Your personal brand is already out there, like it or not. It includes what people think about you and say behind your back or to your face. The Internet has also become a source of information about you and what you are saying. Rather than dismissing the concept of personal branding, attempt to understand it.
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Personal branding hit mainstream vernacular when Tom Peters wrote an article in Fast Company called “The Brand Called You” in 1997. At this point in time, building a personal brand consisted primarily of your word-of-mouth reputation and paper resume. A lot has transpired since then. The job market tanked and social networks like Facebook, LinkedIn and Instagram have grown rapidly. So is personal branding still relevant? Absolutely, and even more so. Employers can now proactively search for candidates online, not just sift through the resumes received in their database. And when employers search online, it is your social media presence that intrigues them.
Consider the fact that an average job posting receives hundreds of applicants, and they all look and sound similar. And because most job seekers know to use key terms and list skills employers desire, it makes it even more difficult to beat the odds and stick out. In a competitive job market, employers are looking for above-average applicants. When skills alone don’t accentuate qualifications, employers look for other attributes, such as soft skills and personality traits to whittle down the pack. You need a way to differentiate yourself, and creating your brand can help.
Start identifying your brand. This isn’t as easy as it sounds. Your personal brand is made up of many elements, from how you dress, to what you say and how you say it. To start identifying your brand, ask people who know you well how they would describe you. While it is most helpful to get feedback on your skills and qualifications, don’t forget to ask about your quirks or flaws. Once you’ve got a list of qualities, skills and attributes, blend them together with your values, purpose and goals. It’s important to note that when first defining your brand, you may not get it exactly right. Tweak your personal brand message until it feels right and fits.
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As time goes by, you may find that you want to switch careers or industries. You will need to reposition your message to address your new goals. Big companies like McDonald’s, Coke and even Google have successfully rebranded, so you can too. There’s nothing wrong with rebranding. Everyone morphs over time.
Live your brand. Your brand isn’t a facade. It is supposed to be a snapshot of who you are, what you believe, how you live your life, what’s important to you and the types of problems you enjoy solving. These are the things you talk about with your co-workers, family and friends, online and off. Think carefully and be purposeful about your daily communication with co-workers and peers. These people have the power to influence your brand, and your conversations with them are just as important as your communication with your boss or a client. Your brand also serves as a mission to help guide you to the next phase of your career and helps you focus on playing to your strengths. Most importantly, your brand acts as a differentiator and sets you apart as a subject matter expert or thought leader, which are desirable and hirable qualities. When you live your personal brand, in other words, deliver the results you talk about; it gives you credibility and validates that you can be trusted.
What you share online sends a message. You undoubtedly share updates on social media. Are you sharing information that is “on brand?” This doesn’t mean that your status updates have to be sterile or only focus on work-related issues. Your social media posts should reflect how you want people to see you living your life. Be sure to snap a photo while volunteering or while attending a networking event in order to capture that side of you as well. The key is to purposefully and mindfully choose what you share and where you share it. Post industry news and articles on LinkedIn and even consider writing blog posts. Posting about a party once in a blue moon on Facebook or Instagram isn’t necessarily damaging. What can harm your personal brand are frequent or extreme instances of questionable content you share or are tagged in, like drinking, drugs, guns or politics. Prevent public humiliation and brand-damaging content from surfacing by monitoring who tags you in photos on Facebook and mentions you on Instagram or Snapchat.
[See: 10 Ways Social Media Can Help You Land a Job.]
Rebranding personal branding. Personal branding may not be a term you like to hear or use. However, the practice of managing your reputation or advocating for yourself is up to you. No matter what you call it, the important message here is to be aware of your reputation online and off. If you aren’t monitoring what people are saying about you, it could be damaging your chances for success.
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Is Personal Branding Still a Thing? originally appeared on usnews.com
