Technology and business models are rapidly evolving - making your credentials and skills less relevant, and your achievements less impressive.
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Jobs are changing. Many jobs are becoming redundant and jobs that did not exist a few years ago are becoming highly sought after.
Your customers are evolving too. As they try and cope with changes around them, their needs and wants are changing - sometimes quite significantly.
Your colleagues, networks, and the broader communities that you are part of are also experiencing this change. They are looking for partners who can help them survive and thrive.
Amidst all this change, staying static is the same as becoming irrelevant.
You have to continually grow and update every element of your brand - your credentials, experience, values (yes they evolve too!), achievements, vision.
You have to look at customers and collaborators - and ensure you are still right for each other. You have to adjust your messaging, the ways you communicate, and the platforms you use to communicate.
You also need to maintain and sharpen your edge - developing new sources of competitive advantage as required.
Staying relevant is the name of the game.
Your personal brand has to keep up with you.
