Every day people are becoming brands in their own right. Many people believe that their efforts, education, or performance are enough to stand out amongst their peers and secure advancement opportunities but as the saying goes - the squeaky wheel gets the oil. Whether in person or online, Personal Branding is the intentional effort to influence public perception of an individual by positioning themselves as an authority in their industry. Developing a personal brand is an ongoing process. By nailing down a foundation of purpose, people, and platform, creatives and thought leaders have the opportunity to elevate their platform to secure new opportunities that drive impact.
Someone I deeply admire recently reminded me that “Perception is Reality” and that couldn't be further from the truth when it comes to personal branding. In today’s fast-paced, digital-first world, your narrative isn’t just what you say about yourself—it’s how you position yourself in the minds and hearts of others. A personal brand is a uniform perception of an individual based on their experience, expertise, competencies, actions and/or achievements.
To develop a personal brand, you must play an active role in positioning yourself as an authority in your industry. It takes strategic and intentional efforts to successfully advance your career and circle of influence to have a greater impact. Meaning, each public action becomes another brick in the foundation of your brand enabling you to continually connect with people who are aligned with your brand image.
Purpose: Your Why
While technology, trends, and platforms change, brands that have endured throughout the years and maintained a loyal following have locked in and stayed true to their mission. Your purpose doesn’t have to be a grand, world-changing mission, but it should be authentic to you. Think about the impact you want to make and the values that drive your work. Take the time to reflect on your passions and interests. What activities make you feel fulfilled and energized? Reflect on your past experiences and identify moments when you felt a sense of purpose or deep satisfaction - often this is connected to something larger than yourself. Without a clear purpose, your narrative will feel scattered or superficial. Purpose connects your actions with meaning, giving your story a reason to be told. Your purpose is the driving force behind your personal brand.
People: Your Tribe
It takes a tribe to build a brand. Your people are the ones who will connect with and amplify your work - you need their buy-in. Your people could be several different stakeholders including hiring managers, prospective clients, trade show professionals, booking agents, and/or subscribers to your content. Once you understand who your key targets are, it’s time to do some research on what they are trying to achieve when they come across someone like you and how your personal brand can set you apart from the competition. For example: Does your audience attend or produce industry events? Does your audience go to YouTube to learn about a specific topic or would they rather watch music videos? Are they on Twitter exchanging ideas or entertaining their audience on Instagram? Do they like being sold to? Will they respond to META Advertising? After you break down your audience’s demographics, interests, and needs, and take note of the Tone of Voice that resonates with them, then you can craft messaging that entertains, educates, and engages.
PRO TIP: Narrow down your stakeholders into segmented audiences within your contact list or CRM software and use tags as a reference tool. This allows ease in creating an organized flow of messaging and actions based on your offer and their current needs.
Platform: All The World’s A Stage
Your platform is the stage from which you Own Your Narrative. When choosing your platform, ask:
What medium best aligns with my strengths? (e.g., writing, speaking, video)
Where is my audience most active?
How can I maintain consistency across different platforms?
So, where to start? I always tell my clients to start with their own digital footprint. That means buying a domain name, investing in managing an active contact list via Google Contacts or a CRM, optimizing your website, and claiming your name on all social media channels - whether you will use them or not.
Your website is your hardest working salesperson so treat it as such. Your website is the castle of your personal brand - as in all roads lead to home. It should focus on clear and concise messaging that speaks to your audience's needs, provide examples of your work, have clear calls to action, keywords for better search engine ranking, and a clean design that prioritizes accessibility and speed. Your audience will have different goals depending on where you meet them, online or in the world, but at the end of the day, your goal is to keep your brand top of mind through active engagement.
Building a personal brand is an ongoing process but your purpose will always be there as a soft place to land. As you continue to engage with new people and stages change, owning your narrative not only allows you to control your brand but also grow into a credible and authentic voice in your space.
Remember, your narrative is yours to tell. The more intentional you are in shaping it, the more powerful and meaningful it will be to those who need to hear it.
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