“Your brand is what people say about you when you're not in the room” – Jeff Bezos. Sounds intriguing, right? But what does it really mean? Why does it matter? And, most importantly, what exactly is “my brand”? These are questions many students don't think about when the phrase “personal brand” gets thrown around at networking events or career fairs, and even fewer have a solid answer.

But here's the thing: Your personal brand could end up being one of your most powerful assets. Recognising its potential and taking steps to craft your own could be one of the most valuable moves you make. Here we look at why personal branding is so crucial, break down the key elements of it, and share practical tips for building your own brand. Let’s dive in...

Why is your personal brand so important?

Well, research from McKinsey reveals that strong brands outperform the market by a remarkable 73%. And guess what? You have the potential to do the same. In today’s digital world, your online presence is crucial in shaping your career. For example, when employers are hiring, they often look up candidates online, and what they find (or don’t find) can have a huge impact on their decision-making process.

For students, having a strong personal brand comes with four major benefits. First, it builds trust and credibility. When your online presence aligns with your values, skills, and accomplishments, it helps you appear reliable, competent, and someone worth investing in.

Second, in today’s highly competitive job market, a strong personal brand helps you stand out from the crowd. It highlights your unique skills and experiences, giving potential employers or collaborators a deeper understanding of who you are, offering more context and personality than a standard CV ever could.

Third, personal branding allows you to build one of your most valuable assets: your network. People are far more likely to connect with you if you have a visible, engaging presence. By sharing insights, participating in discussions, and showcasing your expertise, you make yourself more approachable and memorable.

Finally, by positioning yourself as a thought leader in your field, you not only attract like-minded professionals but also open the door to new opportunities. Thought leadership helps you build credibility and trust, leading to meaningful connections that can benefit you in the long run.

So, what exactly is your personal brand?

While Jeff Bezos's quote gives us a glimpse, it doesn't fully explain the concept. A more actionable definition comes from the Harvard Business Review: “Personal branding is an intentional, strategic practice in which you define and express your own Value Proposition.”

This can be broken down into three key elements: values, skills, and goals.

• Values are the core principles that guide your decisions and actions. They define who you are both personally and professionally, serving as the foundation of your brand.
• Skills represent your unique abilities, developed over time through experience and learning. These are the things you're known for and what help shape your niche in the professional world.
• Goals are your aspirations—what you aim to achieve and the milestones you set. These are the driving forces behind your actions and the accomplishments that will define your future.

Together, these elements create a roadmap for your personal brand, helping you intentionally shape how others perceive you and how you present yourself to the world.

How do you build your personal brand?

It’s all about making the core elements—your values, skills, and goals—visible and consistent across both your in-person and online presence. Here’s how you can get started:

1. Identify your niche: Choose a specific area that aligns with your values, skills, and goals. This niche should reflect your unique perspective and resonate with your audience, helping you stand out while staying true to your authentic self.
2. Optimise your online profiles: Platforms like LinkedIn are essential tools for personal branding. Make sure your profiles clearly reflect your niche and showcase your expertise, experiences, and aspirations. A well-crafted profile isn’t just about listing accomplishments—it’s about telling your story in a way that connects with others and demonstrates your value.
3. Be consistent: Whether online or in person, consistency is key. Your message, tone, and presentation should align across all platforms—social media, your personal website, and professional interactions—to create a cohesive and trustworthy brand image.

Building your personal brand takes time, but by staying authentic, intentional, and consistent, you’ll create a powerful presence that reflects who you are and what you bring to the table.