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When you work in marketing or advertising, the thought of building your personal brand may seem like another task on your long to-do list. Promoting brands in your day job may be so exhausting, you don’t have the energy to create for yourself. It doesn’t have to be this way.
It starts with reframing how you view personal branding. Embrace it as your outlet. Your online presence is your chance to express yourself and your creativity. It also fosters meaningful connections, sharpens your skills and keeps you top of mind for potential opportunities in your network. Your community will be a positive force in your life and career. Once you realize that personal branding is simply an extension of your offline personality into an online environment, you’ll feel a lot more comfortable. You don’t have to change who you are; you’re only changing where and how you communicate your value.
With this mindset, you’ll be better prepared to build your online presence. Here’s how:
Register your domain
Social media is powerful, but you don’t own these platforms. When you establish a website at your domain, you own a corner of the internet and will have your audience’s undivided attention.
Define your niche
Many make the mistake of portraying a whole new version of themselves online. Instead, you’ll find your niche through reflection, not reinvention. Don’t get distracted by what others may be doing. Reflect on who you are, what you love and what you do best.
Stay true
Remember that personal branding doesn’t have to be as formal as it may seem. I had a preconceived notion of what someone in my role should sound like. It wasn’t until I dismissed this idea that I started to sound like myself. Your “brand voice” is just your voice. Write and publish as if you’re talking to a friend or colleague.
Lead with personality
Being a professional in your industry doesn’t mean you can’t have fun and be human. Complement your niche-related content with personal stories, fun facts and others interests you may enjoy. Don’t be afraid to be vulnerable—you’ll find people who relate to your experiences. This gives your audience more opportunities to get to know and bond with the real you.
Choose the social channel(s) for you
Spoiler alert: You don’t need to be on every platform. Create for yourself first, and in a format you enjoy. For instance, you may be more comfortable via audio rather than video or the written word. This may mean Clubhouse is right for you! Show up consistently and you’ll attract your ideal audience with time.
Take new headshots
As in-person events, meetings and interactions shift to virtual, put your best self forward with new profile pictures and website imagery. Plan a mini photoshoot using the resources available to you. Remember to embrace your personality with clothing, props and poses that feel true to you.
Join conversations
As you start out and share your thoughts online, it may take a while to build an audience. Engaging with others still counts as content creation. You’ll quickly learn these interactions are the biggest joys of building your brand. Go beyond comments and replies by sending direct messages to people you want to get to know.
Publish
Every piece of content you publish is a building block that establishes your credibility, grows your network and creates welcomed opportunities. Just hit send.
Jobs may come and go, but your personal brand is forever. It’s up to you, not your employer, to amplify your voice and make your presence known. Create, but on your own terms, and your future self will thank you.
Don’t overthink it. Unlike establishing company brands, you don’t need to have a clear goal in mind from the start. As you express yourself, create content and engage with others, you’ll gain clearer direction on what your personal brand can do for you in the future.
