Your personal brand is what makes you unique and memorable. It is who people believe you to be and what they think they can expect from you, whether they see you in the grocery store or at a chamber of commerce event.
Pro athlete, celebrity, business executive, entrepreneur, real estate agent, community activist, or salesperson: No matter what your line of work is, personal branding should be important to you. If you take proactive steps to manage your own personal brand, you can influence the way people see you. You want people to see you in the most positive light. You want them to recognize your best traits, and you want them to associate you with the causes and issues you feel most passionate about. If you cultivate your brand well, it will help you build your network of professional and personal contacts. It can also make it easier for you to attract and retain new business.
Here are five easy steps that will enable you to analyze your personal brand and then work to make it stronger:
1. Google yourself.
Start by Googling your name to see what shows up. You might find articles you’ve written, blog posts, reviews, social media mentions, or news stories — good or bad. Positive content helps build your reputation, while negative mentions like lawsuits or scandals can hurt it. To boost your image, create more content tied to your name: Write articles, update your blog, comment on others’ posts and participate in events that might get media coverage. The more positive content out there, the further down any negative content gets pushed.
2. Develop a personal brand biography.
How do you introduce yourself? What sets you apart from others in your field? Your personal brand bio should tell your story — one that highlights your strengths, credentials, and personality in a way that’s both memorable and human.
The best bios often start with a story — something from your life or career that captures who you are and what you’re good at. From there, build on it with real examples that show your skills in action. Don’t just claim you’re a great negotiator or collaborator, prove it with experiences that bring those qualities to life.
3. Get a good photograph of yourself.
Do you have a recent, professional headshot? It’s essential for your LinkedIn, website, association directories and conference programs. Skip the backyard snapshots and hire a photographer who specializes in head shots, with proper lighting and a clean backdrop. A polished photo signals professionalism and helps people connect your online presence with the real you. If your photo is outdated, it’s time for a refresh. People should recognize you when they meet you.
4. Maintain a LinkedIn profile.
Think of your LinkedIn page as more than a digital resume. It’s often the first place new professional contacts will look you up. Make sure it leaves a strong impression.
Start by adding your personal brand bio and a professional headshot. Keep your profile fresh by updating it with awards, promotions, major projects or other career milestones. Ask trusted colleagues for references and join relevant groups to expand your network. Alumni and industry-specific groups are great places to connect, share insights and build your reputation as an expert.
5. Set up a Google News alert for yourself.
This is a free service offered by Google that enables you to see new content that appears online mentioning your name whenever and wherever it shows up. To set one up, go to www.google.com/alerts. It’s a great way to maximize positive mentions (i.e., you can post links to the good coverage on your social media pages). You can also begin to run damage control immediately should any damaging or factually incorrect information appear.
Your personal brand is one of your most valuable professional assets and it’s always at work, whether you’re shaping it or not. By taking a few simple, proactive steps, you can ensure that your brand reflects the best of who you are, helps others understand your strengths, and supports your goals. Invest the time to audit, refine, and grow your brand now, and you’ll build stronger relationships, gain new opportunities, and stand out in your field.
