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What's the Deal with Personal Branding?

First things first: what exactly is personal branding? Simply put, it's the art of marketing yourself and your career as a brand. It's like being the CEO of You, Inc. And let me tell you, in the competitive world of government contracting, a strong personal brand can be your ticket to standing out from the crowd. In fact, it’s critical: Trust, Access, and Influence.

Imagine you are a small business. No one has ever heard of you or your company before. You walk into a room with 250 other contractors. Why should they talk to you? What could possibly compel someone to add you to their bulging network of contacts, let alone follow-up, let ALONE actually reach out for teaming opportunities? Your brand, that’s what. How do you build it? What steps should you take, I’ll tell you! This goes for both contractors and government employees—why you ask? Because people do business with people they like. Does it all boil down to being popular, kind-of. Not exactly, but it sure does look like it from the outside. However, there is a lot more that goes into it.

What’s the best kept secret for personal branding? I am glad you asked! SHOW UP! Hear me out: one thing this industry doesn’t lack is volunteer-led industry events. Here are a few:

ACT-IAC (https://www.actiac.org/)

AFCEA (https://www.afcea.org/)

AFFIRM (https://www.affirm.org/)

SECAF (https://www.secaf.org/)

Collation for Government Procurement (https://thecgp.org/)

Pick one, get really well known (show-up). Volunteer to help at events, then work your way onto the board and then execute and grow in your area of contribution. In the case of AFCEA, work your way up to being the President of a Chapter.

Why Should Government Contractors Care?

You might be thinking, " Hey Alexa, I work for a company. Why do I need a personal brand?" Well, my friend, here's the scoop: No one cares about your company…not one person, they are interested in YOU.

Stand Out: In a sea of suits, a strong personal brand helps you become someone folks talk about behind closed doors. Obviously, there are ways to be infamous as well, we are not talking about that kind of brand. You want to be the gal/guy behind when someone says I have a gal/guy. Be that person.
Build Trust: When you have a solid personal brand, people know what you're about. It's like having a "trust me" stamp on your forehead. Here is the thing about trust—if one person vouches for you in a crowd, every person listening will wanting to know more. FOMO is a real thing, and folks look for ways to know who others know. Oh you have a gal, she is amazing—tell me more!
Showcase Expertise: Your personal brand is your chance to show off what you know about government processes, regulations, and industry trends. Just like the good advice to niche down with your offering as a company—this is valuable advice for your personal brand as well. Pick on thing people struggle with and make this “your thing.” For example, I had a call with someone last week, he said: I can fill any secret cleared cyber role you might have. I was like woah…that’s so valuable!! Why, you might ask, let’s break it down: cyber talent is uber hard to find, and pair that with a clearance and you are looking at purple squirrels—pair that with staffing and you have a brand where people would say TAKE MY MONEY.

Crafting Your Personal Brand: The Secret Sauce

So, how do you build a personal brand that's as irresistible as Taylor Swift tickets? Here are my top tips:

Know Your Value: What makes you unique? Maybe you're the go-to person for cybersecurity in federal healthcare projects, or perhaps you're a wizard at navigating complex procurement processes. Whatever it is, own it and know it better than anyone else. Maybe you are the OTA Goddess of all Gods, make sure you know you are that before you try to sell anyone else on it.
Consistency is Key: Make sure your LinkedIn profile, your elevator pitch, and your real-life persona all tell the same story. You don't want to give anyone brand whiplash! I read once that confusion is the enemy of marketing. What we are talking about here is personal marketing so confusion is a big no-no. I repeat the SAME things anytime I am asked about why I love this industry (as an American and as a Tax Payer, how can you not). This is my platform and my messaging. Anytime I am interviewed I always talk about the book that changed my life (The Go-Giver—link in the PS section). Get your story down, believe it, live it and love it.
Online Presence Matters: In today's digital age, your online footprint is often the first impression you make. Spruce up that LinkedIn profile. If you don’t have a compelling Headshot, hit up my friend Jon. Consider starting a Podcast or a YouTube channel, or share your insights on LinkedIn via publishing articles. My best advice here is to survey the market and see what’s working for others (video content), and try your hand at that medium. Keep it fun and super informative—people love that. Authenticity rules.
ABN (Always be Networking): Attend industry events, join online forums, and don't be shy about reaching out for coffee chats. Remember, your network is your net worth in this biz! Pro tip: many folks (myself included) have an appointment link right in their bio!! This is such a low risk way of getting on someone’s calendar. Just don’t use the words “pick your brain.” Things I love to hear: Can I buy you coffee and learn more about you? Can I take you to lunch? I would love to introduce you to (fill in the blank super interesting person), can we meet you for a happy hour?.

Avoiding the Pitfalls

Now, let's talk about what NOT to do:

Don't Oversell: We've all met that person who promises the moon and delivers a pebble. Don't be that person. This also goes for being super shy—if this is you, join ToastMasters and get more comfortable with the process of being in front of people (sans electronics, gasp!).
Don’t be cringe: Be respectful, keep your eyes where they should be, laugh more than you frown and try to truly connect with every person you meet.
Stay Current: The government contracting world moves fast. Make sure your personal brand keeps up! This is especially true with the AI world!! Pro tip, follow a famous blogger who is dying to tell you all the new things happening in the world of tech. My favorite is: (link to Lenny’s podcast)
Give, Don't Just Take: Networking isn't just about what others can do for you. Be generous with your knowledge and connections. THIS is your PERSONAL moat. Do the things no one else can do. Create connections no one else can. Do something every single day for someone else that they could never repay you for. Reach out to a connection simply to share a funny memory or to say hello or ESPECIALLY to wish them congratulations on a new role or a promotion.

Measuring Your Brand's Success

How do you know if your personal branding efforts are paying off? Keep an eye on:

New connections and opportunities coming your way: are you reaching out post event to say thank you and get on someone’s calendar to learn more. Turn one connection into 3. Pro-tip: when a meeting is wrapping up ask them whom else you should be connecting with. Then immediately connect to that person on LinkedIn and send them warm note. Be sure to ask permission to name drop the first connection that lead you to the second.
Engagement on your social media posts or podcast: Build your empire. Spend time engaging with other LinkedIn posts (fun comments). Post about events with photos and tag companies and people. Keep it lighthearted but informative. Ask for audience participation and then engage with folks when they post on your posts. If you start a podcast, make the topic something one one else is talking about!
Invitations to speak at events or contribute to industry publications: This is an industry where events are king makers—and everyone is looking to get into the business. Find someone who is starting an events business and see if you can become their key speaker. This means also, showing up with something to say, and being likable.

Wrapping It Up

Remember, #GovCom family, your personal brand is your secret weapon in the networking game. It's how you tell your story, showcase your expertise, and build meaningful connections in our community.

So, what are you waiting for? It's time to start building that personal brand! And hey, if you need a little inspiration, just look at the amazing folks in our #GovCom circle. We're all in this together, and together, we're shaping the future of government contracting.

Branding is the why, branding is long term, branding is macro, branding defines trajectory, branding builds loyalty, branding creates value—what will yours be??

Until next time, keep building, keep networking, and keep being awesome! Drop me a line on LinkedIn, let’s grab coffee!

Your #GovCom cheerleader, Alexa

Ps: recommended reads to help you get to your WHY and your HOW and your WHEN

Start with Why: How Great Leaders Inspire Everyone to Take Action https://a.co/d/0fhSw6Z

Dare to Lead: Brave Work. Tough Conversations. Whole Hearts. https://a.co/d/em5jIpP

Untamed: Reese's Book Club https://a.co/d/gwpm2Y0

The Go-Giver, Expanded Edition: A Little Story About a Powerful Business Idea https://a.co/d/98BXqBo

Personal Branding for Government Contractors: Your Secret Weapon in Networking