Managing and Creating Your Personal Online Brand

Jun 28, 2018 | Digital

When was the last time you googled yourself?

In the digital era we’re in, we’re all becoming brand managers and marketers, not only for our clients, but for ourselves.

At Gavin, we support companies with their branding and reputation management efforts daily. We understand the complexity of branding, and how it can lead the narrative for your organization’s perception in the media. As the saying goes, ‘perception is reality.’

The same runs true for your own personal brand.

Define Your Brand

As you embark on the journey of developing your brand, starting from your roots is a great place to begin.

Cultivating your tone online and in the media begins with self-reflection; start by asking yourself questions like:

  • What do I want to be known for?
  • How do I want to be perceived?
  • What do I stand for/believe in?

Continue asking yourself who you are, where you came from and what you bring to the table. Getting in touch with these parts of yourself will help you create a brand that is genuine, authentic and professional.

Brand Consistency

Your personal online brand is the embodiment of your values, personality and skills. These traits are unique to you, does your digital footprint reflect that?

When discussing branding, it’s important to place an emphasis on brand consistency. That means your online voice shouldn’t drastically change from moment to moment or platform to platform.

If someone were to examine the content you share online, it should be read in a “voice” that is a representative of who you are offline.


Have you ever heard someone say, “would you say that to your grandmother?”

When sharing content online, we can no longer stop there. Start asking yourself, “would you say that to your employer, a reporter, your competition, or a potential client?”

With the explosion of social platforms like Facebook, Twitter, Instagram and LinkedIn, you must be hyperaware of the (potentially) hundreds or thousands of eyes that could be viewing your content. Before clicking “post,” take a moment to reflect on the piece and contemplate if it’s truly representative of you as an individual, and if the post represents your online brand.

If you’re feeling uncertain about how your post will be understood, err on the side of cauti­­on­ and just don’t­ post it.

If you have any questions about personal branding and how to manage it, connect with me on LinkedIn, I’d love to chat.