Building a brand in the digital age

In an era of social media saturation and constant digital noise, Tony Frost explains that while the essence of a personal brand remains unchanged, the digital world has fundamentally transformed both how and why it is built.

As building a personal brand online becomes increasingly vital for professionals and organisations, Tony Frost, a former lawyer, now principal of Frost Leadership Consulting and author of The Professional, shared how the digital age has reshaped the process and discussed the essential first steps for building a brand from scratch.

While the core of a personal brand remains unchanged, Frost emphasised that professionals must recognise how the digital age has significantly transformed both the opportunities and challenges involved in building that brand.

“The digital age has not fundamentally changed the concept of a personal brand, which consists of how others view you, your character, your strengths and weaknesses and your value proposition,” he said.

“Your personal brand is what others say about you when you are not in the room. However, the advent of the online world has dramatically altered the opportunities and challenges to build your brand.”

Frost has also previously spoken with HR Leader about why executive presence is fast becoming one of the most sought-after skills in business, and outlined how professionals can strengthen this vital quality.

When it comes to building a digital brand from the ground up, he advised professionals not to focus so heavily on their online image that they neglect their real-world reputation.

“Don’t forget or diminish your offline brand. It is futile trying to build your brand online if you drop the ball in the real world,” he said.

Frost also emphasised the importance of clarity and intention when shaping your professional identity.

“Be clear and intentional as to exactly what reputation you are trying to establish and how this will facilitate your wider career and life goals,” he said.

At the early stages of building a digital brand, Frost recommended that professionals select the online platforms they engage with “carefully and strategically”.

He advised that for most people in business, the best places to start are “LinkedIn and organisational websites”.

For those just getting their footing in online brand building, Frost warned against the temptation to post excessively, stressing that quality always outweighs quantity, and encourages seeking feedback.

“One very common mistake is posting material online too often. It is better to post a few insightful comments than lots of obvious things nobody cares about. Another mistake is not to seek out and act on feedback,” he said.

“When you are starting out online, you are likely not to be hitting home runs from the get-go. Ask people you know and trust for some advice on your early efforts. It is also a mistake to not define and ensure a consistent brand voice. Write down your own brand guidelines. Make it clear what you stand for and then stay on message, consistently.”