A personal brand rarely contains such familiar brand attributes as a logo, slogan, fonts, and colors. Personal brand is a set of skills, values, opinions that broadcast to the target audience through posts, articles, photos, initiatives and other tools in order to form the desired image. The personal brand is held together by three main components. Let’s take a look at each of them.

• Professionalism. This is the starting point of a personal brand. To declare yourself as an expert in a certain field, you need to provide proof. To do this, it is not enough to list your place of work on Facebook, even if it is one of the largest companies in the world, or to write an inspiring “About Me” section. You need to demonstrate your achievements and experience through cases, testimonials, participation in projects, media articles and other social proof.
• Recognition. The component that confirms the uniqueness of the person, as well as his/her ability to set trends, influence those around him/her, and the field as a whole. Recognition can be expressed in different ways, such as the number of subscribers in social networks, participation in significant events, interaction with reputable companies and personalities. However, the essence of recognition is always the same – a person is known in certain circles and considered a professional.
• Reputation. The link without which a personal brand cannot exist. A good reputation strengthens a positive opinion about a person, influences recognition, confirms professionalism and contributes to his popularization.