9 Personal Brand Trends To Keep An Eye Out In 2022

Whilst Personal Brands are built on truth and not on trends, the way how to go about it changes based on technology, global values and the context we are in. 

In today’s episode, I’ll share with you the Top 10 Trends to watch in 2022 if you’re serious about leveraging your point of difference to your competitive advantage.

Yep- it’s officially Feb. I don’t know about you but Jan was a little bit of a write off with sooo many things been happening. I knew this would happen which is why I actually recorded this episode on the 26th Dec already. If there’s one thing I really love than it’s batch working as it takes out the stress and worry from last minute quick fixes. 

January was full of big events for me and I knew I wouldn’t have much time for anything else: The first Trusted Authority cohort kicked off actually yesterday by the time you listen to this episode. My partner and I also bought an apartment over the Xmas period so we could manage to get the move in date in Jan. And let’s just say: that was a life-project in itself. Organising finance and legal contracts over the festive season isn’t a walk in the park. But I’m honestly so excited about the move. However, since I also didn’t know how good the quality is of the recording in the new place by the time this episode should air, I used the quieter time over Xmas and prepared a lot in advance.

This is one of many things that I enjoy about a new year starting: the planning, the predictions, what’s ahead and strategies to respond to it. Nothing happens overnight and with a little foresight, you can take a lot of (unnecessary) pressure out.

For me, my personal world for 2022 is optimising in all aspects. From being smarter with content creation and batching to how we run and deliver online courses to how days and times during the days are spent. I’ve cut down quite a bit with 1:1 coaching clients as I’ve already been fully booked since October and want to focus on building the Trusted Authority as the best in class program to establish yourself as the Go-To person. However, I also signed a contract with a Melbourne University for more teaching as its’ something I enjoy and helps building skills that I need to achieve what I want. I’ll be honest to say that I have very big 2022 goals, including becoming a LinkedIn Learning instructor – so far I’ve applied 3x and no response but hey – I’ll keep trying. One big milestone that may or may not help to get there is that I’ve been selected to be on the panel for the career bootcamp and did a linkedIn live with LinkedIn and 2 other incredible speakers on the 17th Jan. I’ll add the link in the show notes so you can catch up on it.

Another of my big goals is to  give a keynote at one of the biggest future of work/ trends conferences and also get my book into the hands of 1,000 readers this year. As much as it’s uncomfortable to share because they are big goals and I don’t know if I achieve them, if we can’t articulate what we want, it’s more unlikely to get them so there you go  Leading by example. This is also the first exercise that my trusted authority students do: defining what it means for them to be the Trusted Authority as everyone defines success differently and if you don’t now where you’re going, every road will get you there.

It does however help to know where the market is heading too so you can prepare and respond to the demand and this is what today’s episode is all about.

First things first:

Have you ever wondered where trends come from? They don’t just appear one day, they follow a pattern over time, and by you observing specific people, cultures and contexts, it is possible for you to pinpoint trends from their infancy to maturity. When you then compare them to similar trends from the past, you can draw parallels and it is possible to predict how the trend will evolve based on previous data.

One of the best examples is take away coffee. I remember when I started studying at University in Vienna in 2002. At that stage, there were no take away coffee places. Austria is certainly a café culture where you sit down to drink your coffee but with the younger generation watching US TV and seeing take away cafes, the demand was slowly rising. I remember in my first few weeks at Uni, a Starbucks across the road opened. I  was so excited and of course got a take away coffee from there, feeling all posh and hip. I of course told my parents about it and when I told them it was EUR4 for a coffee, my mum nearly fell out of her socks because she felt it was so expensive and a waste of money as you could have a coffee at home for a friction of the price. It’s hard to describe and argue with someone who grew up post war that you spend that much on something that you can make at home.

Anyway, fast-forwarding to now – take away cafes are everywhere and it’s totally normal for us to grab one. My parents however, would still not ever consider it and every time I visit my parents and get one, I get this strange (very judging) look.

Depending on where you grew up, you may have experienced something similar, where an initial novelty and special treat has become mainstream and available anywhere. Sushi is another of those examples. 

You see trends everywhere and one of the ways I’ve developed over 55 new products, including ready to cook sauces, ready-made meals, condiments, public transport pre-paid cards, alcoholic premix drinks, new fast-food products etc was through lateral thinking: meaning: looking at what’s rising in popularity and reading between the lines why it happens and connect it to the industry/ profession that I’m in. In today’s episode I’ll share with you 9 trends that I’m seeing will impact the way you build your Personal Brand, or should I say: Reputational Capital which brings us to trend 1:

1. Digital first

We all know that first impressions last. In the information age that we live in thanks to technology, those first impressions are less and less managed by the person but instead by your online profiles. Most first interactions happen online, and the question is: how easy is it for others to pick up what you do, for whom you do it and why they should contact you over others.

Over the Xmas period, we were busy in my 2nd business that I don’t often mention but we help companies build and develop teams. Most of the search briefs are to build global teams so guess what we do? We stalk, aka research people online and since it’s very fast-paced, we can only spend a few seconds on everyone’s profile before moving on to the next one. If I can’t find the right information and keywords that I’m looking for (and yes, that includes a compelling profile photo, I don’t even bother getting in touch.

So the first trend which honestly – shouldn’t be a trend anymore is to look after your online profile as much as do you do after your in person impression. Whilst I have harped on building your Personal Brand for many years (jn fact, it’ll be 8 this year), thanks to the digital-first world that we live in, it’s shifted to your reputational capital which is coined by Rachel Botsman and explains the ‘sum of online and offline experiences across different marketplaces and communities’. 

This leads us into trend 2:

2. Transparency

As I mentioned in trend 1, most first interactions happen online, and digital platforms take over the role of traditional authorities. With more offer and choice available in all shapes and forms, from services to products to skill sets, there is more competition. No longer is it enough when you know you’re the best and maybe the 5 people you work with. What does the online community say about you? What do your LinkedIn recommendations talk about you? How do you set yourself apart? Are you showing the behind the scenes how you do what you do? Are you letting people get to know you also from a more personal aspect rather than pure career or business lens? This is exactly what matters and sets you apart. This is what people really interested in as the end product – whatever it may be – is a commodity if there is no story or emotional hook to it.

3. Portfolio over Career Path

One of the biggest advantages when you focus on building a Brand rather than just a career or business is the ability to pivot if you have or want to as you’re known for more than just credentials. You’re known for characteristics and your story which is what sets you apart and creates supporters and sponsors for you. This is now more important than ever before since the job market has changed drastically and is far from being settled. We have seen a lot more WFH arrangements, global teams but also an increase in contracts and consulting engagements over one permanent full-time role.

No longer is building a side-hustle seen as not committed and competing to your work but as essential component to stay relevant, competitive and to future-proof your career by building diverse skill sets and networks. LinkedIn’s answer to this is LinkedIn’s Services marketplace which is a tool to connect service providers and freelancers with potential clients and leads.

This leads us also into trend 4

4. Cognitive flexibility. 

I’m sure that – no matter the industry or profession you’re in now – it’s not the same as it was 2, 3, 5 years ago and trust me – it won’t be the same in another year, 2 or 5 from now on. 

The rise of digital technologies, from AI to robotics to smart tech means you’re going to need to be able to handle the excess of opportunities and challenges that come with it.

It comes down to how well you deal with changes, your ability to adapt to change and conceptualize complex multiple ideas all at once? This is exactly what the future fo work is all about: seeing trends early, embracing the changes that come with them and take advantage of them early on. That’s another reason why building your Personal Brand trough content and documenting your journey and share it with communities is such a powerful tool as you can show rather than tell your value and with that, make yourself irresistible for future decision makers.

This also impacts the next trend:

5. Soft skills take centre stage. 

As tech becomes more prominent in our everyday lives, focusing on what makes us human becomes even more important. After all, being human is the one valuable thing you can offer your decision makers that tech cannot and never will. The most important skills are communication skills (which we will cover in more detail next week), creativity, imagination and problem solving, curiosity, handling ambiguity and being resilient, building and maintaining relationships.  as well as entrepreneurship (also as corporate employee). 

6. Video gets its closeup. Video has been rising in popularity for quite some time (in fact, since 2003) but it has increased even more since Covid-19 since it is the next best thing to seeing someone in person.  finally becoming the primary communications medium. Last year was about getting comfortable with video. Now it’s time to get really, really good at using video so that you can deliver an authentic and cut through presence. This is also a priority for me in 2022 to create at least 2 videos per month for LinkedIn (as this is my primary platform) and 2 because it’s manageable and I can build on it.

7. Standing out through Storytelling

With the trend of changing not only jobs more frequently but entire careers, it comes down to how well you connect the dots and tell your story. People don’t buy credentials; they buy results and being able to translate how your past will benefit your decision maker in future is becoming more and more important. I did an episode on how you can find and tell your story – listen to epi 06.

8. Visual Communication

It’s no secret that visuals are 60,000 faster processed than text alone. Now with more content available online but also more noise, having a compelling and recognisable visual representation and footprint is essential to stand out. That applies to you whether you run your own business or you’re a corporate employee. I’ve seen a massive increase in engagement, post saves but also outreach since I visually rebranded in July 2021. It’s a lot easier to be memorable and unique. People can see it’s my post also if my name wasn’t associated with it. I’ve always been a big fan of consistency in colours, behaviour and tone & voice and this is certainly something I will hone in even more. Phil Pallen also mentioned in epi 27 that he thinks we’ll see an up levelling of visuals and higher quality content. It’s never been easier to do so but also reflects directly onto you and the value you create. Think about it – when you go on a website and you see it’s outdated design, old-fashioned fonts and cheap looking colours, how inclined are you to pay a premium for your food? Same goes for your skill sets. 

9. Networking = working

The final Personal Brand prediction that I want to highlight, and I probably will in pretty much every episode in one way or another is networking and building relationships. I’m sure you’ve heard of numbers between the 60-80% range when it comes to finding or filling career opportunities through a network. When people say they landed their current role or gig through a friend, what they usually mean is through a friend of a friend, aka their network. So being more strategic with your network is a non-negotiable if you’re serious about career progression. I think also the way we network will change and will become more specific and tailored like focusing on a certain age group only or events for business owners who’ve reached a certain stage to make the most of the occasion. If you want to level up your networking skills, listen to my interview with Andy Storch, epi 19.

Now is this an extensive list?

No, it sure isn’t but it’s a start to help you focus on what really matters in 2022 and beyond. 

Now I want to hear from you! What trends do you see becoming more important in 2022 or where will you focus on this year? But also- what are you interested in learning more about? This show is produced with you in mind so I’d love to hear what you want more or less of! Send me a DM on Instagram or LinkedIn!