Now what? Designing your personal brand and owning your story

We have all been in the situation of needing to put ourselves out there, whether that's in the job market, freelancing or starting your own firm. 

You may have questions you can't answer, and you may not even know where to look for them. Or perhaps you are overwhelmed by how much information is out there. Maybe you've tried to use AI to solve your problem but maybe the answers you got just didn’t make sense. 

Welcome to Now What?

In this article series, we'll offer guidance, answer your questions, point you in new directions and maybe give you a push to take that next step in your career you've been mulling over. So let’s get started... how do we do that?

How do I self-brand? How do I put myself out there? 

These are questions on so many of our minds. Sometimes we think, “I‘ll let my work speak for itself”. But in reality, when has work ever talked? You need to stand out in an industry that is saturated?

What if we take a step back and treat ourselves like our clients? First, you need to think about your brand. Who are you as a designer, as a person? What is your focus? It’s important to clearly define your niche and unique value. As Yasmin Walter said in this Forbes article, “When people hear your name, they should immediately think of the qualities that define you, your values and what you stand for.” 

As designers, we know the importance of branding, the trust, the connection, authenticity and relatability that translate to your targeted audience. We, designers, know the elements and questions to ask that make up a brand. Why should there be any difference for us? As Jarrod Drysdale of Studio Fellow writes in this article: “We try to find a way to present a version of ourselves that others will like, but the truth is we’ll never really know what others think.”

Who is your audience? 

Your brand will attract clients, and also collaborators. So dig a little deeper, research and identify the clients you want to work with and what they are are looking for. Understand their creative styles, values as well as the skill sets they need. See what they might be missing and you can help them grow. It’s important to present the skills you have that relate to their needs. Check out Dorothy Lee Blyth and contributors in their research on Self-Branding Strategies of Online Freelancers on Upwork, 2022. 

After understanding your audience, you need to consider to talk to them. As we said before, your work can’t talk for you. Yes, portfolios are an effective way to visually showcase design work. But you need to add to also articulate your ideas, processes and experiences to clients, collaborators and hiring managers. Queue the power of storytelling. They want to hear about your journey, how you have overcome your struggles and the lessons you've learned. In particular, they want to understand how you arrived at your design solutions and how you addressed your client's and their audience's needs. Just like with your brand, they need to relate to you. All of this shows your authenticity. So confidently communicate your values, your strengths and your story. You will leave a solid first impression that will have them wanting to know more.

And they can learn more. In this day and age, having an online presence beyond just your portfolio is key. It’s another way for your audience to connect with you and increase your visibility. You can promote yourself in a variety of ways. It could be a blog, YouTube tutorials, a podcast or Instagram stories. Yasmin Walter in this Forbes article states, “... having a consistent online presence is crucial for building a personal brand.” This is not only a chance to showcase your knowledge and expertise but also to give your audience a different perspective on you. But, just as with your brand, you need to research and ensure your content is informative and valuable while reflecting your brand's qualities.

This online presence should work alongside another important element for building your brand and showcasing your work: the feared networking, be it in person or virtual. Many organizations and studios host events that allow creatives to connect and engage with one another. 

By now, you may have realized that you knew more than you realized. So take that step. You got this.