5 Steps to Building a Personal Brand You Feel Good About | The Way We Work, a TED series

Summary

A personal brand is your professional reputation: what people think and say about you, shaped by in-person interactions and your online presence. Because it exists whether or not you actively manage it, the speaker recommends making intentional choices so your reputation reflects your goals and the value you offer.

Five-step personal-branding process

1. Set a specific goal. Decide what you want your brand to help you accomplish—for example, changing industries, earning a promotion, or launching a business. Write down a clear outcome.

2. Define what you want to be known for. Explain what you do beyond your job title, including the “what, how, and why” of your work. Highlight distinctive skills and expertise, and use language people can readily understand. For example, describe yourself as a “grief counselor who works with families during a time of loss” rather than using the less-understood term “death midwife.”

3. Choose the audience you want to serve. Focus on people who align with your goal and can benefit from your specific talents. Ask who can gain the most from what you offer and how you can help them.

4. Write a mission statement. Combine who you are, what you do, whom you serve, and the impact you aim to create. Examples include a teacher helping students develop empathy and compassion, or a project manager organizing cross-functional marketing campaigns to engage customers and build brand loyalty. Keep the statement visible and use it to guide how you introduce yourself and which communities you join.

5. Build your online presence deliberately.

   • Create a personal website to control your online reputation and share your story, personality, and professional value in more depth than a résumé or LinkedIn profile.
   • Choose one social platform that fits your goals and audience rather than trying to be everywhere. The speaker suggests Instagram for artists and creatives, and LinkedIn for corporate professionals.
   • Share useful industry content, offer ideas or opinions that help colleagues, and engage with others’ posts in ways that reinforce your brand and provide value.

The process is framed as an opportunity for personal growth: clarifying who you are, who you want to become, and how you can make an impact.

Metrics and timelines

No numerical KPIs, targets, or timelines are specified.

Presenter and source

Marcos Salazar; TED, The Way We Work.