Building a Professional Brand

​There are multiple reasons why building your professional brand and standing out from the crowd can be important for your business or your career. First, your brand is how you present yourself to the world and should reflect your unique skills, values, and personality. 
 
Building a strong brand can help in many ways, including:

• Making you more visible to potential employers or clients,
• Helping you stand out from the competition,
• Boosting your confidence and career prospects, and
• Allowing you to network more effectively.

 
While there are many ways to establish your digital brand, this article will look at LinkedIn, Digital Portfolios, and Social Media.

LinkedIn

You're already familiar with LinkedIn and most of you reading this have a profile. And there are plenty of reasons for it – LinkedIn is one of the world's most popular social media sites and an important platform for business development.

LinkedIn can be used to find new customers and partners and promote your products and services if you are a business owner. In addition, LinkedIn is a great place to start your search if you are looking for a job.
 
I've been helping people with their LinkedIn profiles for a while, and I'm no longer surprised when I come across one missing key information. I've learned that many of my friends and clients just aren't aware of the many features or are overwhelmed. 
 
So here is my Top 7 list of key LinkedIn features to take advantage of.

1. Personalized URL. When you first create an account, LinkedIn will assign you a URL comprised of your name and a bunch of random digits. If you are in the Profile view, on the upper-right side, you will see "Edit public profile & URL." Immediately change that to your name. Spice it up if you'd like by using your name and a descriptor (JohnDoeWealthManager).
   
   
2. Headshot. Pretty self-explanatory. LinkedIn will let you use your computer or mobile camera to take a headshot but do yourself a favor and get a professional one. Many of you will have one from your company, or you can find a local photographer specializing in headshots. 
   
   
3. Banner Photo. Yes, that greenish-gray space behind your headshot is valuable real estate that you control. 
   
   I recommend one of three different options – a beauty shot of your city or state (think skyline or majestic mountains); an outdoor shot of you and your loved ones (think tossing a frisbee to your dog); or a professional setting (think you on a panel or running a presentation.) 
   
   Try to put the action on the right side of the banner, no matter which one you select, so it is balanced with your headshot on the left.
   
   
4. Headline. With a maximum of 220 characters, the headline is the second most visible part of your profile (after your headshot) and shows up with your name during a search. 
   
   Many people default to using their current job title, but this is a missed opportunity. Think about what you do and the clients or audiences you help. "Insurance Advisor helping families secure their most valuable possessions" or "Life Coach serving entrepreneurs & executives in the Tri-State area." 
   
   
5. About Section. The About section is your profile summary with a maximum of 2000 characters. It is your opportunity to tell a story, share your services, or highlight career successes. 
   
   This section presents in an accordion type-view with the first four lines of text displayed before needing to expand. I recommend one of three options – professional, biographical, or story.
   
   Professional is pretty standard and usually includes some career highlights and a list of services. Biographical is great if you have an engaging personal narrative – born in another country, interesting childhood, or a difficult path to success. Story mode is similar to biographical, where you might focus on an experience or part of your life that helped put you on your current path and set you apart. 
   
   
6. Expand Job Descriptions. No, this doesn't need to be a resume with bullets. I simply recommend a sentence or two about the company and a sentence or two about your job. Rinse and repeat.
   
   
7. Recommendations. This is one of the most overlooked features. LinkedIn essentially allows you to include testimonials about yourself and your work. Why wouldn't you want to include these types of endorsements? And the entire process is straightforward. You can request a recommendation from someone directly and have final approval before it is included. 
   
   ​My recommendation is to have one for each job you've had. Offer to write the recommender one also.
   ​

​BONUS - Awards & Volunteer Sections. LinkedIn has many sections that you have the option to complete, from certifications to education to publications. Take a moment to highlight any awards and volunteer positions you've had. Both go hand in hand with bolstering your brand and establishing your identity. (Pro tip – if you are published with online articles, there is a section for that.)

Digital Portfolios

Many clients don't immediately appreciate the power of the digital portfolio. After all, isn't that what LinkedIn is for?
 
Not only do portfolios allow you to add some personality to your brand, but it also helps with search engine optimization. When someone searches your name (which is something both HR representatives and potential clients will do), you want to own the top of the search engine results page as much as possible. Of course, LinkedIn will consistently rank high but let's try to own as much of that digital landscape as possible.
 
And the beautiful thing about portfolio pages is that you already have a lot of content from your LinkedIn profile that can be repurposed. 
 
Weebly or Wix are two fantastic website development services allowing you to purchase a URL (your name), design, and host a portfolio. In addition, they offer multiple pre-built templates that you can easily customize to fit your needs. (Extra points if you design a color palette reflective of your personal coloring.)
 
The portfolio can be a simple one-page affair that includes a biography, accomplishments, and a dash of personality. Use your LinkedIn profile to update your resume and have it as a downloadable PDF.
 
You can even use your portfolio to highlight (and make available) presentations, list associations you are a member of, and even record a video or two.
 
But just claiming your URL and developing a simple page will go a long way to establishing your brand and owning your digital identity.

Social Media

Outside of LinkedIn, you have Twitter, Facebook, Instagram, TikTok, and Pinterest, to name a few.
 
Let's start with Twitter. You should follow appropriate industry and media accounts and share a valuable post once or twice daily. This is a great way to connect with other professionals and establish your expertise.
 
Be sure to engage with your followers. Always be cautious of what you post. Any tweet will live long after the issue du jour you commented on will last. Cross-posting from your LinkedIn and a personal blog is a great way to be top of mind and engaging.
 
Facebook, Instagram, TikTok, & Pinterest. Unless you are a professional influencer or have a particular audience, lock them down. Only your close friends and family should have access and always be mindful of what you post.

Conclusion

As you can see, having a strong professional brand is important for a number of reasons. It helps you stand out from the competition, makes it easier for people to find and remember you, and allows you to communicate your unique skills and values to potential employers or clients.