Investing In Your Personal Brand Is Well Worth the Effort

When someone searches your name, do the results provide an accurate snapshot of who you are? Do they reflect what you think your brand represents??The goal of personal branding is to understand your unique qualities—ideally those that will boost your career—and make sure you’re putting forth that image.

I’ve written before on LinkedIn about why executives should invest in their personal brand. The reality is that every executive has a personal brand, whether they like it or not. But not every executive takes the time to figure out how they can best define it on their own terms.

How do you decide the best vehicles for telling your story according to your unique values and beliefs? How do you best cut through the noise to make an impact? Should you lean into speaking engagements, white papers, blogs, social media platforms, or a combination?

In my experience, it takes experimentation with messaging and channels to determine what best meets your needs. Crafting an image and strengthening your reputation takes??time, intention, and consistency. It cannot be rushed, nor is there a one-size-fits-all recipe for success.

Interestingly, 82% of people are more likely to trust a company when their c-suite executives are active on social media. As the opportunities for personal brand building continue to grow, there’s never been a better time to focus on your personal brand and establish yourself as an expert not just in your company, but your industry as well.

Personal Branding Comes with Important Benefits

Personal brand building isn’t selfish. Quite the opposite. When done correctly, personal branding can yield a host of benefits for you and your company alike.

• Attract and retain top talent.?In today's competitive job market, top talent is in high demand. A strong personal brand can help c-suite executives attract and retain the best and brightest employees. Employees want the opportunity to grow and thrive in a workplace environment that supports their well-being. To show prospective candidates that your company offers this and more, you’ll need to develop and promote messaging that tells them what you’re all about.

• Build credibility and trust.?A strong personal brand can help leaders build credibility and trust with their employees, customers, and investors. This can lead to increased sales, improved employee morale, and a stronger bottom line. By sharing topics that matter most to you, you can create a more trustworthy and believable personal brand, which today’s employees are craving. Fostering a trustworthy brand can have a positive spillover effect for your company as well: if a high-level executive is seen as credible, then that executive’s company is seen in a similar light.

• Gain visibility and influence.?A strong personal brand can also help senior executives gain visibility and influence in their industry. This can lead to speaking engagements, media appearances, and other opportunities to share their expertise and insights. By establishing a solid personal brand, you can increase your visibility, attract more opportunities, and differentiate yourself from the competition.

• Career advancement.?A strong personal brand can help c-suite executives become more marketable to potential employers, and it can also help them land more lucrative and prestigious positions. Personal branding is a vital part of any successful job search. It can have long-term effects on your career path as well as your earning potential.

My Advice for Today’s C-Suite Leaders

I can’t emphasize enough the importance of positive personal branding. I’ve invested a lot of time and energy in developing my personal brand over the years and it’s really paid off. As you do the same for your personal brand, keep this advice in mind:

• Be clear about your goals.?What do you want to achieve with your personal brand? Do you want to attract top talent, build credibility and trust, gain visibility and influence, or advance your career? Once you know your goals, you can start to develop a strategy to achieve them. The next step is to gather all the information you need to help you build a vision of who you want to be known as. This involves evaluating your professional persona from the inside and outside—how others perceive you. It also involves learning your strengths, noting what you're good at so you can find the personal empowerment you need to communicate and lead well. The clearer you are the better, and this can be adjusted over time.

• Be authentic.?Your personal brand should be authentic and genuine. People can spot a fake from a mile away, so it's important to be yourself and stay consistent. I encourage you to focus on your strengths and passions and let your personality shine through. Don’t try to be somebody else. Every day, make a promise that you will show up as your best self, help others, and let your passion for what you do shine through in every interaction you have.

?

• Stay consistent.?Your personal brand should be consistent across all channels, including your website, social media, and offline interactions. This will help people get to know you and build trust with you. But without a consistent message, your brand means nothing. It can't happen overnight, but the more you speak, think, write, and care about how you’re presenting your story, the more natural it will feel. And the more your audience will hear the same (or similar) messages.

• Be patient.?It takes time to build a strong personal brand. Don't expect overnight success. Just keep at it, and you'll eventually see results. When you’re building a personal brand remember that you're never playing a role. Instead, you're delivering on your unique brand promise. Success comes from the way that you package yourself and evolve that packaging over time. When done right, personal branding isn’t something you create; it’s something you reveal. It shouldn’t feel draining. On the contrary, it should feel invigorating.

Remember this: so long as you have something to say that provides value to others, you can start to elevate your personal brand and leverage the favorable ripple effects on your organization’s brand. Developing a personal brand is an important investment for c-suite executives and can help you achieve several goals, both professionally and personally.

There’s not a minute to lose, so start thinking about what you want your personal brand to look like. And then make that vision a reality!