Building Your Personal Brand

Building Your Personal Brand by @LUCYrk78

Building Your Personal Brand

by Lucy Rendler-Kaplan | Featured Contributor

Until recently, the word “brand” only referred to companies, to businesses. However, in today’s world, we are more aware that every one of us has our own personal brand. I liken each of our own brands to what we used to call our “permanent record.” Remember how scary it was to hear “This will go down on your personal record?” With the internet and especially with social media, that personal record is no longer a mythical list of our wrongdoings – it’s searchable and at anyone’s fingertips at all times. Your digital footprint is available to future bosses, spouses, trolls…

Whether or not you are actively building your personal brand, it is still being built up with every tweet you post, every selfie you take, how you dress, what faces you make when people speak to you and every email you send. It’s up to you if you choose to nurture your brand, or let it be defined for you, without you. More and more your reputation is the most important part of you, and your personal brand can craft, to an extent, how people see you.

Here are a few of my own suggestions on how to positively contribute to the growth of your personal brand:

  1. Start with an audit: What is the current perception of you? How do people feel about what you share, how you act, what you say? Before we can begin to better strategize on how we’d like to be seen, we have to understand how we are seen right this second. What comes up on the first page of a Google search for your name? Ask other people how they would describe you, what they think are strengths you possess, and what they would suggest are areas you could work on.
  2. Figure out what you stand for: It takes a long time for some of us to truly “find ourselves” and perhaps even longer to really understand ourselves. You have undoubtedly seen people on social media that seem to change their views often, seemingly to gain favor from thought leaders, or garner attention from people they look up to on social media. You want to have a strong understanding of what YOU believe in, what you stand for, and be confident enough to publicly make those views known. Your beliefs will guide your action.
  3. Be YOU! Authenticity is the key to each of our personal brands. This isn’t something we can fake our way through, nor is a personal brand a persona. In time, people will see through that, and you will have a pretty steep mountain to climb to change perception. The essence of your personal brand is all the parts that make you, you. What do you like? What don’t you like? Where do you like to eat, shop, spend time on weekends? Authenticity also means that you do what you say you will do. You walk your talk.
  4. Identify your goals: What are you goals in your personal life? In your professional life? What is it you would LIKE to be known for? Once you define your goals, you can develop ways to then go out and grab them!
  5. Find ways to add value: Social media is often referred to as “noisy” but have you ever found someone that helps you annoying, or talking for the sake of talking? I haven’t. I try to be of service both online and off, and would like a big part of my personal brand to be someone people can rely on.
  6. Show people what you’re good at: The best way to do this is through content marketing. Write blogs or articles, or use Twitter to become a trusted resource within your community on topics you have expertise on. When people want to find information on something, rather than immediately going to Google, they go to people that they trust and those people that have helped them in the past…become that person for at least one other person! What differentiates you from everyone else that studied the same topics?
  7. Take it offline: We don’t all live solely online. When I see someone that has a strong personal brand, it is because they are the same online as they are offline. There are always ways to network offline – all industries have meet up groups you can attend, and if you can’t find one, you can host your own Tweetup. I find Facebook Groups to be the most meaningful parts of that platform for me and my own personal brand, to meet more like-minded people.

Your personal brand isn’t going anywhere. Just like you yourself are, your personal brand is ever evolving. Building your own brand takes time, but it’s infinitely worth it. The more I stay mindful that everything I do contributes to my personal brand, the more I find I learn about myself.

What are some additional items you would add to this list? What has worked for you in building and nurturing your own personal brand? Tweet me @lucyrk78 and let me know!


Lucy Rendler-KaplanLucy Rendler-Kaplan is a marketing veteran, with close to 17 years experience in field marketing management public relations and social media marketing. Both in-house and as a consultant, Lucy has created, developed and managed marketing projects for organizations including: Red Bull North America, ONE Coconut Water, Camel and Ethos Water, to name a few.

Most recently, Lucy has left corporate America to work as a consultant, focusing on small businesses and start-ups to design effective social media and marketing strategies to jumpstart brand growth. In addition to strategic business development efforts, she directs media relations, branding, advertising and website development.

As a social media consultant, Lucy works with companies in auditing their current social media efforts and creating a comprehensive social media strategy that aligns company-wide objectives through social business practices.

With an early background in journalism, Lucy regularly contributes to a number of NFL and music blogs, as well as her own, with a diverse focus encompassing Lucy’s passion not only for networking and marketing but also for fitness. She spends her free time honing her photography skills, running and watching an excessive amount of true crime shows.

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