How To Unearth, Express, And Grow Your Personal Brand

Your personal brand is your unique promise of value (UPV). Your UPV is the essence of what makes you distinct, the commitment you make to others, and the value you bring to the table. When you’re clear about your authentic UPV, you can deliver on your brand promise in everything you do, building a reputation that is both compelling and differentiated. Being clear about your UPV is the essential first step in growing a successful personal brand.

Unearth Your Unique Promise of Value

Your UPV is the foundation of your personal brand, and it’s important to understand what makes it truly authentic. Your UPV consists of three critical elements:

• Unique: Your UPV is distinctly you. It’s what separates you from everyone else who does what you do. This uniqueness is not just about skills or experience, but also about your personality, values, and the way you approach your work.
• Promise: Your UPV is a promise—a commitment you make to consistently deliver certain results or behaviors. It’s what others expect from you, and you fulfill this promise in all aspects of life.
• Value: Your UPV is valuable to the people who make decisions about you. This means being crystal clear about who you aim to impact, influence, and impress. Your UPV must resonate with your audience and meet their needs.

To unearth your UPV, start with a deep reflection on your strengths, passions, life purpose and the feedback you’ve received over time. Consider asking yourself questions like: What do people come to me for? What have been my most successful projects, and why? What aspects of my work bring me the most joy and satisfaction? What impact do I want to have on others? Understanding these elements will help you craft a UPV that is truly authentic.

Express Your Unique Promise of Value

Once you’ve unearthed your UPV, the next step is to express it clearly and consistently. It’s not enough to know your UPV—you must communicate it to others to build your personal brand effectively. If you don’t share your UPV, you risk being the best-kept secret in your field.

Two primary tools are essential for expressing your UPV:

• Your Elevator Pitch. This brief yet powerful statement is your go-to introduction in professional settings. It’s designed to capture your UPV succinctly and engage others when you introduce yourself. An effective elevator pitch is tailored to your audience, adaptable, and clear. Think of it as your personal commercial—one that you can refine based on the situation to make it as relevant and impactful as possible. Crafting an elevator pitch involves distilling your UPV into a few sentences that are easy to remember and convey. Practice it until it feels natural and confidently delivered.
• Your Bio. Unlike your elevator pitch, your bio is a more permanent fixture—it’s your digital calling card. Whether it’s your LinkedIn About, on your website, or in a professional directory, your bio should be a clear, consistent, and compelling version of the real you. Writing a bio can be challenging because it requires you to condense your entire identity into a few paragraphs, but getting it right is crucial. In today’s digital world, your online bio is often your first impression.

Your LinkedIn About is likely the most-read version of your bio. You have 2,600 characters to tell your story—use them wisely to convey your UPV. Start with a strong opening that grabs attention, then weave together your accomplishments and accolades with your passions, values and life experiences. Remember to infuse your personality into your bio to make it truly reflect the real you.

Grow Your Unique Promise of Value

To truly grow your UPV, you must go beyond merely expressing it—you need to strategically share it with the right audience. Understanding your audience is key to knowing where and how to be visible while delivering value. Consider the following strategies to expand your reach:

• Identify the Right Platforms: Determine which social media platforms, professional associations, and online communities are frequented by your target audience. LinkedIn is a must for most professionals, but platforms like Instagram, Facebook, or even TikTok might be relevant depending on your role, industry, and aspirations.
• Choose the Right Medium: Decide how you’ll share your thought leadership. Will you write articles, create videos, host a podcast, or design infographics? The medium you choose should align with both your strengths and the preferences of your audience. For example, if you’re a great public speaker, webinars or video content might be effective ways to showcase your expertise if that’s how your audience likes to consume information.
• Engage Consistently: Building and growing your UPV requires consistent effort. Regularly engage with your audience through valuable content, interactions, and updates. Share your successes, insights, and lessons learned. Over time, this consistent engagement will reinforce your UPV and solidify your personal brand in the minds of others.
• Seek Feedback and Adapt: Your UPV isn’t static—it should evolve as you grow in your career. Seek feedback from peers, mentors, and your audience to ensure your UPV remains relevant and impactful. Be willing to adapt and refine your message as your professional landscape changes.

Your Unique Promise of Value is the cornerstone of your personal brand. By unearthing, expressing, and growing it, you can create a compelling, differentiated presence. This approach not only builds your reputation but also opens doors to new opportunities and growth.

As a pioneer in personal branding and expert in virtual communication, William Arruda empowers professionals to shine online. Get his free Guide: 9 Fun and Easy Ways to Rev Up Your Online Meetings and Presentations.