In today's interconnected world, personal branding is more than just a buzzword; it's a must-have tool for anyone trying to stand out in academic and professional settings.

Personal branding is especially crucial for tertiary students who are preparing to enter the job market, seek internships, or participate in extracurricular activities that will impact their future employment.

Personal branding is the deliberate attempt to develop and influence public opinion of an individual by placing them as an authority in their industry, increasing credibility, and distinguishing them from the competitors.

The goal is to make your name synonymous with specific qualities, talents, or expertise, like how corporate brands such as Apple and Nike evoke specific images and ideals. Creating a personal brand is a deliberate process that includes self-reflection, strategic planning, and consistent work. This article discusses the importance of taking your personal brand seriously and provides thorough instructions for developing your personal brand.

Self-assessment

Self-assessment involves identifying your strengths and passions. These could include academic disciplines, extracurricular activities, or personal hobbies.

For example, if you are enthusiastic about graphic design and have a good portfolio, your brand might focus on creativity and technical design skills. Your brand should be built on your values—what you believe in and what motivates you. For example, if you appreciate sustainability, your brand could emphasize environmentally responsible activities in your field of study or employment.

Being conscious of your flaws is equally crucial. If public speaking is difficult, accepting it allows you to either develop or steer your brand in a path that emphasizes your strengths instead.

Define your target audience

Knowing who your brand is intended for is vital. Are you targeting future employers, industry colleagues, or other students? If you're looking for a job in digital marketing, your target audience could include marketing experts, HR recruiters, and digital industry influencers.

Create a brand message that will resonate with your target audience. For example, if you're targeting IT organizations, your brand messaging may highlight your coding skills, innovative thinking, and problem-solving abilities. Ensure that your social media profiles represent your own brand.

LinkedIn, for example, should promote your academic accomplishments, talents, and experiences related to your job objectives. If you're pursuing a career in digital marketing, your LinkedIn profile may highlight your experience with social media campaigns and analytics.

Engage in networking and collaboration

Personal branding relies heavily on networking and collaboration. Attend seminars, workshops, and conferences in your field. For example, if you're interested in entrepreneurship, attending startup events can help you meet like-minded people and potential mentors. Collaboration with peers or professionals on initiatives can broaden your brand's reach.

For example, co-authoring a research paper with a professor or working on a community project can help you gain recognition and credibility. Participate actively on networks like as LinkedIn and Twitter by engaging in discussions, posting valuable content, and networking with industry professionals. For example, if you want to work in journalism, tweeting about industry news or commenting on pieces written by established journalists can help you stand out.

Maintain consistency across platforms

Your brand's messaging should be consistent across all channels. This entails using the same tone, style, and visual identity across all platforms, including LinkedIn, Twitter, and Instagram. For example, if your brand is built around professionalism and financial competence, all your postings should mirror that tone, with no casual language or extraneous content.

Consistency entails being active. Update your profiles on a regular basis, communicate with your audience, and keep your content relevant. For example, if you're trying to develop a brand as a tech enthusiast, continuously giving your thoughts on the latest technology advancements can keep your audience interested.

Monitor and adapt your brand:

To monitor and adapt your brand, use analytics tools to assess its reach and influence. LinkedIn, for example, offers metrics for profile views, post impressions, and search appearances. This information might assist you determine what is working and where you need to improve. Don't be afraid to seek input from mentors, peers, or even your audience.

Constructive feedback can provide useful insights into areas for improvement. For example, if you receive feedback that your portfolio is lacking in variety, you might focus on extending it to include a wider spectrum of work. Personal branding is not static; it should change as you advance in your career. As your abilities, experiences, and ideas evolve, update your brand to reflect them.

Conclusion

Personal branding is a continuous activity that demands attention and strategic planning. Building, measuring and managing a strong personal brand is an investment in the future for all especially tertiary students, as it leads to employment prospects, academic advancement, and professional networking. By taking the steps suggested in this article, students can create a brand that not only reflects their genuine self but also positions them for success in an increasingly competitive environment.

By: Dr. Mrs Juliana Akushika Andoh
Lecturer, UPSA; Principal Markerketing Consultant