Career advice

Five tips on personal branding

by Christina Hubmann - September 21st, 2016

Personal branding is more important than ever. Personal branding is the ongoing process of establishing a prescribed impression in the mind of others. You have to sell the brand you. But how to build it?



Tip 1: Know who you are

Why do your friends like you? If you would leave your job today, what would your colleagues miss? What characteristics apply to your name?  What is your talent, what are your strengths? What do you stand for? And what do you want to be known for? Do you know what you believe?

Consider all the small things which come to your mind to answer these questions. You don’t need to be superman. It’s more about questioning yourself and understand who you are. The reflection helps you to find your niche and your unique selling point. Have a look at your peers working and acting in the same space as you. What makes you stand out of the crowd? Don’t be too harsh to yourself –every way you go starts with one step forward.

Understand who you are – with all your strengths and weaknesses. Then commit to a niche in which you can win. Become the expert and continue to grow by entering adjacent areas.

Tip 2: Invest in yourself

Personal branding isn’t free. But it’s smart to invest in your own career. Get a designer to create your own personal logo. Consider to hire an editor to proofread your content, go to a rhetoric course to improve your presentation skills.

Learn by watching the best speakers in your industry. Buy a book that will help you learn a new skill. Read articles, trade journals, and blogs on hand. Just never stop exploring ways to becoming a better person and an expert in your industry.

Tip 3: Brand it

What you should focus on is to weave your personal brand into everything you do. You are the best in creating visual appealing and meaningful infographics? Brand it. You know exactly which tools to use for translating data into a chart? Brand it. You love to write texts and have a topic on which you want to talk about? Do it. Publish it. This is an ideal way to promote yourself as an expert in your field. And don’t forget to put your name and maybe logo under it.

It doesn’t matter what you are producing, but in order to develop a personal brand you may want to show everyone that it came from your mind.


Tip 4: Present yourself

Don’t wait until someone knocks on your door. Be the active part and show yourself out there. Show that you are confident. Some may criticize or disagree with you. That’s okay; that’s how you can continue improving, so be open to feedback. Be sure to keep your network, your peers, colleagues and clients updated about what you are doing or plan to do. Even if we live in such a digital world, the word of mouth is still one of the most powerful marketing tools and can have an huge effect on your personal brand.

Build a platform on which you can share your thoughts and experience. Write about it. Participate in interviews or other speaking opportunities; engage in industry groups, if you get the chance to do so – and if you know what you are talking about. This means, it is also necessary to identify your target audience. You need to define to whom you want to send your message in order to make it effectively.

Tip 5: Be visible and easy to contact

Do you know how you are appearing and coming across online? This is something you should monitor on an ongoing basis, and improve upon whenever and wherever possible. Do you have a profile on social networking tools? Is your resume up to date? Do the channels present you in the best light possible? Are you interacting with others and sharing their content? Remember, relationships are the catalyst for success.

Make it easy for people to find you and to get in contact with you. Have one contact entry point, which is visible for everyone. To be found through searches think about the keywords you use in your social media profile page. One of the best ways to rank in searches for your name even higher is to build a website. This gives you even more control over your online presence. Talking about control: Don’t forget to google yourself regularly to see how you’re coming across. Is your message consistent among all channels?



Your personal brand is how you appear to the world. The aim of personal branding is to get the go-to person in your niche, so let people know who you are and let them begin to identify you with a specific area of understanding or expertise.

Find your own style, don’t just follow the crowd. Use your unique selling point to attract the jobs you want to get. But don’t play a game. People will find out sooner or later. Don’t forget how important it is for you to have accomplished something yourself. Be open about your shortcomings and weaknesses. This just shows that you are a human being and reliable. Be proactive. But stay real.

Christina Hubmann

Global Communications

Christina Hubmann works in the Global Communications team of Allianz Global Corporate & Specialty, the Allianz centre of expertise for global business insurance and large corporate and specialty risks. She has a journalism background.

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2 replies
  1. Angela Asante says:

    Excellent tips on personal branding. Sums it all up. I can’t add anything more to what you’ve written, Christina. I’ll certainly go through this article again, later this year, to make sure my “Personal RE-branding checklist” is all checked off. Cheers!


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