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ОглавлениеNOT JUST A CORPORATE BUZZWORD – THE IMPORTANCE OF PERSONAL BRANDING
‘Always be a first-rate version of yourself and not a second-rate version of someone else.’
– Judy Garland, actress
The integration of social media into pretty much every aspect of our personal and professional lives has made it easier than ever to hone your ‘brand’. But what exactly is a personal brand? And do you actually need one?
STANDING OUT
Your personal brand is a way of letting people – particularly potential employers or clients – know what your distinct talents are, and what you represent. In industries where competition is fierce and your skills may be easily interchangeable with the next [insert profession here], having a strong personal brand is a way of marketing yourself to others. It’s what makes people choose you over the next person, and keeps them coming back for more – besides the quality of your work, which, it goes without saying, needs to be top-notch. Having a solid personal brand can make your job searches a little more fruitful, or help turn your side hustle into more than just a hobby.
And here’s the truth: you already have a brand. There’s already a wealth of information readily available to anyone who chooses to Google you, and it tells a story about you. Being more strategic about that information is a way of controlling the conversation and creating your own narrative, instead of letting others do it for you.
FIND YOUR NICHE
Find and understand your USP (unique selling point). What particular combination of skills do you have that few others can offer? Are you an illustrator who’s got a lot of experience working on fashion-related briefs? Or a features writer who also happens to be a dab hand at photography? Communicating the unique qualities you have that set you apart from the competition will pay dividends, whether that means being commissioned on an exciting project, or putting you on the fast track to promotion.
DRESS THE PART
We’re judged in a matter of seconds on our appearance, whether at a party or a job interview. It might sound superficial, but your appearance is a crucial part of your brand, as the way you dress has an enormous impact on people’s perception of you. Human beings are highly visual creatures, and a strong, consistent aesthetic tends to stick in the memory. This doesn’t mean you have to dress in head-to-toe Prada (although if that’s your thing, do you). Start by striking a balance between expressing your personality and looking professional, which, depending on where you work, can be anywhere on a sliding scale from tracksuits to power suits. Whatever you wear, make sure it’s something that makes you feel good – your wardrobe choices influence your mindset, and feeling comfortable and confident about your appearance will translate to your attitude, helping you work better.
STICK TO YOUR GUNS
Values are key, so identify what matters to you and what your ethics are. Do you enjoy social good projects? Working in a collaborative environment? Mentoring others? Figuring out what motivates and excites you (or what annoys and bores you) and being able to convey that to others makes you more than just another face in the crowd. Don’t be afraid to be vocal about your passions.
GET SOCIAL
If you work in the creative industries and you’re not up on your social media, you’re seriously missing a trick. Social media is a fast, easy way to self-promote (something women unfortunately tend to shy away from) and a great way of keeping up with new developments and job opportunities in your industry. It’s not necessarily just about having a huge number of followers either – ignore the popularity contest and focus on how social media platforms allow you to give people a taste of your personality and communicate that directly, #nofilter. Be consistent – even little things like using the same profile picture across different platforms make a difference.
SELF-PROMOTE
For freelancers in particular, letting people know about the work you’ve done for other clients is part of the game – people always want to work with creatives who seem like they’re in demand, so don’t shy away from plugging your work at events and on social media, or sending it into industry publications for consideration. If you work in an office, make sure your manager and your peers are aware of your wins – get comfortable with tooting your own horn!
BE EASY TO FIND
If you have a portfolio-based job, make sure you have a personal website filled with examples of your best work, and the type of work you’d like to do more of. Squarespace’s well-designed, easy-to-use templates are a great option if you’re not a coding whizz. Be selective about the work you showcase too – quality wins over quantity every time.
STAY CURRENT
Make sure your CV and any online profiles you have are always bang up to date, and don’t just wait until you’re in the market for a new job. You should update them regularly while your accomplishments are still fresh in your mind, and so any potential employers checking you out online have a clear picture of what you’re currently up to. It doesn’t hurt to always have a ready-to-go CV either.
GO THE EXTRA MILE
Whether that’s writing articles for relevant industry publications, starting a blog, or joining a community of like-minded creatives such as Women Who – it pays to be engaged and to have opinions. If you’ve got an impressive side hustle, include it on your personal website or CV. Doing something that goes above and beyond your day-to-day work is a great way of boosting your profile, and makes you much more appealing to work with.
KEEP IT REAL
Above all, be authentic. Your personality is the most important part of your brand, so stay true to yourself. Your online persona should be genuinely representative of what you’re actually like in person. If your sassy Twitter alter ego turns out to be a timid wallflower IRL, the disparity between the ‘real’ you and the ‘curated’ you is only going to be a let-down, which won’t work in your favour. Don’t let a preoccupation with your ‘brand’ get in the way of the really important stuff either, or spend more time self-promoting than doing the hard work of actually honing your craft. The best personal brand is being really good at what you do.
