Guest commentator: Briana Cunningham, Senior Public Affairs Specialist, Independence Blue Cross

When asked what my biggest piece of advice for new professionals is, I would always answer the same way: show up, raise your hand, say yes, attend meetings, network, and join new organizations. Yet while showing up is important for professional growth, I was leaving out a key part – that was how you show up – your personal brand.

Imagine you have a big event coming up and you need an emcee. Does someone you know – a friend or colleague – come to mind? If so, it’s likely because public speaking is part of their personal brand. So, what is a personal brand? In the simplest terms, it’s the way that you are perceived by those around you.

Everyone has a personal brand, whether they know it or not. It’s built organically through the things you do and say. In order to take control of your personal brand, you need to be deliberate about what you include in it. Avoid the temptation to emphasize your entire collection of skills. You’ll spread yourself thin and end up an undefined “jack of all trades, master of none.” Instead, pick a few key elements to focus on. In a recent workshop with Dr. Brandi Baldwin, author of “Put in Work”, she recommended choosing:

  • 3 technical skills
  • 3 transferrable skills
  • 3 personality traits

So how do you decide what to include in your personal brand? There are a couple of ways to do this.

As the name suggests, make it personal. Think about what skills and personality traits you already have that you could intentionally highlight.

Ask your peers for feedback. They may see you in ways you hadn’t realized. You can use those insights to lean into some newfound components of yourself.

Look into the future. No, I’m not suggesting you need a crystal ball to develop your personal brand. The same way that you would dress for the job you want, build your brand with your next steps in mind. Whether you want to be included on an upcoming project, get promoted, or make a total career switch, figure out how you’re going to elevate yourself to that level.

When I first learned about personal branding it felt fake, like I was putting on a façade – until I realized that it’s quite the opposite. Authenticity is the foundation of an effective personal brand. Unlike building an avatar, you aren’t picking and choosing who you want to be. You’re doing a deep dive into who you already are – your strengths, weaknesses, values, and personality – and deciding what aspects of that you want to highlight. Keep it real and keep it honest.

Now that you’ve developed your personal brand, you can use it to tell your story. Don’t just show up – show up in a way that lets people know exactly who you are.