Personal branding has become increasingly important in today's digital world where our online presence and personal brands can directly impact our career opportunities and business success. According to Forbes, "almost 80% of recruiters and HR professionals report using search engines to research job candidates online." With personal information and opinions being readily available online, it is important now more than ever to curate and control the narrative around your personal brand.
This guide will provide you with the foundational tools and strategies needed to start establishing and strengthening your personal brand online through establishing a strong online presence, leveraging digital marketing tactics, and crafting a compelling brand story. By the end, you will have a good understanding of the key components of personal branding and how to promote yourself strategically in today's digital world.
Define your brand
The first step is to take time to define who you are and determine what you want your brand to represent. Some questions to consider:
- What are your core strengths, skills, values and passions?
- Who is your target audience and how can you provide value to them?
- What kind of image or personality do you want to portray? Professional? Fun? Helpful?
- What kind of tone and voice do you want to use in your brand communications?
Having clarity on your brand attributes will guide how you present yourself and market your personal brand online. Define your brand using short, memorable phrases that encapsulate what you stand for. For example, brands like "The helpful consultant" or "The eco-friendly influencer."
Know your digital brand stats
It's important to understand key branding statistics to see how impactful personal branding can be:
- 82% of consumers researching a product/business value online reviews as much as personal recommendations
- 90% of consumers read online reviews for local businesses
- 77% of people say customer service is important when choosing a brand to support
- 70% of purchasing decisions are based on how a product/brand makes them feel
Familiarizing yourself with salient branding data highlights why establishing credibility and likability online is instrumental for career and business success in today's digital world (Entrepreneur).
Build your online presence
One of the most important aspects of personal branding is establishing an online presence through developing profiles on relevant social networks and platforms. Here are some top networks to consider:
LinkedIn - As the foremost professional network, having a polished LinkedIn profile optimized with the right keywords is essential. Customize your URL, add a professional photo and fill out all sections thoroughly.
Twitter - Twitter allows you to position yourself as a thought leader by participating in industry conversations and sharing timely, relevant information with your network.
Facebook - While perhaps less professional than LinkedIn, Facebook still has value for connecting with personal networks and fans. Optimize your profile for personal branding keywords.
YouTube/Instagram - If your personal brand lends itself well to visual content like tutorials, lifestyle tips or behind-the-scenes looks, establish a credible presence on YouTube or Instagram.
Personal Website - Having your own domain allows complete control over your personal brand message and serves as a hub to house all of your online profiles and credentials in one centralized location. Consider using an AI blogging tool like BlogSEO.ai to easily create and optimize blog content.
Ensure all of your profiles are visually consistent and connected to represent you as one cohesive personal brand. Connect relevant social profiles to your website for a unified online presence.
Craft your brand story
With your online presence established, the next step is to craft an compelling brand story that conveys who you are and why people should care. Look to highlight your background, strengths, passions and how you can provide value to others. Keep it concise yet memorable.
Consider including on your:
- About page - A short 100-200 word biography encapsulating your story and brand attributes.
- Social media bios - A 1-2 sentence tagline that captures your essence and values in a grabby way.
- Profiles - Relevant work history, education, accomplishments and interesting personal details that build credibility and likability.
Tell your brand story through a mix of achievements, personality and passions. Testimonials, quotes and visuals can also help bring your story to life online. With consistency, your compelling narrative will help others connect with your authentic personal brand.
Leverage digital marketing tactics
Once your personal brand is defined and you've established an online presence, you'll want to promote yourself strategically using digital marketing best practices:
Content marketing - Produce meaningful, shareable blogs, social posts, videos and other content on a regular cadence relevant to your expertise and target audience.
Social media engagement - Actively participate in discussions, share other's content, answer questions and build quality relationships with industry connections on social networks.
Email marketing - Grow an opt-in list and send periodic, valuable email newsletters showcasing your insights and achievements to stay top-of-mind.
Guest blogging - Contribute high-quality articles to other publications in your niche to expand your credibility and backlink profile.
PPC advertising - Consider promotion of key profiles and content through paid Google and social ads depending on goals and budget.
SEO best practices - Optimize profiles, content and link-building using SEO strategies to improve organic search visibility. Use tools like BlogSEO.ai to simplify the process.
With consistency, good digital marketing promotes brand awareness, credibility, and allows you to demonstrate expertise to further strengthen your personal brand over time.
Continue refining your brand
Personal branding is an ongoing process that requires regular maintenance to optimize effectiveness in a changing digital landscape. Some final tips:
- Track analytics to understand engagement and define new strategies. Adjust based on insights.
- Keep profiles and content fresh with regular updates to retain audience interest.
- Remain authentic while adapting your message based on new experiences or expertise gained over time.
- Monitor your online presence to quickly address any issues and keep a unified, polished brand message.
- Survey your target audience periodically for feedback to shape future brand direction.
- Consider professional headshots, logo design or other assets to further refine your visual brand identity.
Following this starter toolkit and refining your brand constantly will help you establish a credible, compelling personal brand that resonates with your target audience and supports your career or business goals in today's digital world.
Cover Photo by Med Badr Chemmaoui.
