Career & Internship Services

Career Handbook

Developing a Personal Brand

People have an opinion about you, whether you like it or not. Personal branding is about intentionally influencing how others see you. It means knowing and communicating who you are. It's your reputation and your unique characteristics. This includes your unique set of experiences, personality, skills, abilities and ideas. It is designed to be used to market you. It is not a job title, a career objective, life purpose or a personal mission statement. Your brand statement will likely be one or two sentences describing what you do, how you do it and for whom.


The first step in identifying your brand is to identify your "brand elements." These are the key words people associate with you or that you want people to associate with you. Write down as many words that describe you as you can. If you need help with this, you might ask people who know you well to suggest words they think describe your strengths and personality and add those words to your list. Group together the words of similar themes until you have four to five words which best reflect the themes.

Once you identify your "brand elements," the next step is to decide how to communicate those themes. One way to do this is to record yourself talking about the themes until your ideas become clear. Take notes and distill your ideas into one or two sentences. These sentences will become the basis for your brand. Try to answer these three questions: What value do you provide (what problems do you or can you solve)? How do you do it uniquely? For whom do you do it, or want to do it?


Once you've identified your brand, it's time to start using it. Align your branding materials (in print, online and in person) so they all communicate the same message about you. Use your brand when developing your: business card, job search correspondence-resume and cover letter, portfolio, blog and website, LinkedIn profile, Facebook profile, Twitter profile, video resume, appearance and email address.


A personal brand should be more than how you present yourself to the world. It should be a living demonstration of who you are. Live your brand through participation in school, work, volunteer experiences, extra-curricular activities and generally your day-to-day life. Ideally, your brand statement should be revised at least once a year to reflect changes in your experience.