Many companies choose to rebrand from time to time in order to stay relevant and up-to-date, or to establish a new direction for their organization. This does not mean changing the core foundations of a company, but rather refreshing its look or brand imagery, repositioning its strengths, or changing its marketing tactics for a new target audience.
Just as rebranding occurs on a corporate level, it is also a good idea to consider whether your personal brand needs a refresh. Here are three tips to re-positioning your brand so it best reflects you and your professional goals.
- Before You Begin: Self-Reflection
Before you even think about what kind of changes you will implement to your brand, first consider high-level questions about how you see yourself as a professional. Where do you want to be in five years? What are your key strengths that could help you reach your goal? Who are important contacts that you should connect with?
Revising a personal brand is not a decision to be made on a whim – it should be viewed as a long-term strategy in helping you establish your name, accomplishments, skills, and ideas to get you where you want to be now and in the future. Once you consider big questions about your professional path, it will be easier to think of how to position your brand.
- Refreshing Your Brand Image
Even if you are not planning for major career changes in the near future, it is still advisable to keep your personal brand image current.
Replace your headshot at least every ten years to ensure that you are recognizable to new and existing contacts on your website and LinkedIn profile. For personalized stationery, business cards, and digital platforms like your website, ensure that visual elements such as colour scheme and typeface still represent you properly and do not appear outdated.
If you choose to change up colours, fonts, or your professional headshot, make sure that the visual elements align on all platforms associated with your brand. This includes your resume, stationery, business cards, email signature, blog, website, and social media accounts. A mixture of old and new branding can appear sloppy.
- Rethinking Self-Marketing Strategies
How you present yourself to new contacts, on both digital platforms and face-to-face contexts, is an essential part of your personal brand.
For meeting new professionals, it is helpful to have a clear and concise “elevator pitch” about yourself, including your interests and experience. Developing a self-summary will enable you to introduce yourself consistently to different people and will assist you in considering your objectives.
Ensure that your self-introduction on digital platforms serves the same purpose. Your LinkedIn summary and profile should highlight the same elements of your verbal self-introduction. Further, the content you create on digital platforms, such as LinkedIn updates, blog posts, and tweets, should at least indirectly align with your brand identity.
Do not take a personal rebrand lightly: it should set the tone for your personal brand in years to come. Yet when done properly, a personal rebrand can set you on the right path to reach your professional goals.
For more on this topic, see our previous blog post, “Building Your Personal Brand.”