How to build your personal brand

Personal brand expert Nicola Lesley shares her key tips on building a reputation that will open doors and advance your career.

While it's impossible to have full control over how others see you, being strategic about how you communicate can influence others’ perceptions.

That’s where your personal brand comes in.

Building a personal brand is about controlling the narrative of how other people perceive you.

Whether you’re looking to land your dream job, launch your own business or increase your influence at work, a personal brand can help you achieve your goals.

Career Development Consultant and personal brand specialist Nicola Lesley shares top tips on how you can build your personal brand.

1. Understand how you want to be perceived 

The first step to building a personal brand is understanding how you want to be perceived by others.

“This requires a deep dive into your values, goals, and personal strengths,” Nicola said. 

“Do you want to be seen as a dynamic, strategic leader? Or are you aiming to project approachability and trust?” 

Clarifying your personal brand starts with self-awareness. Ask yourself:

• How do I want to show up in the world?
  
  
• What do I want people to think of me when they hear my name?
  
  
• How do my unique strengths and personality align with those goals?

Understanding your "why" is crucial.

“Without having this clarity, you risk projecting an inauthentic image that is difficult to maintain over time and not serving your goals.”

2. Be consistent in your communication

Your personal brand is the sum of all your actions and communications.

Every interaction — from emails to in-person conversations — contributes to your overall reputation.

“Because everything communicates, everything matters when it comes to building your personal brand,” a phrase shared by Nicola with her clients over 20 years.

Here are the key areas she recommends paying attention to:

• Verbal communication: Whether you’re speaking with colleagues or giving a presentation during your MBA, being clear and intentional with your words will strengthen your brand. Things to consider are clarity, tone, pace.

• Visual presentation: Whether we like it or not, how we dress and present ourselves visually sends signals to others. For example, high-contrast colours can signal authority and energy, while low-contrast or lighter colours make you appear more approachable. Understanding the visual psychology of your brand helps you communicate effectively, whether it’s one-on-one or presenting to a large audience.

• Body language: Non-verbal cues account for a significant portion of communication.  Ensuring that your body language aligns with your desired personal brand can enhance your message. This can include posture, facial expression and gestures. Do we want to appear open and confident, or are we afraid of taking up space and sending timid signals?  And there is general agreement by image professionals, that in our modern world of social media, non-verbal communication has become even more important than for previous generations.

3. Curate your online presence, especially on LinkedIn

In today’s digital world, your online profile is often the first impression others have of you.

LinkedIn is a vital platform for building and maintaining your personal brand.

“A well-crafted LinkedIn profile can position you for the opportunities you’re aiming for, and your LinkedIn page is also likely to be one of the first things that shows up when a recruiter Googles your name,” Nicola said.

To craft your personal brand on LinkedIn:

• Complete your profile with an "About" section written in first person language that reflects your personality and career objectives, and make sure you have a professional photo.

• Curate regular posts to demonstrate your expertise, share your values, and align with your professional goals. Create, comment, react, share on a regular basis. Activity increases visibility. Consistency enhances your reputation.

• Regularly update your profile to reflect your latest accomplishments and aspirations, keeping your personal brand fresh and relevant.

Nicola recommends keeping other social media platforms distinct from LinkedIn, with personal profiles separated to avoid conflicting narratives.

“Where possible it’s a good idea to keep your personal life private on other social media platforms (depending on the industry you work in).”

4. Be authentic and stay aligned to your goals

Authenticity is the cornerstone of a successful personal brand. People can spot when you're trying to be someone you’re not.

“Whether it’s adopting a leadership style that doesn’t come naturally or projecting an image that doesn’t reflect your true personality, lean into who you really are,” Nicola said.

“You might be an extroverted, dynamic leader or you could lean more towards an introverted, thoughtful style. Both are valuable leadership styles.”

Whoever you are, lean into your natural style and don't try to be someone you’re not. Authenticity helps to remove the stress of trying to maintain an image that doesn’t resonate with who you are at your core and makes it easier to sustain over time.

5. Surround yourself with the right people

The people you spend time with and associate with play a significant role in shaping your personal brand.

“It’s important to surround yourself with people who align with your values and support your professional objectives,” Nicola said.

“This not only strengthens your brand but plays an important role in preventing negative associations that could tarnish your reputation.”

Take the time to carefully assess your relationships and proactively network, both online and offline. It’s okay to distance yourself from connections that don’t align with your values, serve your growth or your personal brand.

6. Do regular personal brand audits

As your career progresses, your personal brand will also evolve.

“This could be in response to a new career direction, a change in industry, or a shift in your personal motivations.”

To stay aligned with your goals and values, Nicola said it’s a good idea to conduct regular audits of your brand.

A few questions to ask during your audit:

• Do I still dress and present myself in a way that aligns with my professional goals?

• Is my LinkedIn profile up to date and reflective of my current position and aspirations?

• Am I consistently interacting with people who align with my personal and professional values?

This audit process will help you spot areas where you can improve, as well as reinforce the elements of your brand that are working well.

By being intentional, consistent, and authentic, you can shape a personal brand that not only reflects who you are but also positions you for success both personally and professionally.

Our Career Services provides a full range of support to build your personal skills, create a professional network and elevate your career options. Find out more about our Careers services here.

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