Build your Brand and Network

First, Know Your Stuff

Before you brand yourself, you need to know your stuff – your field, your tools, your domain. Whether you’re a data analyst, software developer, or AI engineer, there’s no substitute for technical depth.

Tip: Keep learning. Stay up to date with trends in your industry. Follow thought leaders, read newsletters (like TLDR or Data Elixir), and experiment with new tools – even if only at a surface level – to stay informed.

Assuming you’re working on that, let’s move to what this session is really about:

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The 3 Questions That Anchor Your Brand

Branding isn’t about being everywhere. It’s about clarity and consistency. Start by answering:

1. Who do I want to be seen as?
   Are you the “go-to” for SQL interviews? A conflict resolution expert? A creative technologist? Pick a lane. The more specific, the better.

2. Who is my audience?
   Hiring managers in mid-sized companies? Startups? Teen creators? Tech leads in finance? Knowing this defines your messaging and your platform.

3. Where is my audience active?

   • LinkedIn: Professionals, recruiters, leaders

   • Twitter/X: Tech and product discussions

   • Instagram/TikTok: Creatives, early-career audiences

   • GitHub/Dribbble/Behance: For showcasing work

“If you speak to everyone, you speak to no one.” — Seth Godin

Tailor your message to where your audience lives and how they consume content (short videos, long posts, infographics, etc.)

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The 3-Part Branding + Networking Cycle

Once your foundation is set, here’s your repeatable strategy (especially on LinkedIn):

1. Build a Clear, Warm, and Complete Profile

Your profile should:

• Have a friendly, approachable photo

• Use the cover/banner image to communicate your expertise (e.g., workshops, interviews, your product, tagline)

• Include a headline that says what you do, for whom, and how (e.g., “Helping analysts land top jobs through SQL interview prep”)

• Feature real content: case studies, interview guides, short videos

Tip: Use the featured section to showcase high-impact work – like a portfolio item, talk, article, or tutorial.

2. Make Meaningful Connections

Don’t spray and pray. Connect with:

• People in your target companies

• Other job seekers (they often refer others when they get hired)

• Alumni or people in your community

When you connect, always personalize the invite. A simple:

“Hi [Name], I admire your work in [area]. I’m learning more about [field] and would love to connect and learn from your content.”

3. Be Present: Comment, Post, and Engage

What keeps people top of mind? Repetition and relevance.

• Comment on others’ posts thoughtfully (not just “Great post!”)

• Post 2–3x per week. Alternate between:

  • What you’re learning

  • Insights about your industry

  • Questions for your audience

  • Reflections on job search or career growth

“Visibility beats ability. If they don’t see you, they won’t choose you.” – Anonymous (Ironically)

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Real-Life Examples

You saw in the tutorial how professionals like Dawn, Gossia, Brittni, and Laura stood out – not just because they were good at what they do, but because they showed up, consistently and clearly.

Each one:

• Had a defined niche

• Used their visuals (photo + cover) effectively

• Posted regularly, either original insights or useful content

• Was top of mind because they stayed on our feed

You don’t have to be famous. You just need to show up with intention.

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Pro Tips from Branding Coaches

• Justin Welsh (LinkedIn Coach):
  Use a content framework like “Build Once, Share Often.” Write a long post, then repurpose into a quote, carousel, or video. [1]

• Austin Belcak (Job Search Coach):
  Most people network when they need something. Flip it. Show up, give value, comment, and the referrals will come. [2]

• Katelyn Bourgoin (Brand Positioning Expert):
  You’re not competing for attention with other job seekers. You’re competing with everything else in their feed. [3]

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If There’s Only One Thing You Do This Week…

Optimize your LinkedIn profile headline and featured section.
Make it crystal clear what you do, for whom, and how. Show proof. Use visuals. Then – start commenting on 3 posts a day. You’ll be surprised how quickly your visibility grows.

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Next Session Preview: Creating Impressive CVs and impactful cover letters using AI Tools.

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