As we contemplate the possibility that the pandemic may be ending or at least brought under control, there’s never been a better time for women to recommit to building a strong personal brand. All the research shows that female professionals were disproportionately affected by the pandemic, with McKinsey predicting that female employment may not return to pre-pandemic levels for three years.
Women who are contemplating a return to the working environment need to remind themselves of why a personal brand is so important, while those who have stayed working from home should also use the opportunity to refurbish their personal brands as greater normality returns to the workplace.
At the outset, it’s worth remembering just why both men and women need a personal brand. The short answer is that the working world is increasingly complex and competitive, everybody is somewhat overcommitted—and there are plenty of talented people out there. A personal brand is essentially a way to encapsulate what makes you special, show what particular value you can offer, in a way that memorable and easy to digest.
Nobody, probably not even your mother, has the time to work out what makes you special, what your strengths are and what they might mean for the business. A brand is a way of packaging all that information in a way that resonates immediately. A good personal brand opens up opportunities and insulates you against misfortunes such as retrenchment.
But when it comes to building and maintaining a powerful personal brand, women often find themselves on the back foot—so much about personal branding seems to be hard for women to do. This series of blogs is dedicated to exploring what those challenges are, and how to overcome them.
In the next blog, I’ll be looking at making first impressions count – don’t miss it!