Should you build a personal brand? Here's what you need to know first.
2020 has ushered us into a sphere of digital connection and relationship unlike anything we have ever experienced before. It is shining light on something truly important and people are waking up.
When we stop to consider that almost every touchpoint of communication we have with our colleagues, clients, and customers is now happening online, we begin to understand how critical it is to build a Personal Brand; to develop a profile that represents who we are, what we stand for, and how we contribute to the good of others. All around the world, executives and entrepreneurs are realizing the importance of developing their online presence because they know we can no longer rely solely on traditional, offline communication to persuade, influence, and spread ideas. All of our co-working spaces, networking events, and business trips are gone and all we have left in their wake is who we appear to be online.
The time is now. The level of accuracy and attractiveness of our digital profile has become the most prominent way in which to measure a person’s competency, experience, and credibility. So, let me ask you, “How would you score?” How would you score based on what people see of you online? If you are ready to build a Personal Brand that you can be proud of, here are the most important things to consider before getting started.
A Personal Brand exists to serve others, not yourself.
Perhaps you assume that building a Personal Brand will enhance your reputation, increase the size of your audience, and give you the advantage of working virtually anywhere or with any clients you desire. (To be sure, some would promise you exactly that.) You may be ready to transition to a new role or create a dream job for yourself and have been told you need a Personal Brand. No matter what you are trying to achieve, your Personal Brand will certainly help you realize all of these goals.
However, the road to success is not contingent on how compelling your LinkedIn summary reads or how beautiful your website looks or even how many followers you have on social media.
Though these aspects of your Personal Brand may help you realize your ambitions, the real question you have to ask yourself is: “Who is this for?”
Many professionals make the mistake of building their Personal Brand entirely for themselves: my website, my LinkedIn, my Instagram, my this...my that. While your Personal Brand should always seek to convey a holistic representation of who you truly are, it also needs to serve a purpose that is greater than an enhanced public profile for yourself.
Why is this? Well, you may have dozens of years of experience, impressive pedigrees to boast, and a docket full of impressive clients you’ve been proud to work with, but remember, so does everyone else. If you really want to position yourself as an industry expert, you’ll need to show people that you are someone worth following and subscribing to. Remember, today’s consumers are inundated with media and news sources that pay top dollar to control their attention. So, if you want to compete for their attention, too, you’ll need to prove that you are someone worth paying attention to.
The best way to prove it? Share what you know.
Contribute highly-valuable content that answers your audience’s most dire questions. (This is why you have to know who you’re speaking to). Share this content selflessly, with no expectations of receiving anything in return, especially in the beginning when you’re just getting started.
For many professionals, content creation can seem incredibly daunting. Another thing to add to my plate? I hear you. Just bare in mind that it doesn’t have to take over your life. I recommend spending 45 min-1 hour per day writing content for your personal brand. The consistent act of writing every day can be compared to developing a meditation or yoga practice. It takes time to integrate a new habit into your daily routine, but after a while it will become a working part of your day and personal identity. Most of the people I work with have begun to enjoy the process of writing so much, they never want to stop. It feels rewarding and even therapeutic to contribute your knowledge and provide something of value to your online community.
So, what will you write about?
The most successful personal brands contribute an easy blend of personal experiences and professional education. You’ll want to share content that teaches your audiences something and gives them an opportunity to learn from where you’ve been. As you begin the process of writing everyday, you’ll become more keen to notice small moments in your life that you can use as content for your personal brand. Everything that happens to you can tell a story, teach a lesson, or give people a window into who you really are. Challenge yourself to pay attention and remain open and vulnerable in your writing. This will enhance the quality of your message and forge a much stronger connection between you and your audience.
As you think about what you’ll share online, try focusing your efforts on 2-3 areas of your professional expertise. For example, I create content primarily centered around personal branding, but I also talk about entrepreneurship and marketing. I love to switch it up, it helps me remain inspired and engaged while giving my audience a taste of something different to hold their interest and attention.
It takes a long time before you see results.
Personal branding is about playing the long game. If you’re looking for a quick fix, a measly 10,000 followers, or a large dose of brand awareness, I think you’d be better off looking somewhere else. Personal branding takes time. You won’t see a return on your investment for at least a few months, and this often discourages people from moving forward and remaining consistent with their efforts. However, if you can stick with it, this will put you lightyears ahead of your competitors.
One of the best mentalities you can adopt while building your Personal Brand, is having no expectations of receiving anything in return. When you contribute highly-valuable content from a place of empathy and selflessness, this reduces the pressure and allows you to create more freely and openly. You’ll enjoy the process so much more, and what’s more, you won’t be checking the clock every 10 minutes. You’ll grow used to the act of content creation as it becomes more deeply ingrained in your daily routine.
The process of building your Personal Brand will be one of the most enriching periods of your life. This process requires that you look inward and assess your strengths and capacities so you can contribute your best self to the world. If you’ve read to the bottom of this post, and you’re ready to get started building your own Personal Brand, I highly recommend scheduling a complimentary clarity call with me. I’d love to hear your story and see if I might be able to help you get to where you want to go.
