Personal Branding, Without The Ick
How to professionally position yourself.
When I was deciding what to write about this week, I scrolled through my list of evergreen ideas. Among the usual suspects were ‘Negotiating your salary’, ‘Nailing a job interview’ and ‘Developing a personal brand’, but every time I entertained the notion of the latter, something about it felt off—it gave me the ick.
Especially in the age of commodifying and categorising ourselves (am I brat? Or demure?), presenting oneself as a marketable asset can feel inauthentic.
But then I reflected on moments in my career when I connected with someone’s personal brand in a genuine way. It’s the memorable introduction that piques interest at an event, the email that stands out in a sea of inbox clutter, or the consistent online presence that attracts opportunities.
We often think of a personal brand as only being relevant for founders and public figures. Think: Steve Jobs, his spectacles and black turtleneck touting disruption and innovation or Anna Wintour, her signature bob and sunglasses exuding exclusivity and authority. However, refining a personal brand doesn’t have to mean creating a curated persona or becoming an influencer; it can be about feeling comfortable with how you’re perceived and effectively communicating what you do. It’s important not only for entrepreneurs and freelancers but also for employees and anyone seeking to stand out in their field.
Here, we’ve collated some tips and exercises into a guide for forming and nurturing your professional identity.
Why develop a personal brand?
A helpful first step is to frame what you’re trying to communicate with your personal brand and why. The impression you make in professional settings = your reputation, which = opportunities. You might develop it to:
Make powerful connections which open doors to collaborations and mentorship opportunities.
Differentiate yourself from other candidates when pursuing job opportunities.
Foster emotional connections and motivate those in your professional circle.
Leave a lasting impression and attract the attention of your target audience.
Where you use personal branding
As I mentioned earlier, personal branding isn’t reserved for public figures. You might leverage it in several key areas:
Your CV: Craft a clear positioning statement and highlight your skills to differentiate yourself from others.
Your cover letter: Provide more in-depth insight into who you are, what you offer, and why it matters.
LinkedIn: Use your profile and posts to consistently share your professional story and engage with your network.
Guest platforms: Showcase your expertise by guest blogging, speaking at events, or appearing on podcasts.
In-person: Demonstrate your brand through networking, workplace interactions, and industry events.
Figuring it out
Ask yourself these questions to get the ball rolling and help clarify what sets you apart:
What drives me?
In what areas do I excel?
What work drains my energy?
What work fuels me?
What settings do I work best in?
Where do I want to be at the end of my career?
What impact do I want to have?
What value do I offer?
What challenges am I aiming to solve?
And think about the people who inspire you and who you want to influence:
Consider the people that you look up to in your professional or personal life. What draws you to them? What makes them memorable or stand out to you?
Why might others choose to follow or believe in you? What unique narrative or perspective can you share with the world?
Who is your ideal audience, and how can you meaningfully engage with them?
Personal Branding Audit
Your personal brand should authentically reflect who you are, but those closest to you often notice strengths and qualities you might overlook. Ask your friends, family, and colleagues to share how they perceive your strengths and suggest areas where you could grow. To make this process easier, we’ve created a personal branding audit framework. You can customise the questions to suit your needs and send it to your trusted contacts for feedback.
Which of these words resonate with you?
Choose 5-10 words from this list that speak to you. How are they connected? What larger narrative or theme do they create?
Now, use what you’ve discovered to create an elevator pitch. It should be niche, clear, authentic and consistent. Here’s a format you can use:
Driven by (core passion or mission), I use my (key skill or expertise) to help (your audience) achieve (desired outcome). With a focus on (unique approach), I’m dedicated to delivering (key result or impact).
Once you’ve created your elevator pitch, feel free to reply and send it to us. We love getting to know everyone in this community!
My friend recently sent me a photo of some beautiful handmade items that she had seen in a local Sydney store. They belong to this brand, Cydra, which, according to their website, uses wax casting to create “sculptural forms that play with symmetry, imperfection and abstraction”. The result: wearable little works of art.
The Instagram bio of this UK brand, ‘Ceramics for sensitive people’, spoke to me. The collection is dreamy, with whimsical, romantic and melancholy phrases adorning vases, platters and other delicate pieces. I feel you, Ruth <3.
I finally got around to reading Coco Mellors’ much-hyped second book, Blue Sisters, and it really drew me in. I didn’t get swept up in the Cleopatra and Frankenstein frenzy (though not for lack of trying!), so I was eager to see what this book had in store. Be warned, especially if you have sisters; this one will hit home—grab the tissues.
Wow, this is packed with amazing advice and brilliant tool! I'd be happy to share my 'career brand board' with your community if you'd like? It's a tool to dive even deeper into what makes you unique.