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Shatter the Norms: Why Personal Branding for Professionals Matters

As our brave, new, always connected world continues to evolve, reshape, and redefine the way we communicate, and collaborate, standing out from the crowd has become increasingly difficult – and a necessity. As professionals vying for career growth, as entrepreneurs seeking to amplify our businesses, or as fresh graduates hoping to make a powerful first impression, personal branding plays an instrumental role in these quests for success. If you belong to any of these categories, keep reading. This post is all about personal branding for professionals in any industry and various career stages, with the goal of setting you apart and ahead in a highly competitive digital landscape. 

Welcome to the age of personal branding, where your online persona can be your most influential business card, your most compelling portfolio, and your most engaging elevator pitch, all wrapped in one. Here at our agency, we’ve spent over a decade harnessing the power of digital media to carve out unique personal brands that resonate, influence, and succeed. We don’t believe in sugar-coating with buzzwords or selling half-baked knowledge; we’re here to deliver the real deal – actionable advice that makes a difference. 

The Seismic Changes to the Career and Business Landscape

Though the interwebs have been around for over two decades, we are just now firmly in the digital age. Only in 2018 did more than half of the world have access to the internet. In 2023, about 64% of humans have access to the web and some estimate that by 2069, every person in the world will be connected to the internet

Access to the internet, social media, and omnichannel communications have created a seismic shift in the landscape of careers and businesses. The traditional routes of the past, the conventional 9 to 5 jobs, and corner businesses have given way to a more flexible, borderless, and ever-evolving world. A LinkedIn profile has replaced the paper resume, and ecommerce has revolutionized the way businesses sell and consumers buy. 

Who picks up a phone anymore to order a product, check on a delivery or even ask how a friend is doing? We IM and DM, we email, we track. We expect information to be at the ready and we expect to get what we’re looking for in minutes, if not seconds. The evolution has been remarkable, and the pace of change is not slowing down. 

Okay, So Now What?

So, how do you keep up? Heck, how do you even get started? You’ve got your qualifications, you’ve got your skills, and you’ve got ambition. But guess what? So do millions of others. So how do you differentiate yourself in this sea of sameness?

This is where personal branding steps in. Scratch that. Actually, personal branding is there before you are. The first impression you’ll make these days will most likely be online. In today’s digitally driven world, your personal brand is the lens through which others see you. It’s not just about who you are, but how you convey that to the world. Your personal brand is your story, your ethos, your unique selling proposition. It’s your opportunity to build trust, create a connection, and make an impact. “I don’t really do social media,” is like saying, “I don’t get out of the house much.” And it shows. 

In a digitally connected world where first impressions are often made online, your personal brand can be the game-changer that sets you apart from the competition. Whether you’re a mid-career professional seeking to climb the corporate ladder, an entrepreneur looking to grow your business, or a recent graduate striving to make your mark, a strong and authentic personal brand is key to unlocking the doors of opportunity.

What Is Personal Branding for Professionals?

What is personal branding for professionals and how is it different from branding in general or personal reputation management? Simply put, personal branding is the process of developing a “mark” that is created around your name or your career. It’s about consistently and persistently putting out thoughts, ideas, and work that are authentically yours. It’s the art of standing out from the crowd by showcasing your unique strengths, values, and skills. Your personal brand includes your personality, your passions, your value system, and your communication style. 

Sounds a bit fluffy, doesn’t it? And yet, it’s anything but, provided you do it right. Personal branding is a potent cocktail of authenticity, consistency, and distinctiveness, with a generous dash of passion. The reason it matters so much to anyone’s professional career these days is because the interwebs is where we make our first impression on future employers, colleagues, and potential customers – whether we like it or not. 

But what makes personal branding such a unique differentiator? Let’s pull back the curtain to reveal what’s behind the buzzwords and trends, gleaned from our decade-long experience of guiding professionals, business owners, and fresh graduates in their personal branding journey.

What It Ain’t

Now that we’ve explained what personal branding is and for reasons we’d rather not talk about (ever), let’s go over what personal branding is NOT. Let’s dispel some common misconceptions.

  1. Personal Branding is NOT About Becoming a Social Media Influencer: While some influencers may have strong personal brands, not all personal brands are built to influence. Personal branding is about carving out a unique professional identity and conveying that authentically, not necessarily about garnering a massive follower count or securing brand endorsements. Your value lies in your expertise, not your social media shout outs, and the idea here is to build your career, not your follower count. 


  1. Personal Branding is NOT Being a YouTube Sensation: While YouTube is fast becoming a must-have for businesses and personal brands alike, personal branding is not about viral video creation or being a YouTube celebrity. It’s about sharing consistent, valuable content related to your field that helps to establish your expertise and trustworthiness. If YouTube is where your audience is and video is the kind of content they like, by all means, go create that YouTube channel now. Just don’t expect to quit your day job. 


  1. Personal Branding is NOT Sales: While promoting your achievements, expertise, products and services is part of personal branding, it’s not just about bragging about yourself and trying sell, sell, sell to your social media following. It’s about sharing valuable insights and experiences that can help others, positioning yourself as a go-to resource in your field, and slowly but surely building a better, stronger career. 


  1. Personal Branding is NOT A Quick Fix: Personal branding is essential to personal reputation management, but it is not a magic wand to remove negative content about you or your business from the web. Building a personal brand is not a sprint, it’s a marathon. It requires consistency, patience, and authenticity. It’s not about quick viral hits but about building a lasting reputation and a solid professional identity. Now, in the long run, a solid, long-lasting personal brand and online presence are bound to bury the rare, negative news blip about you on the tenth page of Google as soon as it’s published. 

How to Build a Compelling Personal Brand

Your personal brand gives you control over how the world perceives you. It allows you to shape your story instead of letting others write it for you. With a strong personal brand, you’re no longer one of many in your industry, but one in a million. You’re not just a face in the crowd but a recognizable individual whose ideas, insights, and work carry a unique value and character. With one look at your LinkedIn profile, your TikTok or your blog, perfect strangers suddenly feel like they know you. 

As a result, strong personal branding, for professionals in particular and targeted at your audience, opens doors to opportunities that align with your values and ambitions. It attracts like-minded individuals, employers, customers, or collaborators who resonate with what you stand for. It amplifies your reach, enhances your credibility, and accelerates your professional and business growth. Think of your personal brand as a compass guiding you towards opportunities that are not just lucrative, but also fulfilling and aligned with who you truly are. And in our experience, that’s the secret sauce for not just career or business success, but also personal satisfaction. 

Building a personal brand is a journey of self-discovery and growth. It’s about sharing your unique insights and experiences with the world and making a difference in the lives of those who connect with your brand. So put your swimmies on and get in (the water’s fine!), take control of your narrative, and start building your personal brand today. Here are a few basic, actionable steps to get you started on your personal branding journey:

  1. Perform an Online Presence Audit: Before you start crafting your personal brand, you need to understand your current online footprint. What does Google say about you? Are your social media profiles aligned with your professional goals? An audit will help you identify where you stand and the steps you need to take to align your online presence with your personal brand.


  1. Determine Your Personal Brand Type: Identify the kind of personal brand you want to build. Are you a Thought Leader, Inspirer, Connector, or Mentor? Your personal brand type will influence the content you create and how you engage with your audience.


  1. Choose Your Topics and Skills: Think about your areas of expertise and passion. What are the topics that you can talk about all day? What skills do you have that set you apart from others in your field? This is the core of your personal brand and the basis for your content.


  1. Select Your Channels and Content Types: Based on your personal brand type and skills, you’ll also need to identify the most effective channels and content types to reach your audience. This could range from blogs, courses, and podcasts to social media posts, YouTube videos, and everything in between.


  1. Identify Your Target Group: Who do you want to influence or attract with your personal brand? Who would benefit most from your content? Understanding your target group will help you create content that resonates with them and addresses their needs and interests.


  1. Build a Content Creation and Publishing Schedule: While consistency is key in personal branding for professionals, you don’t want it to take away from your work and your personal life. Your personal brand and online presence should benefit your IRL activities and connections, and not swallow your time and energy. Develop a realistic content creation and publishing schedule and stick to it. This not only helps keep your audience engaged but also contributes to building your credibility and authority.

Personal branding for Mid-Career Professionals

Let’s talk specifics. How exactly does a well-managed personal brand affect the mid-career professional, for example? You’ve been in the game for a while, maybe you’ve hit a plateau, and you’re wondering what’s next. You know you’ve got a lot to offer but you’re struggling to stand out in a sea of equally experienced professionals. Enter: personal branding.

Consider John, a marketing manager with over a decade of experience. Despite his wealth of knowledge and solid track record, he’s started to feel like just another face in the crowd. John decides to build his personal brand as a thought leader in data-driven marketing strategies.

He begins sharing his expertise on LinkedIn, writing articles about the intersection of marketing and data analytics, showcasing successful campaigns he’s led and interpreting the latest marketing trends. He’s consistent, he’s authentic, and he’s engaging with his network. Soon enough, John is not just a marketing manager, but a recognized voice in his field. When a senior role opens up at a desirable firm, who do you think comes to mind? 

So, how does a mid-career professional like you or John get started on this personal branding journey?

  1. Identify Your Unique Value Proposition: Determine what sets you apart. What’s your niche in your industry? What’s your unique perspective or skill set?


  1. Choose Your Platform: For many professionals, LinkedIn seems like a natural choice, but it isn’t always. We recommend choosing just one platform and sticking to it. Yes, just the one. Don’t overlook smaller social media platforms, industry forums, or starting a professional blog or website. Pick what works best for you and your audience, and then become really good at creating content for and engaging on that platform. 


  1. Start Creating Content: Share your thoughts on industry trends, lessons learned from your projects, case studies, and more. Remember, consistency is key!


  1. Engage with Your Network: Personal branding is not just about broadcasting, it’s about engaging. Respond to comments, engage with others’ content, and foster a community around your brand.

For the umteenth time, keep in mind that ersonal branding is a marathon, not a sprint. It takes time, but the payoff can be huge in terms of career growth and opportunities.

Personal Branding for CEOs and Business Owners

Let’s shift over to Small and Medium-sized Business (SMB) owners or CEOs out there. Maybe you’re feeling that your business is getting lost in the shuffle, or perhaps you’re struggling to connect with your target audience? Personal branding can be a powerful tool in your arsenal.

Meet Maria. She runs a local bakery, specializing in gluten-free pastries. She loves her craft and her loyal customers love her products. But Maria wants to grow her business and reach more people. She’s tried paying for Facebook ads and has even hired a social media marketing agency to help her grow her business – at great cost for her small business and without significant results. She decides to take the leap and start her personal brand as a champion of gluten-free baking. 

Maria starts sharing behind-the-scenes photos and videos on Instagram, posts helpful tips about gluten-free living on her blog, and offers expert advice in local online community forums. Soon enough, she’s invited to guest write for a popular food blog about her journey as a gluten-free baker. Her story resonates, her tips are valuable, and guess what happens next? More people begin to recognize Maria and her bakery. Her customer base grows, not just locally, but she also starts shipping her gluten-free goodies nationwide.

If you’re a small business owner or CEO like Maria, here’s how you can start leveraging personal branding to grow your business or career:

  1. Tell Your Story: People connect with stories. Share your journey, your why, your values. This gives a face and personality to your business.


  1. Showcase Your Expertise: Whether it’s a product, service, or unique business model, share your knowledge. This not only provides value but positions you as an expert in your field.


  1. Engage with Your Community: Connect with your customers on a personal level. Respond to their queries, appreciate their feedback, show them the love, and they’ll show it right back.


  1. Choose the Right Channels: Where does your target audience hang out? Be it Facebook, Instagram, LinkedIn, or YouTube, make sure your efforts are directed at the right place. Again, start with just one channel and do it well. If you grow a following and engagement on one channel, adding another channel or two will be easy. 

Building a personal brand doesn’t mean becoming a full-blown influencer overnight. It’s about authentically showing up, providing value, and building trust with your audience. It’s a powerful way to amplify your business and connect with your customers on a deeper level.

Personal Branding and the Fresh College Graduate

Any hiring manager worth their salt conducts at least a swift Google search of potential hires. As a recent graduate, you may not have much work experience to impress your future employers. That’s where your online personal brand speaks for you .

Imagine your potential employer’s face when they find a well-crafted LinkedIn profile, a blog filled with insightful articles on your industry of interest, or even a series of thought-provoking posts on Twitter. It’s like getting through the first round of interviews without having to get out of bed. 

For young professionals and fresh graduates, there is no one-size-fits-all formula to get you started. Mainly because most fresh graduates these days already have a digital footprint, although that online presence is neither well-organized nor managed, and we certainly wouldn’t call it personal branding fit for professionals. 

Start by conducting a personal audit of your existing online presence. Clean up anything that doesn’t align with the professional image you’d like to portray. This would be a great time to consider digital compartmentalization of your professional and personal online presence. Next, zero in on your industry or field of interest. What topics could you confidently talk about? What kind of content would be most beneficial for your targeted audience?

Once you have that down, it’s time to create. Craft blog posts, engage in LinkedIn discussions, or start a YouTube channel. Next, make sure you’re reaching the right people. Unless you’re looking for a job in a fresh startup, TikTok is probably not the best place to target experts or future employers. Identify key influencers, groups, and discussions in your field, find out where they hang, and join in on the conversation. You can also plug in some basic SEO practices to make your content easily discoverable.

Needless to say, LinkedIn is a must. Though the youngest Gen Zers are just in middle school now, Zoomers already make up 10% of LinkedIn users globally. Unfortunately, most of them aren’t as active as they could be on the world’s favorite professional networking site and many don’t make full use of the features the platform offers. Make sure your LinkedIn profile is neatly filled out and don’t forget to include your personal interests, volunteer experience, and activities you’re involved in outside of your industry. Showcase your portfolio or projects you’ve participated in, write LinkedIn articles about your opinions on industry current events, and comment on the posts and articles of experts in your field.  

And post regularly. Every day might be a bit much, but make sure to check in and post fresh content at least once a week. Regular updates will keep you visible and will increase engagement and reach. Your journey into the professional world may just be beginning, but with a robust personal brand, you’ll be several strides ahead of the pack.

Harnessing the Power of Personal Branding

Building your personal brand, for professionals and entrepreneurs at least, isn’t just about displaying what you’ve been up to to the world. It’s about carving out your place in the digital sphere, setting you apart from the competition, and making your voice heard. Whether you’re a mid-career professional eyeing that next promotion, a small business owner ready to take the market by storm, or a recent graduate eager to kickstart your career, personal branding is your secret weapon. Remember, authenticity is key, and every post, every tweet, every video is a brick in the building of your online persona.

Dive Deeper: Resources to Get You Started

Here are some resources to guide you on your personal branding journey:

Reinventing You: Define Your Brand, Imagine Your Future by Dorie Clark: Clark provides a step-by-step guide to help you assess your unique value, build your reputation, and establish your brand, with specific tips for personal branding for professionals that work.

Neil Patel’s Blog on Personal Branding: Gain insights from one of the biggest names in digital marketing. This long blog post with Patel’s step-by-step tips for personal branding is a great resource.

Personal Branding 101 on LinkedIn Learning: LinkedIn has learning materials for just about everything career-related. Learn at your own pace with this comprehensive course that covers everything from identifying your audience to managing your reputation.

Moz’s Beginners Guide to SEO: A strong personal brand means nothing if it can’t be found. Learn how to optimize your content for search engines with this guide from the SEO leaders at Moz. 

Canva’s Design School: If you’re going to create content, it needs to look good. Canva offers free courses to get you started with design.

Your Free Social Media Audit

Feeling fired up? Good. Ready to dive into the world of personal branding? Even better. But maybe you’re thinking, “Where do I start?”

Go figure, we’ve got just the thing for you. A comprehensive, no-nonsense, and totally FREE social media audit conducted by yours truly – the most experienced and most congenial team that specializes in personal branding for professionals. 

We promise to hold back the sarcasm (probably not), roll up our sleeves, and dive deep into your social media channels. We’ll look at what’s working, what’s flopping, and provide you with a clear roadmap to kickstart your personal brand. Sound good? We thought so.

So go on, request your free social media audit now and let’s get you started. Because personal branding waits for no one.