Personal Branding 101 for Aspiring Public Relations Professionals
By Dan Toland
By Dan Toland
We conduct a lot of branding projects at Shift•ology, including the creation of logos and some neurologically-pleasing claims and messaging to help our clients reach more, convince more and win more of their key audiences. The term “personal branding” has become increasingly prevalent, however, with the advent and growth of social media, as individuals harness the power of these platforms to showcase who they are and build their own brands.
We discussed personal branding, particularly as it applies to students and aspiring public relations professionals, in a recent episode of our Shooting the Shift podcast. Below are some takeaways and tips to help ensure your personal brand is on point as you set out on your PR career journey.
What is a Personal Brand?
“My all-time favorite definition of a personal brand is by (former Amazon CEO) Jeff Bezos, who said, ‘Your personal brand is what people say about you when you’re not in the room,’” said Shift•ology Account Manager Emily Bennett. “Whether you’re talking about a company or a person, there’s so much more than meets the eye.”
“I think a lot of young professionals and high school and college students don’t realize that those things start so early in their lives,” she said. “Especially in this day and age where hiring managers can go back in time online and find things you might not want associated with your personal brand. All sorts of things can negatively impact your personal brand, so it’s important to do as much as you can to curate and accurately portray yourself to others starting now.”
According to Bennett, personal branding is about first establishing what you’re good at, what you’re passionate about and what you want to do. From there, you can grow and make the connections you need to grow your brand and your career.
The Importance of Social Media
Social media is a big starting point for students and young professionals to showcase their abilities and their brand, but you need to be aware and intentional about who you are connecting with and the type of content you are posting to each channel, as well as the privacy settings you’re using.
Some Online/Social Media Personal Branding Tips:
Offline Is Just as (Actually More) Important
All things online and offline add up to your personal brand. How you interact with others, get along with teammates and the professionalism (or lack thereof) you display in-person is even more important than being a social media personal branding wizard. Some “in-real-life tips” below.
Above All, Don’t try to “Fake It Until You Make It”
You’ll always end up burned when your employer quickly discovers that you’ve portrayed yourself to be somebody you’re not.
Shift•ology’s Lydia Henry and Emily Bennett share tips for students and aspring young professionals to shore up and showcase their personal brands in this episode of Shooting the Shift.
View the brands of the Shift•ology team
Have Emily speak to your audience about personal branding (and see other speaking opportunities we offer)