In today’s competitive job market, establishing a strong personal brand is crucial for professional success. Innovation and individuality are highly regarded, and building your personal brand can set you apart and open doors to new opportunities.
According to the Harvard Business School Online platform, personal branding is “the intentional, strategic practice of defining and expressing your value.”
“It’s the amalgamation of the associations, beliefs, feelings, attitudes, and expectations that people collectively hold about you,” Harvard Business School Senior Lecturer Jill Avery and her co-author, HBS Executive Fellow Rachel Greenwald, writes in the Harvard Business Review.
It is important, because your reputation can help attract opportunities in your career that align with your authentic self.
Here are some of the suggested ways to build your personal brand and increase visibility and own your unique value proposition.
- Define your purpose
The first step to creating your personal brand is identifying your values, goals, and purpose. Ask yourself what do you care about, what your values are, what you want people to know about you, how do you want to define yourself, what makes you special and how do you provide value to others.
Remember to think about your audience and consider either your work or personal life when brainstorming. Write down one authentic and impactful sentence that clearly states who you are and what value you provide—that’s your value proposition.
- Audit your personal brand equity
Next, what does your personal brand look like now? Even before consciously deciding to create one, others already have perceptions about you.
Avery and Greenwald outline several factors to consider during this phase: consider your credentials (education, awards, achievements), your social capital (personal and professional connections – quantity and quality) and cultural capital (emotional intelligence and expertise you’ve already acquired).
Decide if there is a gap between where you are and you want to be. If yes, assess how you can bridge that gap.
- Construct a narrative
Once you’ve established your purpose and current brand, compile stories that illustrate your value proposition. While a one-liner can work, often a story might be more effective.
“For instance, if one of your differentiators is that you take bold yet calculated risks, you may tell a story about when you went skydiving. During an interview, you may call, instead, upon a time when you took a chance on a new product innovation without knowing how it would perform—and it paid off,” they mentioned.
- Communicate and embody your brand
While it may feel strange and unnatural to market yourself in the same way as a product, know that it will attract opportunities that align with your value. By increasing your visibility, your profile is raised.
Embodying your personal brand is also a way to communicate it through face-to-face interactions. For instance, if you want to convey your passion for volunteerism, enthusiastically share your involvement at a local charity event if a co-worker asks about your weekend plans.
- Socialise your brand
The next step of personal branding is making sure others share your value. Avery and Greenwald outline four groups that can be instrumental in socialising your brand:
- Gatekeepers, whose buy-in and support is critical to reaching your goals
- Influencers are people with authority who can share your brand on additional platforms
- Promoters actively support you pursuing your goals
- Communities are groups who share your mission or interests or seek the value you provide
- Re-evaluate and adjust
Personal branding isn’t a once-off project. It is a continuous work in progress that requires re-evaluation and adjustment to ensure you live and project your intended brand. Talk to trusted friends or colleagues to help you with your personal branding journey.
By consciously crafting and continually refining your personal brand, you set yourself apart and position yourself as a leader in your field. Remember, your personal brand is a reflection of your authentic self and should evolve as you grow. Stay committed to this journey, and the rewards will follow.
Also read How to master executive presence | Executive PA Media
