Building Your Personal Brand as a Woman of Color in a Competitive Job Market
Last week, I had the pleasure of attending the Black Business Month Experience at Luminary, a vibrant co-working space run by inspiring women in NYC. One session resonated with me—it was all about discovering and building your personal brand. I reflected on how it took me years to define how I wanted to show up in the advertising world, shape my career as a consultative seller, and advocate for women climbing the professional ladder. Crafting a personal brand has become essential in today's crowded job market. For us, as women of color, it's about more than standing out; it's about highlighting our unique strengths and experiences in ways that resonate with our industry and audience. Many of us were raised hearing that we'd have to work twice as hard to get half as far—an all-too-real reminder that opportunities don't come as easily for us as they might for some of our white peers. But armed with the right tools, you can shape a personal brand that not only sets you apart but truly works for you. Here's your guide to making that happen!
Understanding the Importance of a Personal Brand
Your brand is your professional identity; it's what people say about you when you're not in the room. A solid personal brand can set you apart from the competition in a crowded job market. It communicates your value, expertise, and unique perspective, making you memorable and helping you attract opportunities that align with your career goals. Although I'm not a designer with an actual portfolio, I've always had a personal website to convey who I am in more detail beyond my resume and stand out from the competition when interviewing for jobs. Most people don't have a website.
Identifying and Leveraging Your Unique Strengths and Experiences
As a woman of color, you bring a distinct set of strengths and experiences to the table. These are assets that can enrich any organization. Reflect on your background, skills, and the challenges you've overcome. How do these shape who you are today? What unique insights and abilities do you offer?
Personal Anecdote: When I first entered the advertising industry, I struggled to find my voice and place as a woman of color in a white male-dominated field. Through mentorship and personal reflection, I learned to embrace my unique perspective and experiences, eventually becoming my brand's cornerstone and the baseline for Tap Her Power.
Crafting a Personal Brand Story
Your personal brand story is a narrative that combines your past experiences, your current skills, and your future aspirations. This story should resonate with your target industry and audience. Think about the following questions:
What experiences have shaped you professionally and personally?
What are your core values?
What impact do you want to make in your industry?
You can create a compelling story that highlights your unique value proposition by weaving these elements together.
Utilizing Digital Platforms and Social Media
In the digital age, your online presence is crucial to your personal brand. Use platforms like LinkedIn, Threads, X, and even Instagram to showcase your expertise and personality.
LinkedIn: Regularly update your profile with your latest achievements and thoughts on industry trends. Share articles, write posts, and engage with your network.
Threads/X: Follow industry leaders, join relevant conversations, and share your insights.
Instagram: Use this platform to highlight your professional life, personal achievements, and behind-the-scenes moments.
Building a Professional Network and Community
Your network is your net worth. Building a solid professional network can open doors and create opportunities. Attend industry events, join professional associations, and participate in online forums. Don't just focus on what you can gain; think about how you can contribute to others' success.
Strategies for Maintaining and Evolving Your Brand
Your brand is not static; it should evolve as you grow professionally and personally. Regularly update your brand to reflect your current skills, values, and aspirations. Seek feedback from mentors and peers, and be open to change.
Personal Reflection: Reflecting on my growth and consistently evolving my brand to reflect my current skills, values, and aspirations has been instrumental in staying relevant.
The tips I've provided are to get you started. If anyone from the THP community has any other advice on establishing one's personal brand, drop it in the comments!