Building a Winning Personal Brand: Insights from PRSA

By Lara Kilchenmann

In today’s competitive world, personal branding isn’t just an option—it’s a necessity. That was the key message from Stacey Cohen, CEO and co-founder of Co-Communications, at the Public Relations Society of America (PRSA) recent session on building a winning personal brand. With numerous accolades, including recognition in Forbes and being named PRSA Practitioner of the Year, Cohen shared valuable insights on how to craft and maintain a strong personal brand.

What Is Personal Branding?

Cohen explained that the concept of personal branding was coined by Tom Peters in 1998. Simply put, your personal brand is the combination of your passion, experience and the value you bring to others. While some may view personal branding as self-centered, Cohen emphasized that it’s not about ego—it’s about differentiation.

“Why choose me?” is the million-dollar question that every professional should be able to answer.

Why Personal Branding Matters

Cohen compared personal branding to currency, noting that it opens doors to:

• Greater credibility
• Recognition and prestige
• Higher perceived value
• Increased career opportunities
• Upward mobility
• Rewarding partnerships
• Higher salary
• New clients and business opportunities

In a world where attention spans are shrinking—down to just eight seconds on average—standing out is more critical than ever. With people speaking at an average of 140 words per minute, you have only about 20 words to capture someone’s attention. How do you make those words count?

A strong personal brand ensures that when someone looks you up—whether for a job, opportunity or collaboration—you make a lasting impression. Employers and admissions officers frequently research candidates online, making it essential to monitor your digital footprint.

Your Personal Branding Road Map

Cohen outlined a three-step approach to building and maintaining a personal brand:

1. Discover

Before jumping into tactics, take time to reflect. Conduct a self-audit and ask yourself:

• What makes me stand out?
• What am I most proud of?
• How do I add value?
• What do I want to be known for?

Understanding your target audience is crucial. Just like in marketing, you need a strategic plan to guide your brand.

2. Develop

Create a personal branding toolkit that includes

• A strong profile, bio and résumé
• Testimonials and references
• Thank-you notes
• Bylined articles
• A personal website
• Engaging content and professional visuals

Networking is another key component. “It’s not what you know, it’s who you know,” Cohen reminded the audience. Making meaningful connections can lead to opportunities and career growth.

3. Deliver

Think of yourself as a media brand. Consider the best platforms for your audience, whether it’s a website, social media, blog, podcast or speaking engagements. Every touchpoint matters—even something as small as your email signature can contribute to how you’re perceived.

Rules of the Road

Cohen shared four essential rules for maintaining a strong personal brand:

• Start with a plan – Don’t jump into personal branding without a strategy.
• Create great, consistent content – Consistency is key to building credibility.
• Network = Net worth – Your connections are valuable; nurture them.
• Measure your results – Regularly assess your brand and adjust as needed.

Personal Branding for Life

Cohen wrapped up the session with a simple truth: Personal branding is an ongoing process. It evolves over time, so it’s important to revisit and refresh your brand regularly. Checking in annually is a good benchmark to ensure it aligns with your goals and aspirations.

The session served as a powerful reminder that building a strong personal brand isn’t just about self-promotion—it’s about showcasing the value you bring to others. By taking a strategic approach, you can create a brand that opens doors and propels you toward success.