In our hyperconnected modern world, one’s personal branding has become more important than ever. It's no longer enough to rely solely on the reputation of the organizations we work for; professionals must take charge of their personal brand to stand out and succeed. As Dr. Mansur Hasib aptly puts it, "Your personal brand must be independent of any organization. If you allow your worth to be determined by the job you have, you will suddenly become worthless when you do not have a job."
In a digital age, where everyone is watching and everything you do can be scrutinized online, Warren Buffett's wise words resonate deeply as well: "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently." With the proliferation of social media and the ease of online communication, our actions and words can spread rapidly, shaping how others perceive us. Therefore, it is crucial to establish and maintain a strong personal brand that reflects our values and expertise.
How can professionals effectively cultivate their personal brand in the digital age?
Define your purpose: A strong personal brand starts with a clear understanding of who you are and what you stand for. Reflect on your values, passions, and strengths. Identify the unique qualities that set you apart from others in your field. Your personal brand should align with your authentic self. Be aware that there will come a time in your career where your personal brand may not align with the corporation you work for. It is to you to decide what path to follow and if you are willing to compromise or to part ways and follow your own path.
I’ll be the first to admit that building a personal brand wasn’t something I had a clue how to do when I retired from the Army (probably second only to figuring out how to “make” money in a company instead of just spending a budget, but that’s a topic for another article). Personal branding wasn’t something your average soldier thinks about. It was a tough lesson to learn, but invaluable as I’ve progressed on my civilian journey.
Craft your narrative: Storytelling is a powerful tool for personal branding. Develop a compelling narrative that showcases your professional journey, accomplishments, and growth. Communicate your expertise and value proposition in a way that resonates with your target audience. Remember, people connect with stories, so make yours engaging and memorable. Your brand will change, evolve, as you do. It shouldn’t stay static.
You will (hopefully) continuously grow and so you should constantly update your brand to reflect who you are. Understanding who you are is another difficult task. When I started my EMBA the first assignment was to write a biography about your life, but by using a fictional name and writing your story as if someone else was describing it. Although I found it awkward and I was unsure of the value at the time, it proved to be a useful exercise, one that I would recommend as you work to define your brand.
Leverage digital platforms: The digital landscape offers endless opportunities to amplify your personal brand. Establish a strong online presence by leveraging platforms like LinkedIn, Twitter, and personal websites. Share valuable content, insights, and thought leadership to position yourself as an authority in your industry.
Engage with your audience and build meaningful relationships. What steps are you taking to engage? What are you doing to get your brand out there? Are you simply re-sharing others work, or are you creating new content for others? Yes creating new content is hard. Yes, there will be times where the best article (in your opinion) gets almost no traffic, and the one you didn’t think much of gets a ton of traffic. It’s ok. This is part of the process, and helps you understand your audience.
Consistency is key: Consistency is vital in building a strong personal brand. Ensure that your online presence, including your profile, posts, and interactions, aligns with your desired image. Maintain a consistent tone, visual identity, and messaging across platforms. Consistency breeds trust and familiarity, making it easier for others to recognize and remember you.
This is a point I continue to struggle with. I have a lot of opinions (I’ll be the first to admit) and that means I typically have a lot of ideas to write on. Nevertheless I try and keep to a familiar format and tone in what I produce.
Embrace continuous learning and reinvention: Personal branding demands commitment to continual growth and reinvention. Stay updated with the latest industry trends, sharpen your skills, and seek out opportunities for professional development. Adapt to changes in the digital landscape and embrace new technologies to remain relevant and innovative.
From a guy that is the furthest thing from a technophile, take it from me, you need to stay abreast of the trends and changes to the best of your ability. Taking your foot off the gas even for a few moments, given the speed of change today, will mean you find yourself so far back you may never catch up.
Sir Richard Branson's words aptly capture the essence of personal branding: "Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful." Embrace the commitment required to build a strong personal brand and be prepared to evolve and adapt along the way.
Key Takeaways
Personal branding is no longer an option. It has become a necessity in the digital age. Professionals who take charge of their personal brand create a lasting impression, build trust, and open doors to new opportunities. Remember, building a strong personal brand is a journey, not a one-time endeavor. Invest in yourself, be intentional, and let your personal brand shine in a way that leaves a positive and lasting impact on your professional endeavors.