As the digital world grows increasingly sophisticated, the idea of personal branding has evolved from a simple business buzzword to a crucial aspect of an individual’s professional identity. Unlike traditional paper resumes and portfolios, social media makes it easier than ever to be discovered — anywhere, anytime — so establishing a solid reputation, both online and off, is as fundamental as ever.
As a professional in today’s business world, I understand just how important it is to establish a strong personal brand. Especially in architecture, our work — and talent — is judged on what’s visibly presented in the public sphere, both the physically built and virtually accessible.
Whether you’re presenting yourself to potential employers or pitching your firm to potential clients, experience only goes so far. Your personal brand is what differentiates you from your competition. A strategic approach to framing this perception is important. Here are a few tips I’ve found helpful for creating — and maintaining — a strong personal brand, no matter where you are in your career.
Define Your Target
Before you jump into launching your personal brand, define your target audience. Research your prospective employer/client base and know what they value and what they are looking for. Then, turn the approach around and assess your own goals. What are you looking for in your career? Is it to be actively involved in high-design work? A great salary and benefits? Impacting your community? Focus and define your target on how it fits into your vision for where you want to see yourself in five, 10 or even 20 years.
Define Your Brand
Next, ask yourself what you want to be known for. What sets you apart? What are your passions and your unique talents? How can YOU make a difference? This will help you establish what your personal brand is all about.
Equally as important as defining what you want to be known for is understanding how others perceive you. Reach out to your friends, family, co-workers or other trusted members of your network and ask how your knowledge and skills are perceived and what makes you unique. The insights you gain from those conversations can be surprising in how they start to frame your personal brand.
Be specific in defining your brand, but also know that it can — and will — evolve. Companies hire for specific skillsets and proficiencies but also look for critical thinking and leadership. If you’re an architect, for example, you’ll need more than just that title to set yourself apart. Instead, highlight your specialties and passions. Mine, for example, can be summed up in my LinkedIn Headline: Senior Architect / Science & Tech Market Leader / Sustainable Integrated Laboratory Design / Diversity & Design Advocate.
Take Control
Critical to managing your personal brand is taking control of your name and protecting your reputation. One of the easiest ways to do this is by claiming your name across the web. Start by purchasing your domain name (firstnamelastname.com) and using it to display your resume, portfolio, recommendations and contact information. Next, reserve your name on social networks. Even if you don’t plan to use all the platforms, reserving your name secures it for the future and prevents others from claiming it. You can use tools like Namechk.com or Knowem.com to check availability of your desired name. Be consistent and use the same name across all platforms so it’s easy for people to find you.
Develop an Online Presence
Once you’ve identified the key focus of your personal brand, make sure your online presence reflects that brand. Not only does a strong online presence validate who you are, it also makes you searchable. Revisit your bios and make sure they accurately describe you and your goals. Use relevant keywords that describe your skills and experience, and use a consistent headline across your social media profiles that clearly states what you want to be known for.
Diversify your social media outlets, but be consistent. Don’t spread yourself too thin by being on too many channels. Start small with one or two social networks and devote your time to those. When you’re ready, you can expand to more platforms.
Showcase Your Skills
Having an active blog or your own website is a sure-fire way to showcase your skills. In architecture, a digital portfolio is a must. Blogging is a great way to establish and add credibility to your personal brand; it also helps you hone your writing skills and shows that you’re dedicated to your profession. Identify your interests, passions and proficiencies, and determine how you can translate that into a unique blog concept. Blogging is an opportunity to let your creativity shine, to show your personality and to provide insight into how you communicate. It takes some time to craft a thoughtful, informative post, but it’s worth the effort.
Leverage your social media networks to drive people to your blog or website, and look for opportunities such as guest-writing for other blogs or speaking at industry conferences. Sharing your knowledge and ideas to an audience of peers is a great way to enhance your reputation.
Network
You never know where your next business opportunity or career prospect will come from, so take advantage of every opportunity to network. Whether you’re networking online or off, the same rules apply. It’s OK to showcase your skills, but keep self-promotion to a minimum. Add value to conversations; don’t just talk about yourself. You want others to think of you as a resource and to come to you with questions or for advice, so be friendly and approachable. Participate in discussions on LinkedIn groups by offering ideas but don’t monopolize the thread. Remember to mind your manners much like you would when networking in person and you’ll be remembered for all the right reasons.
Of course, you’ll never be able to control everything people say about you, but by laying this groundwork, you can help influence public perception of your professional skills. If you’re interested in learning more, check out The Architect’s Guide to Effective Self-Presentation. It’s a great look at personal branding for architects and features a collection of case studies from practicing architects, including myself.
Amy Slattery is a senior architect and project manager at Burns & McDonnell, where she leads its Science & Technology design practice. She’s known for project management and design critique for complex building types, with specializations in leading integrated project teams, laboratory design, higher education, arts facilities and sustainable strategies
Other Posts You Might Like:
Hubspot: The ABCs of Personal Branding [Infographic]
Career Rocketeer: Personal Branding: Where to Start When You Don’t Know How
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