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How can you adapt your personal branding to different banks and clients?

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Personal branding is the way you present yourself, your skills, and your values to potential employers and clients. It can make a difference in your career success, especially in the competitive and dynamic banking sector. However, personal branding is not a one-size-fits-all strategy. You need to adapt your personal branding to different banks and clients, depending on their culture, expectations, and goals. In this article, we will show you how to do that with some practical tips and examples.

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Michael Wignall

Empowering ANZ's Sales Growth | Specialist Sales Manager - ACT & Riverina

1 Know your audience

The first step to adapt your personal branding is to know your audience. Research the bank or the client you are targeting, and find out what they are looking for, what they value, and what they need. You can use their website, social media, annual reports, or industry news to get some insights. For example, if you are applying for a job at a bank that focuses on innovation and sustainability, you should highlight your skills and experience in those areas, and show how you can contribute to their vision and mission.

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Michael Wignall

Empowering ANZ's Sales Growth | Specialist Sales Manager - ACT & Riverina
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Research who you want to reach and influence. Study their values, goals and interests. Understand their world to position yourself as an insightful solution provider. Showcase abilities that address their issues and facilitate desired outcomes. Shared vision earns attention and opportunities. So know your audience to own tomorrow.

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2 Align your message

The second step is to align your message with your audience. Your message is the core of your personal branding, and it should reflect your unique value proposition, your strengths, and your goals. However, you should also tailor your message to the specific bank or client you are addressing, and show how you can solve their problems, meet their needs, or help them achieve their objectives. For example, if you are pitching a service to a client that wants to expand their business overseas, you should emphasize your expertise and network in the international market, and how you can help them overcome the challenges and risks.

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3 Choose your channels

The third step is to choose your channels to communicate your personal branding. There are many channels you can use, such as your resume, cover letter, LinkedIn profile, portfolio, website, blog, or social media. However, you should select the channels that are most relevant and effective for your audience, and that showcase your skills and personality in the best way. For example, if you are applying for a job at a bank that values creativity and innovation, you might want to use a video resume, a portfolio website, or a blog to demonstrate your projects and achievements.

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Michael Wignall

Empowering ANZ's Sales Growth | Specialist Sales Manager - ACT & Riverina
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Carefully select channels that maximize visibility with your target audiences and decision makers. Identify where your ideal connections congregate, then develop engaging profiles showcasing your differentiating value. Consistency is key - commit time to cultivating your chosen channels through valuable content and profile optimization. Multi-channel presence sustains visibility and meets audiences however they prefer to engage. Be concise, conscious and strategic to showcase your best differentiating assets on the platforms most relevant for those you aim to serve. This earns attention and engagement, fueling opportunities.

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4 Be consistent

The fourth step is to be consistent with your personal branding. Consistency means that you use the same tone, style, and language across all your channels, and that you deliver the same message and value to your audience. Consistency builds trust, credibility, and recognition, and it helps you stand out from the crowd. For example, if you are promoting yourself as a reliable and professional banker, you should use a formal and clear tone, a neat and simple design, and a positive and confident attitude.

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5 Be authentic

The fifth step is to be authentic with your personal branding. Authenticity means that you are honest, genuine, and transparent about who you are, what you do, and what you believe in. Authenticity creates rapport, connection, and loyalty with your audience, and it helps you differentiate yourself from the competition. For example, if you are sharing your story as a banker, you should include your personal values, your motivations, your challenges, and your successes, and show how they shaped your career and your vision.

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Michael Wignall

Empowering ANZ's Sales Growth | Specialist Sales Manager - ACT & Riverina
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Authenticity creates true magnetism - share what animates your purpose without filtering. Reveal motivations, lessons and dreams that shaped your vision. Embrace vulnerability; connections blossom when people relate human-to-human first. Stand for issues close to your heart. Blaze your unique trail. While some may critique, integrity and sincerity earn respect and loyalty. You must inhabit your own skin so represent your real self unapologetically. The world needs your flavor of authentic.

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6 Be adaptable

The final step is to be adaptable with your personal branding. Adaptable means that you are flexible, agile, and responsive to the changing needs and expectations of your audience, and that you are willing to learn, grow, and improve. Adaptable personal branding shows that you are open-minded, curious, and resilient, and that you can handle uncertainty and complexity. For example, if you are facing a new situation or a feedback from a bank or a client, you should be ready to adjust your personal branding accordingly, and show how you can adapt to different scenarios and opportunities.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you adapt your personal branding to different banks and clients?

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1 Know your audience

2 Align your message

3 Choose your channels

4 Be consistent

5 Be authentic

6 Be adaptable

7 Here’s what else to consider

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