Whether you manage your online reputation or not, you do have a presence online, and whilst you can’t fully control the information available, you can proactively build a brand that you will be proud of. A good place to start is a personal brand audit. Simply Google your name and decide whether you like what other people see when searching for you.

The first step in defining your personal brand is to ask yourself what you want to be known for - what skills, knowledge, and attitudes do you have that will make people want to work with you or interact with you. And most importantly, what value do you create for others as this is a key factor in the impression you will make on your audience – how you make them feel, how you make their life better or easier.

People buy from people, and they want to buy from and work with people they like, and just like in face-to-face communication, you can't make people like you, however, you can present yourself at your best and let them decide if they want to get to know you better:

1. Show personality

   There are lots of businesses out there that offer very similar products and services and it’s often not about what they do, but how they do it – the people behind the business and the unique story each business and person has. The combination of the skills, experience, and knowledge is a competitive advantage that will differentiate a brand, as well as trigger and keep their audience’s interest.

2. Keep it consistent

   Keep your communication consistent, both in what you say and do and the visual side of your personal brand. Communicate your message in various forms and stick to your values and beliefs, as well as visuals that match your message. Using up-to-date and recognisable profile photos and visuals that visitors can easily associate with your brand will make it easy for them to connect and engage with you.

3. Make your profile easy to find

   Companies spend a lot of time and money on improving their website’s SEO, but they do forget that being found on social media is also important and the same principles apply. You’d want to be found by people who are looking for services and products you offer without knowing your name. Make it easy for your audience to find you by keeping your profiles easy to understand and simple, using relevant keywords in your bio and tagline.

4. Talk about your success

   Talking about achievements and showing results is a powerful marketing tool, as telling people about your success, asking for recommendations and testimonials are all compelling ways to highlight how great your business is and how good you are at what you do. It will also create an aspiration for potential clients who might see your current client’s success or satisfaction with your products and services.

5. Keep in touch

   Be active and share relevant updates and content that your audience can relate to and learn from. Interact with others online, join discussions, and be present at the right places to build up a credible brand and online presence - after all, social media is all about interaction and engagement—not self-promotion.