Spending some time strategically building your personal brand can benefit everyone, whether you’re at the start of your career or a seasoned professional, these 10 tips can unlock new relationships and new opportunities. Knowing the image you’re projecting to others and how they interpret you is key to making a memorable impact in the workplace.
Do you want to be known as hardworking, sociable, detail-focused, or strategically minded? How do people see you now, and where is the gap between these two perspectives?
Personal branding is the deliberate process of shaping public perception, positioning oneself as an industry authority, and enhancing reputation through the cultivation of uniqueness, specialties, and selling points.
1. Define Your Personal Brand
Begin your personal branding journey by meticulously identifying your values, strengths, and passions. The key lies in setting yourself apart from the crowd. Consider the multifaceted dimensions of your identity, encompassing background, culture, race, ethnicity, gender, and more.
Do you like teaching people, or are you an introvert? Are you a new parent with little spare time, or do you enjoy socializing? Think about where you’re from too; what does this say about you? What activities did you do growing up, or what ‘extra-curricular’ pursuits do you engage in on the weekend?
Reflect on how these factors shape your worldview and contribute to the richness of your personal brand. Explore questions like: What unique perspective do you bring to the organization? What causes resonate with you on a global, domestic, or community level?
2. Define and Understand your Audience
Spend some time analysing your network. Map out who you already know and who you would like to connect with. Consider the type of person you want to add to your network and what they can offer you. Consider too what you can offer them.
Work through some key questions such as what is their background, experience and aspirations? What might they be struggling with, that you can resolve for them? This is known as pain points and you’re adding value to them by helping to resolve them.
3. Set Clear Goals for your Personal Brand
With a clear understanding of your brand, seamlessly integrate it into your professional development goals. Align your aspirations with ongoing projects within your team. Delve deeper into organizational initiatives by perusing annual reports on sustainability, diversity, equity, and inclusion. Actively seek out opportunities that not only align with your brand but also contribute to the overarching goals of the organization.
Set SMART goals for yourself.
SMART goals are a structured framework designed to enhance the effectiveness of goal-setting by making objectives more specific, measurable, achievable, relevant, and time-bound. The SMART acronym breaks down as follows:
- Specific: Goals should be clear and well-defined. Vague objectives often lead to confusion and lack of focus.
- Measurable: There should be concrete criteria for assessing progress and determining when the goal has been achieved.
- Achievable: Goals should be realistic and attainable. While ambition is commendable, setting unattainable goals can lead to frustration and demotivation.
- Relevant: Goals should align with broader objectives and be relevant to your overall aspirations.
- Time-Bound: Establish a timeframe for achieving your goals. This adds a sense of urgency and helps in better planning and organization.
For example, a SMART goal in this context could be: By the end of the next quarter, increase my LinkedIn engagement by 30% through consistent and strategic content sharing related to my expertise in sustainability and corporate social responsibility.
4. Craft Your Key Messages
Constructing a compelling personal narrative is key. Your brand is not just a list of descriptors; it is built on meaningful stories that your audience will remember.
When asked, “Tell me about yourself,” don’t just recite your latest achievements, projects, or CV. Share stories that encapsulate your identity.
To build a set of key messages, use a mind map or word document and start jotting down all the adjectives that come to mind when you think about yourself – both the strengths and the areas for improvement. Then, invest time in weaving these descriptors into a set of compelling narrative points.
For instance, if “innovative” is one of your descriptors, craft a story that illustrates how your unique perspective, informed by your background, led to a breakthrough solution in a challenging work scenario. This might not be in a work context, but could be from a club, social setting, or team sport.
Are you ‘adventurous,’ ‘curious,’ or ‘tenacious,’ ‘diligent,’ ‘assertive,’ or ‘curious’? Do you have ‘book smarts’ or ‘street smarts’? Are you a ‘planner’ or do you ‘act in the moment’? A ‘teacher’ or a ‘student’?
Think about how you work best; are you someone who likes to work on a challenge by yourself, or do you need to bounce ideas off others? How have you felt in team activities in the past, and how might this feeling inform your personal brand?
5. Live Your Values
Recognize that every social interaction is an opportunity when building your personal brand. From casual conversations to formal job interviews, people are constantly forming opinions about you. Be intentional about the messages you convey. Even seemingly mundane interactions, like responding to a colleague’s question about your day, can be opportunities to reinforce appealing aspects of your brand. Opt for intentional responses that showcase positivity, productivity, and your key messages about yourself. Forbs has more information about this strategy.
If a colleague asks, ‘what did you do on the weekend?’ don’t say something negative about how busy you were; instead, tell a story about how you balance your activities, socializing, and free time. Think about what this says about you.
6. Create a Content Strategy for your Brand
Transition from defining your brand to strategically conveying it through a well-thought-out content strategy.
While self-promotion may feel uncomfortable initially, it is crucial for success. Don’t boast, but instead, celebrate your successes.
Consider this your personal “media plan.” Leverage owned media channels to amplify your brand in the workplace. These could include social media like LinkedIn or internal company social networks, like Slack, WhatsApp groups, or Microsoft’s Viva Engage.
You should also maximize earned media. While traditionally earned media includes press mentions, unless you’re in a very particular industry, you’re unlikely to be featured in the mainstream press. But, you may well be able to leverage trade press. Consider which membership organizations your colleagues are part of and which newsletters and magazines serve your niche, and then start to network with journalists in those publications. Offer interviews if you’re able to, or even quotes on new developments or current events.
7. Network Strategically
Expand your professional network strategically by actively participating in both online and offline industry events, laying the groundwork for building your personal brand. These events serve as opportunities to not only broaden your connections but also showcase your expertise and unique perspectives.
Create and nurture meaningful relationships with mentors and peers, recognising the pivotal role they play in when building your personal brand. Whether within or outside your organisation, these relationships provide valuable insights, guidance, and a network that can amplify your professional presence.
In addition to traditional networking, seek out colleagues who share similar interests, forming a supportive community that can inspire and refine your message. Employee resource groups (ERGs) focused on specific identities can be particularly valuable starting points for connecting with like-minded individuals. Engaging with these groups not only enhances your network but also allows you to contribute to discussions and initiatives, further solidifying your personal brand as someone actively involved in the professional community.
8. Showcase Your Expertise and Create Content
As you navigate new initiatives and meet new people, move beyond mere participation to active content creation, building the foundations of your personal brand. Consider this the bedrock of establishing and solidifying your unique identity in the professional sphere. While reposting relevant articles is a good start, gradually delve into creating original content to showcase your expertise and insights.
Dedicate a specific time each week to content creation, a crucial step in constructing and shaping your personal brand. Block out an hour or two to give thought to your communication strategy; this is a perfect job for a Friday afternoon if things are a bit quieter. Utilise this time to craft and share your thoughts on platforms like LinkedIn or internal social networks if you have them. By consistently contributing valuable content, you are not only adding substance to your personal brand but also positioning yourself as an authoritative figure in your field.
Over time, as you invest in content creation, your perspective will naturally evolve. You may find yourself producing think pieces, engaging social posts, or even insightful videos that resonate with your audience. Embrace feedback as an integral part of the process, viewing it not as criticism but as an opportunity for growth and refinement. This iterative approach is essential in building your personal brand, ensuring it aligns seamlessly with your evolving professional journey.
9. Demonstrate Leadership
With references in earned and owned media, you will develop a reputation for being a ‘thought leader’ in your field. This takes time, and you’ll need to find your voice.
But don’t wait for the job title before styling yourself as an expert in the field. Leadership is not just a title; it’s a series of actions that should reflect your personal brand. Volunteer for projects that not only align with your brand but also showcase your leadership skills. Active participation in team activities, combined with a strong work ethic, contributes significantly to reinforcing your brand within your organization.
10. Elevate Soft Skills
Cultivate essential soft skills such as communication, collaboration, and emotional intelligence. Strive for a balance between being a hard worker and an effective communicator. Recognize that effective communication is not just about talking for the sake of talking; it’s about finding meaningful ways to engage in meetings, events, and conferences. Aim to contribute to discussions at least once in every meeting, even if your working from home, ensuring your voice is heard, and your brand is reinforced positively.
One of the promises you could make to yourself is to go to lunch with someone new every day you’re in the office. Try to get a mix of people from across your organization, and people from different backgrounds. Some companies have a ‘coffee roulette’ initiative where you are randomly paired with another colleague each month. Sign up for these, or create one if you don’t have one.
Consider what you can offer to the wider team, where you can showcase your presentation skills and add value to your team and the wider department.
11. Seek Feedback when Building Your Personal Brand
Understand that personal branding is a dynamic, ongoing process. Regularly assess how your value proposition aligns with your current professional and personal context. Conduct an annual audit to identify areas for improvement and strengths to build on. Objectively self-assess and seek feedback from trusted sources to ensure that your perceived image aligns with your goals. The Harvard Business Review has more information about this approach. Proactively address any deficits by taking relevant courses, volunteering for leadership roles, or engaging in activities that reinforce your desired image.
In conclusion, mastering the art of personal branding is not a one-time task; it’s a continuous journey of self-discovery, refinement, and adaptation. By meticulously following these steps, you will not only navigate the corporate world more effectively but also carve a distinct and influential niche for yourself.