Personal branding is more important than ever before. Job seekers need one, entrepreneurs need one, bloggers and influencers need one (like I wrote before in 3 things you must know about personal branding)… but what about people who are already established in their careers?
The answer is yes! Seasoned business professionals, leaders, and CxOs definitely need to build a personal brand. Here’s everything you need to know.
You need to have one
If you’re in charge of an entire company, you might be thinking that your company’s brand should be your main priority. But it’s important to keep in mind that your personal brand represents your company’s, and that you have to pay attention to them both. Start by building your LinkedIn and connecting with colleagues, clients, and partners.
It’s also a great idea to regularly share content from your company’s accounts to your own personal accounts. Because social media algorithms are always changing — and because they often favor personal accounts over brand accounts — you can help boost your company pages up by being an engaged participant.
You need to own your name
Maybe you’re not sure if you want to create videos, write blogs, host interviews, or just showcase your portfolio. You don’t need to decide right away, but make sure that you own your domain name for when you do! You’ll also want to secure your username on social networking sites like Twitter, LinkedIn, and Instagram. Even if you don’t plan to use all of the social sites, it’s a good idea to snag them to avoid any potential impersonation attempts.
You should also keep an eye out for what people are saying about your name, but we’ll get to that later!
You need to build it yourself
A lot of people think that personal branding is something they can outsource to a PR team, a marketing team, an admin, or an intern. And sure — those people can definitely help, but it’s up to you to drive the vision of your brand. You should also be an active participant.
- Commenting on LinkedIn connections’ posts
- Liking tweets your customers or clients tag your brand in
- Showing up on video once in awhile
You might need help from your marketing team to get a video setup or a graphic created, but don’t lean on them to be your voice: that’s what makes your personal brand uniquely yours.
You need to stand for something
Nowadays, employees want to work for companies that align with their values, and customers want to buy from companies that make a difference. Executives are in charge of a lot of people, so it’s important that they show that they care about humanity. Don’t worry, you don’t have to be overly political… just choose a cause that’s close to your heart and bake it into your brand.
- Arianna Huffington, CEO of Thrive Global, has made sleep health a key issue and part of her personal brand.
- Reddit co-founder Alexis Ohanian often speaks out against the damaging effects of hustle culture.
- Chobani CEO Hamdi Ulukaya fights child hunger by paying off lunch debt in schools.
So think about the issues that matter to your life, but also to your employees and colleagues. Using your voice for good can make a huge difference in the issue at hand, and also the public perception of your company.
You need to be aware of what’s being said about you
Being the leader of a company makes you a highly visible person, and that means that sometimes, people will talk. It’s important to know what’s being said about you, for better or for worse. Maybe your name is being added to an industry list, or maybe a disgruntled employee is mentioning you negatively. Either way, it’s important to know what’s out there so that you can address it appropriately.
With Marple, you can keep track of both your own name, and your company’s name. We’ll send you a notification every time a new result pops up about you on Google, and from there, you can mark it positive, negative, or report it for removal. We not only take a look at regular search results, but also at Image and Video search results so that all of your bases are covered.
As a leader, your personal brand can make a huge difference to your company and yourself.