3 Reasons Why You Need a Personal Brand in the US

It’s the culture

If you’re doing everything you can to succeed in the US business or job search landscape, and you’re still coming up short, it might be that you need a better defined personal brand. Although it could be argued that the idea of the personal brand extends back to the ancient world, the modern iteration is relatively new, beginning sometime in the late 90s with an article by Tom Peters. With the advent of the Internet and the necessity of being able to locate someone, developing an easily identifiable “brand” became critical for individuals as much as for companies. The is brand could be defined as:

“…explicit self-packaging,” as the scholars Daniel Lair, Katie Sullivan and George Cheney have observed: “Here, success is not determined by individuals’ internal sets of skills, motivations, and interests but, rather, by how effectively they are arranged, crystallized, and labeled.”

If you’re here from another country where this idea of personal branding is less common, you might be surprised to learn how crucial it is here, especially if you’re in the job search or trying to build your career. And some of what personal branding entails might feel unfamiliar to you or difficult to implement. This might be because personal branding is rooted in the unique business culture of North America. In any case, for international professionals and students navigating the US landscape, establishing a robust personal brand is crucial for achieving professional success and recognition. Here are three solid reasons why you need to focus on building your personal brand in the US:

1. Beyond Technical Skills: Showcasing Your Values and Passions

As I’m frequently reminding my clients, employers, customers, business partners, and colleagues in the US are interested in more than just your technical expertise. They want to understand what motivates you, what your passions are, and how you would like to make a difference in the world. This sounds crazy, I know. In other countries, it’s not like this. Instead, you generally just have to demonstrate your expertise and experience. But in the US, an effective personal brand is the foundation for your career and for achieving your goals. It helps you to communicate your values, motivations, and vision effectively to your target audience. By sharing your story and what you stand for, you create a deeper connection with them and help them remember who you are. It’s a differentiator in a sea of competition and noise. In addition, this personal marketing often relies on emotional appeals to get its point across. As the saying goes, “people shop based on logic, but they buy based on emotion.” And in the US, this emotional communication is extremely important.

2. Visibility and Assertiveness in an Individualist Culture

The US culture emphasizes individualism, which means that standing out from the crowd and being clear and confident about your strengths and achievements is highly valued. You’re supposed to have special qualities and to be proud of them. Humility is not going to help you in this kind of cultural environment. Crafting a strong personal brand helps you highlight your personal achievements, expertise, and authority in a way that sets you apart from others. And in the world of social media and global competition, differentiating yourself is more important than ever. Your personal brand becomes equivalent to your uniqueness and individual stature in the professional world, showcasing your goals and making you more visible to potential employers, clients, and collaborators. It can also position you as a thought leader and an influencer in your field, having unique perspectives and opening doors to new opportunities and partnerships.

3. Building Your Network and Increasing Opportunities

Last but not least, a well-defined and readily identifiable personal brand makes it easier for people in your field and industry to understand who you are, what you stand for, and what you excel at. This clarity fosters stronger connections and creates more synergy with like-minded professionals and companies. When people know exactly what you bring to the table, they are more likely to seek you out for collaboration and networking. A strong personal brand enhances your ability to build a robust professional network, which in turn increases your opportunities for career advancement, business partnerships, and personal growth. It creates a ripple effect, where your reputation and influence expand, leading to greater professional success. And isn’t that what we all want?


In the US, building a personal brand is not just a strategic move; it’s a necessity for international professionals and students who want to thrive in a competitive market. By showcasing your values and passions, asserting your strengths and achievements, and fostering strong professional connections, you can unlock new opportunities and achieve lasting success. At Omni, we help you craft a compelling personal brand that highlights your unique identity and positions you as a leader in your field.

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