In a world where artificial intelligence and technology are making unprecedented strides in the future of work and content creation, getting seen and heard is more challenging than ever. Bestselling author and number one ranked communications coach, Dorie Clark, joined the Outthinkers Podcast to share insights into building an effective personal brand and standing out – especially in the age of AI.
Dorie helps individuals and companies get their best ideas heard in a crowded, noisy world. She has been named one of the Top 50 business thinkers in the world by Thinkers50. She was honored as the #1 Communication Coach by the Marshall Goldsmith Leading Global Coaches Awards and one of the Top 5 Communication Professionals in the World by Global Gurus.  Dorie has several books under her name as a Wall Street bestselling author, including The Long Game, Entrepreneurial You, Reinventing You, and Stand Out, which was named the #1 Leadership Book of the Year by Inc. Magazine.
Three Steps to Crafting Your Personal BrandÂ
Dorie defines personal branding as a reflection of your reputation. You want to make sure there’s no distance between how you want others to perceive you and how they actually do. Start the process by assessing your current personal brand.
1. Assess your personal brand
You should begin by Googling yourself and examining the results that appear. If you’re a senior executive, official 360 interviews can be a very useful tool. If you don’t have access to executive coaching, try asking about six friends and/or colleagues for the top three words they would use to describe you. This will indicate what makes you unique in the eyes of others and will give you a good starting point for your personal brand development.
2. Identify your branding role models
Next, identify your “role models.” Find someone who has the job you want and observe not only their skills but also the way they describe themselves. What qualities and experiences do they highlight? You may want to emulate some of them to get to their position in X number of years.
3. Network strategically
Shaping and crafting your personal brand doesn’t have to be an ego trip. How do you respond when someone asks what you do or what you’ve been up to lately? This is an underutilized opportunity to talk about some of the activities and skills that you want others to associate with you. By preparing for the question in advance, you can selectively highlight the elements of your personal brand you want them to perceive.
The Future of Work and Your Personal Brand Strategy
Dorie warns that the future of work is changing dramatically, with AI and technology commoditizing many roles and skills. In this context, applying strategic thinking to your personal brand is not just beneficial; it’s essential for survival. “We all need to double down and recommit to our personal brand, our network, and our relationships,” she says, emphasizing that these are the elements that will make us irreplaceable in an AI-driven world.
