By Juliette C Mayers, Author of Strategic Networking 2.0: Harness the Power of Connection and Inclusion for Business Success

Repositioning your personal brand is an essential strategic move that can greatly influence your professional trajectory. It can accomplish many things, such as serving as a catalyst for new opportunities, elevating your career, and ensuring alignment with your evolving goals and values.

One of the primary reasons to reposition your personal brand is a career transition. If you’re moving into a new industry or assuming a different role, rebranding can effectively reflect this shift. It helps you to be perceived in the light of your new focus and positions you as a suitable fit in your new sphere of activity.

Additionally, as you evolve and grow in your career, it’s vital for your personal brand to mirror this progression. If you’ve acquired new skills, advanced in your position, or broadened your industry impact, repositioning your brand allows you to communicate these advancements effectively. It shows your audience that you’re not static but constantly striving to improve and innovate.

In the event of negative occurrences impacting your personal brand, strategic repositioning can serve as a powerful tool for reputation management. It can aid in restoring professional credibility, trust, and positive perception.

Moreover, with the rapid changes in market trends and consumer expectations, repositioning your brand can help you adapt and maintain relevance. This is especially critical in technology-driven industries that evolve at a fast pace. A repositioned brand signifies that you’re in tune with current trends and are capable of navigating the evolving landscape.

In essence, repositioning your personal brand, though a significant undertaking, can open doors to new possibilities, enhance your professional standing, and ensure your brand accurately represents your current career goals and ambitions.

If you are considering repositioning your personal brand, it’s important to be very strategic about how you go about it. Below are some essential steps to guide you in the right direction.

1. What’s Your New Brand?

Start by clearly defining your new brand identity. What has changed? Determine your unique value proposition, target audience, and key brand attributes. Identify what sets you apart from others in your field and what you want to be known for. This foundational step will guide all your branding efforts moving forward.

2. Enhance Your Online Presence

Optimize your online presence to align with your repositioned brand. Update your website, social media profiles, and professional networking platforms with your new brand message and visuals. Consistently share valuable content that showcases your expertise and reinforces your brand identity. Engage with your audience and respond to inquiries promptly.

3. Update Your Visual Identity

Evaluate your brand’s visual elements, such as your logo, color scheme, typography, and overall design aesthetic. Consider whether they accurately reflect your brand identity and resonate with your target audience. If necessary, work with a professional designer to refresh your visual identity and create a cohesive and visually appealing brand presence. Gather feedback from colleagues, clients, and other stakeholders to gain valuable insights.

4. Refine Your Brand Message

Craft a compelling and consistent brand message that resonates with your target audience. Clearly articulate the benefits and value you provide. Ensure that your brand message aligns with your brand identity and reflects your unique positioning. Use this refined message in all your communication channels.

5. Build Strategic Partnerships

Collaborate with complementary brands and individuals to expand your reach and reinforce your repositioned brand. Identify potential partners who share similar values and target audience. Explore co-marketing initiatives, joint ventures, or speaking engagements to amplify your brand message and establish yourself as a trusted authority in your industry.

6. Engage in Strategic Marketing

Develop a comprehensive marketing strategy to promote your repositioned brand. Leverage various channels such as social media, content marketing, email marketing, and traditional advertising to reach and engage your target audience. Create valuable and relevant content that showcases your expertise and positions you as a thought leader in your industry.

7. Expand your Strategic Network

In the process of repositioning your brand, strategic networking plays a pivotal role in expanding your reach, building valuable connections, and enhancing your brand’s visibility. In my book Strategic Networking 2.0, I show you how by actively engaging in networking opportunities, such as industry events, conferences, and professional associations, you can connect with like-minded individuals, potential clients, and industry influencers who can positively impact your brand. Networking provides a platform to share your repositioned brand message, gather insights from others in your field, and collaborate on mutually beneficial projects. Leveraging strategic networking allows you to amplify your brand’s presence, strengthen your reputation, and open doors to new opportunities that align with your repositioned brand goals.

Extend your network beyond the “usual suspects.” You want to cultivate a virbrant, diverse and inclusive network. Repositioning your brand requires intentional actions and strategic steps. Document your plan, enlist the support of others and invest the time and effort to reposition your brand.