< Previous Page

Your brand, your opportunity: building a standout personal brand

In a world where digital presence and brand perception can shape careers, the significance of cultivating a personal brand has never been greater. At the recent "Your Brand, Your Opportunity" event hosted by CIM Scotland, two prominent voices in the marketing industry - Andrew Dobbie, Founder of MadeBrave, and Rachael Higgins, Founder of Because of Marketing - shared valuable insights on enhancing personal branding. Their advice is useful for anyone looking to carve a unique identity in their industry.

Dobbie and Higgins were also joined by recruiters Brian Fraser, Associate Director at MAC Recruit Group, and Kerry McFarlane, Director at Nine Twenty Recruitment, to answer questions in a panel session. 

Five people sit on tall stools in a semi-circle in front of a screen - you can make out the end of the words 'your brand, your opportunity' on it. The people in the picture are, from left to right: Ewan Anderson (host), Rachael Higgins, Brian Fraser, Andrew Dobbie, and Kerry McFarlane (the four speakers). Kerry is holding a microphone and is speaking, while looking at Ewan.They are sitting in front of a window and outside you can see the MotelOne building.

From L to R: Ewan Anderson (host) with speakers Rachael Higgins, Brian Fraser, Andrew Dobbie, and Kerry McFarlane.

Understanding your story: the foundation of personal branding

As Andrew Dobbie pointed out, to communicate your brand effectively, you first need to know your own story. “Your brand is what other people say about you when you’re not in the room,” he quoted, underlining the importance of reputation. A personal brand isn’t just about online presence; it extends to real-life interactions. This includes details about who you are beyond your work. What values do you represent? What’s memorable about you?

Dobbie advised that building a brand is a journey: one that requires documenting your work, being consistent, and paying attention to the finer details. He emphasised the importance of storytelling: people remember stories that entertain or inspire. Sharing real-life experiences, both successes and lessons learned, can humanise a brand and make it more relatable.

Define your objectives and content pillars

For those starting on their branding journey, Dobbie suggests beginning with a clear objective: Why do you want to build your personal brand? What do you want to be known for? The answers to these questions serve as a guidepost for the narrative you share.

Rachael Higgins reinforced this point, encouraging individuals to think about their “why” before anything else. Having started Because of Marketing in 2019, she understands the impact a well-defined brand can have. Her brand has grown to reach over 350,000 followers by providing valuable industry insights and staying relevant. Higgins' own journey highlights the importance of consistent messaging around a clear purpose, which in her case is to educate and inform on marketing trends.

Higgins shared her three core pillars for content creation: storytelling, expertise, and value. She explained that storytelling brings people in, expertise builds credibility, and value creates lasting connections. These pillars are not only essential for gaining followers but also for building trust within a community.

Rachael Higgins stands in front of a crowded room of attendees, discussing personal branding. She is holding a microphone as she talks. To her left is a screen, which reads 'developing your personal brand'. Out a window to the far right you can see the Glasgow skyline.

Rachael Higgins discusses personal branding in front of event attendees.

Practical tips for personal branding

Both speakers offered actionable steps to start building a personal brand. First, identify your unique strengths and focus on skills that you love. Dobbie suggests using sticky notes to outline key themes or stories that represent your personal brand. This exercise can help clarify the main messages you want to communicate.

Moreover, they advised finding ways to separate personal brand identity from company brand positioning, especially if you’re the face of a business. Positioning yourself alongside aspirational figures in the industry, connecting with people and brands that inspire you, and seeking endorsements can all help to establish a distinctive brand identity.

Keep evolving: the long-term investment

Building a personal brand is a long-term commitment that requires constant learning and adaptation. Higgins noted that her brand's growth was rooted in consistently sharing valuable content and adapting to her audience’s needs. It’s essential to keep experimenting, learning, and adjusting based on what resonates with your audience.

One of the most powerful takeaways from the event was Higgins’ reminder: “People remember how you made them feel.” Whether it’s through storytelling, sharing expertise, or providing value, focusing on the impact you have on others can make a personal brand truly memorable.

Personal branding is an opportunity to shape how the world perceives you. As Dobbie and Higgins illustrated, it starts with knowing your story, defining your objectives, and consistently sharing your journey in a way that resonates with your audience. Building a personal brand isn’t an overnight task—it’s a journey of authenticity, value, and continuous growth. By investing time and effort in these foundational steps, you can build a brand that not only stands out but also stands the test of time.