How to Build a Professional Brand to Find Opportunities

We are brands just like the items you find in supermarkets. People may gravitate to some brands over others for a variety of reasons, such as reputation, flashy labels, and cost — to name a few. The key is to create a brand that speaks to the people you want to attract in your career.

Deja Riley, a fitness instructor and former professional dancer, has been able to craft a brand that exudes her endless energy while also attracting a string of job and career opportunities.

“My personal brand has probably been the most important part of me getting these different opportunities, and finding them, and aligning with other brands,” said Riley. “I think, oftentimes, when you think of yourself as a brand, it is hard to really understand that relationship of building with other brands. I think that one of the key components for me has been collaboration, and that's how I continue to grow my brand.”

How to Start Building a Personal Brand

Riley said the key to building the foundation of a strong personal brand is knowing your message. Her brand is built out of three elements: joy, wellness and inclusion. She said to think about your foundation.

“Get out a pen and a pad right now and write down, what are those three things that light you up inside,” said Riley. “What are three things that empower you, or three things that, you know, you can draw as a thread through your story? I think, for me, those three key elements that I base my brand off of are something that are constant threads through everything that I do.”

Riley said you can also look around for inspiration when it comes to crafting your brand, but don’t try to be a carbon copy of another person; be authentic.

“It is important to be inspired by others, it is important to have mentorship, and maybe get advice from people that you admire or people that continue to motivate you,” she said. “But I think from that you can mold and use all of those tools that you receive to be an original, to be the best version of yourself, and acknowledge that you bring something special to this world."

Also, Riley said don’t be afraid of personal evolution. People change over time and your brand will, too. Riley has evolved her brand from her time as a professional dancer (for musicians/icons like Beyonce) to being a fitness professional. She says the key is to know how to use those foundational elements of your brand to propel you forward.

“So it didn't look the same when I was a competition dancer as it did when I was a professional dancer, as it does now as a fitness professional and a public speaker,” she said. 

How to Manage Your Personal Brand Online

Your personal brand is clearly important. Where should you put your effort to get it out into the world? After all, there are a lot of social media platforms that can house your brand.

Riley said it’s something each person needs to figure out for themselves, but the key is to make sure you’re not diluting your brand or its message.

“As I begin to reevaluate that process, it's important not to lose myself in constructing this perception of self for others. Whatever I do, I want to remain authentic, I want to show people who I truly am. And though we all feel the pressures of posting on all platforms at all times, it's now about recognizing where your audience is, i.e. my #SweatySmileSquad, and I'm learning where it's necessary to place my energy and where I can preserve it.”

In other words, feel free to start small with your brand online and move intentionally.

How To Build a Personal Brand

1. Know what elements you want associated with your brand.
2. Look for inspiration to grow your brand but don’t imitate another person.
3. Start small and move intentionally to avoid diluting your brand.
4. Don’t be afraid to evolve as a person and change your brand as well.

Listen now to hear more of Deja Riley’s wisdom, and check out her work on Instagram or at dejariley.com

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