Personal Branding in the Time of Pandemic

Md. Hafez

29 October, 2020 12:00 AM printer

Personal Branding in the Time of Pandemic

The Covid-19 pandemic has severe impacts on many Asian countries. It is not at all clear how long it will sustain universally. The impact of the Covid-19 pandemic has changed the business landscape and our livelihood what we would not have thought even a week ago. Today’s new normal for businesses include work-from-home difficulties, social distancing, self-isolation, disrupted supply chains, uncertain compliance obligations, and new government programs, etc. During this pandemic, businesses can only sustain themselves and recover from the economic crises by changing their marketing strategies for new normal based on consumer changing habits. In these circumstances, personal branding can be the best vehicle to overcome such a horrible pandemic.

Personal branding is a way of promoting people and their careers as brands. It is a continuous effort of developing and upholding a reputation and impression of an individual, group, or organization. Your personal brand is how you promote yourself. It is the distinctive blend of skills, experience, and personality that you want your followers to see.

When we think about a personal brand, face time becomes the priority to build that successfully. But we are living in a tough time where handshakes are prohibited and we must stay at least six feet away from others. This current intolerable situation is described in the corporate world by three letters W-F-H (Work from Home).

So, the question may come to our mind that how can I build my brand when I’m working in my living room and everyone I work with seems far away?

Well, not to fear. Several ways will help you grow your personal brand regardless of how isolated you are:

1. Be flexible

Good marketer knows that time is the best teacher. Marketers can grab the opportunities from changing environment only when they adapt to changes. At present many industries have gone virtual, focusing on online events and meetings to get things done. Therefore, it’s imperative to learn how to adjust to the current client.

2. Leverage Social Media

One of the benefits of social media is that no matter where you are. You can connect with others via social media 24/7. This connectivity is a lifeline for your personal brand during and after COVID-19. When you use social media to form your thought leadership, you deliver values to others and become known as an expert in your field. That certainly supports building your brand credibility both internal and external of your organization. Often, the external reputation you build with your peers transforms into power and influence inside. If you’re new to working from home (WFH), you were just given the gift of time. The minutes or hours you used to devote traveling can now be devoted to building your virtual brand. Beef up your social media profiles to reveal your personal brand. It’s high time to start your own LinkedIn blog, YouTube channel, or podcast. Choose the format that you enjoy and pick a vehicle that helps you reach the people you seek to influence.

3. Leverage Video

You can’t share completely your thoughts and feelings with your target audience by a written content because your audience has never seen your facial expression. Therefore, it is a wise decision to make video content to communicate with your target audience where you can successfully deliver your enthralling message through facial expression, body language, intonation, and tone of voice. You need not use expensive tools. You just use smartphones and choose any social media platform like YouTube, Vimeo, or Facebook. Your audience will like it.

4. Play Leadership Role

In-person meetings are impossible in the current climate, but that doesn’t mean you can’t still be a part of industry events. Many events have gone virtual, setting up webinars or streaming events on social media. If some or all of your team is working from home, some for the first time, they’re likely struggling a bit to find their groove. Be the person who helps make it easier for them. Communicate what’s going on in the company, provide best practices for WFH, share a funny story to make WFH more enjoyable, productive, and fun.

5. Be a Virtual Brand Steward

A brand steward is responsible for managing brand alignment within an organization. But it’s more than that. It’s all about steadily advocating for the brand: struggling for it, protecting it, upholding its core values, and living its essence. Brand stewards are more aware of what’s happening outside their department and they commit to making the company’s brand more visible to others. It shows your trustworthiness and shows that you’re a bigger, more strategic player who’s engaged outside your domain. Therefore, share some relevant contents your company is posting on their social media with your friends and followers.


The writer is an Assistant Professor, School of Business, Ahsanullah University of Science and Technology