The Power of Personal Branding

Today’s job market is incredibly competitive. Whether you’re applying for your dream internship, pitching a freelance gig, or interviewing for a full-time role, finding a way to stand out is essential. Personal branding is a secret weapon that can make it happen. 

This summer at POWER Marketing Company, our interns had the opportunity to go through workshops, one-on-one coaching, and strategy sessions. One of our final trainings focused on something every marketer needs, but few are ever formally taught: How to build a personal brand that actually helps you stand out.

The truth is that your resume might list your accomplishments, but your personal brand shows the real you. It can highlight your voice, your strengths, and the unique perspective you bring to the table.

Ready to build a brand that works for you? Let’s dive in! 

What Is Personal Branding?

Your personal brand is the way you present yourself online and offline. It’s the combination of your values, voice, skills, passions, and personality, all wrapped up into a clear, consistent presence.

When done well, your personal brand tells the world who you are and what you stand for, without you having to say a word. Whether you’re trying to land your first marketing role, attract freelance clients, or grow in your current job, your personal brand sets the stage for meaningful opportunities.

Step 1: Show Up on LinkedIn

If you're not using LinkedIn to build your personal brand, you're missing a huge opportunity. LinkedIn has become a platform to share your perspective, showcase your work, and connect with industry professionals.

Here’s how to make LinkedIn work for you:

• Optimize your headline: Use keywords that reflect your industry, niche, or career goal (e.g., “Marketing Student | Passionate About Social Media Strategy & Content Creation”).

• Update your about section: Tell your story! Why marketing? What lights you up? What are your goals?

• Engage often: Like and comment on posts from creators you admire. It gets your name out there and builds confidence.

• Post with purpose: Share takeaways from a project, thoughts on a trend, or a mini case study of your work.

Don’t wait to be an “expert” to start posting. Start by being curious and helpful, and your voice will naturally grow stronger.

Step 2: Build a Portfolio 

A portfolio is your marketing superpower. It lets you show your skills and talent in a way a resume never could.

Whether it’s a mock campaign you created for class, a newsletter you designed for a student org, or freelance work or content from a personal brand, it belongs in your portfolio.

A great portfolio includes:

• A clean, easy-to-navigate layout (Canva or Notion are great free options!)

• At least 3–5 samples of your work

• Brief write-ups about what each project is, why it mattered, and what your role was

• Your contact info and a little about you

Even if something isn’t “real” client work, it still counts! Include projects from class or create sample social posts or blog content for a brand you love. This shows initiative and creativity. 

Step 3: Make It Personal

Your personal brand should feel like you. Not like a copy of someone you follow online or a generic, professional-sounding bio.

Remember that you are more than your resume. The way you speak, think, write, and design all play a role in building a brand that people connect with.

So ask yourself:

• What kind of work lights you up?

• What are you really good at?

• How do you want people to feel when they interact with your brand?

Your answers to these questions should guide your content, your messaging, and even the aesthetic of your portfolio or LinkedIn header. 

Step 4: Be Consistent Across Platforms

Consistency builds trust, and trust builds opportunity. This can be accomplished by using the same profile photo across platforms, keeping your bio and headline messaging aligned, matching the tone of your posts and portfolio to your brand personality, and choosing 2–3 core topics or themes to consistently talk about.

This isn’t about being robotic; it’s about creating recognition. When people see your name, they should immediately associate it with what you do and how you do it.

Don’t be afraid to repurpose your content! A project you highlight in a LinkedIn post could also be added to your portfolio or discussed in an interview.

Step 5: Use Your Brand to Open Doors 

Once you develop a consistent personal brand and a strong portfolio, you can use them as a powerful networking tool.

When you consistently show up, people notice. And when they notice, they’re more likely to:

• Remember you for future roles

• Refer you to others

• Engage with your work

• Invite you into opportunities

Your personal brand keeps working even when you're not.

Your Brand Is a Reflection of Your Brilliance 

If you’re in the early stages of your career, building a personal brand might feel intimidating. But it’s important to remember that you don’t need to have it all figured out to start. You just need to start showing up, authentically, consistently, and with confidence.

From LinkedIn posts to curated portfolios, your personal brand is a living, evolving expression of what you bring to the table. It’s time to start being visible, memorable, and YOU.

So go ahead, take the leap, and start building a brand that feels right and works hard for your goals. You’ll be surprised what doors it opens that could lead to a new opportunity, internship, or even a full-time job!