A Personal Guide to Building Your Online Brand

Racepoint Global

Written by: Elizabeth Rivelli – Assistant Account Executive

As PR and marketing professionals, we’re no strangers to the importance of having a strong social footprint. We live in a world with career titles such as YouTuber, Influencer and Instagrammer, and it can be difficult to determine who we are and who we want to be, in the world of social media. To be successful in any workforce, you must establish a unique and compelling online presence that sets you apart in an increasingly crowded space, but the process of establishing a personal brand can be difficult – and it’s even harder for women.

That’s what we learned at MITX’s Influence(her) workshop, “Building Your Personal Brand.” Last week, I attended the event with several of my Racepoint colleagues, where we joined 100 other Boston-area women to hear from one of the top female executives in PR.

So, how do you build a brand that is uniquely you? It starts with your individual goals.

Building your brand is about connecting with real people. It means being authentic and expressing empathy. It means standing out for how you think, lead and communicate. It reflects your beliefs and becomes a permanent stamp that you leave on the people you meet and the places you go.

Throughout the workshop, we were asked to define our goals by setting, audience and tone, and we were led through a worksheet to develop an individualized content plan. Whether it’s LinkedIn, Medium, Instagram or Twitter, we learned that leveraging an online platform to express our ideas and perspectives is the easiest and fastest way to get our voice heard. Finally, we set editorial guidelines – aligning our message with our target audience and doing it all with our goals top of mind.

The process of goal setting was fun, constructive, and actionable, but as we went through the exercise, I couldn’t help but think about how much my personal brand has changed over the years.  For instance, my high school self would hardly recognize the person I am today. I’ve been in the workforce for just over a year, so who will I be as a PR professional in five years? For women especially, our personal brands are in a constant state of evolution. Whether we’re adjusting to our first job or to life as a working mom, we change as people and our goals change with us.

It’s 2018 and our online presence is more important than ever before. Whether in PR, healthcare, education or finance, the way we present ourselves makes a lasting impression on those around us. Every email, tweet and status update conveys a message and it’s important that we carefully curate the thoughts that we output into the world. The best part? Building your brand doesn’t have to be difficult. During the workshop, we were armed with the tools and resources to not only create our online persona but create an action plan that ensures we are showcasing our individuality, communicating our expertise and constantly striving towards our goals.