By Ciara Hernandez, Industry and Campus Partnerships Specialist

In present times everything is commodified and one’s professional identity is no exception. Your personal brand is a tool to succinctly communicate to potential employers what one’s unique amalgamation of skills, values, personality, and interests entails in a professional context relative to competitors. This article will detail important dimensions to consider when determining the features of one’s personal brand, and how to orient one’s personal brand to appeal to their target audience.

1. Define your professional identity.

The first step requires introspection. For this stage in developing one’s brand identity, it is helpful to reflect on what motivates, inspires, and speaks to oneself. Subsequently, consider how your unique skills contribute to the furthering of your interests, values, and goals. Lastly, consider how your skills manifest in professional behaviors and personality styles.

Example: Jason is a detail-oriented data analyst who is passionate about environmental protection and slowing the effects of climate change. He harnesses his advanced experience with large EPA datasets to locate areas in the United States that are more likely to experience adverse weather effects and his knowledge of public policy to render data-driven solutions for urban planning entities.

2. Experiment with pitching your brand.

After you’ve established the attributes of your professional identity, create a 30-second pitch that encompasses the most important attributes. Then, test your brand in low-stakes environments and monitor the success of the expression. Try out your 30-second pitch at university mixers or with a classmate you’re meeting for the first time and refine it after each interaction.

3. Incorporate your experiences within your brand.

Now that you’ve got your professional identity whittled down to a 30-second sound bite, work on a more long-form narrative that incorporates the breadth of your relevant experiences. Each of these experiences should be related to elements of your personal brand in some way. Try to strike a delicate balance between diversity and consistency of relevant experiences.

4. Identify your target audience.

With your brand identity sufficiently worked out, identify which professional sectors are most likely to value your unique skillset. Then, find an organization that aligns with your values, has a need for your skills, and is likely to be interested in what you have to say. Before taking your brand on the road in search of potential employers, be sure to identify what each organization stands to learn from you or gain from your employment. Consider which elements of your personal brand will be the most likely to move the mission of the organization forward or edify its path.