Shape Your Digital Identity: Build a Powerful Personal Brand

Like most people, I did not think of myself as a personal brand. Until recently.

Most people have a personal brand. They may not be aware of it, but they have one. Try searching for your name on Google. Do you find a link to a Facebook page or a LinkedIn profile?

Does a reference to your name pop up? Well then, you definitely have a brand. You may not have designed your brand, but that is how the digital world perceives you.

The digital world is a crowded space where everyone is fighting for attention. In the competitive online market, you have to rise above the noise. You have to stand out and be different. This is true whether you are a professional, an entrepreneur, or a creative artist.

Here are a few reasons why you need a personal brand:

• It’s an investment in success. A personal brand increases your value which enables you to attract sponsorships. You may even demand premium pricing for your offers.

• Build an Audience. You can expand your network and attract a loyal audience by being visible. You create familiarity and affinity for your brand. Your features in social and other media develop a deep, emotional bond with your audience.

• Position yourself as an expert. Your credibility, expertise, and influence build trust. This means people see you as an authority in your niche.

• Attract clients. As an authority in your niche, you are more impactful and authentic. This in turn attracts the opportunities you want. Your brand enables people to decide whether they want to work with you or collaborate with you.

• Key to differentiating yourself. You must stand out from the crowd and leave a lasting impression. A cohesive brand positions you to stand for something. There must be something specific that your audience can relate to.

Your brand is your online persona. It is how your audience perceives you as a person and a professional. It establishes your brand identity: Who you are and what you stand for — your reputation, good or bad. Your brand is your most valuable asset and includes the following key components:

The image you project is all the tangible items that frame your brand image. It includes:

• Your logo, if you have one. If you do not have one consider creating one on canva.com.

• A professional photo and background image that indicates what value you bring.

• Your tone and your unique voice come through your written, verbal, and video content.

See Dickie Bush’s profile for inspiration:

Your audience will latch on to your journey, your struggles, and how you overcame them. Your backstory makes you relatable to a specific group of people who will follow you and buy from you

Your value proposition is a combination of a few key items:

• Purpose. Your story must line up with your purpose and the value that you bring to the world. Your purpose is your mission in life and your passion for something that care about deeply. It also includes your principled values that guide everything that you do. My values are integrity, honesty, courage, commitment, excellence, clarity, and consistency.

• Brand equity. Your brand equity includes your skills, experience, strengths, and credentials. It is the unique qualities that make you the unique person you are.

• Coherent message. A consistent, coherent message across all platforms will amplify your unique value proposition.

• Personality. Let your true personality shine through in your social interactions. A congruent personality adds to your brand value. This is true whether you are in an unfamiliar, formal, or casual setting.

See the example of Justine Welsh:

A brand is better for people, not companies. Even if you represent a company, it is still good to build a personal brand. Your audience connects at a human level. That is where they build trust. This is who they will buy from. Everyone needs a brand:

• Businesspeople. Entrepreneurs, freelancers, independent contractors.

• Creatives — Authors, bloggers, designers.

• Influencers — Speakers, thought leaders, brand ambassadors.

• Advisors — Coaches, mentors, consultants.

Everyone!

Your brand is what you see from the search results on Google. The best place to look is an “About Page” on a website or a “Profile Page” on social media. There you will find a digital photo, your story about who you are and what you do. It lists your interests, your value, social proof and the products or services you offer. It may contain free resources that you offer or current posts.

Your content strategy is key to building your brand. It may not be consistent or intentional, but it paints a picture and “speaks” to the audience. Being intentional about your content strategy means you have clear keywords and topics. Also, the audience will find you on various mediums. This includes blog posts on your website and YouTube videos. It includes third-party publishers like medium.com, social media platforms, and email.

Hers is a common strategy you can follow:

• Post daily on social media to test your content ideas.

• Write articles on high-engaging posts.

• Publish the articles on your website blog or with a third-party publisher.

• For stories that are doing well, create long-form articles that will rank on Google.

• In all your content, invite the audience to subscribe to your email newsletter.

• Offer free resources in exchange for email addresses. This builds up your email newsletter.

• Your email newsletter becomes the primary asset you use to drive sales. You can either sell your products or services or those from affiliate programs.

I have analyzed a few successful brand personalities. In the process, I uncovered a few characteristics of a good brand. Use these to elevate your brand.

1. Aligns with Your Purpose

Ensure that your brand reflects your core values and goals. It’s best to create a cohesive narrative that aligns with your overarching purpose.

2. Resonates with People

Craft a brand that strikes a chord with your target audience. It must resonate with them. The connection must go beyond superficial engagement.

3. Indispensable Guide

Position your brand as a valuable resource. Offering guidance and expertise makes you indispensable in your field.

4. Online Presence

Cultivate a strong and consistent online presence across various platforms. This maximizes your visibility and reach.

5. Shape Your Image

Mold your online image by curating content that reinforces your desired brand identity. You must create a positive perception in line with your personal goals.

6. Control the Narrative About Yourself

Take charge of how others perceive you. Try to manage the stories and information associated with your brand.

7. Emphasize Your Uniqueness

Highlight what makes you unique. Showcase your individuality and set yourself apart from others in your niche.

8. Memorable

Strive to create a lasting impression that sticks in the minds of your audience. In other words, make your brand memorable.

9. Instant Recognition

Work towards achieving instant recognition by developing distinctive visual elements. You can also create catchphrases associated with your brand.

Your brand and presence will not grow by itself. At least not as fast unless you want it to grow. Here are some ideas to grow your brand.

1. Design Your Brand

Craft a distinct and authentic online presence. It must reflect your values, expertise, and personality, ensuring consistency across platforms.

2. Take Control of Your Reputation

Control your online reputation by monitoring and responding to feedback. Address concerns and showcase your positive contributions.

3. Get Comfortable Marketing Your Brand

Embrace self-promotion by sharing your achievements, expertise, and unique insights on public channels. Create awareness of your brand and engage with your audience.

4. Build Relationships

Foster meaningful connections with your audience by engaging in conversations. Respond to comments and be an active participant in relevant communities.

5. Collaborate

Leverage collaborations with other influencers or brands to expand your reach. It builds credibility and delivers your valuable content to a wider audience.

7. Define Your Audience

Understand your target audience’s preferences, needs, and behaviours. Tailor it to your content and communication strategies.

8. Create Boundaries

Establish clear boundaries between your personal and professional life online. This ensures a balance that aligns with your brand image and values.