The Secret to Career Success: Branding Yourself

What is a personal brand?

An individual’s personal brand is the overall perception other people have of them. Experience, public image, expertise and achievements are all elements that contribute to your personal brand. The strategy of personal branding allows people to clearly define their potential and separate themselves from others while demonstrating unique contributions to their teams, organizations, industries and communities.

While personal branding might seem similar to self-promotion, they aren’t the same. Personal branding involves identifying an individual’s unique capabilities and how they dovetail with those of the organization’s other members. Self-promotion, on the other hand, is boldly publicizing your accomplishments to increase your chances of recognition.

Benefits of creating a personal brand

When executed strategically, personal branding can lead to increased visibility within an organization and better work opportunities. Below are some of the benefits that can come from developing a strong personal brand.

1. It establishes your credibility.

The quality of your work can be a testament to your professional capabilities. In other words, your personal brand is proof of the caliber of the work you produce. For example, say you tell a potential client you’re a reliable asset and send them to your website. There, they’ll see the hard work you’ve put into your business and the quality results they can expect from working with you.

2. It presents you as an expert.

A strong personal brand reflects your expertise in your field. It focuses on the solutions you bring to clients’ pain points and what they get from doing business with you. Your personal brand speaks for itself so that you don’t have to work as hard to convince clients of your value. 

3. It sets you apart from the competition.

Since your personal brand is about what makes you unique, it can show people how you and your business are different from competitors. Your strengths might be another business’s weaker points. A personal brand that highlights your competitive edge can set you apart from other companies, even those with similar products or services.

4. It demonstrates your value to others.

Your personal brand can help form customer connections with your business. It can also connect people with who you are outside of the work you do. Your brand highlights your personality, passions and motivation so potential customers can see and relate to your work. It gives them an experience instead of merely a product or completed service. 

How to build a personal brand

Below are some steps to help you build a strong brand that best reflects your work or business.

1. Identify what makes you unique

Your personal brand should be based on your most authentic self, so think about what makes you you. Present an image that comes naturally to you. People can often pick up on – and then avoid – personal brands they perceive as fake or disingenuous.

Don’t try to mimic someone else’s brand and make it your own. Instead, dig into the aspects of yourself that you admire most. Consider your skills, passions, interests, core values and experiences. At first glance, they might not seem special to you. However, once you combine them, you’ll have a better idea of the package you can present to your audience.

2. Hone in on your vision

Once you’ve identified the core parts of your brand, focus on the elements that will put your ideas into motion. Start with your vision – the direction in which you want to take your brand.

When you think of your brand at its highest point of success, what thoughts come to mind? Do you see yourself inspiring business executives around the world to reach their greatest potential? Maybe you want to help companies form personal relationships with their clients to drive record sales. Incorporate this into your personal brand.

3. Define your mission

Your brand’s mission is how you plan to achieve your vision. It states what you want to accomplish and what will drive your everyday operations and actions. For example, your mission might be to help businesses streamline their project management processes so they can consistently deliver outstanding products to clients. Whatever your mission, it should be tailored to help you reach your brand’s biggest goals.

4. Create a personal website

Even if you work for a company, you can create a website that speaks to your individual talents and expertise. Your website can also serve as a resume for your work. Explain your key services, your specialties and what makes you or your business unique. A website might also open the door to some freelance opportunities you can pick up to further develop your skills.

If you’re an entrepreneur, a website is essential to your business. Your website shows customers what to expect from your business. Make sure your site is organized and a good representation of the image you’re going for.

5. Be consistent

Regarding personal branding, consistency is key. Stick with the vision, passions, expertise and other core parts of your brand you identified during the earlier steps of establishing your brand. This way, people can more easily recognize your brand and distinguish it from others.

Consistency applies to everything from your messaging to your tone, website text fonts and colors, slogans and the quality of your work. Establishing consistent habits early on can help you create a strong, identifiable brand.

Creating a clear, purposeful brand

With some intentional steps, you can build a personal brand that’s a clear reflection of your work and the value you bring to the table. As you establish your brand, don’t get discouraged if you have a hard time at first building something meaningful or genuine. Take your time landing on the personal brand that best suits your ideas about the future of your work. In time, you’ll find and develop a brand that fully expresses your personality and expertise.