The idea of giving a radical change to your personal brand sounds tempting in times of crisis or stagnation. Politicians, celebrities and leaders from various sectors constantly face the challenge of maintaining an image that reflects their values, attracts trust and transmits a clear message. But is it possible to completely change public perception and successfully reposition yourself? History suggests yes, although with important nuances that should be analyzed.
The theory of the image. Image theory maintains that what others perceive is not always what the individual believes they are projecting. In the political sphere, this dissonance can be devastating. The personal brand, according to several studies in communication and marketing, andIt is an extension of who we are, but also a message that is read, interpreted and judged. From this perspective, the image is the letter of introduction with which each person exposes themselves to the world, and in the case of public leaders, this letter needs to be as clear, authentic and consistent as possible.
At a theoretical level, the psychology of perception establishes that people tend to evaluate and remember impressions based on certain salient characteristics, such as tone of voice, consistency between what is said and what is done, and implicit values. in every action. According to the “anchor and adjust” theory of Tversky and Kahnemanjudgments are anchored in a first impression and then adjusted (or not) according to additional information. This explains why, in politics and business, when a leader makes a major mistake, the public’s “adjustment” to a new image often requires great effort and time.
A 180° turn to your personal brand. To achieve a successful image change and reposition a personal brand, it is essential to understand that the process must be honest and gradual. Here are some key steps:
- Sincere Self-Diagnosis: Examine the roots of the current image and the values you really want to convey. Without deep clarity of your motivations and weaknesses, any changes will be perceived as superficial. This analysis allows you to define what your value proposition will be and where the difference is compared to your competencies.
- Coherence in Action: Studies on credibility highlight that coherence is one of the pillars for building trust. The renewed image must be accompanied by a genuine transformation in your actions, language and posture regarding key issues. Congruence theory suggests that when there is alignment between message and action, acceptance of the new brand increases.
- Authenticity as a Differentiator: Personal branding studies indicate that the public perceives authenticity as a rising value. Showing vulnerabilities or difficult moments can strengthen the bond with the audience, as long as the openness is perceived as genuine and not a calculated strategy.
- A Clear Story: Successful pivots in personal branding often have a story that explains the change: an event, a transformative experience, or a lesson that led to a new way of being. This story not only justifies the twist, but makes it an inspiring story. Leaders like Nelson Mandela knew how to harness the power of narrative to explain their transformations.
- Consistency over time: The theory of constancy tells us that public perception needs time to accept a new image. This means maintaining the new direction constantly to reprogram the public’s perception of us.
The image is a message. Failed cases of repositioning remind us that the image conveys a powerful message, which influences perception and can generate both positive and negative effects. To build a strong and genuine personal brand, it is crucial to understand the power of perception and the importance of congruence between what we are, what we show and how we act. As Goffman’s framing theory mentions, “every act communicates something” and the visual message is often the most influential of all.
In conclusion, giving your personal brand a 180° turn is a process that goes far beyond changing a logo or updating your profile photo. It requires deep introspection, real commitment and, above all, coherence that allows us to build a new and lasting perception. Because at the end of the day, personal branding is not just a communication strategy, but an authentic extension of who we really are.
*Soledad Depresbítero is a graduate in Public Relations, communicator and expert in Personal Branding. Instagram: @SolDepresbitero
by Soledad Depresbítero
