Every great product needs a rebrand from time to time, and your professional image is no exception. If you’ve changed industries or roles, decided to pursue a personal passion, or simply grown and changed as the years have gone on, then your current brand might not suit your needs any more, especially when it comes to finding a new job.
Your brand is what people associate you with. From the clothes you wear to the words you use, they all contribute to a holistic impression of the ‘you brand’. It’s all about perception - whether you want to appear more approachable, more confident, or ready for a promotion, you need to think of all the ways you could reflect that, whether it’s dressing sharper, or thanking people more, it all plays a part in the rebrand. Before you embark on a personal rebrand, it's important to plan ahead to achieve consistency. Consider not only how you would like to be perceived now, but in five and ten years time - then think of all the ways you could demonstrate this.
It is also important to think about the positioning of your brand within your wider network and industry. For example, what are the key drivers in your industry today? If things have changed, then it’s time that you do too, regardless of how well respected you are in your current role. If you want to be seen as an expert in your field, then you need to be associated with other experts in your field - try to build your brand through connections with others, rather than treating it like a wholly individual exercise. Your negative links are just as important to learn from as the positive - as Bill Gates has said, "your most unhappy customers are your greatest source of learning." If there's a reason some people don't like you, or aren't treating you in the way you would like, consider why that might be, and also what you could do to command the kind of behaviour you would prefer.
As we explored in our guide to creating an online personal brand, it is imperative that your personal brand translates into the digital space. A rebrand should focus on increasing awareness in the way that you would like, and this of course extends to how you are perceived online. These points are especially crucial:
- Where can you be found online? If you’re making the move towards something more creative, for example, now is the time to show it. Create a well developed online portfolio, and look to being more active on highly visual social channels such as Instagram and Pinterest.
- How do you look online? If you could describe your current photos in three words, would they adequately reflect your desired image, or are they a key part of the rebrand?
- Are your usernames consistent, easy to remember and good to be associated with?
- How often do you keep your online channels updated? During your rebrand, try to incorporate a plan to make sure that your online presence is kept up to date. Whether this includes a blog post once a week, or Twitter scheduling, this will help keep your brand current and recognised.
The most important thing to remember during a rebrand is to remain true to yourself. Even though you might be focusing on different aspects, it's still important to show integrity, which will help to keep your personal brand consistent, trustworthy and respected.
We would love to hear your rebrand stories, or maybe some additional tips - let us know in the comments!