Success at work is not just about what you do but also who sees it. You might be an expert in your field, a great problem-solver or someone who consistently delivers for your team, but that must be visible where and when it counts.
It’s why I want to show you how to build your personal brand. In doing so, you can better communicate your strengths, share your perspective and create connections that can open doors. During your work life, you’ll talk to many people who can advocate for you and your work. You need to give them something positive to say about you when you’re not in the room.
Here’s how you begin:
1. Define your brand: What do you want to be known for?
What do you want people to think about when your name comes up in conversation? Identify your strengths, your perspective on your industry and how you can use your experience to add to a conversation.
In PR and marketing, we call it positioning and messaging (P&M). Create your personal P&M. Within it, highlight 3 clear statements that reflect what you want people to know you for. In the same way that companies pivot their messaging over the years, you will want to tweak it as your career progresses. Think about how to demonstrate what you bring to the table and the direction you would like your career to go in.
2. Build it: Move from passive to active
Don’t wait for an opportunity to develop and promote your expertise. Look for ways to expand your knowledge of the industry you’re in. Follow relevant trade analysts and journalists to understand industry developments. LinkedIn is a great place to find their commentary, and you can use their insights in your conversations online and in person.
Don’t use them verbatim, though. Think about what they mean for you, your own company, customers and the wider community. Bring your own perspective into discussions. Show people how and where you add value.
3. Share it: Good work doesn’t speak for itself
It’s easy to assume that people will notice when you do a good job, and sometimes they will. Managers aren’t all equally equipped to recognize their team’s contributions or help people progress. They are busy too, so you can’t always rely on them to make your achievements visible to others. If you want your name to come up in conversations, you have to make it happen.
You might be uncomfortable promoting yourself at first. But don’t think about it as shouting about your achievements. Just help people understand what you are doing and why, without turning every conversation into a sales pitch.
Start by explaining the contribution you made to a successful project or the outcome of your work. You can pay it forward by recognizing team members who also play a significant role (or your team as a whole) and being an advocate for them. But remember to be clear and emphasize the difference you made to the project. If you are an executive yourself, please do raise your team but don’t forget to highlight your individual contribution where it matters.
4. Connect it: Network with a purpose
Business is relationship-driven. Connecting with people whose work interests you, asking questions and sharing their insights and achievements can help you build relationships that could further your career.
Last week, we spoke about how to become a journalist’s friend as part of your company’s PR efforts. Apply the same principles to build your own brand and connect with influencers that can help you. Understand what drives the people you admire in your industry. Look for opportunities to support them and contribute to a discussion when your expertise or opinion is relevant.
The relationships you create today can open doors, helping you to become more visible and expand your brand.
5. Don’t wait: Four things to do now
- Connect: Send a connection request to everyone you meet with. Watch their feeds to learn what they are all about. Use that in your next meeting with them.
- Post: But don’t just ‘repost.’ Share others’ insights with your audience and add your own perspective. Do this at least once a week.
- Strengthen your profile: Use your personal P&M document to update your LinkedIn headline and “About” section accordingly. Make sure you are connected to at least 500 people.
- Reach out: Heading to an event soon? Pick three people who you want to connect with and define what you want to get from a conversation with them. Engage with them over social media, so they know who you are and what you stand for.
Don’t wait to be noticed
Building your personal brand is about more than getting noticed. It’s about creating opportunities for yourself and helping others do the same. This shouldn’t be a one-off exercise. Communicate constantly what you know, what you value and what you can contribute. This may come more naturally as you help others build their brands and realize the value of their contributions, particularly when they are just starting out.
Talking about your achievements may not be easy for everyone. This is particularly true for you if you were raised to believe that good work should speak for itself. (This is very common for women who are wary of taking credit away from others.) Make sure people understand your contribution and give them the opportunity to recognize your potential. This matters especially for leaders. Yes, you should raise your team and its profile, but you also need to promote your own achievements!
