Personal Branding vs. Professional Branding
UNDERSTANDING THE DIFFERENCE AND WHY YOU NEED TO INCORPORATE BOTH
The term “personal branding” was first defined in 1997 by management expert Tom Peters. He suggested that individuals looking to advance their career should start to apply traditional branding strategies to themselves. It mostly started with LinkedIn profiles and professional Twitter accounts, but today extends to social media influencers making their income exclusively through Tik Tok.
So what exactly is the difference between personal and professional branding? The names sort of give it away but oftentimes people focus on one and not the other so this blog is meant to help explain the difference and show you how to incorporate both to boost your career. As always, I’ll cater towards the audience I know (physical therapists, strength coaches, etc) but anyone using social media to advance their career will benefit.
WHAT IS PROFESSIONAL BRANDING?
Let’s start with professional branding because it’s a little more traditional. It centers around creating an identity for your business and portraying that across all platforms to influence your audience’s perception of who you are. It encompasses your company's mission, the quality of services offered, visual identity, and the overall patient experience.
Professional branding is where I live. I’ve built a career out of helping small business owners by creating a visual identity that aligns with their non-visual elements. If you want any more assistance on professional branding, check out literally any of my other blogs and social media posts because I don’t shut up about it. Or even better, book a consultation or fill out an inquiry. That’d be neat.
3 KEY COMPONENTS OF PROFESSIONAL BRANDING
Professional Identity & Visual Branding: professional branding includes elements like logos, colors, typography, and brand messaging. These elements create a cohesive and recognizable identity that differentiates your business in the marketplace. Clearly defining these elements establishes professionalism and credibility.
Creating An Experience: branding is more than just your appearance, it’s also about how patients and athletes experience your services. Everything from your customer service approach to how you deliver results should align with your brand promise.
Market Positioning & Growth: professional branding defines where your services fit in the industry and how you scale. This includes marketing strategy, partnerships, SEO, and social proof. A strong brand helps attract new clients, retain existing ones, and build authority in your field.
If you run a business, professional branding needs to be a priority. That being said, in a world of AI and people spending an increasing amount of time staring a screen, I’m a firm believer that brands need to have more than just professionalism. We crave human connection and if you’re only presenting a cold, sterile, professional image, you’re likely missing out on connecting with your audience. That’s where personal branding comes in.
WHAT IS PERSONAL BRANDING?
Personal branding involves creating a unique identity for yourself and highlighting those traits in your social media presence. It’s very similar to professional branding in that it encompasses all aspects, such as your values and personality, but it’s focused on just you as opposed to a company as a whole. It’s basically working out what you want people to think about you, your knowledge, and your business followed by building and executing a plan to achieve that goal.
You know those girls who have perfectly curated content and their homes that somehow look like no one lives in it? That’s a personal brand. The moms that give you authentic look at how hard it is to be a mom? A personal brand. The bro who makes his podcast his entire personality? Unfortunately a personal brand.
3 KEY COMPONENTS OF PERSONAL BRANDING
Authenticity: personal branding is about showcasing what makes you unique. For fitness professionals like physical therapists, trainers, and dietitians, this means highlighting your philosophy, training approach, and personal story. Clients connect with authenticity, so having a clear, genuine message about what you stand for builds trust.
Visibility & Consistency: a strong personal brand requires a consistent online and offline presence. This includes your social media content, website, networking efforts, and the way you communicate with clients. Posting valuable insights, success stories, and engaging with your audience regularly helps solidify your brand identity.
Reputation: a personal brand is built on how people perceive you. Being reliable, knowledgeable, and approachable in your field will lead to strong word-of-mouth marketing and referrals. Testimonials, case studies, and content that showcase your expertise help reinforce your credibility.
It probably feels like a personal brand is just your personality so it doesn’t require any of your time and attention. But if you’re not considering how you present yourself and how that impacts your audience, you could be leaving a lot on the table. Authenticity is key but there should be some intention with how you engage with your followers.
¿POR QUE NO LOS DOS?
In the health and fitness industry, the lines between personal and professional branding often blur, especially if you’re the owner of a small business and the lone employee. It’s nearly impossible to separate your personality and values as an individual from those of your company, nor should you as both can play a vital role in your business. Your professional brand can enhance credibility and professionalism through a polished and consistent message. But humans naturally crave a more authentic and genuine experience. A strong personal brand can create an emotional bond with your audience, making them more likely to choose you over a competitor. Balancing both allows you to authentically represent yourself while maintaining a cohesive and reputable business presence.
If you’re active on social media you have a personal brand. Every post, comment, or interaction shapes how people perceive you. But without a clear strategy, your message can become inconsistent or forgettable. Building a strong personal brand with intention allows you to control that narrative, positioning yourself as an expert and making it easier for potential clients, employers, or collaborators to recognize your value. If you haven’t taken the time to hone in on your personal brand, you could be missing out on building your following and boosting your career.
Now that I’ve explained the difference between personal and professional branding and hopefully convinced you to put more intention into your personal brand, you get to wait for part 2 where I’ll explain exactly how to do that.
ABOUT THE AUTHOR:
ERIN KELLY-SULLIVAN
When you bring someone in to help with your business you really want them to understand your needs. My time as a PT gives me that background to truly understand your business, your target audience, and the field. If you want to work with someone who gets you, my specialty is helping fellow physical therapists, strength coaches, and anyone in the health and performance field reach their branding goals.
WANT MORE HELP LIKE THIS? FOLLOW ALONG ON INSTAGRAM:
