Trends in Personal Branding 2021

the story behind the study

A quick look at Google Trends for the search volume of the term “personal brand” will show you that it has roughly 4x over the last 15 years.

It's not that unexpected given the explosion of email marketing, social media, mobile messaging, video consumption, podcasting, and the exponential increase in numbers of websites.

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scroll down for a sneak peek at what you will find inside the study

1.

key finding #1

Personal Branding
is The Future

The data inside the Trandis in Personal Branding National Reasearch study points to a stark realization that the forthcoming generation of leaders and trendsetters with the largest spending power for the next 30 years, do not consider personal branding a game of vanity or popularity, but a much more “critical” and “essential” component of work, learning, and trust that influences their everyday life. 

Personal Branding is a foundational element in how they live and make decisions, which should inform a new way business leaders think about personal branding and include it as part of their marketing mix—at least if they want to be successful with Millennials and Gen Z!  

key insight:

Americans are most likely to buy from, recommend, and do business with an individual who has an established personal brand.

we found that:

76%

of Older Millennials say they “are more likely to buy from someone who has an established personal brand” while only 33% of Boomers responded the same way.

key finding #2

Personal Branding is Highly Profitable

Historically, it’s been easy to disregard certain metrics of Personal Branding like “number of followers, likes, views and shares” as vanity metrics. 

The data in this study however presents a different story that reveals an established personal brand clearly connects to a higher likelihood of profits.

Among other striking data points, we found that 67% of ALL Americans (or 80% of Older Millennials by themselves) – regardless of their age, gender, geographic location, job title or income – “would be willing to spend more money on products and services from the companies of founders whose personal brand aligns with their own personal values.” 

2.

key insight

Almost half (47%) of Americans say a personal brand is more influential in their purchasing decisions than a corporate brand.

we found that:

60%

of all Americans “would be willing to pay more money to receive services from a professional who doesn’t work for a large company but has an established personal brand.

3.

key finding #3

Personal Branding is a Trust Accelerator

It’s hard to overestimate how important this impact is on business since trust guides, influencers, and even determines virtually every single decision we make in our personal and professional lives.

Going even further, we measured how connecting a personal brand to trust might translate into impact on large corporations by asking a series of questions specifically about executives. 

In perhaps the most powerful statistic of our entire study, it turns out that 82% of all Americans (88% of Older Millennials) agree that “companies are more influential if their executives have a personal brand that they know and follow.”

key insight

Having testimonials about themselves and their work is also the most important factor for Americans when it comes to paying someone for a product or service.

we found that:

74%

of all Americans reveal they “are more likely to trust someone who has an established personal brand.

Download the Complete Study
+ 2 Free Bonuses

bonuses include shareable social graphics with key data points + custom infographics

A Framework for Action

Success will look different for you depending on your industry and experience, but all aspiring and established personal brands should consider steps like:

1.

insert recommended action here and keep it brief and to the point.

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2.

insert recommended action here and keep it brief and to the point.

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3.

insert recommended action here and keep it brief and to the point.

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4.

insert recommended action here and keep it brief and to the point.

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For more info & insights

this study was conducted by

Brand Builders Group

Brand Builders Group is a personal brand strategy firm that helps speakers, authors, influencers, entrepreneurs and executives to clarify their positioning, expand their reach and grow their revenue. 

Our methodologies, frameworks and teachings are based on our personal track record of releasing New York Times bestselling books, giving viral TEDx talks, building 8-figure businesses, amassing millions of online followers, hosting top-ranked podcasts, and creating Hall of Fame Keynote Speakers. 

Our insights have been featured by the Wall St Journal, Fox News, Forbes, Fortune, Fast Company, Inc, SUCCESS, CNN, and Entrepreneur Magazine.  

We are uniquely positioned to support personal brands with both world-class strategy and award-winning execution services.

Want to Build & Monetize your Personal Brand?

IF SO, THAT IS EXACTLY WHAT OUR TEAM OF STRATEGISTS SPECIALIZE IN AT BRAND BUILDERS GROUP.

We are a personal brand strategy firm for influencers, thought leaders, entrepreneurs and executives. Our 1-on-1 coaching services are designed to help mission-driven messengers clarify positioning, expand reach, and increase revenues.
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