The Reality of Establishing Your Personal Brand

Branding is more crucial today than ever. In fact, I would argue that establishing your personal brand is no longer even negotiable in today's job market.

Some of us may reflexively balk at the term; it sounds like we’re putting a “spin” on ourselves or transparently selling when the work should speak for itself. Ultimately, it's not a choice; it’s not enough to do something great; it’s important to also be seen as doing something great.

Ultimately, branding is about defining who you are, cementing what you stand for and communicating that to others. It can open up new opportunities, help you grow your business and allow you to build a network of like-minded individuals. I know the difference it has made in my own life, as brand building allowed me to take on new opportunities outside of my comfort zone and ultimately pursue my passion of launching my own consulting practice. I was able to take the leap because I was confident that I had cultivated a network of people who understood who I was and the value that I brought.

Many of us fall into the pattern of focusing on brand building for our employer. In the long run, you need to ensure that your brand can stand on its own and reflect what you uniquely bring to the table.

The good news is that it’s not a daunting task. Launching and strengthening your personal brand is easier than ever today in our online world. You can reach so many potential contacts today in ways that, in the past, would have required an outsized media budget to get attention. I have expanded my branding over the years with positioning, logos and website design as I operationalize my consulting business. But creating my personal brand began with the simple task of overhauling my LinkedIn profile—something everyone can do—and getting it to a solid foundation. I think of my LinkedIn as a base or repository to keep up to date—that includes everything from posting articles to engaging with others in my network and maintaining relationships.

Here are some ways to get started.

1. Reboot Your LinkedIn: Make sure it doesn’t traffic in too much industry jargon and too many acronyms. Make sure it clearly lays out your value proposition in an appealing, authentic way. Whether running your own business or looking for new job opportunities, LinkedIn is often the first place people find you for professional outreach.

2. Be Visible: Make it a priority to write and share your insights with your network. Authenticity is key in building your personal brand. It's important to be true to yourself while providing unique value. Rather than chasing every shiny object to weigh in on, I’ve prioritized focusing on areas of specific interest for me where I have something different to say, such as emerging technology. Prioritize going deep and slow over a scatter-shot approach. Everyone’s brand approach will differ based on their personality and style; I tend to keep my personal life out of my brand, but others have talked about personal or family topics to great effect.

3. Build Your Network: Remember that networking should be about relationship building and not overtly transactional. Connect purposefully and engage with others, whether weighing in on discussions on their posts or just taking time to check in periodically. I can’t stress enough how important it is to stay connected as you move from role to role; industries get smaller as you grow into more senior roles, and it’s a good habit to be continuously cultivating your network.

Also, be sure to keep your profile and presence up to date. Some of us let it fall as a priority and stagnate over time. You should consider these living documents that you update on a regular basis with new information, insights, and experiences.

It’s not always easy to measure how effective your online branding efforts have been; views and likes can be imperfect metrics of engagement, but they can help you to better determine what content and insights resonate with your followers.

Establishing your personal brand is essential for career success in today's job market. By developing new skills, expanding your network and positioning yourself as a thought leader in your industry, you can open up new opportunities, grow your business and build a network of like-minded individuals. Get started today and focus on building your brand one step at a time.