Anyone committed to building a strong personal brand invests significant time in crafting content designed to inform, inspire, and engage. LinkedIn is filled with impressive efforts to foster connections and share valuable insights. But if the objective is to establish true authority, content creation alone is not enough. Mythmaking is the foundation of impactful personal branding.
Communicating is not just about producing content—it is, above all, about crafting myths. Myths are not fabrications; they are meaning-making structures that shape how people perceive and associate with a personal brand. I am not referring to ancient legends or distant histories. Myths are present in our daily lives—every time we witness an image or an event that conveys something profound about the people involved. Bear with me for a little theory, and then I will give you practical examples for everyday use.
As Roland Barthes explained, myths function as second-order signs, taking a pre-existing signifier and attaching to it a deeper, widely shared meaning. A signifier is the physical form or image—what we see, hear, or read—while the signified is the concept or meaning that society (we) attributes to it. In the context of personal branding, a signifier could be a startup founder stepping onto a major stage, a personal trainer coaching a star athlete, or you receiving recognition from an established figure in your industry. The signified, however, is the deeper meaning that these images convey to the audience.
For the startup founder, the signified is innovation and visionary leadership—they are not just presenting an idea; they become a symbol of technological progress and the future of their industry. For the personal trainer, the signified is mastery and high-level coaching—they are more than an instructor; they represent the expertise that shapes champions. For you, receiving recognition from an established figure signifies validation and legitimacy—it is not just an acknowledgment but an induction into a network of authority and trust. These signifiers, when strategically framed, create myths that embed individuals in the collective imagination in ways that transcend their actions alone. When strategically integrated into personal branding, myths elevate perception, embedding individuals in the collective imagination in ways that transcend their actions alone.
Importantly, the meaning of signs is not static but shaped by the context in which they are interpreted. Myth-making is a process of co-creation: while we propose the signifier—the image, action, or event that represents our brand—the audience interprets its meaning through the lens of culture, trends, and their own experiences. A personal brand, therefore, is not just a collection of achievements; it is a set of symbols that gain significance in the public eye as they look for reference points to understand who we are and what we represent. Without audience interpretation, the signifier remains incomplete; its power emerges only when it resonates within the broader cultural and social framework.
Let’s explore this through three examples, each illustrating how a public act becomes a myth, generating a lasting association between the individual and the values they embody.
1. The startup founder at MWC Barcelona
A startup founder steps onto the stage at the Mobile World Congress in Barcelona, speaking passionately about the future of AI in healthcare. The image is striking: a lone figure on a grand stage, presenting an idea that could change the world.
Signifier: A dynamic, confident individual in front of a captivated audience, positioned as a thought leader.
Signified: Innovation, disruption, and visionary leadership. The founder is not just presenting an idea; they become a symbol of technological progress and the future of the industry.
Myth created: The archetype of the Tech visionary, akin to Steve Jobs introducing the iPhone, where a person embodies the idea of groundbreaking transformation.
2. The personal trainer and the admired sports star
A personal trainer is seen coaching a renowned athlete, refining their technique, pushing them to exceed limits. A casual photograph captures the moment: the trainer offering guidance while the athlete, drenched in sweat, listens intently.
Signifier: A trusted expert engaged in the process of elevating an elite performer.
Signified: Mastery, credibility, and high-level coaching. The personal trainer is not merely a fitness instructor but a mentor shaping champions.
Myth created: The Architect of excellence, much like Phil Jackson guiding Michael Jordan, where the trainer's reputation becomes inseparable from the greatness of their clients.
3. The artist visited by an established master
An emerging artist receives a visit from an acclaimed figure in the art world. The encounter is photographed: the master observing a canvas, offering a nod of approval. The image spreads, fueling speculation and interest.
Signifier: A moment of recognition, where an authority figure acknowledges emerging talent.
Signified: Validation, artistic legitimacy, and the passing of the torch. The young artist is no longer just an emerging name—they are now part of a lineage.
Myth created: The Anointed successor, like Basquiat being mentored by Warhol, where recognition by an icon solidifies one’s place in history.
Beyond content: the construction of meaning
In each of these cases, the image alone is not the brand. It is the myth-making process—the assignment of meaning to these images by the audience—that defines the brand’s perception. Myths work because they resonate with collective narratives already present in culture. A startup founder evokes the epics of business, the personal trainer mirrors the archetype of the master guiding the apprentice, and the young artist’s encounter embodies the transmission of wisdom from one generation to the next.
To build a strong personal brand, one must consciously create these moments, ensuring they are captured, framed, and interpreted within the right context. A great personal brand is not about producing content for content’s sake but about orchestrating myths that anchor one’s identity in the collective imagination.
Because in the end, the stories we tell about ourselves matter—but the myths others construct around us endure.
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