Building a Personal Brand Is a Process

Building a personal brand and establishing yourself as an expert in a specific field is a long and demanding process. It requires immense dedication to your work, hundreds of hours (and overtime) spent exploring various aspects of your chosen subject. It also involves participating in discussions with other industry veterans, conducting multifaceted case analyses, and continuously educating yourself and expanding your knowledge. Then, you need to compile and utilize this knowledge—not only to improve your job performance but also to build your personal brand.


There are many ways to build your image, but the easiest and most beneficial way is to start online. Due to the high level of competition, it’s wise to choose more than one channel to reach your audience and broaden your exposure. Social media is often one of the first and most obvious choices. There are plenty of platforms to choose from—LinkedIn, Facebook, Twitter, YouTube, even Instagram and Reddit—all of which are great places to build your brand. The choice will depend on your industry and the audience you want to reach. In addition to social media channels, it’s worth considering starting a blog.

A Blog as an Expert Channel: How to Start?

Most experts run their own blogs, where they discuss current industry topics and share their knowledge and experience. You can build a personal blog from scratch, but this is a long-term venture that requires a lot of effort to ensure its visibility.

If you already have a company blog, you can use it as a platform to start building your image. The advantage of this approach is that a company blog should already have some history—content, links, and SEO optimization. These are important elements that will increase the visibility and reach of your publications.


Here are a few things to consider before writing your first expert article:

  • Audience – When using a company blog, you need to know who it’s for, what group of users visits it most frequently, and what type of content they are primarily searching for. This will help you understand the client’s needs and enable you to address them. This way, you avoid spending hours creating content that users won’t find valuable.
  • Effective Communication – Knowing your audience and their needs allows you to tailor the content accordingly. You’re sharing expert knowledge, but your audience may not fully understand industry jargon. Not everyone is a specialist in the field, so it’s essential to explain even the most complex issues clearly and simply. Remember, an expert is someone who knows their field so well that they can convey information in a way that’s easy to understand.
  • Content Format – The content you offer must meet the real needs of your audience and provide knowledge at the appropriate level. You can deliver it in various forms, not just expert articles. On your blog, you can include case studies, downloadable eBooks, industry report analysis, how-to guides, and even video content. The format you choose depends on what and to whom you want to communicate.
  • Stay Current – Regularly address trends in the industry and don’t shy away from difficult topics. This will convince your audience that you’re at the center of what’s happening and well-informed about current events. This also reflects your professional activity and allows you to showcase your ongoing development.

Content is Your Business Card

 


Constant development is the hallmark of our times. An expert must always be expanding their knowledge and improving their qualifications. Training, certifications, discussion panels, participation in major industry events—it’s worth writing about these on your blog. By informing your audience about your growth, you send a clear signal that you are constantly striving for higher standards and never stop improving the quality of your services. This reassures users that they can benefit from an ever-expanding range of skills to achieve their business goals, which in turn increases their willingness to work with you.

The content you create significantly influences how others perceive you. Properly utilizing content will help you establish the image of an expert.