What Are Some Ways You Can Improve Your Personal Brand?

As a CEO, you have likely experienced more pivots than you can count. And every time you pivot, you may feel like you are starting from scratch. This is especially true after a business exit: building a brand new network, proving your expertise to you, and showcasing your entrepreneurial worth from square one. Well, guess what? Research shows that developing a personal brand early on could have saved you from this cycle.

Many people equate personal branding with social media influencers showcasing their lives and expertise online. However, for CEOs, professional personal branding extends far beyond the digital realm. It's about being recognized for your unique strengths, strategic vision, and leadership beyond your ownership of a specific business.  When you build a network on the back of who you are and not what you do (the true essence of personal branding), that network has portability, and it follows you throughout your pivots.

Now, let’s address the elephant in the room allocating the time to: creating a personal brand may feel daunting, especially when you're managing a multitude of responsibilities. However, integrating personal brand building into your routine doesn't have to be overwhelming. 

In this article, we will explore practical ways to build and enhance your personal brand, helping you achieve recognition as a leader in your field. 

What is a Personal Brand?

Your personal brand is an expression of who you are. And this is the most important part of personal branding that most people miss. All too often we tie personal branding to what we do or what our business does. Instead, think of it as the impression people form of you when they think of your name. 

Strong professional branding will:

• Position you as a thought leader in your industry (directly serving the marketing function of your business)
• Open doors to new business opportunities (think future board seats or current investment opportunities)
• Help you attract A-level talent (directly serving the HR function of your organization) 
• Give you portability for your next big pivot

4 Ways to Strengthen Your Personal Brand

1. Refine Your Digital Footprint

   Optimize Your LinkedIn Profile

   Your LinkedIn profile frequently serves as the initial point of contact with others in your network, building your professional brand identity. You need to modernize it, using a professional (recent!) photo, crafting a compelling byline, and sharing your personal brand story in the About section, rather than using an old school bio written in 3rd person.

   Conduct a Comprehensive Online Audit

   When creating a brand, reviewing your presence across all digital platforms is crucial. Ensure consistency in presenting your professional identity, from your LinkedIn profile to your personal blog or website. Here is an exercise we recommend: reflect on how you want to be perceived by others (choose 3-5 adjectives). Inspiring? Credible? Opinionated? Then conduct the online audit to see whether the impression you are making online is aligned with the impression you want to be making. 

   Side note: many clients proudly tell us that they are completely invisible online because they have stayed completely out of the spotlight. If that is you, then do ask yourself whether “invisible” is on the list of your brand adjectives! 

2. Establish Your Authority

   Share Your Story

   Think of entrepreneurs you admire. And then reflect on how effective they are at telling stories, including their own life story. We recommend that you do the same. The most successful personal brands blend sharing the unique journey with expertise as part of building a personal brand. Storytelling can be done on different platforms, and we recommend that you consider reaching beyond social media. If authoring books to reach a wider audience and showcase your knowledge feels out of your reach, start with other forms of long-form content: blog posts, articles, or whitepapers.

   Speak at Industry Events

   Position yourself as a thought leader by speaking at conferences and other industry events. Sharing your expertise at these events not only builds your authority but also expands your professional network, reinforcing your personal branding strategy. And let us be honest with you. Most of these speaking engagements will be unpaid. Many entrepreneurs we work with hope to develop public speaking into another revenue stream. It is not impossible but is akin to building a brand new business: it will require a lot of time and resources. 

3. Nurture Your Network 

   When you are building your brand, treat it in the same way as you approach relationship building. It’s not about having a megaphone and communicating with others. It’s about engaging with them as well. If you are writing posts on LinkedIn - reply to people who leave comments. If you are penning a blog article, reply there also. 

4. Leverage Professional Support

   Engage with Branding Experts

   Yes, we know that all of the above may feel daunting. That’s why we addressed that elephant in the room early on. However, partnering up with a personal branding agency can help craft a clear strategy, as well as develop a plan of action to enhance your strategy. Personal branding specialists will also work with you on implementation, saving you hours on writing content, editing videos, or penning thought leadership articles.

    

Secure Your Leadership with Strong Personal Branding

As you create a system for your personal brand management, you'll notice the opportunities it will bring as a result. You may be invited to speak at industry conferences or contribute to influential panels. This thought leadership will inevitably have an impact on the marketing efforts of your business.

We understand that you might view branding yourself as an additional task on your already full plate. However, we recommend that, as much as possible, you integrate it into your everyday responsibilities. By consistently sharing your insights, engaging with your network, and showcasing who you really are, you will find that creating your personal brand becomes a natural extension of your daily tasks.

Remember, even as a busy Gen X business owner, prioritizing your personal brand identity is crucial for a modern-day leader. It’s an investment not only in your business but also in your own portability should you ever decide to exit.

If you're ready to take your personal brand building to the next level, the Brand of a Leader team is here to help. Our proprietary methodology and seasoned team will help you build a brand that authentically reflects the real you. Schedule a call to discover how we can support your journey to becoming a recognized leader.