Your Brand, Your Story: Take Control of Your Identity Build credibility and create opportunities with a strong personal brand

In today’s digital age, whether acknowledged or not, a personal brand exists for everyone. If an online search yields little to no information, that absence itself defines the brand. If outdated profiles or scattered social media activity appear, those, too, shape brand identity. Personal branding is essentially reputation—the way colleagues, peers, and the public perceive an individual.

Why Personal Branding Matters

Many associate personal branding with self-promotion, but in reality, it is about influence, credibility, and reputation. It determines how others remember an individual, what is said in their absence, and how opportunities arise. Since every online and offline interaction contributes to this narrative, the question is: Should this story be actively shaped, or left to chance and algorithms?

Building a personal brand provides control over professional identity, creates meaningful opportunities, and ensures skills and contributions receive recognition. Below are eight key steps to crafting a strong, authentic, and influential personal brand. (1)

1. Define Purpose and Goals

Before shaping a brand, it is essential to determine objectives. Ask:

• Is a career transition needed, requiring the brand to reflect a new skill set?
• Is a promotion the goal, necessitating increased visibility of accomplishments?
• Is a business launch underway, demanding authority in the industry?
• Is there an aspiration to become a thought leader or industry expert?

Action Step: Clearly define and document personal branding goals to create a focused direction. (2)

2. Identify Unique Value Proposition

What sets one apart from others? Expertise should be defined beyond a job title.

Instead of stating, “I’m a teacher,” refine it to “Specializing in social and emotional learning, fostering empathy and interpersonal skills in students.”

Instead of saying, “I’m a project manager,” frame it as “Leading cross-functional teams to execute impactful marketing campaigns that enhance customer engagement and brand loyalty.”

Action Step: List key strengths, skills, and areas of expertise. What knowledge surpasses that of most people? How is value added within the industry?

3. Identify Target Audience

A personal brand is not solely about the individual—it’s about the people who can benefit from their knowledge and skills.

Consider:

• Who is the target audience?
• Who benefits the most from this expertise?
• What industries, companies, or communities align with these goals?

Understanding the audience ensures that the brand resonates with the right people.

Action Step: Define an ideal audience and tailor messaging accordingly.

4. Craft a Clear and Compelling Brand Statement

A brand statement should summarize identity, expertise, audience, and impact.

Examples:

• “An educator specializing in social and emotional learning, helping students develop empathy and compassion to create a more inclusive world.”
• “A project manager at a sustainable fashion brand, collaborating with teams to develop innovative marketing strategies that strengthen brand loyalty.”

Action Step: Develop and refine a concise, clear, and impactful personal branding statement.

5. Build a Strong Online Presence

There are two primary digital assets to focus on:

A. Personal Website

A personal website offers full control over online identity, showcasing expertise, achievements, and personality. Unlike social media, it provides flexibility to present a structured and engaging professional narrative.

B. Social Media Strategy

Rather than being present on every platform, focus on those that align with the audience:

• LinkedIn – Ideal for corporate professionals, entrepreneurs, and industry experts.
• Instagram – Great for visual content creators, artists, and lifestyle brands.
• Twitter/X – Best for thought leadership and industry discussions.
• YouTube/TikTok – Perfect for educational or creative content.

Action Step: Create or update a personal website and optimize social media profiles.

6. Consistently Share Valuable Content

A strong personal brand requires ongoing effort. Credibility is established by regularly sharing industry insights, original thoughts, and valuable resources.

Ways to Engage an Audience:

• Write Blog Posts or Articles: Share insights on LinkedIn or Medium.
• Create Educational Content: Make videos, tutorials, or infographics.
• Engage With Others: Comment on relevant posts, participate in discussions, and network with industry leaders.
• Share Personal and Professional Growth: Showcase behind-the-scenes moments, lessons learned, and milestones achieved.

Action Step: Develop a content strategy to consistently reinforce a personal brand.

7. Network and Build Meaningful Relationships

Networking plays a crucial role in shaping perception. Surrounding oneself with inspiring, supportive, and challenging professionals strengthens credibility.

Networking Tips:

• Attend industry events, webinars, and workshops.
• Connect with like-minded individuals on LinkedIn.
• Join professional communities and forums.
• Offer mentorship and guidance to others.

Action Step: Actively engage with industry peers and expand professional connections.

8. Maintain and Evolve a Personal Brand

A personal brand is not static; it should evolve with career growth. Regular assessment of online presence and reputation ensures alignment with evolving goals and values. (3)

How to Keep a Brand Fresh:

• Periodically update websites and social media profiles.
• Learn new skills and showcase them through content.
• Reassess mission statements to reflect career shifts.
• Seek feedback from mentors, peers, and the audience.

Action Step: Set reminders to evaluate and refine personal branding every few months.

Embrace Personal Branding as a Journey

Personal branding is an ongoing process of growth and self-discovery. It provides an opportunity to align online presence with values, skills, and aspirations.

By taking ownership of a narrative, career opportunities are enhanced, credibility is built, and long-term success is positioned. Start shaping a personal brand today and take charge of professional storytelling!

Next Steps:

✅ Define branding goals
✅ Identify unique strengths
✅ Craft a personal branding statement
✅ Build a strong online presence
✅ Share valuable content
✅ Expand professional network
✅ Continuously refine personal brand

A personal brand is a legacy—make it count!