Steps for Building a Personal Brand

Part 2: How to establish and build a strong, memorable personal brand

by Dawn Cantrell

In my previous piece, we established why personal brands are so important for establishing a unique identity and value proposition in a competitive market. This week let's jump right into the process of building a personal brand.

I have included my own brand statement for reference at the end of this article.

Step 1: Brainstorm your unique value proposition

Reflect on what makes you an asset to any project, program, or team.

Some key questions:

• What are you known for?
• What attributes do you bring to a group?
• What makes you stand out?

Personality assessments like Myers-Briggs, DISC, StrengthsFinder, and Enneagram can be both engaging and insightful, helping to identify key aspects of your personality, how you collaborate with others, and what makes you uniquely valuable.

I then asked friends and peers to share words that best encapsulate my work and reputation, comparing their feedback with past assessments and insights I had received. I paid close attention to how they described my work, noting the words that were consistent & that resonated with me.

Additionally, I reflected on the traits I admire in others. Through this process, I refined a clear and concise description that accurately represents my skill set and accomplishments.

A brand is more than just your career—it reflects who you are as a whole. Consider how your values, passions, and interests shape your professional goals. What do you stand for? Make sure your brand captures this personal dimension, not just your work.

Step 2: Define your niche

To contextualize your brand, you must understand the industry and your role within it. Research construction and industry trends that impact your specialty and career goals. Focus on how your brand can help clients and employers overcome specific challenges, and ask yourself:

• What skills will you need to be successful in the industry?
• Which of your attributes do you see in each job listing?
• What makes you passionate about construction?
• When did you solve important problems?
• What makes you memorable within your field?

Test your brand against these answers and update it to stay aligned with your evolving skills, interests, and industry trends.

Always align your interests with your brand. If you are passionate about sustainability, let people know. If your passion is people, relationships, or leadership, reinforce that in your brand. For me personally, people are a huge part of my career, so I make sure to emphasize.

As a woman in construction, I naturally stand out at projects and events. Rather than feeling isolated, I use this to my advantage, building my brand around my unique perspective and voice. My peers value my insights and distinctive vantage points. By integrating my identity, expertise, and skills, I establish myself as a strong, dependable leader.

Step 3: Draft your brand statement

Using all the above inputs, craft a concise brand statement that reflects your unique traits and niche within the construction industry. Ensure it captures who you are and the value you bring. Test it among peers, managers, and mentors, refining it to best represent you.

I take pride in the brand I have built and the people who have helped shape it. This reinforcement serves as motivation whenever I step into a conference or speaking event, reminding me why I’m here, that I’m qualified, and that my presence matters.

Step 4: Maintain and evolve your brand

Once you have established a unique and compelling identity within your field, make sure to display your brand in all professional interactions, both online and offline. Remember, your brand will evolve alongside your experiences and industry shifts.

The person and professional I was ten years ago is not who I am today. My goals, identity, and outlook have evolved with my career and personal life. While I've adapted my brand to align with my career changes, I’ve stayed true to my core values. Every shift in my life and career has only strengthened and reinforced my brand.

Here are some ways to evolve your brand:

1. Build your network: Making connections is a core part of building a brand. Attend industry events and maintain a dynamic online presence to build awareness of your brand. Set targets for each event to motivate yourself, as an example connect with at least one new person at each event and follow up with them afterwards.
2. Speak at industry events: Speaking engagements will give your brand a spotlight. Stay on message and make strong, clear points, so the audience remembers your brand as much as your speech.
3. Own your social media presence: Use a career-focused Instagram or TikTok account to showcase your projects, where you can, and LinkedIn (with a professional headshot!) for industry networking?. A strong online identity is a great way to influence your field.
4. Stay informed: Keep up with the latest construction trends, technologies and regulations. Obtain certifications relevant to your expertise. Use contacts and social networks to stay on the pulse.
5. Consistency is key: Be a regular presence and remain active to become a key brand identity within your field. It is not enough to share a post every now and then, or to speak at an event once.

Ultimately, building a personal brand in the construction industry is about affirming your value proposition, clearly articulating it in a concise way and then continuing to evolve your brand over time. Establish yourself as a trusted, knowledgeable professional, and differentiate yourself from others. At any stage in your career, a strong personal brand can open doors and pave the way for exciting career opportunities and an enduring, esteemed industry presence.

My Brand Statement

I strive to balance my role as an industry leader with my personal life and let each enrich the other. I stand for equality and individualism in the workforce, with a focus on integrity. I am a bold presence, a connector for people and a conduit for ideas, relying on my emotional intelligence and technical capabilities, while empowering others to realize their ideas and inspirations.