Ah, personal branding. Once upon a time, all you had to do was show up to work, do your job (mostly), and wait patiently for Bob in accounting to retire so you could take his chair. Now? Now you have to be your own walking, talking commercial—except without a billion-dollar ad budget – especially in the context of the gig economy, where individual effort and personal branding can be the key to securing contracts and standing out in a competitive marketplace.
Back in 1997, business guru Tom Peters had the audacity to tell us, You are a brand! At the time, people probably rolled their eyes and went back to their cubicles. But here we are, decades later, living in the gig economy, where if you don’t brand yourself properly, you’re essentially as invisible as a fax machine in a tech startup.
So, my dear clients (and the ones avoiding me because they don’t want to hear the truth), let’s talk about why personal branding is no longer optional. Because if you don’t get known outside your immediate circle, your career will have all the traction of a treadmill—lots of effort, zero movement.
Welcome to the Jungle (a.k.a. the Gig Economy)
The gig economy is like dating in your 40s—fast, unpredictable, and occasionally cruel. Gone are the days of working at one company until retirement. Now, your career is a series of projects, side hustles, and surprise LinkedIn messages that start with, We’re impressed with your profile but end with, This position is unpaid but great for exposure.
To survive, you need to think of yourself as Me, Inc. That means marketing yourself with the same gusto as a new energy drink claiming to increase focus and burn calories (spoiler: it doesn’t).
Why Personal Branding is Your Career Life Raft
If people don’t know who you are, what you do, and why you’re amazing, they won’t hire you. Simple as that. Here’s what you need to do to avoid being a best-kept secret:
1. Find Your Special Sauce
Tom Peters talked about differentiation. In my career coaching world, I call it Why Should We Care? syndrome.
- What’s your magic trick? (And no, balancing a coffee cup on your laptop doesn’t count.)
- How do you make people’s lives easier?
- What’s your work superpower?
If your answer is I’m a hard worker, congratulations—you sound like 90% of job seekers. Go deeper. Make it memorable. If you’re the go-to person for fixing Excel disasters, own it. If you’re a PowerPoint wizard who can make bar charts look sexy, flaunt it.
2. Get Loud (Or At Least Visible)
Back in the day, your boss would vouch for you. Now, your Google search results are your reference letter. If you’re not online, do you even exist?
- LinkedIn: The professional social media that people say they hate but secretly stalk. Keep your profile sharp, active, and free from selfies.
- Content Creation: Write an article, post a funny (but insightful) industry rant, or start a newsletter titled Why You Need Me.
- Networking: Talk to people! Virtually or in person. And no, liking a post doesn’t count as meaningful engagement.
3. Your Network is Your Career Currency
If no one outside your department knows what you do, you’ve got a problem. Your career should not be like an indie film—appreciated by a select few but unknown to the masses. Build relationships, follow up, and be helpful. Trust me, people hire who they know, not who just has the longest list of skills on a resume.
The Real Cost of No Branding in Gig Economy
Still not convinced? Let’s break it down:
- No brand? You’re the career equivalent of a generic cereal—fine, but no one’s choosing you first.
- No visibility? That dream job goes to the person who is visible, even if they’re half as qualified as you.
- No network? You’ll keep applying online, wondering why your resume disappears into the void. (Hint: Because it does.)
In the era of the Gig Economy, where many professionals work independently and rely heavily on personal branding and networks, lacking a strong brand can significantly limit your opportunities and earning potential.
Your Career Action Plan (Or, How to Avoid Professional Obscurity)
- Audit Your Brand: Google yourself. If you show up on page five with no professional content, fix that.
- Speak Up Online: Start posting, commenting, and sharing insights.
- Expand Your Circle: Talk to new people, ask for virtual coffee chats, and—most importantly—follow up.
- Be Strategic: Think of your career moves like a chess game, not an endless round of Candy Crush.
- Keep Growing: Take courses, learn new skills, and stay relevant so you don’t become a workplace fossil.
Final Thoughts from Your Favourite Career Coach
Tom Peters was right—you are a brand. The gig economy is your marketplace. You can either embrace it, build a brand that gets you hired and respected, or ignore it and remain professionally ghosted.
So go forth, market yourself, and make sure that when people think of the best in your field, your name comes up. Or at the very least, that Bob from accounting knows you exist.
Now, get out there and start bragging professionally!
Book your discovery session and let’s make your brand shine!
