When considering a business brand, an audit is often a first step.
We look at the brand footprint – their online site(s), social media, physical locations, and more.
Assess the current brand sentiment.
Explore at the personality and main message the brand portrays online.
Check what the competition is doing.
Understand the current marketing mix.
Document current costs and infrastructure framework.
This audit helps us make recommendations for investment.
Where to spend time and/or money.
My Perspective
I believe this same approach is important when we are considering our personal brand.
On a regular basis, we should look at where we are and set goals for the future.
Determine what we want to shift and change to move from where we were to where we are going.
Below are 10 steps that can provide a quick assessment of our personal brand.
10 Steps to Audit Our Personal Brand
- Document Assets: Create a map of your personal brand infrastructure. This will include any websites, social media profiles, and if you have a side business, presence on other sites (ETSY/Amazon/etc.) and tools like email platforms (i.e. MailChimp). Note the cost of each.
- Collect Your Subscriptions: What are you paying for to enhance your personal brand. These could be tools to do work and communicate – think Microsoft, Slack, and Zoom. Or they could advance your knowledge – think HBR, Wired, or the New York Times. Books you purchase each year would also land on this list. Attach a cost to each of these.
- Audit Your Skills and Expertise: Assess how well you showcase your skills, achievements, and expertise. Are your accomplishments up-to-date, and do they reflect your current level of proficiency in your industry or area of interest?
- Document What You Like and Don’t Like: Go to each of your websites & social profiles. Note 2-3 things you like and 1-3 you dislike on each site.
- Test Online Search Results: Start by Googling yourself and see what comes up. Are these the results you want? From there, you can use different search engines and devices to see how your brand appears to others.
- Review Consistency Across Platforms: Ensure that your messaging, visuals, and tone are consistent across all platforms. You could ask 10 people in your circle to look at your website & social profiles. Ask them to provide 3-5 words that describe what they see.
- Evaluate Your Network: Look at the quality and diversity of your network across social media and professional platforms. Are you connected with the right people who support your goals and personal brand growth? On LinkedIn, check your Social Selling Index (SSI).
- Assess Your Personal Mission and Values: Reflect on whether your current online presence and activities align with your core mission and values. Are they clear to others, and are they accurately represented?
- Analyze Your Content Strategy & Engagement: Review the types of content you’ve been sharing. Does it align with your personal brand message and goals? Identify gaps where you could create more value for your audience. Examine the engagement level of your content. Are people interacting with it, and are you responding? Review comments, likes, shares, and direct messages to see how your brand resonates with your audience.
- Measure Your Growth Over Time: Compare your current personal brand to where it was a year ago. You can look at metrics like LinkedIn SSI, size of audience (followers), and level of exposure/engagement. Are you making progress toward your goals? This can help track your brand evolution and highlight areas for improvement.
Your Turn
Have you done a personal brand audit?
How often do you update and refresh your online presence?
Would this checklist help you take a proactive approach?