Mastering Personal Branding: The Game-Changer for Your Career and Leadership Success

Introduction

Once upon a time, two executives worked in an office park in Short Hills, New Jersey: Kevin Crashing and Ruby Rising. These extraordinary leaders found themselves at the high point of their respective careers. So why did Kevin and Ruby end up having such divergent outcomes? 

I don’t think it would be surprising that the key differentiating factor was how each individual approached their personal branding. 

What is personal branding exactly, you ask? That’s a great question. In his Harvard Business Review article titled “What’s the Point of a Personal Brand,” Harrison Monarth states, “We often confuse our reputation as our personal brand. But that’s not true. Everyone has a reputation. The first impressions you make, the relationships you form with managers and peers, and how you communicate — all of these things impact how others see you. Your personal brand, on the other hand, is much more intentional. It is how you want people to see you.”

Let’s dive deeper into the importance of personal branding for every executive like Kevin and Ruby. Below you’ll find three compelling reasons why personal branding represents a game-changer for today’s leaders.

1. Differentiation: Now, more than ever, competition is fierce across all industries. As an individual, your personal brand must help you shine like a diamond in a sea of cubic zirconias. In other words, set yourself apart from everyone else and remember that someone else will define your brand if you don’t take the initiative to clarify it first.
2. Credibility: It’s no secret that you and I both prefer to do business with folks when we have an established relationship built on a firm foundation of trust and mutual respect (a sense of humor doesn’t hurt either). As you repeatedly showcase your accomplishments, knowledge, and experience, you shouldn’t be surprised that, just like Ruby Rising, you’ll quickly become the preferred person for everything related to your expertise.
3. Opportunities: When you’re a highly sought-after executive, don’t be surprised when you get requests to appear for speaking engagements, unique partnerships, and distinctive promotions. When you’ve established your personal brand, prepare for various opportunities to come rolling in like a freight train.  

The 5 Pillars of Personal Branding

We now have a solid understanding of the importance of personal branding. Let’s strap on our leadership hats to explore the five pillars of mastering personal branding.

1. Clarity: Who are you? What do you stand for? What makes you unique? When it comes to personal branding, well-defined brand messaging is essential. No one wants to end up like Kevin Crashing, well-known for being confusing and inconsistent.
2. Consistency: Whomever your audience may be, the one thing you don’t want them to have to do is to play detective to figure out who you are and what you represent. Spend time ensuring your communication across all channels and social platforms. You should always have a consistent message, whether it’s a LinkedIn post, email, or keynote speech.
3. Authenticity: Each of us has our idiosyncrasies. Instead of hiding behind them, embrace them and be true to yourself. People respond positively and are attracted to individuals that are comfortable in their skin. 
4. Visibility: Visibility: Are you there? You say you have this fantastic personal brand, but how would I know? Engage with your audience and share valuable content to be an active ambassador for your personal brand. No matter how unique your personal brand is, it won’t matter if no one knows about it. You don’t want to become the Loch Ness Monster of executives, like Kevin Crashing, do you?
5. Adaptability: Kevin Crashing represents a dinosaur on the brink of executive extinction, while Ruby Rising is like a chameleon blending in with a fluid environment. We’ve all heard the phrase, “change is the only constant in life.” As your career advances, you must adapt and evolve your personal brand to meet your present needs. With this in mind, you should work to evaluate your personal brand continuously.

Building Your Personal Brand in 7 Steps

At this point, you understand the importance of personal branding and the critical elements needed to master personal branding. So how do you construct your brand? You won’t need ten-thousand steps for this journey; it only takes seven. Let’s do this.

• Step 1: Self-Reflection
  “Mirror mirror on the wall; who has the best personal brand of them all?” It never hurts to consult a mirror, literally or figuratively. What are your strengths? What are your weaknesses? What are your passions and values? Each of us has our unique selling proposition (USP). Your USP is a crucial component that sets you apart from the competition.  
• Step 2: Define Your Target Audience
  Have you ever seen anyone try to market a tender, juicy, flavorful filet mignon cooked to perfection to a vegan? I’ll admit I have, and my sister-in-law didn’t take kindly to the idea. I digress. You need to figure out who your audience is and how you will hold their attention. This will help you to customize your communication and focus your efforts. 
• Step 3: Craft Your Brand Message
  Your target audience has been identified, and your USP is confirmed. It’s time to start crafting a compelling brand message. Think of it almost like you would an elevator pitch. Keep it enjoyable, concise, and memorable. Now’s the perfect time to tell the story of who you are, what you do, your expertise, and what makes you unique.
• Step 4: Establish Your Online Presence
  Become the digital social butterfly you’ve dreamed about, gracefully fluttering between platforms, spreading your executive wings and wisdom. It’s time to optimize your social channels to build a robust digital presence.
• Step 5: Create and Share Valuable Content
  Content is king. You’ll need to create and share content to become the thought leader you’ve always wanted to be. Now’s your opportunity to put those compelling blog post ideas on paper, record your podcast, or create videos that help shine a bright light on your expertise while showcasing your value to your audience.
• Step 6: Network, Network, Network
  It’s all about working those relationships. Industry leaders, influencers, and your peers are a few of the groups that are key to successful networking opportunities. Take advantage of these opportunities through conference attendance, joining professional organizations, or participating in online forums like webinars.
• Step 7: Measure and Adjust
  Maintain a focus on two keywords, “assess” and “adjust.” Monitor key performance indicators (KPIs), such as website traffic, social media engagement, and speaking invitations. Sometimes things don’t work out as planned. Don’t be shy to pivot towards a new approach. Remember, adaptability is your friend!

Conclusion: The Power of Personal Branding

When you’re ready to take your career to the next level, personal branding is the most powerful tool in your toolbox. Start rising above the competition, building credibility, and attracting those new opportunities to your doorstep. Remember, if the world is your oyster, your personal brand is representative of the pearl inside. 

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