How to Build a Personal Brand as a Communications Professional
Social media is no longer just about posting. It’s about strategy. What is posted, when, how, and to whom are all important players in social media success. Two fundamental approaches exist: organic and paid social media. The most successful brands understand how to leverage both, utilizing them to achieve their business objectives.
Understanding the core differences between organic and paid social media, and when to use each, is essential in building an effective digital marketing strategy.
Know what you stand for before you start posting.
Personal branding starts with clarity, not content. We can’t effectively present ourselves without identifying what makes us unique. Make note of your values, niche, and career goals first to guide your decisions.
Here are some questions to help guide you:
What do I want to be known for?
Who is my audience?
What is my unique perspective?
How would I describe my personality?
I am an outgoing and social person, and I wanted my brand to reflect that. I consider that to be one of my strengths as a communicator. My logo is blue because people often associate blue tones with credibility and trust.
Consistency is the brand.
Your tone, visuals, and overall messaging should be recognizable across platforms, whether that be LinkedIn, your portfolio, or your blog. That doesn’t mean that there is no room for creativity. It means your audience always knows it is you, even if they are scrolling quickly online.
Think of Disney. The amusement parks, the toys, the characters, the movies, and so on. Now think of the Disney font. I’m sure you’re thinking about the swoopy, cursive letters. We can even recognize it if a different brand uses a similar style.
All brands do this, and it’s important that individuals do the same. Top communications professionals show up consistently, even when adapting to each platform. Your favorite Substack author definitely writes their social media captions in a similar, maybe snappy, tone.
Your work is part of your brand - share it intentionally.
A portfolio, blog, or case study signals credibility in ways a resume cannot. It’s widely recognized that a resume is a pretty boring piece of paper that wraps up your professional experiences, but it leaves out who you are as a person. That is where personal branding shows up.
Expanded case studies on our carefully designed portfolio show the thinking behind the work, not just the finished product. You may have a project from one of the experiences on your resume, but this case study gives insight into how you approached the challenge, your strategic steps, and your takeaways.
As we present ourselves and our work, we become thought leaders. It doesn’t require years of experience; rather, a genuine perspective.
“We all have something to offer, and we can take ownership of it by building it around our personal brand.”
I may have started this portfolio and blog because of a graduation requirement, but it has become more. I feel a sense of pride when I send emails with my branded email signature. It reminds me that I am more than just the young woman I know I am, but a respected, talented, hardworking communicator with passion.
Authenticity is your competitive advantage.
In a crowded field, especially the communications industry, people connect with people, not polished personas. Know the phrase personality hire? Employers want quality people who demonstrate kindness, respect, and authenticity.
Being a student or early-career professional is an asset, not a liability. You bring a fresh perspective, curiosity, and growth that are part of your brand story.
I love public speaking. I know, wild. But I really enjoy sharing work with others, especially when we share interests. Client relationships are my strong suit because I become as intertwined and involved in the brand as they are. Again, that’s why I chose blue tones. For potential colleagues, it evokes feelings of credibility.
Moving Forward
Personal branding is a long game built on clarity, consistency, and authenticity. It doesn’t have to be built overnight. Even putting some effort into it shows a deeper care for your brand and gives that impression to peers and professionals. Every post, every article, every case study is a building block.
How are you building your own brand? Connect with me on LinkedIn so I can take a look!
Nice to meet you! I’m Erin Russell.
I love to talk, and that’s why I chose communications. I get to talk to people across the world through different forms of media.
My people skills are my superpower. Need someone to draft your next professional email, represent your company at an event, and lead teams into strategy-driven campaigns? I’m your gal.
Let’s talk more!
