What's your personal brand?
And why it matters more than you think.
Hi! This is where Jeanine and I share tips from the Design Career Handbook to help you chart and navigate a successful career path. I also share perspectives on what’s happening in technology and design. If you’re looking for assistance on your journey, you can book a session on ADPList, or we can discuss 1:1 coaching. - Kevin F
This is not a post about AI, rather its antithesis - about being an exclusive human. Specifically, it’s about personal branding, which is not a new topic for me. I touched upon it in this post on interviewing, and this shorter one on standing out. We wrote about it in the Design Career Handbook, and it also appears in my next book on career resilience.
Personal branding inevitably creeps into nearly every conversation I have with mentees and coaching clients. There are two things that I enjoy when I get to dive into it with others. The first is that it’s relevant to all; everyone can benefit from deliberately thinking about their personal brand. The second is that it allows me to skip past the boring stuff and learn more about what really makes another person tick.
I was only half kidding about the boring stuff. Yes, I talk with others about their skills, working experience, career highlights, and future hopes and dreams. But today, more than ever, competition is fierce. I hate to burst the bubble, but no matter the field, other applicants for the same jobs you desire will be equal to or exceed you in some of those areas. The bar is high.
But don’t despair!
That’s where personal brand comes in. In some fields (especially performative ones such as acting and music), this is referred to as the X factor. It’s that elusive quality that can give you an edge over the competition. What I appreciate about that definition is the non-specificity; the unknown. You, a singular human on this planet, must have some interesting and unique things about you! Now, I don’t think of myself as a branding expert in the traditional sense, but I follow one whose words I greatly respect. Before writing a narrative non-fiction tale of intrigue, Marty Neumeier wrote numerous books on brand, design, and creativity. In his early megahit, The Brand Gap, he defined brand as “a person’s gut feeling about a product, service, or organization.” You’ll come close to understanding a brand’s core if you ask someone how a particular company or product makes them feel. Now imagine that applied to you. That’s your personal brand.
It includes your reputation, which takes time and effort to develop. It reflects how you interact with others in all manner of ways, personally and professionally. It’s about your character and what you wish to be known for. It helps others imagine what a positive experience working with you would be like. Are you flexible, thoughtful, helpful, generous, dependable, diligent, curious, proactive, committed, or skilled? Do you roll up your sleeves and get shit done? Attributes, interests, values, strengths, drivers, passions, and accomplishments all contribute to your personal brand. Essentially, the important things you tap into to define yourself and express your unique perspective. Your personal brand shows up in your work, the tone of your communication and writing, your elevator pitch, and how you appear online.
I know that’s a lot, so let’s get into tangible areas for you to consider that also contribute to your personal brand. I often discover that we dismiss or diminish our backgrounds, select past work experience, or paths we’ve taken. And we limit sharing activities and hobbies that bring us joy to the most superficial level (e.g., I love hiking, reading, cooking, or my pet). What about them is important to you and why? While I do advise against oversharing, I also promise there will be unique things you can leverage, no matter how small or unrelated they may seem. Even the subtlest of unusual connections will make you memorable. They will help you stand out. They needn’t be heavy-handed. It’s about how you artfully incorporate them into your story.
These are a few examples from conversations I’ve had, including one just last week:
A person who previously worked in healthcare as a frontline worker → Unsurprisingly, people in these fields tend to work in complex, fluid environments, have a heightened empathy for others, develop a resistance to being easily rattled, and can make decisions under pressure.
A person who enjoys music → When probing deeper, there were two noteworthy things I learned: they had eclectic musical tastes and an ability to identify the sound of uncommon instruments. I suggested that those facets of their interest represented broad curiosity and the ability to notice distinct details and nuance.
A person who has a deep fascination with magic → While acknowledging this as a very nerdy interest, we discussed how magic can mystify people of any age or demographic, and that its power is in surprise and delight. Aren’t those qualities the world can use more of?
A person who had been a cook and thoughtfully considers restaurant spaces → Since I was feeling like an expert, having seen a few cooking shows and The Bear, this was a fun conversation! We discussed the artistry of combining ingredients in unexpected ways (even comparing it to music remixes) and the fact that experiential design is a niche field that focuses on the emotional, sensory, and interactive experiences of physical spaces.
Prior jobs and hobbies can demonstrate impressive transferable skills and offer refreshing or even amusing elements to incorporate into your personal brand. People will remember you, whether in a casual or professional setting. Leveraging what's truly unique about you strategically can pique a recruiter's or hiring manager's interest. With just the right amount of stimulating details, they will want to learn more about you. That could prompt a callback or advance you in the job interview process.
I hope this sparks a few ideas for developing your personal brand. Explore and experiment to see what feels right and what resonates with others. Like nearly everything else, your personal brand should evolve with you, through life changes, new interests, small career pivots, and major shifts.
Since last time:
I’ve been working on a new book about career resilience and reinvention.
In case you missed it: It was an honor to be interviewed on the incredible AIGA Design Podcast with Lee-Sean Huang and Giulia Donatello. We dug into the usual hot topics from adaptability in design careers, the evolving role of design leaders, and the importance of personal branding. Of course, we had to touch upon AI. Listen to the podcast or watch the video. 🎧
Our book would make an excellent gift or recommendation for a designer or aspiring designer! In addition to job-searching and portfolio advice, it includes plenty of tips and stories for working designers looking to advance their careers.
If you already have it, thank you! We’d be grateful for your review on Amazon. ✏️
Don’t have it yet? The Design Career Handbook: Everything You Need to Know to Get a Job and Be Successful is available in paperback and ebook formats on Amazon and Barnes & Noble online!