On this week’s Dear Katie, I answer a question that I think is super important: How can I build a personal brand, especially if I’m not a firm owner – yet?
If you’re not building a brand, it’s my firm belief that you need to begin now. I’m not just talking about firm owners either. Everyone should be actively working on building a personal brand.
Why?
Your personal brand will serve you if you’re trying to:
So whether you a firm owner, thinking of becoming a firm owner, or want to remain an employee for the rest of your working career, today’s episode on how to build a personal brand is for you.
(Btw, if you’re a firm owner, you should care about helping your employees build their brand. Personal brands of employees help shape a company’s reputation, according to 84% of consumers.)
Let’s dive in.
You want to be known for something and by a certain group. Before you begin on your path of branding, it’s important to know your “for” and “by.”
For example, perhaps you:
You need to know what YOU want to be known for and by WHO. I don’t want you to skimp here. It’s important to be as specific as possible and choose something that you’re truly passionate talking bout.
Over time, your “WHO” may change, and you’ll evolve with it, but pick something that feels right at this moment and double down on it.
You’ll want to have such passion that you become a master of your craft and industry.
I see many people make the mistake of mastering their craft but not their industry. You may fall into this category, but don’t let this be you.
Imagine that you’re an accountant who helps dental offices scale and grow. You want to become a master of:
How?
Consume content from thought leaders in your space (both your craft + industry) and continue to learn. You can do this in many ways:
You’ll also want to start documenting and sharing what you’ve learned already and are currently learning. Capture your experience and knowledge using mediums that you prefer, such as:
Focusing on all of these points will put you on the fast track to growing your personal brand. Sharing on multiple platforms at once may be your first instinct, but I believe in the “one platform” concept.
You’ve documented everything you’ve learned and are still learning. Now what? Share it!
I know it’s tempting to just start sharing your content on every social media platform, but I recommend that you choose one to master first before expanding.
If you try to be everywhere, then you’ll end up being nowhere.
To put my point into perspective, imagine you said you wanted to take every single CPA exam in the next month. Would you do well? Probably not, because you couldn’t focus on just one exam. You would spread yourself too thin. Focus is the key to success on social media.
But which platform should you choose? That will depend on your audience.
LinkedIn has more than 1 billion users worldwide, many of which are accountants and other business professionals. It’s one of the most common platforms for accountants to use because it’s easy to locate key decision-makers and people with certain titles.
Plus, LinkedIn supports all types of content creation: text, photo, video, audio, etc.
But what if you dislike LinkedIn? Don’t use it! Find out where your audience is hanging out, and choose the platform that lets you play on your strengths. For example, if you enjoy creating videos, TikTok or Instagram may be the better option for you.
What makes a personal brand different from a corporate brand? It’s personal – it’s all about you. Make sure that you’re infusing yourself into your content.
When trying to make your content more personal, consider:
Find ways to weave these experiences into your content to make them more relatable and personal. People will remember your story or take, and that’s why branding is all about – building awareness and ensuring that you stay on top of people’s minds.
What’s the key to creating a strong personal brand? Creating a community. Remember, social media is all about being social. If you’re only posting content, then the conversation will be one-sided. Actively engage with others and start building the foundation for strong relationships.
What do I mean by actively engaging with others?
Social media is great for making connections, but if you have the opportunity to meet your connections in person, you can really strengthen your relationship.
Remember that no one builds a personal brand overnight. It takes time, consistency and intentional action repeated over and over again.
Sharing your personal insights and engaging with others on a regular basis will be crucial to your success, but you must also take the time to know your audience and master your craft.
If you follow these steps and stay consistent, you’ll build a solid personal brand that you can leverage when you do become a firm owner.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
A personal brand can help you get a raise, land a new job, attract clients, or even prepare for future opportunities, regardless of your current position.
Identify your passions and the audience you want to reach. Be specific about your niche and focus on what excites you.
Consume content from industry leaders, attend relevant events, and document your learning through blogs, videos, or podcasts.
Choose one platform where your target audience is active and that aligns with your strengths, such as LinkedIn for professionals or Instagram for visual content.
Infuse your unique experiences, wins, and losses into your content to make it relatable and memorable.
Engage with others by commenting, celebrating their achievements, and fostering genuine conversations to create a community around your brand.