Defining and Presenting Your Personal Brand

Branding is a powerful tool that allows consumers to anthropomorphize different companies. Some of the most successful companies stay in the public eye because of their strong branding and iconic imagery. But this isn’t limited to large companies. With some careful planning, you can create a curated digital presence through personal branding.

Using technology, potential employers and customers can learn all about you without ever meeting you. With that in mind, it’s better to control that image yourself. How do you want to be viewed? No matter where you’re at in your career, controlling your own narrative can be the key to living the life you desire. We’ll explore why it’s so important to build your brand and what you can do to present yourself in the best possible way.

Why does it matter?

Think of a celebrity, whether you like them or not. Think about the traits you associate with them. You’ve likely never met this person, but you have an opinion of them based on these perceived traits. That’s the power of personal branding, and it’s reasonable to assume you’d rather have people thinking positively about you.

Harrison Monarth sees the difference between reputation and personal brand as intentionality. Your reputation is based on first impressions and the relationships you’ve formed. Personal branding is about creating your narrative and deciding what you want to present.

Renderforest lists three keys benefits of having a well-defined personal brand:

Raising self-awareness: Taking a look inward will give you a deeper understanding of your strengths and weakness and the value you can bring to others. Once you understand this yourself, you can better market what you have to offer.

Build trust and credibility: If you’re putting forth a consistent and accurate message, you’ll appear much more credible. With the traits you’ve chosen to define you at the front, people will look to you as an expert where it matters.

Grow your network: If you’ve built trust and credibility, you’ll come to be viewed as an expert in your niche. This will lead to others reaching out to you and looking for your expertise.

Finally, according to Medium, as of 2020, 43% of the workforce in the US is made of freelancers and contract workers. If your name is your business, it’s crucial to have a strong personal brand to keep growing.

How to build your personal brand

You already have a personal brand whether you realize it or not, but it’ll take some self-scouting to craft the image you want. Mac Prichard suggests doing a self-audit and asking others for objective feedback. Do a deep dive on search engines to see what pops up when you search for yourself and make sure your social media pages are “clean.” Then, talk to people you know and see what you’re known for. You can use anonymous tools to make sure you get honest feedback.

“You may be tagged in a video on Facebook where you’re singing Happy Birthday offkey. Funny and harmless—except if that’s the first thing an employer sees when searching for a serious, competent business leader.” -Mac Prichard

Next, decide how you want to be defined and what your goals are. How do you want to be known? Whether you’re a charismatic salesperson, a master of a specific technology, or an expert in handling conflict resolution, you want to have a clearly defined niche. The more specific that niche, the better. We recently covered the idea of the elevator pitch—a short summary of who you are and what you can offer. This is the core of your personal brand.

After these steps, you should have an idea of how you’re currently viewed and how you’d like to be viewed. The next step, according to Anders Hjorth, is to build your assets. What resources do you need to increase your visibility and your credibility?

You can not like social media, but it pays (sometimes literally) to have the right profiles. Depending on your industry, you may also want your own website to showcase your work or a portfolio filled with previous projects.

Make sure those profiles are working for you through careful design. Make sure your profiles will get noticed and make people want to contact you.

At the end of this process, Mac Prichard says to go all out. Once you’ve built a brand you’re happy with, steer into it. Exude confidence and don’t be afraid to show off your personality.

“You’ve done the work to know who you are and what you bring to the workplace. When you are clear and convinced that you’re a valuable and effective contributor, that message shines through. Your professional brand should convince others that you think you’re the best candidate for the job, and they should too!” -Mac Prichard

Wrap up

Standing out for the right reasons is the key to succeeding in the business world. Creating a clearly defined niche and becoming an expert will grow your network, help build great relationships, and assist you in finding your dream career. Playing an active role in crafting your personal brand is the first step, and the benefits are endless!

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Three for Thursday: 3 Cs of Personal Branding

“If you don’t like what’s being said, change the conversation.”

These were wise words spoken by legendary Mad Men character, Don Draper. They are especially wise in the context of personal branding.

There are many students who have just graduated college this past semester who are now faced with the task of finding employment. With unemployment at 4.9 percent, competition has lessened for many positions and job seekers can be more selective in their employment choices. This doesn’t mean it’s easier to get the job you always wanted. You’re not going to get noticed with the same cookie- cutter business graduate resume that 95% of your peers or going to put out there. So how do you make yourself different? Change the conversation. Create the personal brand that you want employers to see and not what they are expecting. The following are the “Three C’s” of personal branding and they can change the conversation to get you noticed.

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Create

Your Message

It all starts with creating your message.

One of our favorite stories from last year was the story of Nina Mufleh. Mufleh’s dream job was to work for Airbnb. She tried to get in touch with the company through job postings and emails but had no luck. That’s when she decided to think outside the box. She ended up creating a website for herself that highlighted her knowledge of Airbnb and the travel industry, how she thinks they could improve, and how she was qualified to work at Airbnb. Her efforts ended up getting noticed by both Airbnb’s CMO and CEO and she eventually got an interview with the company.

What Mufleh did was create something that no one else had thought of doing and an opportunity presented itself. She realized that there were other people who probably were as qualified or more qualified than herself on paper and she decided to change the conversation to highlight her knowledge of Airbnb and the travel industry. Everyone has a resume and a LinkedIn. What can you create that someone else doesn’t have? You don’t necessarily have to create a website but maybe start a blog that demonstrates your knowledge in a specific area. If you’re a numbers guy, create a new statistical model or formula. Take an area that you are strong in and display it in a way that is original and creative.

Customize

IMG_1246

Creating a unique experience can help you stand out.

A quick marketing lesson: When trying to create brand awareness, one needs a clear message that highlights their brand in such a way that resonates with the target market while differentiating itself from different brands. Let’s use bottled water as an example. Company A might claim that their water comes from mountain springs and is therefore more natural and refreshing than other brands. Company B may claim that the material used to bottle their water is more bio degradable than other brands and is therefore more eco-friendly. Both companies are selling the same product, however they are customizing their message to appeal to a specific target market amongst bottled water consumers.

This is the same process you should be using when applying for a job. How are you going to customize your message and differentiate your personal brand so that it appeals to the company you’re applying for? If you’re applying for a job in sports highlight your athletic experience and how it coincides with the position. If it is an international job, highlight relevant traveling you’ve done and the knowledge you gained from the experience. Overall, you want to establish a brand that is unique and can’t be duplicated by another candidate.

Connect

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Reaching out is key!

If you’ve been following our blog series, you already know that we have touched on the importance of connecting and networking in our “Life After Graduation” blog. It is however well worth our time to reiterate how valuable connecting and networking can be. Connecting is what ties the first two C’s together. You can create and customize your personal brand all you want, but if you do not build an audience your brand and message will fall on deaf ears. Humans by nature do not like unfamiliarity. Make your brand known and easily recognizable. Familiarity is what can separate you from another candidate.

Athletes have a particular advantage when it comes to connecting their personal brands. “Athletes get a lot of chances to meet people in their community. Events like fundraisers and booster events are a great way to integrate yourself into the local community and meet people of influence.” says NexGoal CEO Kevin Dahl. “Mingle, get business cards, and follow up with these contacts.  You have a great opportunity to be put in front of the people that may hire you.  Make a good impression and seize the opportunity!” Putting yourself in situations where you are surrounded by people who have influence can make all the difference in gaining the attention you desire.

Summary

Are you ready to change the conversation and get your dream job? Follow the “Three C’s” of personal branding and you will effectively put yourself in the driver seat of accomplishing your goal.

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Five Quick Tips For Your E-Mail Address

envelope1Regardless of your experience as a job seeker – active or passive – your e-mail address can leave a first impression on a hiring manager or gatekeeper that might not play in your favor.

First and foremost: it’s OK to have multiple e-mail addresses. If you’ve had a personal e-mail address that your friends and family can reach you at, or it’s the address that you’ve had connected to your Amazon or TicketMaster account for years, don’t feel the need to change. In fact, it is a good idea to have an e-mail address dedicated specifically to your job search or professional efforts.

You can create a free e-mail account through Google (Gmail), Hotmail, Yahoo, and others. Keep in mind that while you maybe using your school account, you will probably want to move away from that shortly after graduation – an .edu account may give the impression that you are still a student. Creating an e-mail account is a fairly easy process – not everyone is a computer genius and these accounts need to be user-friendly.

Five Quick Tips To Keep In Mind:

  1. Use your name:  it is professional, it helps in your personal branding, and most importantly it will be memorable. Hiring managers need to be able to easily connect you the candidate, your e-mail address, and your resume. Trying to connect HoopsByMike@hotmail.com or SoccerPhenom@aol.com with a particular candidate takes a couple extra steps.
  2. Be careful of using numbers: try not to use more than two numbers in your e-mail address if you must. As athletes, we understand wanting to keep your jersey number as part of your identity, but any more than two numbers and it can read into – is it your birthday, the year you were born? Additionally, some spam filters in place read numbers, underscores, etc. and direct those messages directly to the spam filter. If you must use a number, place it at the end of your name.
  3. Don’t use your current employer e-mail address: as a sign of professionalism and basic respect, don’t use your work e-mail to conduct a job search. Besides, your employer more than likely is monitoring your e-mails and they could be used against you if there is a non-compete clause, etc. as part of your current employment agreement.
  4. Don’t share an e-mail address with someone: again, keep the personal e-mails, like addresses shared with your spouse, for the personal e-mails. If a hiring manager is responding to an e-mail from SpencerNHeidi@yahoo.com who is opening the e-mail?
  5. Don’t use an alternate spelling: not only may these be caught by a spam filter, but it also needs to make sense. If you have a longer name, think about just using initials and one name (first or last) instead of foregoing vowels in the spelling.

Once you’ve created your professional e-mail address, take a moment to add a signature line to all outgoing messages, including your full name, the contact phone number you prefer to be and can be reached at any time (ie: your cell number), and your LinkedIn profile link. (You can also personalize your LinkedIn profile links, eliminating all the numbers and slashes. Same tips apply when personalizing that as creating an e-mail address.)

Editor note: the e-mail addresses used as examples were made up for this article.  

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