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10 Personal Branding Trends for 2013 (Part 1)

by William Arruda  |  
January 17, 2013
  |  13,419 views

At the end of each year, I predict what personal branding trends will be valuable to career-minded marketers in the coming year. In writing this article, I continue the series with much enthusiasm, because many exciting changes are afoot that will simplify building your brand in 2013.

You will see some common threads linking many of these trends, as well as interconnections between them. For example, LinkedIn features prominently in many of the entries because of the significant changes it has been making to its functionality. The importance of using multimedia, and using it well, is also a notable theme.

As you review these brand-building opportunities, consider how you will incorporate them into your strategies to increase your influence, achievement, and personal brand value.

1. Curation

Since social media turned the Internet on its ear, seemingly everyone on the planet has become their own media outlet, creating, posting, and distributing original content.


The resulting upload overload has left many looking for less-demanding alternatives. Career-minded professionals understand that personal branding does not require constant content creation, and that the new key to expressing your point of view is content curation.

Potent curation tools like Tumblr and Pinterest, plus newbies that will pop up in 2013, provide the opportunity to express your brand with the help of the ideas, images, and other information from the vast library that is the Internet, with limited original writing required. Phew!

2. Customization


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William Arruda is a personal branding pioneer, the founder and CEO of Reach Personal Branding, and the author of Ditch. Dare. Do! 3D Personal Branding for Executives.

Twitter: @williamarruda

LinkedIn: William Arruda

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  • by Michelle Thu Jan 17, 2013 via web

    Sorry to say, but this happens to the best of us. From your first paragraph: "The importance using of multimedia, and using it well, is also a notable theme."

    In my experience, anything you do for your personal brand can be completely tanked by typo's and improper grammar. Proofreading means everything...

  • by Vahe, MarketingProfs Thu Jan 17, 2013 via web

    Thanks, Michelle, for pointing that out! Now corrected.

  • by Rogier Noort Thu Jan 17, 2013 via web

    Maybe your own website is not (entirely) necessary any more, but creating your own content is. In my opinion, establishing a credible brand is to showcase your expertise. You cannot do that with other peoples content.
    (Maybe that comes in part 2)
    Good post.., I love personal branding...

  • by Kelley Thu Jan 17, 2013 via web

    Thanks for the great info! A great article and I am looking forward to the next installment. A question though...with the advent of new, and much more relevant, resumes I am wondering how long it will take employers to "catch up". How long will it take HR specialists to understand that chronological resumes are boring and not truly indicative of skill and knowledge?

    Currently, after a long and successful career, I am attempting to change industries. I researched the appropriateness of a functional resume and was sold on the fact that it may be just what I need to showcase specific and transferrable skills. In short, however, it is very difficult to upload into the automated HR application portals and has become almost NON-functional! I can only imagine how difficult it would be to get HR professionals to look elsewhere for superb talent and to learn to appreciate a different medium and the story that medium tells.

    I know people are already using LinkedIN to get a better picture of an applicant but that is usually after the traditional application has been received. I am looking forward to outdated practice catching up with the new (and better!).

    Keep the good info coming!

  • by Scott Lippitt Thu Jan 17, 2013 via web

    Thanks for raising this critical issue. Personal branding, like any marketing, requires that the executive (or professional services provider) be crystal clear on his/her point of difference; including their persona (style and voice), work style, perspective on their job and/or industry, and their personal and professional values. And just like any marketing, it is critical that they communicate this point of difference in a disruptive, provocative way so that it doesn't require others to be extremely sensitive to nuances. Please don't misunderstand me. I am not talking about being brash. I am referring to being a thought-leader... someone who provokes others to think differently. This is what can be the foundation of an effective and MEMORABLE personal brand. After all, if your not on other peoples' radars, than you might as well be invisible when those people have a specific need.

    Thanks for letting me weigh-in.

  • by Roy Young Thu Jan 17, 2013 via web

    Great post, William. I am particularly interested in People, trend #4.

    So glad to hear that companies are becoming increasingly interested in supporting employees to become the human voice of the organization. My fear is that controlling cultures and limits from legal are forces that companies must address in order embrace and exploit the change to strengthen the corporate brand.

  • by Vikram Chahal Fri Jan 18, 2013 via web

    Loved the option of info-graphic resumes, will surely going to check them out.

  • by Laura Tessinari Sun Jan 27, 2013 via web

    Excellent William!

  • by Don McLean Wed Feb 6, 2013 via web

    One Detroit advertising icon, Jim Berline specified four characteristics needed to thrive at his agency, and any agency for that matter, that are part of personal branding. Take a look at those characteristics here: http://advertorious.com/2013/02/01/berline-says-brand-yourself/

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