Whether you like it or not, you already have a personal brand. We all do. Think of it as the key words that pop up when people think of you—the impressions you give in person, on social media, anywhere you go. Everyone has one, but not everyone actively cultivates their personal brand. We’re going to talk about how you can put your personal brand to work for you.
Your personal brand is how you present yourself to the world—it’s the unique combo of skills and experiences that make you who you are. Depending on how you bring it to life, it can be a differentiator that helps you stand out from the competition. When Nicole Blevins moved from Florida to Oregon for her role at Xenium, she focused on her personal brand to help grow her network. “I wanted to put myself out there, let people know who I am, and what kind of areas of HR I’m interested in.” As she began building her network, she also noticed that her clients were finding her on LinkedIn. “So, I also wanted to position myself as a thought leader and ensure they saw me as a subject matter expert.”
While it can be tempting to portray yourself in aspirational ways, authenticity is key to personal branding. What you don’t want to do is create a “you” online that you can’t—or don’t—live up to out in the real world. When people behave in ways that don’t match their personal brand, there’s a disconnect that can lead to breakdown in trust.” As Nicole explains, “Your personal brand is something you can and should take with you wherever you go.” Avoid wrapping your personal brand up in the company or organization where you’re currently employed. While it’s great for this to be part of your story, the bulk of your personal brand should be true to you and you alone.
So where to start? For professional brand building, Nicole recommends starting with LinkedIn. Take a good look at your profile with an objective eye. Does it reflect who you are and how you want to show up? Is it accurate? Does it feel true to you? Stay on top of updates to ensure your personal brand stays current as you grow. Then? You need to engage. Engage with other posts, comment on things that resonate and post your own content as well. Nicole aims for 2-3 posts a week, planning out her week and focusing on a specific topic or theme. She’s also more than her HR hot takes. “Be a real human as well. I like to mix things up with photos of my dogs or a post from the weekend. It’s important for people to be able to connect with you on a human level as well and not feel like you have to be all business all the time.”
Ultimately, your personal brand is the authentic you, with the things that matter most at the forefront. Know what you want and be intentional about what you put out in the world, and you’ll be able to build a personal brand that works for you and your career.