
This article was originally published by Talent Solutions Partner Danielle Henderson Evans on LinkedIn.
At a recent Filter Lunch + Learn, I asked participants to brainstorm people with memorable personal brands. We created a list of famous figures, many with reputations so big that a single name speaks for itself: Michelle. Prince. Banksy. Beyoncé.
As we evaluated the list, the group observed that these names conjured something more than the individuals themselves. They carried the sum of the emotions, experiences, and contexts we associate with them — the pieces that form the larger picture we remember.
For most of us, the conversation gets trickier when we turn to our own brands. As Jeff Bezos put it, “your brand is what other people say about you when you’re not in the room.” How do we know what impression we’re leaving behind, and what can we do to shape it?
Even the best of the best struggle with these questions; we know, because that’s who we work with! But over the last couple of years coaching digital marketing and design talent on their personal brands, I can tell you it doesn’t take a wordsmith or a marketing guru to get it right.
Focusing on the online components that impact your brand, I’ll walk you through the time-tested process that’s helped our talent develop great personal brands — ones that reflect who they really are and how they want to be remembered.
Like it or Not, Your Brand is Already Out There.
Don’t Just Face the Music — Take the Mic!
Today, your resume, portfolio, recommendations, in-person demeanor and other “IRL” factors are only part of the equation. Your personal brand lives largely online, and the omnipresence of social media and other interactive platforms means that virtually everyone (even 82% of children under two!) has a digital footprint. The question isn’t whether you have a searchable brand — you do it’s whether you’re in control of it.
Your professional connections can scout out your brand in seconds, and trust us: they’re looking. 80% of employers review a candidate’s social media profiles before even inviting them for an interview, and 93% conduct online research prior to making a hiring decision.
The question isn’t whether you have a searchable brand — you do it’s whether you’re in control of it.
In the digital marketing and design space, candidates are expected to have at least a basic, up-to-date online presence; our Talent Management team can attest that a nonexistent, outdated or unprofessional one can look like a red flag on an otherwise strong candidate. But ideally, your Web activity should add up to a clear and cohesive brand that dynamically showcases your strengths, your role in your industry, and the unique value you provide to others.
This is more attainable than you might think; because contrary to its (sometimes) bad rap, this isn’t a persona, a front, or a slick marketing pitch — and it’s never set in stone. Your brand is an expression of your authentic self: a living, breathing asset that’s evolving every day. Understanding and cultivating it is an empowering opportunity that we help our talent leverage on an ongoing basis to achieve their professional goals. You’ve got this: it’s as easy as 1–2–3.
1. Discover
Carefully assess the digital artifacts that are already shaping your brand. Evaluate each piece of your online presence, and how it aligns with the impression you want to make.
Audit your digital footprint: Roll up your sleeves and get Googling.
Maybe you’ve been posting daily for years; maybe you’ve avoided social media like the plague. Either way, conduct a thorough audit of what’s already out there. List every site where you have an account – not just the major ones like LinkedIn, Twitter and Facebook, but also forums, blogs, product reviews, even that cobwebbed MySpace profile. Take the time to round it all up.
80% of employers review a candidate’s social media profiles before even inviting them for an interview, and 93% conduct online research prior to making a hiring decision.
Put out any fires by un-tagging, editing, or deleting anything that could work against your brand (NSFW email address, I’m looking at you!). From there, take a deep breath and assess the work to be done. How close is your existing digital presence to the you that you want to show?
Get inside their heads: Step outside yourself to get to the heart of your brand.
Now that you know what’s out there, it’s time to bring your personal brand into focus and frame it in relation to your audience. This isn’t a typical self-description: it’s specifically about how others benefit by having a relationship with you, or by being associated with your work.
What qualities set you apart, and why do they matter to your professional connections? Don’t worry if you’re scratching your head; there are several ways to unearth the answers. Inspired by an article by Forbes, the following exercise will help you hone in on your brand by identifying your key attributes. Take a couple minutes to ask yourself the following questions:
Emotion: What words do others use to describe me? How do I make people feel? How do people benefit by working with me?
Context: What field or industry am I in (or do I want to be in)?
Function: What service do I have to offer people? Think “verb + “- er”: writer, developer, designer, etc. What do I do that makes me stand out from everyone else?
For Disney, the resulting message is as simple as “fun family entertainment.” For our talent, it might be along the lines of “I’m a creative-minded UX Designer who’s passionate about helping software companies engage their customers.”
The language doesn’t have to be perfect; this isn’t a formal definition you’ll have to share with others or stick with forever. Rather, it’s a flexible foundation upon which to grow, and a “North Star” to help you guide all of your personal branding efforts.
2. Create
Writer or not, and no matter where you are in your career, you have something to say — much more than you might realize. The key to getting your message across? Using your own strategy, and your own voice.
There’s no one-size-fits-all template for a successful digital presence; your game plan should be informed by a number of factors including your position, your industry, and your goals. Still, there are several pieces of advice I give to talent across the board.
- Establish yourself as an insightful, involved, and contributing member of your professional community. Don’t just “like”: dig in and engage. Make connections, join groups, and participate in discussions that genuinely interest you. Not everything you post will be groundbreaking, but do strive for the Holy Grail: an active presence that positions you as a unique thought leader in your space. For inspiration, research how people you admire in your industry engage with social media.
- You don’t need to publish hefty think pieces to establish your knowledge and value (unless that’s in your wheelhouse — in which case, go for it!). A few thoughtful sentences can pack a punch, as can thoughtfully curated content such as industry-focused articles and videos. Whatever you’re posting, just follow these simple rules: seek out fresh angles, don’t post content you yourself wouldn’t find interesting, and always, always proofread.
- Maintain a lively presence on your favorite platforms, and a basic presence on the rest. I’m most comfortable posting on Facebook, so that’s my go-to social media outlet. But don’t neglect the other major platforms – if nothing else, LinkedIn is an absolute must (today; it’s worth noting that social media sands are always shifting). Maintaining a baseline presence in multiple places isn’t hard; just make sure your information is current, and re-purpose your content by posting links to back to your most active site(s). If there’s an outdated account you don’t intend to update for a while, you may want to delete it altogether so it doesn’t distract from your brand.
- Think outside the box and leverage alternative platforms. Your online presence can take many forms; for example, I enjoy participating in travel packing forums! Love writing Goodreads reviews or participating in niche discussion boards? Embrace your (work-friendly) passion as part of your brand; it’ll help others see you as a well-rounded person, and may even spark to new connections who share your interests.
- Make sure your social network aligns with your brand and values. It’s easy for others to see which people, groups and organizations you follow and interact with on social media. You are judged by the company you keep, so be mindful of who you publically associate with — and consider breaking up with parties that could bring your professionalism or judgment into question.
- Don’t go chasing waterfalls: focus on the channels, cadences and types of content that fit you best. Though building your brand may be at the edges of your comfort zone, it should never feel like an act. If something feels forced or artificial, step back and evaluate; people can smell phoniness a mile away. Be radically you — experiment with new techniques, but don’t go out on a limb
3. Maintain
You’re on a roll — don’t stop now! Now that you’ve established a strong foundation, find your rhythm and stick to it.
Stay fresh: Keep your personal brand in fighting shape by continuing to revisit and refine it throughout your career.
By this stage you’ve established a strong digital presence that reflects your professional strengths, mitigates your weaknesses, and showcases the real you. But maintaining your brand is just as important as creating it, and all that work will go to waste if you let your online presence gather dust.
The digital marketing and design field changes every day, and if you want to stay competitive, your brand needs to evolve right along with it. Of course, your basic information (title, company, contact information, etc.) must always be current. But more than that, your digital presence should prove that your knowledge and skills are up to speed. Post content that demonstrates that you’re not just following but actively engaging with emerging trends and important discussions in your industry.
How often should you share content? That depends on your schedule, your industry, and the preferences of the people you want to reach. You can post once a day, once a week, or once a month (though I don’t recommend going less than that) – as long as you stay relatively consistent. Don’t bite off more than you can chew; a long silence after a flurry of activity may confuse your audience and compromise your brand. Find a cadence you can comfortably sustain and set aside enough time to keep it up.
Go get ‘em!
Whether you’re starting from square one or just ready for a refresh, these steps should put you on your way to cultivating a digital footprint and personal brand you can carry with confidence into the future.
