3 Questions to the Expert and 3 answers that explain complex phenomena in a simple way.
Every time I am supposed to meet Dr Bartłomiej Machnik, I look forward to this encounter very much. Firstly, because Bartek is a real expert as well as very reliable one. Secondly, he is a polite and reflective person and thirdly, I like his sense of humor. Every conversation with Bartek is extremely enriching, so whether for a moment or longer, it is worth staying and benefiting from both Bartek’s companionship and his knowledge or skills. Therefore I strongly recommend reading 3 rd part of the series “3 Questions to the Expert” – 3 answers that explain complex phenomena in a simple way, where Bartek explains „Why Expert Branding is so important nowadays?”.
Anna Modrzewska: Why does an expert need a personal brand?
Bartłomiej Machnik: Half-jokingly, half-seriously, it can be said that if an expert does not take care of own image, no one will do it for him. The modern world rewards entertaining content that has a chance of becoming viral, gaining wide range of followers and thus recognition for the author. Experts who do not care about the image often remain in the shadow, even if their knowledge is extensive.
Building a personal brand by an expert is not only a matter of self-promotion – it is also a way to emphasize one’s role in the society. Thanks to visibility in media or internet, the expert becomes a reliable source of information and inspiration for others. A perfect example are people such as Dr. Maciej Kawecki or Maciej Chrzanowski or Adam Grant, who actively use their platforms to share knowledge and gain authority. Importantly, their actions prove that knowledge can be attractive and expertise can be „fashionable”.
It is encouraging that more and more specialists realize the value of building a personal brand. This, not only, affects their recognition, but also opens up new opportunities – both professional and social.
Anna Modrzewska: What is the biggest problem that prevents experts from building the image of the expert?
Bartłomiej Machnik: The biggest challenge is the lack of awareness that building an image is not a whim, but a necessity nowadays. Experts often believe that their work should speak for itself. Of course, substantive content is the foundation, but if this knowledge does not reach beyond a narrow group of recipients, it loses its potential.
The Internet, with its scope and dynamics, offers incredible opportunities, but requires accepting certain “rules of the game”. The key is to be systematic and adapt the message to contemporary communication trends. Many experts, especially scientists, are afraid of this step. They believe that their research or results will speak for themselves and that they do not need promotion. The problem is that, as a result, people with less knowledge but greater activity become authorities in a given field.
It’s sad because reality rewards courage in communicating with the environment. The point is not for every expert to turn into a celebrity, but for them to consciously manage their image, building a bridge between their knowledge and society.
Anna Modrzewska: Where should an expert start building own image?
Bartłomiej Machnik: The first step is to create a quasi-strategy for building your personal brand. However, the key is not to focus immediately on communication channels, but on understanding yourself. You need to answer the following questions:
Why and what is my philosophy of life and action?
What values do I want to pass on to others?
How do I want to talk about my knowledge – more formally or in a more casual tone?
It is these “pillar” questions that help create the foundation of your personal brand. On their basis, you can build a communication strategy – tailored, authentic and coherent. An expert doesn’t have to be everywhere and talk about everything. The key is consistency and authenticity.
We also cannot forget that building an image is a long-term process. It’s like an investment – the effects do not appear immediately, but over time they become more and more visible and bring benefits. It is important to be aware from the very beginning that this is a marathon, not a sprint.
