In today’s competitive environment, personal branding holds importance. Personal branding is about defining and consistently showcasing your unique strengths, values, and expertise to the world. It helps you stand out from the competition and makes it easier for prospects and customers to find you. Writing is a powerful tool for this—whether it’s through a blog, LinkedIn newsletter, video content creation, a book, or even an article like this one. Writing allows for self-expression and communication, essential elements for building your personal brand and increasing your visibility and credibility with your target audience. Influential thought leaders like Seth Godin, Dr. Brene Brown, and Dorie Clark have successfully built their brands through impactful writing. Here’s how you can follow their example:
### Understand Your Brand Identity and Message
The first step in leveraging writing to grow your personal brand is to understand your brand identity. Define your brand—your unique promise of value. Identify what sets you apart from others in your field and clarify your unique point of view. Develop a consistent message that accurately reflects who you are.
Deborah Grayson Riegel, an executive coach, Harvard Business Review contributor, and author, explains that identifying your target audience starts with knowing your niche (the “who” you are writing for), your expertise (the “what” you’re writing about), and your convening power (the groups naturally drawn to you). Focusing on the area where these three elements overlap will reveal your strongest audience. For example, if you enjoy working with senior women leaders on presentation skills and women in STEM naturally gravitate towards you, you could write specifically for senior women leaders in STEM who need to improve their presentation skills.
Grayson Riegel emphasizes that specificity helps your message cut through the clutter and reach your ideal readers. Understanding their needs, preferences, and pain points allows you to create resonant content. Tailoring your message ensures that your writing is relevant and impactful.
### Choose the Right Platforms
Choosing the right platforms for sharing your writing is crucial. Blogging and creating LinkedIn content are excellent ways to showcase your expertise and engage your audience. This approach allows you to produce and share content that is engaging and SEO-friendly.
Guest posting and contributing to industry-related websites and magazines build credibility and expand your audience. Seek opportunities to write for established publications in your field to boost your visibility and authority. High-profile publications can significantly enhance credibility, but high-profile doesn’t necessarily mean Harvard Business Review or Forbes. Grayson Riegel teaches participants to identify publications that their potential clients are reading.
For video content, writing remains essential. Research shows that video is a leading form of content, meaning it needs to be well-planned and well-written. Ann Handley, author of "Everybody Writes," states that all content starts with a story articulated through concise and cogent writing. Grayson Riegel, a successful YouTube content creator, adds that good writing makes your videos engaging, motivating, and captivating.
### Develop Your Writing Style
You might think generative AI has simplified writing. While tools like ChatGPT and Write for Me can support your writing, they don’t replace your involvement. Authenticity in writing builds trust with your audience. Develop your unique style by being honest, sharing personal experiences, and writing conversationally. Being a skilled writer and understanding how to use AI appropriately is crucial. Grayson Riegel teaches her clients to use AI to generate ideas but insists the final product should include personal examples, evidence, and experience.
### Create Valuable Content Consistently
Sharing your perspectives on industry trends through thought leadership pieces establishes you as an expert and helps you connect personally with your audience. Create content that delivers value to your ideal audience, and maintain consistency in your writing schedule and messaging. This builds a cohesive brand identity that your audience can recognize and trust.
Grayson Riegel highlights the importance of consistency. A single resonant article can lead to webinars, workshops, keynotes, and online courses, generating significant business opportunities. Encouraging interaction with your readers fosters a sense of community around your brand.
### Measure and Refine Your Strategy
Finally, measure the performance of your writing. Track metrics like views, shares, comments, and conversions to understand what works. Gather feedback from your readers and make improvements based on their responses. Stay informed about industry trends and new writing tools to adjust your content strategy accordingly.
Writing is a crucial skill for every professional, essential for delivering value to your audience and growing your personal brand.