How do I communicate my personal brand?
Once you have established your unique brand proposition, the only way to make it relevant to the marketplace is by promoting it. Communication of your brand can occur in multiple channels. It is important to be aware that your brand is being communicated every day, including spots that may be unintentional—such as your content on social media or an email or phone communication to a college alum.
Resume
The most obvious communicator of your brand, but only impactful if you know your audience and make yourself relevant to their needs. Targeted resumes are necessary if you intend to pursue opportunities across more than one function or industry. This requires you to make modifications to your primary version to highlight the skills/experiences that are in closest alignment with the position to which you are applying. Do not attempt to make a “one size fits all” version, as this can cause your brand to be perceived as unfocused.
Targeted cover letter
Some companies value the introduction of a cover letter more than others. However, regardless of the emphasis placed on this communication tool by an organization, a poorly written or irrelevant letter will sharply decrease your opportunity for success.
TIP: Identify the 3-5 competency areas that are requested most frequently by the industries / functions you are interested in pursuing — craft 1-2 examples from your prior experience that demonstrate your skills in each of these areas [this guide has additional information on how to utilize the SMART framework to create your stories].
Email communication with recruiters / Thank you follow up(s) post-interview
Employers tend to communicate via email, so it is critical that you develop the skills to ensure that any promotion of your brand in this capacity is flawless. Avoid the tendency to favor a casual tone and be aware that non-verbal cues do not exist in this format, so it is easy for even the best intentions to get lost in translation.
TIP: If you are unsure, get a second opinion before hitting the send button! This is your chance to make a good impression.
Networking introduction to alumni & industry contacts
Introductions can be intimidating and scary. And to further the intimidation factor, the way you present yourself initially will set the stage for how the alum will perceive your brand.
TIP: Turn the tables. You are now the alum, and an email message has just popped up from an unfamiliar name. What would you want a message from a current Tippie student to say? This exercise will help you understand your audience, and then consider ways to make yourself relevant.
Pitch
A pitch is a summary of your background and experience. It allows you to introduce yourself quickly, make a memorable impression, and demonstrate your value, especially if you are job searching. A this work will serve you well for career fairs & a sound "elevator pitch."
Demeanor & participation at speakers and networking events
Remember, every touch point is another opportunity to communicate your brand. It is up to you to determine whether this activity will have a positive or negative impact.
Communicating your brand on social media - Facebook, Instagram, X, LinkedIn
Your online presence is another piece of your brand. More employers are utilizing these sites to screen potential employees.
“It takes years to build a reputation and five minutes to ruin it. If you think about that, you will do things differently.”