Wishing you and your loved ones a safe and relaxing holiday season. The InfoTrack team will be taking a break from 5pm AEDT Friday 20th December 2024, returning 8.30am Monday 13th January 2025. A few members of our HelpDesk team will be on hand to assist with enquiries from 8am-6pm AEDT, Monday to Friday, on 1800 738 524. We appreciate your patience during this time. Happy holidays!

Charlotte Jackson
January 12, 2024

Best foot forward: how to establish your personal brand online

First-impressions have always been a powerful tool when establishing initial rapport. Whether it’s a personal or business relationship, over the years we have slowly started to see these preliminary interactions move online. Where once a face-to-face first-impression might have dictated what you wear and how you convey emotion through facial expressions, an online impact is more likely to be swayed by your social presence.

This is why establishing your personal brand online is integral to your business. Not only will it help to establish your credibility to clients, but it also helps your professional network to ascertain who you are, what you stand for, and your value proposition. As Bridie Edwards, Associate Director, and Lawyer in the Commercial Law team at Bradley & Bray, explains, “I learned early on that in today’s competitive world, personal branding is a powerful tool for personal and professional growth. It differentiates you from others, establishing credibility and trust while facilitating networking and relationship-building. A strong personal brand accelerates career growth, enhances online visibility, and opens doors to new opportunities. It’s an important tool for self-expression, promoting your values and passions, and requires self-reflection which can work to foster your own personal development. Ultimately, the effort you put in results in your ability to attract customers, investors, and partnerships, empowering you to achieve success.”

Where to start?

Adoni Media’s Managing Director, Leisa Goddard, knows first-hand the importance of establishing your personal brand alongside your company’s brand. Leisa’s advice is to, “begin by gaining a better understanding of what your personal brand is. What do you stand for? In what areas are you knowledgeable? What topics can you offer insight? Request honest feedback from your peers about your strengths and your weaknesses and determine your key messages. Consider this to be your elevator pitch. This should be a short statement that identifies your unique value proposition compared to others in your industry, and other business leaders.”

Showcase yourself on LinkedIn

An easy way to establish your personal brand online is via LinkedIn. This powerful networking tool presents the opportunity for you to showcase your unique value proposition to a wide range of professionals. If you’re not a digital native, fear not, here are some key points to consider when building your LinkedIn presence:

Thinking about what engages you and what you interact with is a great place to start before posting. Most likely what you find interesting and what you enjoying reading is similar to your professional network.
Always re-post with your own thoughts for greater engagement. If you’re unsure about what to say – keep it short.
Speak in your own voice and one that sounds natural. Authenticity is key when it comes to engaging others, and also establishes your own tone.
Tag other accounts in for greater reach and engagement – but only do this if they are relevant.
Follow accounts with similar interests like law societies, industry publications and such, so you can keep up to date with the latest developments and help you to form opinions.
If you want to be seen as an authority and in the know – share other sources. This is why the point above is important, by re-sharing valid articles, opinion pieces and news, your network will start to see you as a trustworthy and notable source of industry insights.

Amanda Little, Principal Solicitor at Amanda Little & Associates (ALA Law), understands the important role that LinkedIn plays in defining and displaying her online presence. “LinkedIn serves as an invaluable extension for my businesses, and has assisted me to establish my brand, connect with professionals, and generate new opportunities for each of my businesses.”

If you’re interested to learn how invaluable LinkedIn can be as a networking tool, Amanda recently wrote about this topic for our Practitioner Playbook. Read the insights from Amanda here.