Building a Personal Brand

I'd been stuck in a quagmire of my own making, in that I wasn't sure what the next steps for my career were. I got tied down to what I am doing, and lost sight of what's next. I had a conversation with one of the leaders at my company, Naisan, about the concept of Individual Development Plans, which are a sort of goal setting to achieve the next level you want to aim towards. Going into this discussion, I was at a loss. Coming out of it, I had been given some great advice on determining my next goal. Do I aim for management? No, I don't think I could handle the diverse personalities and being responsible for more than myself and my clients. The other option, at least in the context of the company I work for, was to aim for an Individual Contributor- or Expert-type role.

As such, one of the ways he encouraged me to distinguish myself to really step up my game and embody what makes an Expert in a role, I need to, among other things, work on my personal brand. As we wrapped up the discussion, I asked myself, "what the hell does that mean?"

I had some digging to do.

I did some research (and some soul-searching), and I'd like to share with you what, from my experience and understanding, constitutes a personal brand. In today's digital world, building a personal brand seems to be pretty important if you wish to excel in a lot of faced roles: being a leader or expert in a field requires building your chops and presenting that you are the expert you claim to be. While actions speak louder than words, sometimes you have to leave a paper trail confirming you are who you claim to be. Hopefully, this post will help you understand what a personal brand is, why we need it, what we need to do to build that brand, and maintaining it (which is probably going to be the weakest part, since I'm still developing that skill myself).

What the Hell is a Personal Brand?

This is the crux of it, isn't it? It sounds like some cheesy, influencer-type speak, and to an extent it is. It's pretty much how you establish your credentials in a world full of uncertainty and mistrust. However, this sort of thing existed long before even the Internet. It was much, much harder to build a personal brand before the Internet. To get your name out there, you'd need to write white papers, produce documents, and get your name in magazines, journals, and newspapers; give lectures and seminars; or write books and get published. It was a way more difficult prospect to be well-known, which is why it feels like almost everyone is an expert these days, with how much content they produce around what they do.

It is, therefore, really important to consider why you need one and how you're going to shape it. Focusing on your strengths is the method, and proving that you know the things you purport to know is the ultimate goal. So, finding and declaring, "I am good at X, and that's what I'm going to focus on" is a great starting point.

For me, "I am good at Jenkins and general system administration, operations, DevOps principles" is my thesis statement for my personal brand. It has some asides, like my passion for technology in general, love for gaming, and generalized adoration for all things Japan, but the primary thesis statement is your guiding light for building a personal brand.

Why Even DO This?

Another excellent question, thank you, me, for asking. A personal brand establishes a few things:

• Credibility
• Trust
• Expertise

It also will give you differentiation from others in your field, establishing you as a key player in the realm you claim to exist and flourish in. This, in turn, opens you up to new networking opportunities, such as webinars, TED(x) Talks, conventions and conferences, and a lot of other opportunities. It's about establishing your expertise and willingness to advocate for, and be vocal about, that expertise.

In turn, these enhanced networking opportunities will spur on further personal and professional growth. One thing I've found is that being well-traveled is important to having a wider worldview. Taking your knowledge and expounding upon it in places all over, whether it be just the US & Canada or a more worldwide approach, gives you unique insights into the world you work in and the world your field impacts at a higher level than your fellows in the field.

Okay, So How Do I?

Now we're asking the million-dollar question! What is the method for building a personal brand?

Obviously, theres a hundred-plus ways to do most things, and this is not any different. The primary strategies are establishing a strong online presence, content creation & socialization, and networking and engagement.

A Strong Online Presence

Building a well-formatted, easy to locate online presence is key. The first thing to do is have a centralized place to find you and your content. Having a website that starts as a launch point for finding your content and existence online gives you a nice, centralized place to share your info.

Content Creation & Socialization

Make blog posts, like this one. Post on LinkedIn about a conference you went to or a white paper you're working on. Create a video tutorial or slideshow presentation about what you're doing and working on. Share them on your social media outlets for maximum visibility!

Networking and Engagement

Attend conferences. If your job supports it, go to as many as you can and try to be a presenter or work a booth! Even if those two aren't options to you, you can still attend and network by connecting with others in your field. Go to local meetups and join your in-company groups and attend those as often as you can! Personal brand extends to inside your place of work as much as it does outside.

I've Started All This – Now What?

Now we need to keep things maintained and up-to-date. Much like software, you have to keep it updated or you will fall behind and it'll become ever more difficult to get to the current iteration. The same principle applies here. Continuously posting about your knowledge, new and old; refining your messaging as you grow; and staying consistent, yet adaptable, are the keys to ensuring your personal brand is at the forefront when topics arise.

Wrapping Up

Enough with the questions! We've established the core of personal branding and some basic steps on executing. Now the hard part is actually doing the thing. Get out there, establish your site, your LinkedIn, and your other outlets and get branded!