Curating an Authentic, Inspiring Personal Brand
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If you just read the words “personal brand” and wanted to throw up a little, STAY WITH ME! Personal brands aren’t inherently icky; they’re actually amazing tools for knowing yourself better, feeling more confident, and serving up the most creative, authentic, inspired version of yourself. It’s not about selling yourself, it’s about being yourself. I’ve honed my own process for building a personal brand over several years – a process that is fun, artsy, and really, really satisfying – and now I’d love to share it with you. It’s been a game-changer in my own life, offering me a ton of insight and confidence, and I’m so excited to see other people implement it as well.
Sound good? Let’s dive in.
What IS a personal brand?
Before we dive into actually BUILDING your amazingly authentic, beautiful, so-true-to-you personal brand, let’s talk about what a personal brand is. I think this will clear up some of your original icky feelings, if you had them.
The problem with the terms “personal brand”/“personal branding” is that, with the rise of influencers, they’ve taken on multiple, very different meanings. AND, to add to the confusion, the two main meanings of the term “personal brand” are closely interwoven in the influencer business. But don’t be deterred. I promise to end up at a definition for OUR exercise in personal branding that is (1) not smarmy, (2) for everyone – i.e., not just internet celebrities, and (3) is really creative and authentic and awesome. But first, let’s clear up this whole definition confusion.
“Personal Brand” Meaning #1: A business that revolves around an individual
The first meaning of “personal brand” refers to a business that revolves around a person, and where all of that person’s sub-businesses and revenue streams are based off their persona/celebrity. Paris Hilton. Kylie Jenner. Multimillionaire YouTubers this 30-something has never heard of. These people ARE “personal brands.” Kylie Jenner is a brand, just like Coca Cola is a brand. These people’s core business offering is them, and they make money by putting their name on things, showing up places so people can see them, and endorsing products.
We. Are. Not. Talking. About. This. Definition. We are actually going to talk about the way more interesting meaning of personal brand, which is…
“Personal Brand” Meaning #2: All the things we associate with a certain person
Here’s where it gets really creative and exciting and actually applicable to my life and yours!
We know that companies are brands, right? Well, the term “brand” refers to not only a company’s name, logo, and colours, but also all the things we associate with them. Take, say, McDonalds. Their brand includes not only the logo and the specific yellow and red they use in all their signage and advertising, but also things like: Ronald McDonald, the golden arches, specific menu items like the Big Mac and the Happy Meal, and also more nebulous things like clean bathrooms, a good first job, consistent product, and fast service. In marketing, we call all of those things “brand markers” – things people associate with the company that, all together, make the nuanced, complex, often warm-fuzzy-inducing thing we call a brand.
The whole “what does personal brand even mean” thing is confusing because people also have brand markers, especially people whose businesses include “selling themselves” in some way, or being “the face of their brand.” For example, I bet you could rattle off some brand markers for Ellen DeGeneres – dancing, sneakers, non-gender-binary clothing, generosity, her show’s bright blue and white colour scheme, a dry sense of humour, playing pranks. All those things come together to represent Ellen’s “personal brand”, and they’re things her personal PR team and the show’s production staff will work to curate and enhance. Why? Because they help us, as viewers, consumers, and fans, feel closer to her and more warmly toward her. In short, because it makes us feel like we know her and what she’s all about.
So… why does a normal person who isn’t Instagram famous (or famous famous) need a personal brand?
“Your personal brand is all the things that come together to symbolize the realest, most unique, you-est you. It’s the best version of yourself, captured in words and images, that you can leverage and lean on.”
The concept of personal branding has gotten really polluted over the last couple of years with the rise of influencers, but it didn’t always have a smarmy veneer to it. In fact, my first introduction to personal brands was back during my MBA, when we talked about the term as basically equated with social capital: what comes to people’s minds when they think of you? What are you known for? (And I don’t mean on the internet – I mean by real people, like your friends, family, and coworkers.) That’s how I think of personal branding, but with added artsy touches, like the colours, images, items, and even materials, typefaces, and other beautiful and symbolic elements that represent you. Your personal brand is all the things that come together to symbolize the realest, most unique, you-est you. It’s the best version of yourself, captured in words and images, that you can leverage and lean on.
I actually spend a lot of time curating my personal brand, and not just because I actually do work on the internet. Nope, I spend time mulling it over and collecting images and inspiration points to clarify my personal brand for myself. I do it because it makes me feel more confident. I look through my notes or my mood board and feel more grounded. If I need to make a decision – from what colour to paint a room in my house to whether or not to agree to a contract – I think through my personal brand. Does this feel like me? A personal brand is like a sounding board, a reference point, and a huge confidence booster. It can help you focus your resume, put together better outfits, and feel more confident about all the quirky wonderful stuff you love.
Sound decidedly un-smarmy and definitely useful and fun? Let’s find your personal brand.
But first, two notes
Note number one: here is where the zen amongst you argue that we should be letting our personas fall away, not building them up. Absolutely. On a deep, deep level, so much of life is about letting the surface “you” fade and becoming more the inner, silent, eternal “you.” But, day-to-day, wholly integrated “you” also likes to feel well-dressed, creative, and confident, so let’s aim for joyful integration for the moment, shall we?
The second note before we dive in and start curating: I believe in being aspirational. When I was in grade eight, we did a project where we drew self-portraits. Our teacher was pretty clear that you could be realistic, aspirational, or even symbolic (I remember this because part of my personal brand has always been excelling at academic pursuits and meticulously executing on projects). At the time, I was really into medieval history and fantasy novels about knights, so of course I chose the aspirational/symbolic path, and drew myself as a (pretty damn hot) lady knight, with a very trendy Meg Ryan shag haircut. I assure you, it did not look like grade eight me (who had the braces with the coloured elastics, blue glasses, spiky hair dyed a terrible copper red, wore the same Paul Frank t-shirt and baggy sk8r girl cargo pants constantly, and was several years away from learning anything about skincare, let alone makeup). But it felt like me (and now I find it pretty funny, because other than the short hair, it actually did end up looking how I look as an adult). But boy did my classmates make fun of it, despite the fact that it was one of the best art projects I’ve ever made in literally my entire life. Middle schoolers are the worst.
So don’t be like those jerks and feel free to dream and envision yourself in the best possible light. Sure, infuse some realism where appropriate, but in a way that feels kind to yourself and really uplifting. Think of this as an exercise in curation – you’re basically pulling together all the things that make you feel the most like you. Not the “you” that you worry some A-holes in your life might think you are. The “you” you know you are. The “you” your dog thinks you are. The you-est you.
Let’s get started.
How to Curate an Authentic Personal Brand
Because personal brands are just that – personal – there are no set rules about what’s included in them or how to put yours together. It’s YOUR process! But, I’ve tried out lots of personal branding techniques and approaches over the past several years, and what I figured out is that the process and the end result are a lot more satisfying (to me at least, and I hope, to you as well) when I focus on artsier inputs, like colours, images, and words than when I write down lists of my accomplishments and interview my colleagues about what makes me “a great team asset” or “a hot commodity in the workplace.” Man, I find that stuff boring, and it really doesn’t uplift me in my everyday.
My version of a personal brand is highly visual, highly amorphous, and, well, highly personal. And I literally refer to my reference points for mine every day, purely for inspiration and a boost of self-confidence. So if that kind of result sounds good to you, here’s my own process for curating an authentic personal brand, organized by input type.
IMAGERY
Some people would start a personal branding exercise by having you cooly and objectively looking at your accomplishments and behaviour. Screw that. The symbolic, mythical knight version of you would not start there. She would start with stuff that’s awesome and magical. So let’s start where a lot of artists start: with images that represent, in an abstract way, who you are.
Now, you can do this by flipping through magazines or perusing the internet and building a tangible scrapbook or moodboard. If that’s your jam, godspeed – I love all things analog. But, if I may suggest a very speedy, immediate, and instantly gratifying method, head over to Pinterest (even if you’ve never used it because you’re pretty sure it’s the evil creation of Stepford wives). Pinterest is an awesome way to make mood boards, so make yourself an account if you don’t have one, and create a board with your name in all caps, or something like * P E R S O N A L * B R A N D * with some of your signature emojis thrown in for good measure (not that that’s what mine is called or anything…).
When an artist is starting a work, there are lots of jumping off points to clarify their perspective, ignite their creativity, and sharpen their references. One is to gather examples of imagery. These can be literal (“the play should be set in the Scottish highlands”) or figurative (“I want this dancer to move like a babbling brook”). These are the types of images you’re looking for: both literal and figurative. Here are some examples of what I have on my board and why:
Wilderness from the Pacific Northwest (it’s where I live, and I feel deeply connected to the scenery)
California beaches (Malibu is one of my favourite places on earth)
Cozy lake houses and cabins (I love going to cabins, and it’s my dream to own one)
Lots of pictures of lattes and books in cute coffee shops (speaks to my “cute nerd” vibe, plus I love both coffee and books)
Dogs, especially boxers (like my Molly!) and golden retrievers (which is what I would be if I were an animal)
A lot of organized but creative-looking desks (which is how I aspire to feel when I’m working)
Cute. Ass. Comfy. Outfits. (I like to include references for my personal style)
Beautiful living spaces (I also like to include references to my decorating style)
Houseplants, gardens, bouquets of flowers (As a Taurus, this is basically mandatory)
Lots of artsy stuff, like photos of artists’ studios, paintings, etc. (Obviously)
You can get as specific or as symbolic as you choose. On the literal side, I have pictures of my favourite things (like La Croix, cheap takeout sushi, embroidery, and the Penguin Classics books I collect). On the abstract side, I have a lot of pictures of blue sky (I’m an eternal optimist), blooming flowers (my word of the year this year was “bloom” – as in, allow for organic expansion and beauty in my life), and vast open fields (I see life as full of wandering adventure and possibility).
My one cardinal rule is this: you cannot pin (or cut out and paste) anything unless it 100% – nay, 1000% – feels like you. This may take you a little bit of time to figure out, so don’t be afraid to delete some of the first images you select later on. But you will eventually find your groove where, as you’re scrolling, images start to jump off the feed and scream at you THIS ONE! When you really get in tune with that inner voice during this process, the images you select will be much, MUCH more cohesive as a group. In fact, you might be amazed (as I was) to scroll through the images once you’ve got a whole schwack of them to discover that…………
COLOUR
……… You’ve inadvertently chosen photos from a beautifully cohesive colour scheme. Don’t – DO NOT – try to do this up front. It is such a beautiful gift to have your unique style emerge from your choices, including your signature colours. When I first did this exercise, I was positively flabbergasted to see how cohesive my photos ended up being. I was just searching for keywords and selecting what jumped out at me, and lo and behold, a gorgeous palette of colours I never would have guessed to be my “signature colours” emerged. For me, these were black, white, rich leathery brown, and navy (all of which I would have suspected, as they make up 95% of my wardrobe), but also forest green, burnt orange (a HUGE surprise), hits of pale pink, and a soft ocean blue.
If you’re drawn to colour like I am, this was such a revelation. I started seeing these colours everywhere, and using them wherever I could. I began selecting them for my clothing and accessories (even ones like the rich green, which I rarely wore before). I integrated them into things like my website and my Instagram photos (and not just for the purpose of marketing cohesion, but because they felt so much like me). I began bringing them out in our home decor. It might seem silly or shallow, but knowing your colours (and I don’t just mean colours that look good on you, but colours that feel like you) is a really uplifting thing to add to your life. It adds a level of cohesion to everything you do that is so intensely satisfying. Give it a try, even if you don’t consider yourself artistically-minded, or if home decor or fashion aren’t your thing. I think the hits of joy from seeing your colours might really surprise you.
TEXT
As a writer, I’m obviously word-obsessed. Many of you will also know one of my favourite hobbies is making all kinds of hand-lettered art (my graphic designer mom always thought I would grow up to be a typeface designer). I adore quotations, turns of phrase, inspirational snippets of text, single words that really speak to me… it’s all so me. So my Personal Brand board includes a ton of text (and, if you’re an old hat at Pinterest, you’ll know there’s oodles to choose from). If you like quotations, search for individuals you find inspiring, or just search for “inspirational quotes” or the like. If you, like me, love hand lettering, search for that (and you’ll find lots of great text along the way). Add verses from religious texts if that speaks to you. Toss in some poetry. Got a single word theme for your year, or a personal mantra? Search it and see what comes up. And same rules apply as above: only keep something that feels so much like you you can’t bear to leave it off your board. That’s the level of you-ness you’re looking for.
More of a written word person than visual? Try this exercise instead
I’m an EXTREMELY visual person – I learn better when I use visual methods, I like to use visual metaphors when explaining things (both professionally and in random personal conversations), and visual inputs and outputs (like my clothing and my decor) are important to me. BUT, I 100% know this isn’t the case for everyone. So, because self-expression comes in all shapes and sizes, I would like to give you a second way to curate your personal brand that is alllll about the written word.
Similar to my physical scrapbook vs. Pinterest methods above, you can either do this step in a physical journal or an electronic document – choose your own adventure. Personally, I find I get better personal insight when I handwrite (there’s something about having to write more slowly and with more physicality that lights up the more intuitive side of my brain), but I can type much, much faster, so it’s a real trade-off when I’m trying to do some creative written work focused on myself. Pick whatever feels best for you and run with it.
As above, I’ll give you three types of artsy/creative inputs that you might want to use for constructing a text-based reference/collection/jumping-off-point for your personal brand:
FACTS, FAVOURITES, AND MEMORIES
I’m quite obsessed with the practice of constructing characters, whether it’s in drama, film and television, or literature. I’ve always been fascinated by the idea of creative writers hashing out all the little things and reference points that make a character who they are. I used to think about this when I watched The Simpsons, since I’m so similar to Lisa. Does a writer somewhere have a big cork board (visual self assumes this is the only way to do it) full of sticky notes that say things like “saxophone”, “jazz”, and “academics”? Does it have repeated phrases she might be heard saying? Or her favourite things, like vegetarian food and feminist literature?
Short answer: yes. This type of mapping – whether visual or written – is a classic way to construct a character. Now, without getting too ego-centric on you, it’s also a great way to hone in on your personal brand. Just remember: it’s not about artifice, it’s about reference points about what makes you feel like you. So just like you would write out facts about a character (places they’ve lived, what they do for a living, where they are in the birth order of their siblings if they have them), their favourites (foods, colours, animals, books, etc.), and their most cherished memories (times they felt a lot like themselves, which provide a ton of reference points about who they are and what they love), so too can we curate a beautiful list like that for ourselves. In fact, make a ton of those kinds of lists. Favourites of all kinds. Places you love and places you want to go. The people who are most important to you. Just toss anything that feels so you it needs to be in there in a big ol’ word pile, organized however inspires you. Have. Fun. Be. Curious.
POETRY, QUOTATIONS, AND BITS OF PROSE
As you might have caught when I was writing the section on creating a visual mood board, I love quotations. In fact, I was so obsessed with incredible quotations from historical figures when I was in high school that I made dividers for my binders with famous quotes paired with corresponding famous paintings AND I LAMINATED THEM. (Oh, you KNOW I was the coolest kid in grade 12 with those bad boys. Teenagers are really into people who are exceptionally nerdy AND crafty.) I love really juicy quotations from important people. The great speeches of world leaders are a favourite source, as are autobiographies of people I find inspiring. Of course, finding great quotes is a helluva lot easier with the advent of the internet, so get searching for (a) people you find inspiring, or (b) topics or ideas that are important and uplifting to you. I still keep copious notes of favourite quotes I stumble upon, and I think a person’s collection of quotations is a great reflection of their personal brand.
Of course, if you’re into poetry, this is a wonderful place to collect poems that really speak to you as well. My personal brand here would include a lot of Romantic poets like Keats, Whitman, and Dickinson (as you know, I love the classics of all art forms), as well as some choice 20th century poets whose conversational but striking work really speaks to me (my list would include my favourite poet, Frank O’Hara, and my beloved Langston Hughes).
I would also pull bits of prose in here. Perhaps a marvellous turn of phrase from a novel I love, or even a paragraph from a non-fiction book or article I’ve returned to many times.
ABSTRACT PERSONAL WRITING
For those of you who enjoy less concrete and more abstract self-expression, this is a great place for free writing of all kinds. Perhaps you’d like to riff on a subject about yourself, perhaps you’d just like to let the words meander and tell you about yourself – it is all fantastic. Me, I’m a super concrete person, so that kind of creativity is like amazing witchcraft to me, so if it resonates for you – do it!
How to use your “personal brand” now that you’ve got one
So you’ve got a visual or written (or combo!) reference point/collection of all the things that really feel like you. What now?
When I was first learning about personal branding, I was told it was all about leveraging what you know about yourself to basically promote yourself – give better answers in interviews, make your LinkedIn snappier, etc.. But that just doesn’t make me feel inspired. What does make me feel inspired every day, in ways that are both concrete and amorphous, is knowing who I am on a deeper and deeper level.
Here’s how I use my personal brand collection. First, I have a quick glance at it almost every day. As I said, mine is a Pinterest board, and I’ll just pop it open mid-day and have a wee scroll (I also keep a series of notes and collections of text in my bullet journal, so I’ll often have a flip there as well). I’ll also sometimes click on the “More Ideas for this Board” tab at the top in Pinterest and see if I come across more images to add (my board is absolutely ginormous after doing this for quite a while). Second, if I’m feeling down or out of sorts, I get in there ASAP. I feel so much better if I come back to me, and I find this to be such an inspiring, positive, and centering way to do that. Finally, as I alluded to earlier, if I’m trying to make a decision about something – whether it’s something silly like what colour to order a piece of clothing in to a big life decision that has absolutely nothing to do with the images I’ve selected – I go in for a scroll.
To me, this is what personal branding is all about: returning to you, over and over again. Curating something beautiful and poetic and affirming about who you are is a gift you can give yourself that you can lean on every day. It doesn’t have anything to do with directly marketing yourself or getting better gigs or building your resume (even though, I think, those things can all come from a seed as simple as visualizing all the things that make you you). Instead, it’s about picturing all the wonderful things that make up who you are, and by knowing them, embodying them and projecting them out into the world.
So I hope you’ve enjoyed this deep dive into what I think of as artistic, inspired, curated personal branding, and I really hope you try it for yourself. For something as seemingly silly as a bunch of journal pages or a flippin’ Pinterest board, it can literally change how you feel about yourself every day. And when that shifts for the better, everything can change.
