When it comes to personal branding, we’ve certainly seen some crazy things lately. We learned hilarious branding lessons from Mexican drug lords and uncovered a trend of using fake names while internet dating. We learned the troubling truth about Louise Delage and watched Trump and Clinton stab each other on social media as their fans rallied behind them.

If one thing is clear, it’s that personal branding has become less of a competitive advantage and more of a requirement. It’s become a reality for the political process, for enacting social change, for taking advantage of business opportunities, and even for helping (or hurting) us in our dating lives.

As we all look to take advantage of this important reality of the online world, I encourage you to be smart about your personal brand. Take stock of these classic personal branding errors before you trip and make the same blunders yourself.

Here are the top 10 personal branding mistakes:

1. Thinking it doesn’t pertain to you.

Whether you’re a high school senior, a c-suite executive, or somewhere in between, personal branding has a place in helping you take your career to the next level.

Personal branding is all about marketing and distinguishing yourself — and showcasing that online. It’s about taking control of your online narrative to help you achieve your goals.

If you’re a high school senior, your goal may be to earn acceptances from competitive colleges. If you’re a college student, you need to showcase your skills to land an internship or a summer job. If you’re a c-suite executive, then you might be looking to grow your business, earn more clients, or switch into a new industry altogether.

Whichever path you’re on, your online presence can either help you or hurt you along the way. Don’t make the mistake of thinking personal branding doesn’t pertain to you.

2. Pretending to be someone you’re not.

When we’re first dating someone new, we often try to show the best side of ourselves. Maybe our apartments looks a little cleaner than they normally do. Or perhaps our jobs suddenly become more interesting and impressive than they were last week.

In small amounts, this practice can help you gain someone’s attention and forge a deeper connection. Taken too far, you risk becoming someone you’re not for the sake of continuing a relationship.

Now, think of personal branding like dating. If you selectively showcase your positive side online, you give yourself the best chance of getting the attention of colleges, companies, and new clients.

Related Book: The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand by Karen Tiber Leland

But if you take it too far, you risk it backfiring. Nobody wants to date, hire, or employ a fraud. Authenticity is key, both for relationships and personal brands. Don’t make the mistake of pretending to be someone you’re not.

3. Waiting until something bad happens.

Dentists recommend brushing your teeth twice a day, every day. Can you imagine what would happen if you only brushed your teeth once they started turning brown and funky? You’d probably get gum disease, have some pretty brutal tooth aches, and your smile would leave a lot to be desired.

Once you get to this point, it’s usually too late to fix everything. At the very least, there is a lot of ground to make up. Brushing your teeth on an ongoing basis is a far more effective way to maintain a winning smile and good oral hygiene.

Personal branding works in much the same way. It’s harder to take control of your online narrative once there is something bad that you need to contend with.

Many folks only realize how important their online presence is once they have a problem. But that’s a classic mistake. Personal branding can be even more effective, and less of a headache, when it’s done preventatively. A little work now can make things a lot easier later.

4. Not asking the hard questions first.

Would you ever sit down to market a business when you’re still unsure what the product is? Of course not.

The same is true for personal branding. You need to ask some important questions first before you write a blog post or send out that first tweet. And the reason is simple. It may not be an easy or comfortable process, but figuring out what makes you “you” is a necessary first step to making your brand realistic and relatable — and getting in front of the people who matter most.

The people who skip this step and jump immediately to packaging themselves are the ones who end up with forced brands that they can’t relate to and ditch after a week.

Personal branding requires a lot of time, with a focus on website design, content marketing, social media activity. With all of that online activity, it would be foolish to not determine your unique value proposition or your target audience. Otherwise you’re just spinning your wheels.

5. Ignoring others in the brand discovery process.

When creating a personal brand, you cannot overestimate the importance of external consulting from friends, family, or a professional branding firm. After all, you’re not creating a brand to impress yourself, you’re creating a brand to impress others. And it is very difficult to see yourself clearly from your own perspective.

Related: 22 Statistics That Prove the Value of Personal Branding

Talking your brand out with someone else can help you get a little distance from the narrative you already hold in your own head. It’s the same reason we pay psychotherapists and marriage counselors — and branding firms — for their advice and perspective.

And the consequences of making a branding mistake are pretty scary. You can run with a “great idea,” only to find out afterward that it is extremely offensive to a core group of your audience. A little outside perspective goes a long way.

6. Underestimating time to develop a great brand.

Building and maintaining an effective personal brand is a lot more than just having a website and a few social media channels. It’s about providing people with real value, again and again. It’s about distinguishing yourself from your competition and making yourself memorable for the people you want to impress and interact with most.

That’s no easy feat, especially in a noisy digital world. It takes five to seven impressions for someone to remember a brand on average, so imagine the work you need to put in to get in front of the right people over and over again.

And along the same lines…

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