Simple Step to Building Personal Brand
Personal branding is the new normal. It’s no longer reserved for celebrities, politicians, or reality TV stars. In 2016, you need to be conscious of what your personal brand is, because whether you know it or not, you have one. And if you’re not deliberately branding yourself, the outside world is branding you.
Choosing Yourself
And I know it can seem strange to think of yourself in this same context. After all, you’re a person, not a product. But—rest assured—as a professional, you definitely have your own brand to uphold.
Needless to say, you undoubtedly want your brand to send a positive message about who you are, what you’re capable of, and what you’re all about. But, how do you accomplish that? How can you establish and foster something that seems so intangible and subjective?
Take YouTube powerhouse Michelle Phan, for example. As a young student with a passion for makeup, she applied to a department store’s Lancôme counter for a weekend position. She was rejected.
A few years later she was hired by Lancôme, but not to work at a beauty counter. She became their first official video ambassador after her relatable makeup tutorials on YouTube were viewed by millions.
Phan “chose herself” by putting her creativity out into the world and not waiting for anyone to choose her. No one gave her “permission”—she just did the work consistently. Now her brand is worth an estimated $84 million.
Here are simple steps to build your own personal brand. Follow along, and you can be proud of the reputation and identity you share with the world.
1. Define your "shtick."
Writing
Are you a travel-obsessed photographer? A yoga teacher who helps students find their bliss? A quirky writer with a passion for Hollywood entertainment? Get clear on what you love and make this the foundational message you share with the world. It will likely change over time, but just start with something that feels right today.
Craft an elevator pitch about your passion, stating who you are and how you serve others. For example, a graduate of my side-hustle course crafted this:“I’m Louise, a personal trainer. I help busy LA moms fit into their pre-pregnancy jeans and feel strong and sexy in the process. I do one-on-one training over a 12-week program. My clients say I’m the best because not only do I help them create Jennifer Aniston-esque abs and arms, but I support them in taking care of themselves first.”
When I was a full-time employee, I still introduced myself as a life coach. I wanted to be known for this (not my corporate job).
2. Market Yourself
Ask any well-known company, and they’ll quickly explain that a brand really means nothing if you don’t market it. It’s not a “build it and they will come” situation. In order to establish a well-known identity, you need to take initiative and promote it.
Just like a company markets their product or service, it’s up to you to market yourself in order to truly build a positive (and recognizable!) personal brand for yourself.
So, set up a personal website or portfolio that showcases your accomplishments and your work. Conduct a social media audit to ensure you’re upholding your brand online. Create business cards. Get professional headshots taken. Pull together the pieces of the puzzle that will accurately portray your identity and message in the world.
3. Share it with others.
Why do people follow you and engage with you? Funny enough, it’s not because of you at all. It’s about what you do to educate, inspire, and entertain your audience. Check out some the feeds of “Insta-celebs.” Notice how their feeds are consistent in look, feel, and style.
They might veer a little to give you a personal peek (like a cup of coffee in bed or a vacation snap), but overall the comedians stick to jokes, the fashionistas stick to looks of the day, and the life coaches geek out with inspirational quotes (guilty). Stick to one or two mediums that best suit your style. A couple well-managed accounts are much better than a half-assed post on multiple mediums every seven weeks.
4. Understand Yourself
When a company identifies their brand personality, they didn't just create it on the fly. It’s a strategic, well-thought out decision pieced together to be truly representative of who they want to be. Your own brand should work the exact same way.
Jot down a few adjectives that describe the way you’d like to be perceived by others. Do you want to be seen as polished and professional? Quirky and creative? Friendly and approachable? Corporate and serious? Focus on how you want to be viewed by others. This will guide all of the decisions you make in regards to personal branding.
Jot down a few adjectives that describe the way you'd like to be perceived by others.
Additionally, you should also take time to think about your target market—or who you want your brand to resonate with. Customers of your business? Industry peers and professionals? Potential employers? Ironing out these details ahead of time will make the rest of the process that much easier.
5. Create, and create
Original content creation is and always will be king. Executed-upon ideas are the currency of the new economy we find ourselves in. The good news? You’re basically three clicks way from creating a blog post, a video, and a point of view as an online commentator. Don’t shy away from using your voice—your uniqueness is your value!
Don’t shy away from using your voice—your uniqueness is your value!
As a professional in any field, you can use LinkedIn to publish ideas about your industry, making you an instant thought leader. Or be bold and create a website on Wordpress or Tumblr this week—I dare you. If you hired a branding coach, they would hold you accountable for doing this within seven days. So get to it!
6. Offer Distinct Value
People are inherently selfish. We typically don’t interact with a brand unless we’re getting something from it. And, in a professional setting, this rule also holds true for people. We want to extract value from the people we engage with—whether it’s a new beneficial relationship, access to new skills or expertise, or even a career opportunity.
This concept is important to keep in mind when building your own personal brand. In order to establish a positive professional identity, you should plan to offer a distinct value for others.
In order to establish a positive professional identity, you should plan to offer distinct value.
Create awesome content for your own blog or website, or contribute thoughtful articles to an industry relevant publication. Say yes to speaking engagements or other opportunities to share your knowledge. Lend a hand with a nonprofit or a board that could benefit from your expertise. The more value you can provide, the stronger your brand will be.
7. Show up and connect.
Who else do you look up to in your field? Connect with them! As much as I’d love to have a cup of tea with Oprah, I try to connect with personal development coaches and writers on my level all the time. I join their Facebook conversations, comment on their articles, tweet their witty one-liners, and build virtual friendships.
Your community of like-minded people can help you succeed by sharing ideas, connections, and advice. We're all wired for connection, so there is no need to be shy in making the first virtual move—leave a comment or introduce yourself via email to someone you look up to. Over time other people will appreciate your engagement and reciprocate.
8. Network
There’s an important reason you’re working so hard on building your personal brand, right? It's to give people the best sense of who you are. In the end, a brand means nothing without an audience to receive and interpret it.
I could preach about the benefits of networking all day long. But, it’s extra important when fostering your own brand. Attend networking events, conferences, seminars, get-togethers, and meetings in order to shake hands with other professionals.
Rehearse your elevator pitch ahead of time, and put your best foot forward when interacting with others so you leave a positive impression on everyone you meet. Remember, the same marketing principle holds true: Word-of-mouth is really the best form of promotion. And the only way to achieve it is by meeting plenty of your peers.
9. Don't forget real life.
Nothing—nothing—beats an old-fashioned personal connection. If more than a decade in corporate sales taught me anything, it’s the value of relationships formed in living color. The best part? You make lifelong friends this way. I never really worry about “work-life balance,” because to me, there’s no separation. I love my work so much, so how can that be separate from my life? It’s a massive part of who I am.
At a party I hosted recently at my home, some of my clients came, as did my neighbors, colleagues, and editors. These folks are all my beloved, treasured, dear friends. How freakin’ awesome! In fact, that's how I’ve come to measure success—when the line between work and play is so beautifully blurred it’s nonexistent.
10. Reinvent
Brands aren’t stagnant. They need to constantly be tweaked, reevaluated, and improved. So don't plan to establish your own personal brand and then allow it to collect cobwebs.
It’s vastly different from the sleek and streamlined brand identity they’re known for today, isn’t it? They’ve adapted and changed with the times in order to continuously refresh their messaging and personality.
Your personal brand needs to do this exact same thing. Remember to constantly evaluate your brand and make any necessary tweaks, adjustments, and improvements. Much like your own evolvement, branding is a fluid process, leaving room for continuous growth and change.
It can be somewhat counterintuitive to think of yourself like a smartphone, a handbag, or some other product. However, whether you’re job hunting, starting your own business, or simply trying to foster a positive reputation, branding is just as essential for your own professional identity as it is for a product.
In this chapter we’ll give you steps for further identifying why you’re different and how to embrace differences to attract people to you in a positive way.
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