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Personal Brand Variants (How the World Sees You)

Updated on January 23, 2024

Ask 10 people what they think of you and you’ll get 10 different answers.

I never really understood the concept of a personal brand.

Ask me 5 years ago and I would have told you it’s a logo.

But I couldn’t have been more wrong.

If I looked you up online and found an article about you saving a store from a robbery, that’s your personal brand.

If I saw a bunch of old selfies back in your college days getting drunk at parties, that’s your personal.

If I found nothing about you, that’s your personal brand.

Let’s dive deeper.

The Truth About a Personal Brand

Most people don’t understand what a personal brand is.

It’s not your logo.

It’s not your colors.

It’s not your style.

These are just components.

In simple terms, it’s your reputation.

But a more accurate yet obscure definition is…

How people feel about you when they hear your name.

Every interaction you have with anyone molds their perception of who you are in their eyes.

But here’s the kicker…

It’s not:

  • Static
  • One-dimensional
  • Indestructible


  • Dynamic
  • Multi-faceted
  • Fragile

Everyone has a different version of the idea of you.

Everything you do can change that for better or for worse.

Anything can instantly cause shifts in others’ perceptions of you.

I’d like to think of it this way:

It’s like having multiple “timelines”.

Each branch of the “Sacred Timeline” is someone else’s perception of your variant.

genesis brand branch

(Loki reference here. IYKYK)

What most people think about is the Scared Timeline.

Let’s call it the “Genesis Brand Branch.”

Or the GBB.

That’s your core narrative.

It consists of your:

  1. Purpose: What do you want your personal brand to achieve?
  2. Identity: How do you want to be known?
  3. Qualities: What are personal values?
  4. Expertise: How you can add value to the market?
  5. Presence: How you portray yourself to the world?
  6. Core Beliefs: Your fundamental ideologies and beliefs that shape your worldview and actions.
  7. Network: The relationships and connections you build and maintain
  8. Impact: The effect you have on others

I could name more but let’s leave it there.

It’s your entire story as the protagonist.

That’s what you control.

All those tiny branches are what your personal brands are.

And those are out of your control.

All you can do is strengthen the GBB.

And in this digital economy, you do this via a personal website and social media.

This gives others a solid point of reference when want to learn more about you.

And if you don’t do it, others will do it for you.

So remember, a personal brand is multiple perceptions of your reputation.

You don’t just have one.

You have a f**k ton.

brendan aw black pic

About Brendan Aw

I’m an ex-marketing executive for 6 & 7-figures high-growth startups turned writer, creator & entrepreneur. I share my learnings as a creator while helping run my family’s crystal chandelier business.

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