Each of the world’s most well-known brands has its own distinctive story. NIKE Inc.’s narrative embodies athleticism as the pursuit of pushing limits, overcoming obstacles and never giving up, perfectly captured by their iconic slogan, “Just Do It.” From the start, Apple Inc. positioned itself as a brand that uses technology to shape the future, turning the impossible into reality. The same goes for Chick-fil-A Inc., with southern hospitality as sweet and inviting as iced tea.

Just like these industry leaders, for a brand to establish itself as memorable to audiences, its narrative must be compelling, accurate and differentiated. 

And these same rules are imperative for personal branding.

What is personal branding?

We use personal branding skills every day – on job interviews, applying for leadership positions or even on dates. 

According to Harvard Business Review, personal branding is defined as an “intentional, strategic practice in which you define and express your own value proposition.”

In today’s world of influencer marketing and online search, the potential for personal branding has never been greater. Like it or not, everyone is a brand, and your personal and professional success depends on your ability to convey your value to others. 

Your personal brand should combine two key facets of you: 

1. The person that you are 

2. The reasons why you do what you do

How personal branding can help you.

Developing your personal brand offers both professional and personal benefits. Here are a few:

• Expand your network among like-minded creatives.

• Connects you with your target audience. 

• Improves credibility as you highlight your skills and knowledge.

• Clarifies personal goals and values

• Defines a better sense of self and the unique abilities you bring to the world

• Opens doors to opportunities that align with your brand. 

5 Steps to Define Your Personal Brand: 

Define what makes you, well, you.

What personal experiences have shaped who you are? And how have they shaped your skills? 

For some, this could be family upbringing, the sport you played when you were younger or even something you naturally gravitated towards in childhood, just to name a few. 

Connect who you are to what you do.

How do aspects of your personality shape who you are today? What do you strive for each day? 

You have made career choices based on your values — whether it was intentional or not. Highlight your journey and what it has taught you. Your work becomes more memorable if there is intention behind it. 

Craft your narrative. 

Now, brainstorm on how you will tell your own story. Perhaps, you will recall a favorite memory or something that inspired you. 

A story is most effective if people can relate to it. Figure out the humanness in your narrative. Is there a motivation to help others? Do you feel a passionate connection to a certain activity?

Decide how you will communicate your brand.

Personal brands are communicated in many ways — through social media, networking, personal interactions and even the way you present yourself in professional settings.

We’ve all encountered the daunting question in job interviews: “Tell me about yourself.” This is the perfect opportunity to communicate who you are and why you do what you do. Cover letters, LinkedIn posts and social media bios are also great examples of where your brand can shine. A personal brand must be cultivated and consistently communicated across all platforms and interactions. When opportunities arise, you’ll be ready to showcase your brand confidently and authentically.

Reevaluate.

As you grow and learn, your experiences and values will shift. It’s okay to adapt your brand as you discover new things about yourself. Your brand should reflect who you are today and where you’re headed tomorrow.

At the end of the day, everyone brings a valuable perspective to the table. Don’t feel pressured to craft your personal brand based solely on what you think employers want. Your personal brand is unique to you and the opportunities that are meant for you will align with your authentic self.