of the clearest and best respected voices on brand strategy.
And of course, he creatively brought along our very first mocktail for the show: The Jersey Special. Pepsi, black coffee, vanilla, and half-and-half. Not for the caffeine faint-hearted!
What Is Personal Branding Defined (and Why It Matters) ?
So why do we need to have personal branding defined so much? Here are a few reasons.
Credibility & Trust:
Search Engine Journal explains that a well-managed personal brand gives you a competitive advantage. It also builds long-term credibility.
Authority & Influence:
Forbes highlights that personal branding is rooted in experience and values. This is what turns professionals into thought leaders.
Opportunities & Freedom:
The Futur describes personal branding as reputation management. In short, it is a form of power that secures opportunities and aligns you with the right people.
As Philip puts it, personal branding defined as career insurance. It helps you to stay visible, relevant, and resilient. That’s crucial in a competitive and often ageist creative economy.
Philip’s Big Idea: The V-Shaped Skillset
One of my favourite takeaways from this episode is Philip’s twist on the T-shaped skillset.
Most people know the T-shape: shallow knowledge across many areas and deep expertise in one. Instead, Philip encourages creatives to develop what he calls a V-shaped skillset.
That means:
Deep expertise in your craft (design, coaching, photography, etc.).
Solid understanding of surrounding areas (strategy, business, research, comms, pricing).
The result? You become a true partner to your clients instead of just an executor. This elevates you into conversations with decision-makers. And it ensures you are paid for thinking, not just.
Skillset Diagram:
Career Longevity & Breaking Free of “The Man” Through Personal Branding Defined Way
Philip also reminded us that personal branding isn’t just for freelancers or solopreneurs. It is equally vital if you work in-house.
“Because of ageism in the industry, when you hit about 50, you’ve got a timestamp on your back. Building your personal brand while you’re still in corporate is the truly best career insurance you can have.” Philip VanDusen
Even if you never plan to go independent, defining your personal brand is a safety net. As Philip shared from his own transition out of corporate, it’s about preparing for redundancy, re-orgs, or the unexpected.
Personal Branding Defined Through Pricing and the Value of Strategy
We also talked about one of the trickiest topics: pricing brand strategy. According to Philip, it depends on several factors:
- The size and complexity of the client.
- How many strategic tools and phases are involved?
- Whether you deliver it “done-for-you,” “guided,” or in workshops.
- Your own level of experience.
The bottom line? Pricing strategy is never fixed. It grows with your expertise, your positioning, and the impact you deliver.
Influence: Jimi Hendrix
Influence: Steve Jobs
Personal Branding Defined Through Influences & Creative DNA
In a lighter moment, I asked Philip about his creative influences. His list was eclectic: Picasso, Jimi Hendrix, Steve Jobs, and his father (a teacher and editor).
The common thread? Innovation, experimentation, and teaching everything you know.
It is a great reminder that your personal brand is shaped not just by what you do, but by who and what you draw from.
Cocktail Break: The Jersey Special
Because no Cocktail Correspondent is complete without a custom drink… Philip introduced the Jersey Special:
½ Pepsi.
½ black coffee.
Dash of vanilla extract.
Optional splash of half-and-half.
It is bold, highly caffeinated, and just like personal branding, it makes a lasting impression.
Personal Branding Defined in Practice
So, after all this, how do we truly define personal branding?
Here’s my take on personal branding defined, building on Philip’s insights and the research we’ve explored:
It is strategic.
It is value-driven.
It is about credibility and differentiation.
And it is the ultimate form of career insurance.
Be at the Top of Your Game
But here’s the kicker. Most people don’t even monitor their brand presence. A survey shows many professionals never Google themselves. Yet 42% admit they have changed opinions of others based on online presence.
Quick tip: always search in incognito mode for the most accurate results.
Your personal branding defined moment exists whether you manage it or not. Defining it puts you in control.
Conclusion in Personal Branding Defined: Beyond the Façade
It is tempting to see personal branding defined as pure performance. But there is a tension between authenticity and commodification.
The challenge -and the opportunity here- is to define your personal brand as a true reflection of your skills, values, and story. Not a façade, but a signal to the world of what you stand for.
That is why I love conversations like this one with Philip VanDusen. They remind us that personal branding is not a vanity project. It is strategy, resilience, and future-proofing wrapped up in one.
Influence: Pablo Picasso
Want to Define Your Personal Brand?
If you are ready to go beyond the buzzwords and get personal branding defined for your unique situation, I’d love to help.
Book a free 30-minute call with me and let’s explore how to define, design, and amplify your personal brand.
