Building Your Brand
Ready to meet and greet at a conference? Your personal branding strategy should include a platform to direct network connections back to—before, during, and after an event. How do you want to be perceived? Your personal brand should be a reflection of you and intrinsically tied to the brand ID you’re creating.
1. The pandemic cleared the way for video to be front and center for engagement. Whether you’re on Zoom, Teams, or Facebook Live, you’re often inviting colleagues and clients into your home. To make the best impression, always be aware of lighting, backdrop, and things like background noise and echoes.
2. Make sure your social media handles are as consistent as possible so you’re easy to find and follow. These channels should ultimately drive traffic back to your website so that there’s a consistent “home base” no matter where someone finds you.
3. It’s often easiest to establish online relationships, then expand on talking points. Develop a content calendar for social posting of informative but conversational tips. Engage with others, and always be authentic.
4. During in-person events, the majority of lasting connections are made at parties, cocktail hours, meals, etc. It’s time to mix and mingle with the host, speakers, sponsors, and other attendees!
5. Establish your elevator pitch: a concise (45–60 second) and persuasive statement to help introduce yourself in a compelling way. Practice your delivery, and have a professional business card at the ready when you’re done.
6. Ask in advance to interview a speaker. This builds rapport and also allows you to give back to an audience who may not have been able to attend.
7. Ask pertinent questions of session presenters. Where appropriate, include comments as to how their insight was impactful.
8. In group discussions, politely interject commentary that furthers the conversation.
9. To continue the dialogue, ask, “What’s the best way to stay in touch?” and then follow-up with a thank-you note.
Branding is an ongoing process. Research shows that critical tools to maximizing your personal brand include things like books, speaking engagements, a website, blogs, articles, email marketing, SEO, and a regular column. Higher visibility can make you regarded as an expert in your field—garnering more media attention, and often attracting better quality clients. So, build these pieces out as you continue to network and expand your professional circles.