Personal Branding: Why Should I Care?

The term 'Personal Branding' is searched over 2000 times every month in the UK, and that figure will only grow in the coming years as competition for jobs hots up.

Developing an authentic personal brand has become essential in helping people achieve their career goals, no matter what sector they want to work in. It is your opportunity to differentiate yourself from the competition and stand out from the crowd, both online and offline.

Some people are not entirely comfortable talking about themselves, and that is fine, but personal branding is so much more than that. It is about positioning your brand in the minds of your target market like you would with a consumer brand.

But how do you tackle it? Here are a few thoughts on developing your brand to help you on your career journey.

Personal Branding

Why Personal Branding is Important

So before we start on the how let's define the why.

Establishing Credibility

A good personal brand will help you establish credibility in your specialist field. It is your opportunity to put forward your ideas about topics that vex other professionals in your sector. You can highlight your innovative approach and guide the conversation.

You can use a variety of mediums, such as YouTube videos, podcasts, or written articles online, but whatever you choose, it is crucial to focus on the quality of the message and delivery.

Career Opportunities

Developing a solid personal brand is critical for your career. Potential employers will look at various factors in their search for the right employee to join their organisation, and your CV is just one of them.

Using your time to develop a profile in your market will certainly help you compete with others in line for the job, but it will also ensure you are building a strong network of other influencers in the market who can provide different opportunities.

Long-term Impact

Developing the right personal brand, built on quality and consistency, will also help the longevity of your career. Especially in marketing, creating a strong personal brand will keep you relevant and up-to-date in an ever-changing industry.

How to Develop Your Personal Brand

Step 1: Define Your Unique Value Proposition:

Let's start with who you are. It sounds easy, but it can often get a bit messy as your career develops. The key to this is defining who you are as a person, your beliefs, and your values, which will stay with you throughout your career, no matter what job you are in.

Also, remember to be authentic. Do not try to be someone you are not; it is exhausting and will eventually catch up with you. Being authentic will ensure you engage with and align with like-minded people.

Step 2: Identify Your Target Audience:

This is a vital element of any marketing, but it is essential in your personal brand. Remember, you are not trying to appeal to or please everyone.

Find your tribe. You will resonate with like-minded people, and more importantly, your career will progress as you build a brand with influencers in your niche.

Step 3: Create a Consistent Messaging Strategy:

Consistency is vital to any personal brand. With so much content out there, breaking through can take a lot of work. However, if you are consistent in both the amount and quality of your communication and, at least in the early stages, stick to the same channels, your message will start to cut through.

It is also vital to maintain a consistent position in your messaging. This links back to your value proposition and defining your values. To build credibility as a thought leader in your market, you need to develop a narrative that aligns with your values and that your audience can relate to.

Step 4: Build Your Online Presence:

The advantage of the digital world we live in now is that building an online profile is easier than ever. You have access to build a website, develop a YouTube channel, or grow a following on TikTok, all of which will help you achieve your goals.

However, as with all marketing, it is essential to be strategic about it. In the early days, choose a channel you can easily manage that is relevant to your target market. Don't develop an X account if none of your target market engages with it. Or build a website if you are not going to update it consistently.

Step 5: Monitor Your Brand:

The final step in any marketing is to monitor your success and understand what is working. If you have clearly defined your goals, you should be able to understand what is cutting through by using tools like social media analytics or GA4.

As you attend events, you will receive anecdotal feedback, and networking will become easier as people start to recognise you. However, the critical metrics will be the digital feedback you can garner from the various channels you develop.


So, before you start building your personal brand, make sure you know exactly what you want to achieve and why you are doing it. It takes time and a concerted effort to achieve the cut-through you aim for, but the result could be very beneficial for your career.