What does it take to weave a personal brand?: Charles Assisi on lessons from the life of Gandhi

He didn’t leave his image to chance. But he didn’t make it the mission. He built his life around a core set of values. That’s what it takes to leave a legacy.

When Chris Martin visited Mumbai, he didn’t just show up, strum his guitar and leave. The Coldplay frontman gave a masterclass in how to be remembered.

He visited the city’s iconic Babulnath temple. Took a boat from Gateway of India to the DY Patil Stadium in Navi Mumbai. During the concert, he talked about posters, street art and slogans that he had seen around the city.

He said things that were designed to resonate, and was seen out and about,

Gandhi’s spectacles, by themselves, are the logo of the Swachh Bharat Mission. His charkha, spectacles, dhoti and walking stick weren’t just symbols of his lifestyle; they were designed to inspire and influence, and still do.

Clout computing

Why does any of this matter? Perception can open or close doors. It can give job-seekers an edge, help entrepreneurs attract investors, and allow professionals to build valuable networks.

The alternatives are being invisible or, worse, being remembered for the wrong reasons.

Many of today’s social-media influencers can be grouped in that last category. They are content to be entertaining, at the risk of credibility. They can talk about cars or food or fashion without knowing much about these subjects, and are glad to appear foolish if it means more views (and revenues).

But, as they often complain, they cannot slow down or pause. And this is because their mission goes no deeper. There is nothing of substance for their audience to remember or return to; no value they have created in the world. That seems like a kamikaze way of life to me: to live via a series of frantic 15-second Reels, until one simply disappears.

Choice, not chance

What of those who are busy, productive, ambitious, but aren’t focused on a personal brand?

If they stand out in a crowd, Prabhu says, they have been building a personal brand, even if unintentionally. Many check off the right boxes — mission, commitment, honesty, communication — without deliberately setting out to.

This, in effect, adds narrative to action, and that is the clearest way to stand out in a crowd. One sees this among athletes, musicians, business leaders, and in fact in almost any workplace. It is simple maths. Add narrative to action, and one ends up with more.

In our digital-first world, more than in any previous era, Srinivasan points out, the brand is out there taking shape, whether one acknowledges it or not. What does someone find when they google your name? Do you even know?

Gandhi didn’t leave his image to chance. Neither did Chris Martin. And neither should you. The next time you tweet, post or even tell a joke, pause to ask: Does this reflect the person I want to be? Because a personal brand isn’t just a calling card, it is one’s reputation. And that’s something that shouldn’t be left to chance.

(Charles Assisi is co-founder at Founding Fuel & co-author of The Aadhaar Effect)