Branding Pays

Personal branding can help you achieve more success – in five steps.

No matter what work you do, today’s highly competitive job market and constant social media promotions make it difficult to stand out. Developing a solid personal brand that clearly communicates what you do best can help you get ahead of the competition, however.

For example, Hillary Freeman, a Black woman in Palo Alto, California decided to run for City Council. However, due to racial stereotyping and her lack of political experience, locals mistook her for a volunteer instead of a candidate. In response, Freeman and her campaign leaders rebranded her personal image. By reframing herself as the “face of new leadership” for the area, she achieved a landslide win.

As you, like Freeman, strive toward a new goal, you must understand where your current personal brand stands – that is, how others perceive you. You have an image and a reputation that communicates your capabilities and potential to the world. When you take charge of your personal brand, you will be able to exert more control over the respect...