Personal Branding 101
Emma had spent nearly a decade working in media. Her career had flourished—she’d worked with high-profile clients, launched successful campaigns, and built a solid reputation. But despite her success, she found herself yearning for something new. Emma had always been fascinated by technology, especially the rise of AI, and she saw an opportunity to pivot into sales for AI innovation—a field she believed was going to reshape the future.
However, there was a significant hurdle: her resume didn’t speak to the tech industry. The media campaigns she’d executed and the clients she’d managed were impressive, but they weren’t relevant to AI sales. Additionally, her network was deep within the media industry, not technology or AI.
Emma tried to make the jump several times, applying to AI sales roles and leveraging her connections. But no matter how much she tailored her resume, she couldn’t get past the first round of interviews. Recruiters were polite but always seemed hesitant to move forward. It was clear that while her experience was valuable, it wasn’t translating into what AI companies were looking for.
Feeling frustrated but determined, Emma realized something—her approach needed a radical shift. Instead of relying solely on her resume or industry connections, she needed to build her personal brand. She had already built a reputation in media, but now it was time to cultivate a new, distinct identity that aligned with her new career goals.
What’s a Personal Brand?
A personal brand identity is the unique combination of qualities, values, skills, and experiences that define how an individual is perceived by others. It’s the way a person presents themselves to the world, encompassing both their professional and personal attributes. Just like a company brand, an individual's brand identity reflects who they are, what they stand for, and how they communicate their unique value to the people around them.
Key Components of a Personal Brand Identity:
Core Values: The principles that guide your actions and decisions. These represent what you stand for and what drives you in both your personal and professional life. For example, honesty, creativity, resilience, and innovation.
Unique Skills and Strengths: What sets you apart from others in your field. These are the talents, expertise, and capabilities that you bring to the table, whether it's strategic thinking, leadership, creativity, or communication.
Personality: Your character traits and how you express yourself. This includes your tone of voice, how you interact with others, and your overall demeanor. Are you approachable, assertive, inspiring, or empathetic?
Visual Identity: How you present yourself visually, including your personal style, professional attire, and how you use social media. This can also extend to how your professional profiles (LinkedIn, personal website) are visually designed.
Online Presence: How you showcase your personal brand across various platforms (LinkedIn, social media, blogs, etc.). This is a reflection of your values, expertise, and personality in the digital world.
Professional Reputation: The way others perceive your work ethic, reliability, and expertise. This is shaped by your interactions with colleagues, clients, and industry peers.
Story: Your personal narrative and how you communicate your journey. This includes how you share your background, challenges, achievements, and how you’ve evolved. A strong personal brand often includes a compelling origin story that highlights your growth and aspirations.
Mission and Purpose: The driving force behind what you do. Why do you wake up every day and pursue your goals? This might involve a larger mission, such as helping others, creating change, or solving problems in a specific industry.
Why Personal Brand Identity Matters:
Visibility and Recognition: A strong personal brand ensures you stand out in your industry or field.
Career Opportunities: It helps open doors for new opportunities, partnerships, and collaborations.
Trust and Credibility: A well-defined brand builds trust with your audience, whether it’s potential clients, employers, or collaborators.
Influence and Impact: A personal brand allows you to position yourself as a thought leader, influencer, or expert in your niche.
A strong personal brand identity is about consistency, authenticity, and staying true to your values while continuously showcasing your expertise and personality in a way that resonates with your audience.
“Don’t just rely on your resume
—build a brand that shows who you are and where you’re headed. When you invest in yourself and your story, the right opportunities will come knocking.”
Emma’s Journey
The Plan: Crafting Her Personal Brand Identity
Emma began by taking the time to define her personal brand. She asked herself: What sets me apart? What value can I offer to the AI industry? And how can I demonstrate my passion for AI sales, despite not having direct experience?
Defining Her Unique Value Proposition: Emma knew she could bring her skills in relationship-building, problem-solving, and strategic communication to the AI space. She had successfully navigated complex client needs in media, and now she wanted to apply those skills to help businesses understand how AI could transform their operations.
Learning and Showcasing Her Journey: Emma committed to learning everything she could about AI innovation—attending webinars, reading industry reports, and connecting with people in the tech space. She didn’t just stop at learning; she shared her journey. She wrote LinkedIn posts about her discoveries, asked insightful questions, and began offering tips to others who were looking to pivot into tech. Her content highlighted her growing expertise in AI and showcased her commitment to the field.
Networking and Building Relationships: Instead of focusing on traditional media connections, Emma reached out to professionals in AI sales, joined LinkedIn groups dedicated to AI, and attended virtual events. She shared her experience in transitioning careers and connected with others who had made similar jumps. Through these interactions, she learned the real challenges of selling AI and began positioning herself as someone with both media expertise and a newfound passion for AI innovation.
Consistency and Visibility: Emma didn’t just dip in and out of her personal brand efforts; she committed to showing up consistently. She posted content weekly, engaged with others daily, and built a narrative of growth and determination. She framed her journey not as a leap of faith, but as a strategic decision backed by deliberate action.
The Turning Point: Cold Calls from Recruiters
Months passed, and Emma started to notice a shift. What used to be one-way communication with recruiters was now a two-way conversation. One morning, she received a cold call from a recruiter working with a leading AI firm. They had seen her posts on LinkedIn and were impressed by her dedication to learning about AI and her ability to translate that knowledge into strategic business value. She was invited to an interview for a Senior Sales Role in AI Innovation.
This was only the beginning. Over the next few weeks, more recruiters reached out to Emma, impressed by her personal brand, her growing network in the tech industry, and her genuine enthusiasm for AI innovation. She went from being overlooked to being sought after.
The Result: Landing the Role
In the end, Emma didn’t just land any role—she secured a position at a forward-thinking AI company that valued her unique perspective. Her media background, combined with her AI knowledge, became the differentiator that set her apart from other candidates. Emma’s personal brand not only helped her get interviews but also positioned her as an ideal candidate for roles that didn’t just rely on technical experience, but also on the ability to understand and communicate the value of AI to clients.
The Takeaway
Emma's journey highlights the power of personal branding in a career pivot. By consistently showcasing her learning, sharing her journey, and building relationships with the right people, Emma turned what seemed like a dead-end transition into a thriving career in AI sales. Her story demonstrates that when you actively shape your personal brand and commit to consistently providing value to your audience, opportunities begin to find you.
Are you ready to create your personal brand?
Sign up for the Mavens 101 Newsletter and get your free Personal Branding Workbook, a guide to defining and building a presence that authentically represents your professional journey. Whether you’re just starting or looking to refine your existing brand, this is your opportunity to truly step into the power of intentional self-expression.
