Think about some of the most memorable brands you are familiar with. Whether it’s a product, a service, or even an individual, certain brands stand out due to their distinct identities and values. Much like companies that invest time and resources into creating a compelling brand, students can establish a strong personal brand to set them apart in college admissions, showcasing their unique strengths, values, and experiences beyond test scores and grades.
What is personal branding?
At its core, personal branding is the process of intentionally defining and expressing your value. It involves shaping the way others perceive you by aligning your image, value, skills, and experiences with what you want to communicate to the world. Personal branding is the intentional, strategic practice of defining and expressing your unique value. This process enables you to communicate who you are, what makes you different, and why others should connect with you. By doing so, you create opportunities in your career, personal life, and beyond.
Harvard Business School Senior Lecturer Jill Avery explains it best in her online course, Personal Branding from the Credential of Leadership, Impact, and Management in Business (CLIMB). She emphasizes that just like businesses aim to brand their products, individuals must learn to market themselves effectively. When you’re applying for a job, promotion, or seeking new clients, defining a personal brand can significantly influence how the world perceives you. According to Avery and her co-author Rachel Greenwald in Harvard Business Review, personal branding is “the amalgamation of the associations, beliefs, feelings, attitudes, and expectations that people collectively hold about you.” When done intentionally, persona branding ensures that the narrative about you is:
- Accurate: Reflecting who you truly are and your achievements.
- Coherent: Making sense and aligning with your actions.
- Compelling: Drawing people in and inspiring interest.
- Differentiated: Highlighting what sets you apart from others.
The goal of personal branding is to actively control and communicate your value in a way that resonates with the right people and opportunities.
The importance of personal branding is to:
- Attract career opportunities: Whether it’s new job offers, promotions, or partnerships, a well-defined personal brand will open doors that match your skills, interests, and values.
- Build reputation: By consistently showcasing your strengths, you establish a reputation that positions you as an expert or thought leader in your field.
- Enhance relationships: Personal branding can also foster meaningful connections.
- Increase confidence: Knowing who you are and what you offer will boost your self-confidence, reduce imposter syndrome, and clarify your professional goals.
How to build a personal brand
- Define your purpose
The foundation of a personal brand starts with identifying what you stand for. This involves reflecting on your core values, your goals, and what you want to be known for. Ask yourself:
- What do I care about?
- What makes me unique?
- How do I want others to perceive me?
Once you’ve reflected on these points, condense your thoughts into a clear and concise value proposition. For example, if you’re a student passionate about environmental sustainability, your value proposition might be: “I am an aspiring environmental advocate who combines scientific research and community outreach to drive change.”
- Evaluate your current brand
Before building your brand, it’s essential to take stock of your existing brand and identify any gaps between how others perceive you and how you want to be perceived. This includes evaluating your:
- Credentials: Education, certifications, and achievements .
- Social circle: Your network, relationships, reputation.
- Craft your narrative
Your brand is the story you tell about yourself. People connect with stories, so framing your brand with real-life examples is crucial. These could include:
- Experiences that highlight your leadership or problem-solving skills.
- Moments that showcase your creativity, resilience, or unique perspective.
- Stories that illustrate your values and what you stand for.
This narrative is especially important during interviews or networking events when you need to demonstrate your value in a compelling and memorable way.
- Communicate your brand
Once your personal brand is defined, you need to communicate it through various channels, both online and offline. Just as brands utilize advertising, social media, and public relations to spread their messages, you should leverage these same platforms to enhance your visibility and communicate your value proposition. Whether through:
- Personal blogs or social media posts.
- Public speaking or workshops.
- Online articles or podcasts.
The key is to be consistent across all touchpoints. Every interaction, online post, or conversation is an opportunity to reinforce your brand. This can help boost your portfolio for school administrators.
- Expand your reach
Your personal brand is not something you market solely on your own. It also depends on how others perceive you and share your values. Identifying key individuals who can help amplify your brand is essential. According to Avery, these include:
- Gatekeepers: Individuals who can open doors for you.
- Influencers: People who can help you reach a broader audience.
- Promoters: individuals who support and advocate for your goals.
Networking within communities that align with your values and mission helps spread your brand and creates new opportunities.
- Reevaluate and adjust
Personal branding is an ongoing process. As you evolve, so should your brand. Regularly revisit your brand to assess its relevance and adjust your messaging as needed. Consider feedback from colleagues, mentors, or friends to get an accurate sense of how you’re being perceived.
Personal branding when it comes to college admissions
Admissions committees seek students who excel academically and demonstrate leadership, initiative, and passion for their chosen fields. By building a personal brand, you can effectively communicate these qualities through your application essays, recommendation letters, interviews, and extracurricular activities.
Personal branding helps shape the story you want to tell through your application. Whether it’s about overcoming challenges, excelling in a particular field, or pursuing a unique passion, your brand lends depth and context to your story. If you’re committed to sustainability, your essay should discuss how you’ve turned that interest into a project, a piece of research, or a personal experience. On the other hand, if you’re excited about social justice and advocacy, consider showcasing your leadership in debate, community organizing, or public policy initiatives.
Personal branding also highlights what makes you unique, whether it is a skill, experience, or perspective. Include personal anecdotes that might reveal traits or perspectives that will make you stand out. Your extracurricular activities, community involvement, and essays are opportunities to demonstrate your brand. Consistency in your interests shows dedication and helps admission officers understand your long-term goals. Whether it’s STEM research, community service, entrepreneurship, or the arts, ensure you fully communicate your unique interests and goals as part of your brand.
Admissions officers want students who they know will make an impact on campus. A strong personal brand will help you stand out in a large pool of applicants, creating a lasting impression and positioning you as the kind of student colleges actively want to admit.
Sometimes, finding a personal brand might be challenging for some students. That’s why we encourage you to reach out to Ivy Talent. Our team of expert consultants can help you create an authentic personal brand that highlights your strengths and niche interests. We work closely with students and families to understand their needs and goals and then develop a personalized plan that builds on their existing skills and experiences to create a compelling application package.
Author: Vy Mai
Date: April 7th, 2025