Issue link: https://viewer.e-digitaledition.com/i/843957
AACreditUnion.org | | 09 1. Know your value proposition — and where to find it. Where do you begin? "You need to have a professional purpose — a mission you're on within your profession to make your industry or the people affected by your job better," says Mel Carson, a personal branding expert and founder of Delightful Communications, a marketing and branding agency in Seattle. So, think about it. "What thrills you about your job and how can you harness that energy to make the world a better place?" asks Carson. "When you understand your professional purpose and have a vision and mission of the direction in which you want your career to go, you'll find your personal brand gradually unfold into something authentic, likeable and compelling," he says. 2. Get out there. Step out from behind your desk, get to know people and learn your business backward and forward in the process. Contribute to an industry publication, speak at conferences or volunteer for a project or leadership role in your trade association. While you're at it, don't forget the basics — the way you dress, your body language, how well you interact with others, the tone and voice of the emails you send — should all contribute to a consistent, cohesive message. 3. Update your online presence. Begin with social media pages that tell your story in your own words. Plus, share industry news, tips or post a helpful video. "You're trying to increase the halo effect of your wisdom and experience, so be as authentic as you can, try and be useful to people so they become loyal fans, make sure your online and in-person presence is relevant to your target audience, and ensure any content — blog posts, videos, et cetera — are actionable," says Carson. And don't feel like you need to create all of this from scratch, even sharing content shows you're engaged in the conversation. But have purpose about what material you are marking with your brand by sharing. In the end, you want your brand to be discoverable, shareable and memorable, according to Carson. 4. Network to give, not just get. As your list of contacts grows, be meticulous about keeping your database current — not just names, but where you met and details about how you can help them succeed. Reach out when you an opportunity for them, not just when you need something. 5. Pay it forward. Get involved with employee resource groups at work or volunteer for community nonprofits. Share those memorable experiences on social media. Ready to get started? "If there were three things I would say to go out and do today it would be get a new professional headshot, update your LinkedIn headline and summary so it tells a more complete story about your career and your professional purpose and start being generous with your time and expertise," says Carson. "If you want people to know you have expertise and something to offer, you have to get out there and start sharing it, online and in person."