by Joe Shara on 29/02/2020

Updated at 2/02/2023

Are you looking to succeed in today’s competitive job market?

Yes, the job market is crowded so you need to put in effort in order to stand out. But you can't look like someone else, you must find your own style. You’re your own brand.

We as web marketing agency know a thing or two about building a brand, and especially personal branding. We have been doing this for years.

The benefits of being a strong brand are tremendous. As a strong brand, you command higher pay or fees; you thrive during economic downturns; you get to choose the clients, assignments or positions you want; and you can transition your business or career with ease.

In addition to being able to boast these enviable benefits, strong brands have something else in common. They all exhibit the “three C’s” of personal branding: Credibility; Consistency; and Communication.

Your branding expresses your products, your services, your true business values and your identity. It is a testament to your personality and characteristics – essentially who you are and what individuals think of you. This is communicated through your brand messaging: your brand name, your slogan, your logo, social media.

Brand messaging is hard work, after all you want to a positive brand impression right? You don’t want to get lost in translation. Raise your voice and clearly articulate your brand message and values by following the 3 c’s model to brand messaging: consistency, credibility and communication.

Does your brand pass the ‘Three C Test?’

Find in this article the 3 most important C’s of personal branding you should know.

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The first thing in personal branding: Ask yourself if you are a credible brand? Can others rely on you? The kind of picture you portray  is what advertises you to the outside world. How you appear shows who you are in real life. It indicates your credibility and what you can deliver.

Regardless of your profession, you should have a professional image that represents you even during your absence.  For example, the way you dress should create the kind of impression you want to give to a potential employer, client or even customer.

In short, they must see you as an expert in your chosen field even when you are not.  So work on your confidence and brand values.

Trust and credibility


Let’s look at Safaricom as a brand. When it first came into existence, its motto was ‘The Better Option’.

Are you aware that they have rebranded to Safaricom ‘Twaweza’?

You will agree with me that the previous motto really served it because it provided an idea to attract customers. It was the ‘Better Option’ that most people would associate with.

But why change when it was doing so well? Maybe it has been consistent they felt that customers needed new experiences and we can agree that it is working.

From this, you know that strong brands are consistent and clear about who they are. Just like Safaricom, be consistent with who you say you are throughout your career. Consistency is a huge part of you personal branding.


Communication is highly required in all areas of life. How do you present yourself to others both online and face-face?

Are you always mindful of your language and communication? This should be reflected in both written and verbal communications.

Your brand message and image should not misleading or confuse others.  If you are a team leader, for example, you should be able to practice what you preach.

If you want to get better at your personal branding don't hesitate to contact our web marketing agency. We are the top web marketing & development guys in Montreal.

Frequently Asked Questions

Credibility, Consistency and Communication.

To raise your voice and clearly articulate your brand's message and values.

They are about the image of your brand. The 3 C's are applicable to how your company communicates to the public, how it is represented and what it inspires.

Joe Shara

Joe Shara is a in-house journalist and Oshara editor. Tech savvy guy who follows all the latest web & digital developments. Loves cats and complex coding problems.

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