Earlier this year, when talking with a friend about her job search plans, I mentioned the idea of a “personal brand.” She asked me what I meant by that, which caused me to do a little soul searching. I realized I had bought into the idea of the value of having a strong personal brand while working with mortgage loan officers and real estate agents—two audiences who are all about getting their face out there to attract business. I took a step back and started thinking about how to better articulate the why and how of a personal brand.
Role of a Brand
As a consumer, a brand is a shortcut that helps me make a buying decision. If I want a good cup of coffee in an unfamiliar city, I find a Starbucks. If I need to buy a book, I typically go to Amazon, and for an audio book, I’ll visit Audible. If I want durable shoes for outdoor activities, I’m looking for a pair of Keens. There are also brands that are so prominent, they have become part of our lexicon. People Google instead of doing an online search, use Kleenex rather than tissue, and pick the version of Coke they want at a restaurant. Those brands mean something whether it’s quality, range of items available, or a predictable experience. Brands help us jump to a quicker answer instead of having to weigh multiple options for every single buying decision we make.
A Personal Brand
A personal brand is a similar idea. Instead of branding a product, though, it’s intended to help shortcut the decision-making process to promote someone’s credibility or value. When I think of the epitome of a personal brand, I think Oprah. Oprah tells us what pop health gurus to listen to, what books to read, who to vote for and more. Oprah has a television network, and a magazine and an empire. Everyone knows who Oprah is and what she’s all about. This is personal branding at its finest.
For the rest of us non-Oprah's, we also have a personal brand. When people meet one another in-person, oftentimes, we check out one another's online presences. In the work world, it's usually LinkedIn and potentially Facebook, Twitter, and Instagram (among others). Whether you're looking for a job, or connecting with a professional colleague, having an online presence is nearly a given. Make sure that presence is one you want people to be aware of (because they'll find it one way or another) and that it positions you in a positive light.
My Personal Brand
My personal branding aspirations are not at the level of Oprah. (My television network and magazine are on hold for now.) For me, my personal brand is showcasing my skills as a trusted professional in the learning and development space. I want to be known for sharing industry related information on adult education, conveying lessons learned, and communicating my personal insights. My goal is to position myself as a real life human with day to day challenges who is also someone you’d trust (or hire) when it comes to helping adults learn information to enable them to succeed.
I started to pay attention to my personal brand when I realized I wanted to start sharing my insights in blog entries. For me, a personal brand was an embodiment of what I wanted my blog to be about. In short, my blog is my way of sharing my learnings with others who could benefit from my trials and tribulations. Using the colors in my professional headshot and a fun photo of coffee, my personal brand was born.
When I think of what my brand includes, I think first of how I present myself online as well as in print. For me, that means I have a professional social media presence on Twitter, Facebook, LinkedIn, and Instagram. On each site, I used BrendaLearns as my username, my professional photo as my avatar, and a consistent description on each site. I also have a background picture on my social media sites that showcases the same color scheme (shades of red and gray). In addition, this color scheme is included on my blog at (you guessed it) www.BrendaLearns.com. On my resume, I include a red line on the left side, which continues to emphasize my personal brand. In addition, my business cards feature the same color scheme and background image to keep my personal branding consistent.
Have Something to Say
My focus of my blog is sharing my key learnings with others. It’s about helping others navigate life’s trials and tribulations by enabling them to benefit from some of the things I’ve either researched or learned through experience. Whether it’s helping people think through personal finance questions, figure out how to navigate a job loss, train for an inline skating marathon, or just helping people learn in general, I am wired to want to help people learn and grow. I want to share information in a way that is understandable, and even fun.
Likewise, that same spirit is embodied in my social media presence, I want the world to associate my personal brand with someone who is knowledgeable and helpful. This is why I share articles on helping adults learn, leading strong teams of high-performing (and happy) individuals, and other business insights. I also share articles and posts that show that I’m human, too. I have 2 cats (Zippy and Meathook), a daughter who is into roller derby and learning to drive, a strong interest in inline skating, and a love of quotes that are at once funny and thought provoking. Without having something to say, and getting comfortable being human in front of others, having a personal brand is not worth much.
What Do You Think?
What do you think about personal branding in general and the value of having a personal brand? Include your thoughts in the comments.
Brenda is an adaptable learning & development leader, innovative instructional designer, and job search coach.