By Lisa Schmelz
Laura Berkan is the assistant director of career management and career development for the MBA and master’s programs at the Wisconsin School of Business at UW-Madison. Awaiting her on a recent Monday morning were a slew of messages from grad students — all trying to stand out in an historically low-hire job market.
But it wasn’t just her job title drawing them to Berkan. Beyond the respected brand her employer boasts, Berkan has a brand. A personal brand. “Your personal brand is what you want people to say or think about you when you are not in the room,” she explains.
So, what does Berkan’s personal brand say to her students and colleagues? “They know what they are going to get from me is clear communication and honesty,” she says.
In the current job market, many women are intentionally exploring and creating their personal brand. Among them is Dana Zurbuchen. A veteran Wisconsin marketing strategist, she’s the founder and president of DZ & Associates and a certified professional coach. When she started her career 32 years ago, personal branding “wasn’t a thing,” she says.
What shifted?
“I think the coaching space really turned on the idea of personal brands,” says Zurbuchen. “The easiest way to explain it to someone who doesn’t understand what a personal brand is, is that your personal brand is your authentic expression of who you are and the value you bring to the world. It sounds a little deep and complicated — but it’s not as hard as you think.”
Applying the theories of branding to yourself as an individual is an accessible process and can help you find deeper satisfaction by making your work more closely align with your strengths and goals.
“Every woman has a personal brand — whether they know it or not. It’s just a matter of how they choose to express and use it,” adds Zurbuchen.
Your personal brand is on display in your interactions with colleagues and clients, in how you present yourself in person or online via social media, blogs, podcasts and in the way you show up in every situation. “It’s not something you pick up off the shelf and wear,” says Berkan. “It’s who you are day after day.”
HOW TO BUILD A PERSONAL BRAND
Jean Sink, director of career management for the MBA and master’s programs at the Wisconsin School of Business, says to start with defining who you are and your purpose.
“The first step is self-discovery,” she says, “and either thinking about or talking with those you’ve worked closest with and asking them what they see as your strengths, skills and aptitudes.”
Assessments like the Myers-Briggs Type Indicator can further clarify your assets. Taking an inventory of your credentials, social and cultural capital, and how your expertise aligns with your goals is another piece of the personal branding puzzle. Are there knowledge gaps to address, and how can you augment those? Next comes a value proposition or purpose statement, which then becomes the foundation for your personal branding, and in turn, your resume and LinkedIn profile.
Then, the storytelling begins.
What key experiences shaped you and highlight your best qualities? Communicate that story with outlets and opportunities that make you visible to a larger network. Finally, know that creating a personal brand isn’t simply fonts, colors and logos. It’s a deeply reflective and ongoing process.
“Personal brands can feel very forced. But for me, it’s about authenticity and awareness and communicating that to the world with confidence. Your personal brand can evolve, and I think it should as we grow. And as we age and gain wisdom, we can become better versions of ourselves. Nothing is ever finished,” says Zurbuchen.
WHY DOES PERSONAL BRANDING MATTER?
“It combines your skills, experiences and personality into a unique, memorable identity that sets you apart from others in your industry or community. When your personal brand is clear, the right people will find you and the work becomes more of a state of flow.”
– Dana Zurbuchen, founder and president of DZ & Associates and certified professional coach
“It’s important because an individual needs to be able to clearly explain their value to an organization.”
– Jean Sink, director of career management for the MBA and master’s programs at the Wisconsin School of Business at UW-Madison
