11 minute read
Your Brand Can Make Or Break You
Building a brand that sets you apart
Your brand, your reputation
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When we think about brands, we often think about companies or businesses and how they present themselves to the world. Brands, however, are important for individuals too, and the way we present ourselves to the world can make or break our careers. Jamaine Krige speaks to businesswoman, media expert and business consultant Paula Fray about building a personal brand that works for you.
We live in an era where everyone is visible, as we present ourselves to the world on a range of platforms.
A personal brand really starts by knowing who you are, what you want and where you want to go. What drives you, what contribution do you make or want to make to society? This is according to Paula Fray, who says her own brand is heavily determined by her beliefs and values. “And yours should be too,” she advises. She says she is passionate about social justice and the role the media plays in achieving social justice through democracy. “For me, that means my personal brand is about promoting journalism as a public good, fighting for press freedom, and advocating for freedom of expression. These values are represented on all my social media platforms, for example.” And while she doesn’t shy away from taking on projects that fall outside these strict parameters, her values are always at the
My values are my North Star and guide me home
Your professional identity may change many times throughout your career, but your personal brand travels with you
A good personal brand starts with understanding yourself, your own ambitions and values
forefront of everything she does. “My values are my North Star and guide me home,” she says.
Her own brand has continued to change and evolve. “Early in my career, my personal brand was really focused on what I would not stand for but, as I grew professionally, my personal brand evolved to encompass what I do stand for,” she explains. “The internet’s short attention span often fools us into believing that it is fleeting, but being careless about your personal brand when you are young could have an impact in later years.”
When is the right time to start establishing your brand? It is worth thinking about what your public persona and online interactions say about you as soon as you start engaging publicly. Establishing your personal brand isn’t just important if you want to start your own business. Your personal brand can open and close many doors along your career path. Your personal brand guides you through the mine field of career decisionmaking. Your digital and social footprint showcase your personal brand, your reputation, your values, your image, and your attitude towards life. It is a CV of your personal brand. “Having an established brand and profile when you are looking for a job can be the difference between making the interview shortlist or not,” Paula explains. “It gives employers early insight into whether or not you would fit into the organisational culture. It’s an easy ethics checkpoint. It can also give you the edge in showing a rounded personality that does not emerge during a strict and formal interview process.”
Your professional identity may change many times throughout your career, as you enter a new role within a company or start a new job, but your personal brand travels with you wherever you go and whatever you do. It is this brand that impacts and shapes the professional opportunities you might have, she says.
Your personal brand is also directly linked to your personality type. This also plays a role in your career decision-making process. It’s important to remember that as you grow and evolve, so will your brand. The brand you establish today as you enter this new phase of your life isn’t set in stone. “Allow yourself to explore your own value systems,” says Paula. “And remember that brands are dynamic, and should respond to the environment around you.”
She says we exist in an era where our lives, even our private lives, are much more visible than ever before. “A personal brand really starts by knowing who you are, what you want and where to go,” she says. “We must ensure that we begin to build a profile that leads towards where we want to go. Even if we don’t know our final destination, we should consider what that direction might be.”
This means you must consider how you present yourself to the world. “Every interaction on a public platform – whether in person or via the internet through social media – is an opportunity to establish a personal brand.” Or, Paula says, it’s a chance to hurt it. It has become vital to make new connections and cement existing connections through the current virtual world we operate in. Covid-19 has permanently changed the way we form, establish and nurture our network.
The do’s and don’ts of building your brand Paula advises that establishing your brand should really start with clarity about what you want to show the world. “This means deciding what you want to engage on and how you want to engage with that.”
A comprehensive CV that highlights key information beyond your studies is also important – not only in showcasing your brand but in helping you establish it. Make sure to include volunteer work, social groupings, hobbies and part-time work. “Preparing your CV also enables you to see if there are any age-appropriate gaps in your experience and whether your peers have
WHO ARE SOME CELEBRITIES WITH WELLESTABLISHED BRANDS THAT WORK?
“Some local celebrities with really good brands are Trevor Noah, Nasty C and Sho Madjozi,” says Paula. “Even South Africa’s rugby captain, Siya Kolisi, has a brand that works well.” Internationally, she says Taylor Swift also has a great brand. “These brands work because they are distinct, authentic and consistent.”
experiences that might give them an edge in the job market, or even when studying,” she explains.
Next, she recommends carefully considering what you post publicly across all social media platforms such as twitter, Facebook and Instagram. Do these posts represent who you are or who you want to be? “It is possible that external pressures lead us to establish a brand based on what others want for and from us, rather than what we believe in.”
This is one of the common pitfalls that young people, and even working professionals, step into when trying to build and expand on their personal brand. “That is why a good personal brand really starts with understanding yourself and your own ambitions, so that your public profile is aligned to your own values,” Paula explains.
Identify what motivates you. Be honest about your abilities. Be self-aware but also be clear how you want others to see you. It is of utmost importance that your personal brand aligns with your personality, your outlook in life, your ethos, your ethics and your values.
This misalignment also links to another pitfall – inconsistency. “While it is good to have a brand that evolves and grows with you, you do not want to have inconsistency between what you say you believe in and what you show the world through your brand,” she warns. “For example, if you believe in social justice, you can’t post racist, sexist or homophobic statements – not even in jest.”
At the same time, she says, you can’t have a brand that says ‘I am reliable’ and then post status updates about missing deadlines or work commitments to your friends.
Your brand in relation to others “You are constantly building a network… at school, at sport, during your tertiary studies, and even when you start out in the workplace,” Paula says. “Having a strong brand helps you stand out in a crowd of applications and sends a clear message of what you stand for – your values and beliefs.”
Knowing who you are and conveying it in a clear way can also help you join networks of like-minded individuals. “I encourage everyone to find a mentor at every stage of their career. Most importantly, getting out of the starting blocks of your career. Your values and beliefs will guide who you connect with, and who helps you facilitate your growth and development over the years.” Unpacking your EQ (emotional intelligence) and identifying role players that influence it are critical steps towards positioning your brands among the crowd of other brands and noise. Remember that EQ is a skill. This means it can be developed and mastered through hard work, honest and integrity. Relying on a coach or a mentor “A good mentor can support you in starting or growing your own career, and building your own networks, as well as identify your strengths and weaknesses as you progress. A suitable mentor also plays a critical role in making appropriate career decisions. Coaching, however, fulfils a more specific need. When you are trying to build a specific skill, for example, then a good coach is useful. I have had both coaches and mentors over the years – and I still rely on both!” Paula explains. Mentors and coaches can include teachers, your parents, family members, sports coaches, religious leaders, and so forth. Trust yourself when identifying a coach or mentor. You need to select someone significant that shares your ambition to succeed and grow.
Paula says your brand can help set you apart as you embark on this new phase of your life: “I think it is important to do what you love and to love what you do. But while I encourage people to have fun, I want to advise you to be proactive, rather than reactive, when building your career. Don’t be ruled by fear – go out and strive for what you truly want.”
HOW TO MAKE A GOOD BRAND EVEN BETTER
You brand should:
01 Be focused and purposeful
02 Be genuine
03 Be consistent
04 Represent your values and beliefs
05 Tell a story
06 Be adaptable and dynamic
07 Create a positive impact
08 Follow a successful example
09 Be a vision you live
10 Leave a legacy
5
CAREER TIPS FOR GRAPHIC DESIGNERS STARTING OUT
A career in graphic design can unlock a world of opportunities, placing designers in the driver’s seat of creative brand design and visual communication. The industry is ever-changing, so those who see the world through a creative lens need to stay abreast of the latest developments.
The role of a graphic designer has shifted over time beyond designing innovative solutions. Graphic designers need to be flexible, well-rounded and creatively differentiated individuals capable of working within this rapidly evolving discipline.
For this reason, here are five career tips graphic designers entering the workforce should know to stay on top of their game.
01 APPLY CREATIVE THINKING AND BE CURIOUS Designers are known for their out-of-the-box ideas. By adopting strategic thinking, designers can develop visually innovative ways of producing concepts and apply complex problem-solving to overcome business challenges with creative flair. Never be afraid to try out new ideas and always be eager to learn something new.
02 BE VERSATILE AND FLEXIBLE Today, graphic designers need to be versatile and flexible due to the ever-changing nature of the discipline. Designers need to understand how to design for different media such as print, motion and screen by using the latest software and technologies.
03 BE A TEAM PLAYER Make sure you can work collaboratively with other team members of the same and other disciplines. In today’s world, the ability to work with others is a very important skill, whether it is in person or virtually. Make sure that you can demonstrate this ability to your future employer or on your first job.
04 BE ENTREPRENEURIAL AND THINK ‘STRATEGY’ The world is full of potential and opportunities. You can start out on your own as a designer or team up with others who are looking for opportunities. You can also make use of freelance opportunities that know no borders. To remain competitive in the market, designers need to understand users to produce design work that not only delights but also persuades.
05 CARE FOR PEOPLE AND THE PLANET Your work can also make a difference to society and the environment. Make sure you understand the world you plan to design for and the people in this world. Learn how to research the different audiences you are going to design for.
To find out more about IIE Graphic Design qualifications available to study at Vega, visit www.vegaschool.com
