How to curate, sustain and communicate your personal brand

In the intricate ecosystem of local government, where a multitude of organisations, people, and stakeholders intersect, it is paramount for officers and members to develop a clear and consistent brand. Knowing who you are and what you stand for acts as your North Star, guiding you through the challenging and often complex situations you will encounter. A well-defined brand not only helps in navigating these paths but also ensures that your actions and decisions are aligned with your core values and goals.

"A clear and consistent brand is not just about visibility; it's about creating a trusted identity that people can rely on."

This article provides a step-by-step guide to curating your personal brand and consistently living in alignment with it. By doing so, you will be better equipped to achieve your ambitions and make a meaningful impact in your role within local government.

Let us begin by defining branding.

A personal brand is the unique combination of skills, experiences, and values that define an individual and distinguish them from others. It involves creating a consistent identity that communicates who you are, what you stand for, and what makes you unique. This identity is conveyed through your actions, communications, and the way you present yourself to the world.

Why is personal branding so important?

A strong personal brand helps build credibility, enhance visibility and can help you achieve your goals and ambitions. Working with someone who is the embodiment of a Dr Jekyll and Mr Hyde, where you don’t know which version of that person you are going to be working with today. Even worse is that you don’t know how they are going to respond and when you work in local government with the pressure and complexities being tackled on a daily basis, I would go so far as to say that have a clear and consistent brand and communicating that, should be a pre requisite for all staff and politicians at all levels. So much time is wasted within a local authority, if we don’t get that foundational element nailed down.

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If you are in a management role or have a position of influence and you are trying to get an individual to embrace the development of their personal brand and then living in accordance with that brand, please let them know, that a positive strong brand will give an individual:

• The gift of being seen. People with a strong personal brand are highly visible and noticed, particularly those in more senior roles. This in turn increases the chances that are brought their way throughout their career.

• It helps provide a personal guide and a metaphorical north star through the complexities of work and life.

• You will form stronger connections at work and because you are consistent people will want to help you. Consistent action builds trust. Trust builds careers.

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Before you can curate a brand, you must first define your values.

Grab a piece of paper. Get yourself into a comfortable position in a quiet space and write the words that you feel are you. Don’t over think it and don’t try and curate a neat and well written description, just get it out of your head on paper. Once the words are on paper, give it twenty four hours and really absorb it.

You have your values now let’s get onto what you enjoy doing and what are your unique skills.

Get that paper back out and I want you to write down all your strengths, now for a lot working in local government, where there is a selflessness to the work that you do. The fact that you are motivated by more than a pay cheque, but by helping looking after the community you serve. But you need to get comfortable with that self-reflection and you deserve the right to really focus on what you enjoy doing both in and outside of work, but you have to start by making a list of your strengths and also your unique skills.

Now take those words and take that into a paragraph. Once you have done that I want you to distil that down into a concise statement that encapsulates who you are, what you do, and what makes you unique. This is your personal brand statement.

But, I want you to have a word, that brings you back to this statement, when life gets hard, when the stress hits and you might potentially fall away from your brand. I want you to distil down into a single word. Whenever you need to pull yourself back to your brand statement, have that word.

When we combine self-awareness with a structured routine and habits, we develop a foundation from which your personal brand can blossom.

Who is the audience you want to reach with your brand?

Now invariably your brand will connect with all those that come into contact with you. However, we must focus our efforts and time on where we want to intentionally broadcast and share your brand.

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You have your brand, now lets develop it.

You need to take your role as your own personal cheerleader. You need to find a way that you can showcase your brand daily. How you do this, will vary upon your individual preferences and also the community that you are sharing your brand with.

You need to consistently demonstrate your brand through your actions and interactions at work and home. How you feature this as part of your habit plan and structure is an individual journey and one that I would recommend either working with a coach or mentor on. Someone who understands local government would be preferential, as the intricacies of local government are such that you need someone that can help you navigate your journey.

You need to leverage social media like LinkedIn to share your expertise, achievements and insights. This helps increase your visibility and credibility. Think of these platforms as a shop window, ensure that you are putting on display all of things you want to promote. Play around with it, see what works, but you have to be consistent. The key with this is consistency and self-awareness. You are going to make mistakes and that is fine.

The next step on your journey is thinking about your networking plan. You need to be building and maintaining relationships with people who can support and amplify your brand. Networking over the last ten years in some instances has been made to feel like a luxury, but it really has to be a priority. Take a look at what industry events you can attend, what professional groups you can join and take the time engage in meaningful conversations.

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How do you sustain your personal brand and your commitment to developing it?

You have to be consistent. The process is not complex, it simply requires a commitment from you to stick to a routine that keeps you on path. I would recommend creating a monthly check in session to ensure that you are sticking to the actions that will allow you to sustain the development of you and your personal brand.

You must also ensure that your messaging, actions, and appearance are consistent across all platforms and interactions. Be brave, regularly seek feedback from trusted colleagues, mentor and coaches. There is such importance in being aware of how your brand is perceived and make necessary adjustments.

But this is a journey and you need to be courageous and tenacious with your growth. Ensure that you are staying updated with industry trends, continue developing your skills and adapt your brand as you grow professionally.

There is a misconception that brands are static, brands like the people that they represent, are constantly evolving. 

If you don’t grow your brand, it will regress. You have to be a gardener not an architect, create the conditions and then enjoy the growth that you see.

Following these steps, you can create a strong, authentic personal brand that not only helps you stand out but also aligns with your long-term career goals. I hope you have the tenacity and discipline to grow your brand that when you look back on your life, the legacy of your personal brand will be something that gives you pride.

Good luck on your journey.

This blog post was sponsored by RPNA, who help local authorities to deliver projects and implement changes efficiently. They offer expertise in areas like leadership, wellbeing, technology, and commercial acumen, ensuring excellent value for money and meeting key priorities.