PERSONAL BRANDING AND THE RISE OF THE CREATOR LIFESTYLE

How everyday people are building influence, income and identity in the digital era

- By Thasmina Sookoor

THE NEW PROFESSIONAL IDENTITY

A teenager can now build a million-dollar business from their bedroom. A therapist can reach global audiences through TikTok. A teacher can earn more from online courses than from a full-time job. This is the creator economy, where personal branding has evolved from a marketing buzzword into a professional necessity. Today, everyone, entrepreneurs, freelancers, students, employees and artists, has a digital footprint. Whether you curate it or not, your personal brand exists. The question is no longer if you have a brand, but who controls your narrative; you or the algorithm. In this new landscape, expertise, personality and story merge to form an identity that is both personal and professional. Your brand becomes your business, and how you express it determines the opportunities that come your way. This shift marks a profound change in what it means to be “professional.” It is no longer defined solely by qualifications, corporate titles or years of experience. Instead, credibility today comes from visibility, consistency and the ability to build trust online. A well-positioned creator can compete with entire marketing teams, reaching thousands, or millions, through a smartphone and a strong personal voice.

WHAT IS PERSONAL BRANDING?

Personal branding is about defining what you stand for and communicating it consistently. It is not about logos, slogans or professional photos, but about positioning yourself clearly in the minds of others. At its heart, personal branding answers five essential questions:

• Who are you: your skills, passions and mission?

• Whom do you serve: your audience or niche?

• What problem do you solve: your value proposition?

• How are you different: your unique approach?

• Why should people trust you: your credibility and proof?