At Mashman Consulting Group (MCG), we believe that personal branding is more than just an exercise in visibility—it’s the foundation of a long-lasting legacy. As the personal branding landscape continues to evolve, there is one strategy that stands above the rest: Identity Positioning. Developed and honed by our founder, Isaac Mashman, Identity Positioning is a strategic philosophy designed to empower individuals in building personal brands that endure through societal shifts and market trends.
In a world driven by rapid change, personal brands often face the challenge of staying relevant while remaining true. Many individuals have successfully built their personal brands, but far too many rely on tactics that fade with time, causing their influence to wane. Identity Positioning, however, offers a solution that is both flexible and resilient. You can read the full paper here.
What Is Identity Positioning?
Identity Positioning is a comprehensive personal branding framework that combines professional expertise with a deep alignment to one’s personal self. This method ensures that your personal brand is an extension of who you are at your core, while also being adaptable to the opportunities and challenges that arise over time.
Unlike conventional approaches that focus solely on short-term gains or viral moments, Identity Positioning is a philosophy rooted in long-term sustainability. It encourages individuals to construct a personal brand that can withstand market shifts, audience turnover, and even drastic changes in industry landscapes.
This philosophy leverages what Isaac Mashman calls the Law of Familiarity, which refers to the process by which strangers become familiar with an individual over time. As familiarity grows, so does trust. Through this deep connection with their audience, individuals can elevate their influence, build loyal communities, and, most importantly, achieve their personal and professional aspirations.
How Does It Work?
At its core, Identity Positioning allows individuals to showcase their personal and professional attributes, creating a sense of alignment between who they are and how they are perceived. This process involves:
Understanding Your Reasoning– The foundation of every personal brand lies in the individual’s intention. Why do you want to build your personal brand? Whether for recognition, revenue generation, or a mission-driven cause, your purpose informs your branding strategy.
Building Transparency– By focusing on honesty, Identity Positioning enables individuals to remain true to their values, principles, and personal goals. This ensures that the personal brand resonates with audiences on a deeper level.
Maintaining Flexibility – While rooted in personal values, Identity Positioning is designed to adapt. The strategy allows for evolution in response to new opportunities and changing circumstances, without compromising the core of the brand.
A Strategy for Long-Term Success
In today’s hypercompetitive environment, people are often encouraged to pursue rapid growth through attention-grabbing tactics. However, at Mashman Consulting Group, we emphasize the importance of building something macroscopic. Our clients succeed because Identity Positioning ensures their personal brands remain strong, no matter the cultural or technological changes that come their way via a faithful following.
We believe that personal brands should serve as a bridge between who an individual is and the impact they wish to have on the world. With Identity Positioning, public figures, entrepreneurs, and professionals can develop personal brands that stand the test of time.
As we continue to innovate in the field of personal branding, we are proud to make Identity Positioning our signature approach. Through this framework, we help our clients optimize and scale their personal brands. Ones that are as influential today as they will be in the decades to come.
Comments