In a global job market characterized by fierce competition and rapid technological evolution, candidates face a constant challenge to develop their careers and get others to recognize their professional value.
Whether you’re applying for a job, asking for a promotion, or vying for a leadership position, success comes to those who differentiate themselves from the competition and effectively communicate the skills, traits, and experience that set them apart.
A big part of that is personal branding. Whether you look like it or not, these days, everyone is a brand, and all your professional touchpoints, from your resume and LinkedIn profile to the way you communicate and carry yourself are an extension of that brand. With that in mind, you must be comfortable marketing yourself and understand how to do it in a cohesive and compelling way.
What is personal branding and why is it important?
Personal branding is the intentional process of defining and promoting your value proposition. The key word here is ‘intentional’. It’s not always easy, but by being intentional about your brand, you can control your narrative and actively work to differentiate yourself from the competition.
It might sound like an egotistical exercise, but a well-managed personal brand is a powerful tool that can help you thrive in an ultra-competitive job market. It enhances your visibility, makes it easier to expand your professional network, and increases your chances of attracting new opportunities. It also enables you to share your unique attributes and values with the people that matter.
It used to be only high-profile business leaders and celebrities who would spend time creating a personal brand. However, the digital world - and social media and professional networking platforms in particular - have democratized that ability so everyone can shape their professional personas and connect with prospective employers, clients, and business partners.
How to build a personal brand for career development
If you’re ready to move on in your career, you need to create a clear and specific message that showcases your USPs and differentiates you from the competition. Here’s how you can do it.
Step 1: Think about what drives you
The first step in your personal brand journey is to dig into what drives you. For your brand to ring true, it must be authentic. If it’s not, there’ll be no consistency or compelling value proposition.
Think about all the raw materials you have to work with, from your education, personal and professional experiences, interests, and hobbies to your social connections, relationships, and how people think about you. Then ask yourself the following questions:
- What skills or talents are you most proud of?
- What do people most admire about you?
- What projects excite you?
- What motivates you to work?
- What are your core values (limit it to three)
- What are the traits you aspire to?
- What do the people you most admire have in common?
Writing down your answers to these questions will help you identify any overlaps and the values and beliefs that drive you. You can then use your responses to identify the skills and behaviors you want to develop and create an accurate and concise brand message. These elements of self-awareness are crucial for leadership and personal branding.
Step 2: Define your brand message
Once you have the essence of your personal brand, you can then make a list of adjectives and descriptive phrases that capture the real you. You should avoid broad descriptions - for example, ‘I am an experienced accountant’ - and use more descriptive language that will help to differentiate you - ‘I am a detail-orientated cost-based accounting expert’.
It’s often the case that our perceptions of ourselves differ from how other people see us. To ensure your brand message accurately reflects your skills and attributes, ask friends, colleagues, family, and romantic partners what they think your strengths and weaknesses are and work their feedback into your brand message.
It’s also worth assessing your skills and talents against the competition. What traits, credentials, and behaviors do they exhibit and what attributes are unique to you? That will help you differentiate your message and identify areas you can develop.
Step 3: Create the narrative
A personal brand is not just a single message or some thoughtful adjectives. It’s an ongoing narrative woven by you that builds up in the minds of your audience. A great place to start is to think about the times you’ve fully embodied the brand you want to portray and communicate those events on your CV, in job interviews, in feedback sessions, and most importantly, through your actions.
You do not have to control the narrative when you’re with friends, family, and colleagues you know well, but in professional interactions that matter with influential people, you should try to put your best foot forward. That doesn’t mean bragging or talking about yourself excessively. It means delivering on your personal brand through your actions and behaviors.
Step 4: Communicate your story
Once you have a compelling narrative, the next step is to think about how you’ll communicate it. Storytelling is often praised as the ultimate branding tool. Your brand story is an elaboration of your narrative, but how do you make it authentic and implement it? To develop a deep understanding of the power of storytelling and learn how to create a story that goes beyond product and services features, you may want to use tools such as Brand Story CanvasTM.
Next, you must choose the right channels to share your brand story. Common brand-building mediums include your resume and cover letter, LinkedIn profile, networking events, and any content you produce, such as blogs, speeches, training sessions, or videos. It would be best if you also considered your target audience. It could be employers in a particular niche or judges for a professional award d you’d like to win.
Self-promotion can feel uncomfortable, but no one will hear your story if you don’t put it in front of them. Giving people easy ways to see what you can offer is an important part of the plan.
Step 5: Identify allies
Accelerating your career development through personal branding is more effective if you have allies to help you spread the word. Genuine allies, such as colleagues and supervisors, networking contacts, professional mentors, and friends, will usually be happy to help. You should have a clear idea of who you want to reach out to and why. You can then explain what your goals are and make a straightforward request.
Connecting with fellow professionals who have similar interests and sharing articles or videos you’re passionate about will also help you expand your network and build your brand.
Success won’t come overnight
Studies have shown that personal branding, and particularly having a strong digital presence, can be effective across various demographics and industries. It can strengthen your connections, enable you to engage more deeply with stakeholders, and help others understand who you are. But don’t expect immediate results. Personal branding is an ongoing process that takes time and effort. Once you’ve identified your differentiators and created a compelling narrative, you must continually assess how it fits your professional context and career goals. It’s a lot of work, but the benefits are well worth it.
