Personal Branding: Developing Your Brand To Support Your Career

As a result of the pandemic, a lot of people have lost their jobs or their career has hit a roadblock. Many entrepreneurs have suffered tremendously too because of this crisis. What happens in the outer world is beyond our control, so how can you still shine and have a successful career even during a crisis?

Personally, I take a stoic approach and remain optimistic about the future, as it’s up to the individual, notwithstanding the hurdles you have to jump over, to create the possibility to prosper and thrive.

One of the things that can truly make a positive impact on your career is your personal brand. Personal branding has always been important; however, I think it matters more now than it ever has.

Your personal brand gives you an air of gravitas and status as someone who can make a positive and courageous contribution to a business. An authentic, authoritative and influential personal brand might not solve all of your career-related troubles, but it can position you to succeed in any arena. 

With millions losing their jobs all over the world, there is even more competition for jobs now. And that includes middle and senior leadership positions. Due to technology, you may be competing globally with extremely talented people in a cutthroat recruiting environment. It is important to understand that while skills matter, your personal brand can make the difference between you securing that dream job even during a crisis and not being recruited, even if the recruiter doesn’t mention it.

In terms of budding entrepreneurs, today’s crisis has also impacted many of them. However, not all is lost in terms of entrepreneurs making a strong recovery and having a successful career. As a new entrepreneur, you need to create awareness about your business and make people curious about why they should invest in it. Although having a great product or service is essential, your personal brand is important too. Your personal brand as a new entrepreneur can make both you and your company stand out from the others even during a crisis.

Building an authentic, powerful and impactful personal brand is totally in your hands. Drawing on my 31 years of experience as the founder and CEO of an image and personal brand consultancy, here's my advice on how to develop your personal brand.

Take A Holistic Yet Systematic Approach

Before you do anything, build the foundation for your personal brand. Treat building your brand the same as you would building a house. The foundation will support the longevity and sustainability of your personal brand thereafter.

Get clear on the following before you start promoting yourself anywhere, including on social media.

? Do you know what values and beliefs you stand for?

? Do you know what your "why" is?

? What do you want to be known for?

? What can your personal brand do for you?

It’s absolutely fine if you don’t yet know the answers to these questions. However, you need to find these answers to build an authentic personal brand that oozes with gravitas and commands others to respect you.

Be honest with yourself. In a world full of superficial "likes," ask yourself questions to get clear on how to move forward with new possibilities. Look at your brand holistically, and base it not only on extrinsic goals (e.g., money, fame, ego, etc.) but also on your intrinsic goals (e.g., healthy mind, body and spirit). If you find that difficult to do on your own, find a trusted friend, mentor or coach who can support your journey. In my experience, people may avoid the tougher questions on their own.

How To Promote Your Personal Brand

Promoting your personal branding is essential to get known; however, it's not something everyone enjoys doing. You need to have a level of ambition, a desire to be valued (not just liked) and the commitment to give it your best shot. From what I've seen, many people have all of the qualities to be recognized, but aren't — this is mostly due to others not being aware of their personal brand.

To get recognized, first, create your LinkedIn profile and, depending on your market niche, other social media profiles to suit. Be professional yet different, and be consistent when it comes to visuals, tone and the values you espouse across your profiles.

Remember, don't overexpose yourself online until you are happy with your foundation.

Connect both offline and online with people who matter to you, and make sure to deliver value beyond their expectations to build trust and sustainability.

Final Thoughts

To stand out in today’s competitive world, be it as an entrepreneur or as an employee, it is important to invest in your personal brand. The bottom line is that your personal brand is your opportunity to maximize your personal value, influence and impact — and to position yourself to become known and monetize your outcomes when it comes to profits, reputation and legacy.

This article was first published in Forbes.