Branding is key. Why else would someone pay above market price for a particular product? In today’s connected world, personal branding is just as important.
Before the internet and social media, most prominent brands were developed by businesses to sell their product, think Mad Men. A team of Madison Avenue ad execs were needed to turn a product, Lucky Strike cigarette’s, into a lifestyle brand. A lot of human capital was needed for this to happen.
Today the equation is totally different. Instead of product brands, individuals can brand themselves in their particular field. A robust social media presence, website, great content, and sufficient engagement are all it takes.