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Supercharge Your Success: Embrace the Power of Personal Branding for Life

By Stacey Ross Cohen, CEO, Co-Communications and Author, Brand Up: The Ultimate Playbook for College & Career Success in the Digital World ”

Although it may appear that personal brands “just happen,” they don’t. An intentional effort is needed to identify, refine, and broadcast your skills and interests. Personal branding is no longer a luxury; it’s a requirement in today’s digital world. To gain college admission, nab scholarships, advance one’s career, and thrive in today’s competitive world, you must take control of your narrative and own it. Read on to unleash the power of personal branding and gain insights for success at any age.

Define Your Brand

To stand out, you need to answer the question: “Why Choose You?” Why should a highly selective college choose you? Why should you be hired over other applicants? Why should a new business prospect select your firm? Start by identifying your strengths, passions, and vision. It’s essential to crystallize your uniqueness — or competitive edge — and understand what sets you apart and why you’re a valuable investment. Personal branding is not about me, me, me – – it’s about the value that you bring to others. Focus on honing your differentiating factors, whether it’s your skill set, point of view, or creativity. While it is important to consider your target audience, don’t tailor your brand too much to them.

An Early Start

Actively tending to a personal brand early exponentially increase the likelihood of success later, from college admissions to that all-important first job. High school is the ideal time to initiate personal branding as teens identify strengths and interact with college admissions counselors and employers. Students must be mindful of their online profiles, ensuring they align with the image they present in their college applications and interviews. Offensive social media posts can have severe consequences. Consider Harvard’s withdrawal of admission offers to 10 incoming freshmen for offensive Facebook posts in 2017. This reminds us that “smart” kids are not always smart on social media. Similar social media hazards play out regularly in the news. Suffice it to say that maintaining a positive online presence is essential in our digital age, where social media scrutiny is here to stay.

Put your Best Digital Foot Forward

Today, the digital footprint one leaves on the internet encapsulates their personal brand. We all have a digital footprint: a bundle of information that shows up when we Google ourselves — or, more likely, when someone else Googles us. But the term “digital footprint” is a bit misleading. Footprints fade away. Online photos, social media profiles, and news stories are permanent and discoverable, which means managing your online reputation is no longer optional. A positive digital footprint can open doors to top colleges and coveted first jobs, while a negative digital footprint can cause lasting harm. Suffice it to say that Google is the new resume. There are approximately 6,000 Google searches in a minute. Develop a positive, honest, and consistent online image to enable decision makers (e.g., admission officers, prospective employers) to assess good fit qualities during online screenings. Inappropriate content on social media platforms can lead to missed job opportunities or the withdrawal of job offers.

LinkedIn is All That

LinkedIn is perfect for showcasing your brand and building relationships. You can curate your image to a tee by leveraging a unique URL, professional headshot, compelling summary section, and more. LinkedIn is not just for professionals; ambitious teens can stand out by curating a compelling profile and networking with relevant individuals in their field. The ideal age to establish a LinkedIn presence is 16. In fact, I dedicated a whole chapter to this in my book, Brand Up: The Ultimate Playbook for College and Career Success in the Digital World. Teens can emphasize a mix of academics, leadership, and community service to impress admissions officers.

Grab the Spotlight: Be Your Own News Channel 

Once you’ve crafted a compelling brand, it’s time to make some noise. The array of channels is endless: websites, blogs, social media, print collateral, and email blasts. To build a consistent and compelling image, share positive client testimonials, achievements, success stories, content (curated and self-published), professional speaking, and earned media opportunities. How often should you share? A good rule of thumb is to post once a day, five days a week. If time is scarce, it’s OK to focus on just one social media channel. (It is prudent, however, to provide a link to the active platform on dormant social media channels.) A word about content: Good is not enough — you need to create amazing content to capture your audience. Content is more than words; use striking visuals to engage readers. And before hitting the “post” button, take a step back and ensure your post is relevant and relatable. Consider the recipient’s mindset: “What’s in it for me?” Whether you develop articles, blog posts, or videos, ensure the content is shareable, engaging, and actionable. Humor drives further interaction when used appropriately. And don’t forget the “Wow!” headline.

It’s All About Relationships

It’s never too late to build social capital. Your network is truly your net worth. People make decisions based on their relationship with an individual, not the business entity. Invest in networking and actively join committees and organizations (both professional and community). Give before you get, and say “thank you” often. Building trust and strong relationships are essential for personal branding success. Real estate Mogul and Shark Tank Celebrity Barbara Corcoran is known for having built the most powerful real estate brand in New York City — and her success is predicated on developing and owning a trustworthy brand. According to Barbara, “Your brand makes your customers trust you before you deserve the trust.”

Deliver on your promise

Maintain your integrity by delivering on your promises and maintaining a professional demeanor. Personal branding extends beyond online profiles; consider all communication modes. Every touchpoint contributes to your personal brand and can make or break opportunities in college admissions and careers. Delivering on your promises and maintaining a professional demeanor in all interactions is essential. Not delivering on promises can negatively impact the integrity of your personal brand. 

Each individual’s brand is unique, regardless of age, but the process of uncovering, cultivating, and growing a brand is universal. Here’s to perfecting your personal brand. And remember: it requires routine maintenance and monitoring to ensure your message is heard loud and clear.