That’s an incredibly powerful mindset to have! You are absolutely right—we are all our own brands, whether we intentionally manage it or not. Your personal brand is essentially your reputation: what people say about you when you’re not in the room, and the unique value you offer.
Taking control of your brand is a journey of self-discovery and consistent communication. Here’s a structured approach to building and defining your brand.
1. Define Your Foundation (Your Core Brand Identity)
Before you can communicate your brand to the world, you need to know what you stand for. This is a deep dive into your unique makeup.
| Component | Key Questions to Ask Yourself | What You’re Defining |
| Purpose & Values | What do I care about most? What are my non-negotiables? What impact do I want to have on the world or my industry? | Your guiding principles and the “why” behind what you do. |
| Strengths & Expertise | What am I naturally good at? What skills have I developed that others rely on? What do I know so well I could teach it? | Your Unique Value Proposition (UVP): the specific problems you solve better than anyone else. |
| Target Audience | Who do I want to serve or influence? What are their problems, and what information do they need? | The people whose attention you are trying to get. (Hint: Don’t try to appeal to everyone!) |
| Personality & Tone | What adjectives do I want people to use to describe me? (e.g., Approachable, Authoritative, Creative, No-nonsense, Humorous). | Your Brand Voice, which should be authentic to you. |
2. Craft Your Brand Messaging
Once you have your foundation, you need a clear, concise way to talk about yourself.
A. The Personal Brand Statement
This is your “elevator pitch” that combines your expertise, who you help, and the result you deliver.
Example:
I help freelance designers master high-converting client pitches so they can secure high-paying clients without relying on job boards.
B. Story & Authenticity
People connect with people, not résumés. Your brand story is how you weave your journey, your challenges, and your passions into your message. Being authentic means your public brand is a genuine reflection of who you are, even as you professionalize it.
3. Execute and Be Consistent
A brand is not what you say it is; it’s what they say it is. You build that reputation through consistent action.
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- Audit Your Presence: Google yourself. What comes up? Ensure your photo, bio, and messaging are consistent across all professional platforms (LinkedIn, personal website, etc.). This is where your visual identity (colors, fonts, photography style) also comes into play.
- Pick Your Platform(s): Don’t try to be everywhere at once. Focus on 1-2 platforms where your target audience spends their time, whether that’s LinkedIn for industry thought leadership, Instagram for visual creation, or a blog for deep-dive writing.
- Create Value-Driven Content: Your content should educate, inspire, or entertain your audience on topics related to your expertise. Aim to post consistently (cadence is more important than perfection).
- Network & Engage: Building a brand is a two-way street. Engage genuinely with others’ content, join industry communities, and be open to connecting with people who align with your values and goals.
By intentionally defining and communicating the value you bring, you move from simply having a reputation to building a powerful, recognizable brand.
What is one core value you want your personal brand to be known for right now?
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