How to Build a Powerful Professional Brand
If you’re here, you’re probably curious about professional branding. What is it, and why is it an important part of your career journey? A professional brand is a way to take ownership of your reputation. In short, it’s a curated look at your biggest and most important accomplishments, values, and skills.
Professional branding is a logical next step for people who have reached a level in their career where they’re “sitting at the right table” so to speak, but they still don’t feel satisfied. For high-achieving folks, it can be challenging to feel contentment in their careers, and that’s okay!
At this level, it’s not enough to let your work speak for itself. You need to know how to pitch yourself as the qualified expert you are, and that’s where professional branding comes into play.
First, You Must Find Your Direction
Before you do anything, you need to have some idea of what’s next for you in your career journey. For example, do you want to continue to work in the same industry? At the same company? Or, is it time for a more radical career change?
Once you know the answers to these questions, you can enter into the branding process with the clarity you need to position yourself well.
By the way, I have a free guide that has a four page assessment that you can complete if you need a little help finding career clarity. You can download the guide here.
Your Accomplishments, Values, and Skills
Your professional brand will be centered around three things: your accomplishments, your values, and your skills. As a human being, you are so much more than these three things, but in your professional life, these are the pillars that you’re going to build your brand around.
Sit down and write out a list of your most impressive professional accomplishments. These are the things you’re going to highlight in order to really showcase the strengths you have to offer an employer. This might include things like:
Reduced the budget by 26% year over year, saving over $300,000 annually.
Directed 24 events per year for over 200,000 total attendees.
Facilitated the opening of two new branches ahead of schedule and budget.
Your values are going to be a little less tangible, but they are still so important to zero in on because these are the things that are going to make a hiring manager connect with you on a more personal level. They might be things like:
I value personal autonomy because to me, this communicates trust and respect.
I value collaboration because I know this solves problems more effectively.
I value intellectually demanding work because I thrive when I push myself past my limits.
Finally, your skills are just what they sound like. Include both the “soft” and “hard” skills you possess that will be an asset to the department and company you want to work for. For example, they might be things like:
Multilingualism
Software proficiency
Leadership
Your Network is Your Net Worth
Now that you have pinpointed what makes you a unique asset to the workforce, it’s time to share this information with your network. Your network (or lack thereof) can make (or break) your chance at success.
If you haven’t put time and energy into building a strong network thus far, now is the perfect time to start. LinkedIn is a powerful tool, and everyday, it helps people land their next dream opportunity. Why not you?
Start by making sure your LinkedIn profile is current. Make sure you have a nice, professional photo on your profile because LinkedIn profiles with a profile photo receive 21 times more views than those without a profile photo.
Use the accomplishments, values, and skills you identified earlier to write a strong summary for your LinkedIn profile that communicates to your network who you are and what you have to offer. Don’t forget, it's okay to add a little bit of your fun personality in there, too!
Then, go ahead and share some interesting industry news and add your voice to the conversation!
Write a Pitch… And Use It
Just like any other brand, your professional brand will need a strong elevator pitch. This is a short statement that includes your professional background, a summary of what you do, what you are currently looking for, and finally, a call to action.
Here’s an example of what your pitch might look like:
Hi, I’m Ebony Joyce! I am a career coach who works with high-achieving professionals to help them find their ideal role. I’m looking for mid- to senior-level corporate professionals who want to make a career change in the next 3 to 9 months. I would love to help you map out the next steps in your career transition!
Create a couple versions of your pitch and test it out. See what feels most comfortable for you and which versions get the best response from your network.
Once you have your pitch dialed in and it feels comfortable for you, start introducing yourself to people on LinkedIn and in the real world. Keep in touch with the people you meet and offer assistance when possible. Networking works best when the relationships can be reciprocal.
Just remember, building a professional brand isn’t a one and done thing. You will want to revisit your pitch as you develop new skills. You will also want to set aside time to maintain and build your network regularly to keep it strong.
If you feel like you want to take things a step further, I am here to help. Building a professional brand isn’t always easy or intuitive. Just like most companies work with an agency to dial in their branding, you might feel you need an expert by your side to help you build a powerful brand that elevates your career. Schedule a free consultation with me so we can chat about your goals and your next steps!