Power skills | Personal brand
Building your personal brand
In a competitive job market, having the technical skills and qualifications isn’t always enough. Now it’s also about your reputation and how others perceive you
Words Sophie Cross Illustration iStock
How you present yourself professionally can be the difference between going unnoticed and standing out. But what exactly is personal branding and how do you build one that works?
What is a personal brand?
Your personal brand is the professional reputation you cultivate. It’s how colleagues, employers and clients perceive you, and what you're known for in your field. Think of it as your unique professional identity – the combination of your experience, skills, values and personality that makes you memorable.
For finance professionals, this might mean being known as ‘the person who simplifies complex tax issues’ or ‘the approachable accountant who's brilliant with start-ups’. Your personal brand should reflect both your technical expertise and the professional values you hold close.
Why does personal branding matter?
A strong personal brand will open doors for you by helping attract better job opportunities, build a brilliant professional network and establish yourself as a trusted expert in your industry. When people know what you stand for and what you're good at, they're more likely to think of you when opportunities arise.
For AAT members and students, personal branding can be particularly valuable when transitioning between roles, seeking promotions or building a client base because it helps you communicate your value beyond your CV.
Consistency is key
Once you've defined your personal brand, consistency becomes the most important thing for you to focus on. This doesn’t mean being robotic; it means ensuring your message and tone remain recognisable across all your professional interactions.
Your personal brand should be evident in your LinkedIn profile, social media posts, CV, how you contribute in meetings and even your email signature. If you position yourself as a forward-thinking professional, make sure your online presence reflects current industry trends. If you emphasise attention to detail, ensure your written communications are always polished.
Inconsistency confuses people and dilutes your personal brand, so if you're professional and reserved on LinkedIn but overly casual in networking events, people won't know which version represents the ‘real’ you.
TOP TIPS
Define how you want to be perceived
First, you need to be clear on what you want your professional identity to be:
1. What are your core strengths?
2. What values drive your work?
3. What makes your approach different from others in your field?
You could ask trusted colleagues or mentors how they'd describe your professional style. You might be surprised by their responses and these insights can help you understand how others perceive you versus how you want to be perceived.
Write down three to five words that capture your ideal professional brand. These might include qualities like ‘reliable’, ‘innovative’, ‘detail-oriented’ or ‘collaborative’. The more words you can find that others wouldn’t tend to say about themselves (while not being too ‘out there’), the more you’ll stand out. Use these as your North Star when making decisions about how you present yourself. But this doesn’t mean you can never update these as you change and develop.
“Think of it as your unique professional identity – the combination of your experience, skills, values and personality that makes you memorable”
Choose your platforms intentionally
You don’t need to be everywhere – focus on platforms where the people you want to get in front of are. For accounting professionals, LinkedIn is probably essential. But other platforms may suit your goals better depending on your target industries and goals.
LinkedIn allows you to share industry insights, engage with professional content and connect with potential employers or clients. Make sure you regularly update your profile, share relevant articles and contribute thoughtfully to discussions in your areas of expertise.
AAT’s own community forums and networking events provide excellent opportunities to build your brand within a relevant professional community. Contributing to discussions, sharing experiences and offering advice help establish you as a knowledgeable, generous peer.
Consider whether other platforms such as X, TikTok, Instagram, or industry-specific forums might better support your goals. But remember the key is quality over quantity – it’s better to be consistently active on one platform than sporadically present on lots of them.
Authenticity matters
Perhaps the most important principle of personal branding is authenticity. Your brand must be rooted in who you genuinely are, not who you think you should be.
People can spot inauthenticity quickly and nothing damages a personal brand faster than being perceived as fake or trying too hard. This is also why AI-generated content can be treated very suspiciously or completely ignored. If you're naturally analytical and detail-focused, lean into that rather than forcing yourself to be the loudest voice in the room.
This doesn't mean you can’t develop new skills or push yourself outside your comfort zone. Growth is part of building a strong brand but your core values and personality should shine through consistently.
TOP TIPS
Practical steps to get started
Begin by giving your current online and real-life presence a bit of an audit.
- Google yourself and see what appears.
- Check your LinkedIn profile, social media accounts and any other professional platforms you use. Does what you find align with how you want to be perceived?
- Create or update your LinkedIn profile to reflect your defined brand. Write a compelling summary that communicates your value and ensure your experience section tells a cohesive story about your professional development.
- Start contributing to professional conversations. Share articles with thoughtful commentary, respond to others’ posts and offer your expertise when appropriate.
Finally, give it time. Building a personal brand doesn’t happen overnight and don’t compare your chapter one to somebody else’s chapter 50. Everybody had to start at the beginning. Intentional consistency over months and years will create a distinct professional identity that will open doors throughout your career.
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Building your personal brand
In a competitive job market, having the technical skills and qualifications isn’t always enough. Now it’s also about your reputation and how others perceive you
Words Sophie Cross Illustration iStock