In today’s interconnected world, personal branding has emerged as a crucial aspect of success. The way we present ourselves in the digital realm can have a significant impact on our personal and professional lives. Crafting a powerful online presence is no longer a choice but a necessity in an increasingly competitive landscape. Developing your own brand is about authentically showcasing your strengths, values and passions to create a lasting impression on others. It involves building a cohesive identity that aligns with your goals and allows you to stand out from the crowd.
Over the past two and half decades, I have honed my expertise in effectively positioning company brands. However, when it came to defining my personal brand, I realized I needed guidance. My executive coach introduced me to Anouk Pappers, a brand anthropologist who specializes in helping companies and individuals align their online presence with their desired image. At a recent American Marketing Association session on “Personal Branding for the Modern Marketer,” I joined Anouk to share my journey. Below are a few excerpts from our conversation.
“I became the interim CMO at Kaiser Permanente on the second day of COVID lockdown. I took on this large role at a point when we were unable to meet in person. All of our activity was virtual. I realized that I had to pay closer attention to my online presence. At the same time, my executive coach started asking me about my next goal. Where did I want to be in five years?”
“I have spent my career focusing on becoming a CMO. Anouk’s introductory words to me were, ‘Congratulations, you got the title. You have this incredible role, but who are you?’ Before we even started working together, I had to pause. I needed to process the fact that my title and work are separate from who I am as a person.”
“Anouk asked me, ‘What do you stand for?’ I talked about being a change agent. Her response was that everyone says that and I needed to determine what would differentiate me. We came up with positioning me as an Agent of Positive Change.”
“We started by updating my LinkedIn profile and have gotten into a regular cadence of publishing my content. Now, I am looking at how I can best align my personal brand to that of the company’s. I’m trying to determine how I dimensionalize what being an agent of positive change looks like.”
“It’s important to me that I demonstrate leadership through inclusivity and authenticity. One of the best things Anouk ever said to me was, ‘you can say you are authentic, just like people can say they’re funny, but you actually have to demonstrate that you’re funny, you have to prove you’re authentic.’ I’m working on proving my two areas of differentiation — a creator of sustainable growth and an empowering leader — through the conversations that I have, the content I publish, and the articles on which I comment.”
“I haven’t yet proactively looked for leaders and organizations that I may want to follow on LinkedIn or to whom I want to introduce myself. The plan is to use content as a way of making a connection. It is an opportunity to meet people who may not have crossed my path before.”
“I found the hardest thing about getting started was to identify specifically what is it you’re trying to achieve and who you want to reach. Once you winnow that down, you shape everything around it. Then, over time, you build upon it.”
To watch the full session on Personal Branding for the Modern Marketer, click here
Kristy LoRusso is a strong advocate for marketing integration and growth through innovation with more than 25 years of leadership experience. Well regarded for her ability to build, lead, and motivate teams, she is a senior marketing executive and an expert in digital and direct marketing, marketing technology, big data, analytics, and consumer insight. As an agent for positive change and advocate for collaboration, Kristy is a creator of sustainable growth and empowerment for those around her. Her degree in psychology aids her in understanding human behavior — as a marketer, a leader and a corporate spokesperson.
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