How Personal Branding Can Help You Build Your Career

Look at the most successful people in the world. Steve Jobs, Jeff Bezos, Elon Musk, Warren Buffett, Bernard Arnault – money is not the only thing that ties these people together. It’s the fact that they’ve proven why personal branding is important. With just their name, you know exactly who they are, not because of fame, but because of what they represent. Beyonce, Oprah, Rihanna? These people are recognisable by their first names alone because they’ve devoted their whole lives to fine-tuning their brand – their identity – and building its value.

While we can’t promise that you’ll end up with the level of branding as Beyonce, we can confirm that branding can help you make or break your career.

What Is Personal Branding?

“Brand” might seem like a difficult idea to wrap your head around. However, it’s not an abstract concept. It essentially defines your look, your views, and your identity in the world. In the same way that companies and influencers have brands, so can regular people like jobseekers. Your brand can reflect in everything you do – from personal choices you make to your work ethic to your final output.

A personal brand boils down to who you are and what value you can give. It sets you apart from the crowd. Think of it as an overall image that consolidates your values, appearances, and characteristics. It is the impression you will leave on others. “Everybody has a brand, and in the increasingly transparent online world we live in, your brand has more reach and impact on your career opportunities than ever before,” says Adrian Kelly, Managing Director at consulting company Outplacement Australia.

A personal brand can manifest itself consciously or subconsciously in your life, especially online. Just take a look at your social media feed. The stories you upload, updates you post, and links you share reflect what is important to you and how you want to project yourself to those watching. It’s why you should streamline your social media networks in case a hirer happens to do an online background check.

You can also use it to enhance your resume through a personal brand statement, which is pretty much an elevator pitch that describes you to hirers.

Why Is Personal Branding Important?

The short answer is, personal branding can help you land your dream job, reach your career goals, and enhance your value to a company. Having a solid personal brand gives you an advantage when you’re looking for a new job because it gives hirers a clear idea of who you are. You can integrate it during your job hub via personal brand statements on CVs and resumes telling companies what they need to know about you without having to ask. Akin to a slogan, it’s an elevator pitch that relays who you are and what you bring to the table in a few words.

Here are some examples of real-life personal branding statements:

• “I don’t create. I innovate.” - Steve Jobs
• “Be a unicorn in a sea of donkeys.” - Larry Kim, marketer.
• “Empowering ridiculously good marketing.” - Ann Hadley, author.
• “Create less content (It’ll be fine! I promise!)” - Brittany Berger, content marketer.
• “Do you want more traffic?” - Neil Patel, online marketer.

“Hirers are turning to people with strong brands. A strong online presence and referrals from trusted sources mean those with a strong brand are more likely to be found for the right opportunities,” said Kelly.

On a practical note, having a clear brand will help people determine early on if you fit their company or not. It’ll make the process of elimination easier, which will benefit you in the long run. Another long-term advantage of having effective personal branding is that it makes it easier for recruiters to find you, especially if you’re online, and determine whether you’ll be a good fit. After all, it’s so much better for everyone when your values align with your company’s.

How Do You Build a Personal Brand?

Evaluate your work, presence, and appearance.

It begins with research – about yourself. Start with the outside. How do people perceive you, and how are you perceived? Your outside image comprises three crucial elements: your work, appearance, and presence.

• Work: What have been your most significant achievements? What are your hard and soft skills? Do you have any certifications? Are you an authority in your field? Do you have a valuable network ?
• Appearance: What is your style? How would you describe your style or aura? Do you err toward casual style or formal style? Are you always nearly groomed?
• Presence: Are you introverted or extroverted ? Are you sociable with colleagues? Do you have an online presence? What does it say about you?

Once you’ve tackled how others perceive you, it’s time to move on to yourself.

Ask yourself self-discovery questions.

Here’s where it can get a little tricky. Self-discovery is a lifelong process, and people are always growing. So, to determine your professional branding, you must focus on your identity as you are right now. Then it’s time to ask yourself some hard-hitting fundamental questions.

• What kind of person are you?
• What values do you cherish the most?
• What are unique about your values?
• What are the most important things in your life?
• What do you have to share with the world?
• What do you want to contribute to society?
• What message do you want to send to people?
• What are your long-term goals in life and your career?

Answer these questions truthfully because the first person who needs to believe in your brand is you. How can you believe in something you know is a lie? Be honest and insightful in your self-reflection. This step is also where you will determine your value. It can help you identify what makes you unique, interesting, and valuable to recruiters.

Create your brand statement.

The next step is to narrow things down into a single sentence. It might seem daunting to try to describe your entire being in just a few words, but instead of thinking of it as a summary, think of it as your anchor. This sentence should be the touchstone of your branding. Showcase your value through your statement. Remember, a strong brand statement is relevant and memorable, but keep it short and snappy.

One way you can narrow things down is by including the following elements:

• An interesting personality trait.
• An intelligent fact.
• An accurate communication style or habit.

Another formula you can follow is by including:

• A key strength.
• An achievement or skill.
• A phrase or angle geared toward a specific audience.

Another formula could be:

• Your goal.
• Your market.
• Your values.
• Your message.

Here are some more examples of a succinct personal brand statement:

• “I don’t run businesses. I transform companies, careers, and lives.”
• “A nurse-turned-graphic designer, I strive to translate great ideas into even greater art.”
• “For 10 years, I’ve been taking brand after brand to new heights. Let me serve yours.”
• “A hard-working freelancer dedicated to sending good messages to the people.”

Adopt your branding on your socials.

Once you’ve created your brand statement, the next step is putting it out there. Think of this step as manifesting your branding into the world. Bring your brand to your CV, resume, application letter, JobStreet profile, Facebook, Twitter, and job portals.

Branding is fundamentally a professional reflection of your self-awareness, self-identity, and self-worth. People with a determined brand will speak up, ask questions, and actively participate in meetings, interviews, and negotiations – all qualities that any hirer would appreciate.

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