top of page

Confidently Understanding your Professional Brand

Updated: Nov 9, 2022

As we navigate our career journey, it is important that we communicate our story and values to connect with employers and build networking opportunities. As a first-generation Latina, it was hard to build a brand that is authentic to who I am culturally, while maintaining professionalism.

Whether we like it or not, people have perceptions of what they assume about us and make judgments on our qualifications. What is it that you project when you meet others? What does your online social media presence say about you?

As career confident mujeres, we need to assess our image and create a story that highlights our experiences and clearly demonstrates our values. This is why it is important to start defining your personal brand, cleaning up your “image” and elevate other’s awareness of your brand.

How do you define your professional brand?

A professional brand is your story, who you are and what you stand for. Understanding what your values are and what you want to be known for will help guide Proyou in developing your professional brand. Remember that your brand should not be tied to a role or title and instead should focus on your impact and mission generally and can be applied to multiple circumstances.

Why is it important to know your personal brand?

A personal brand represents who you are, even when you are not present. When you make connections with others and you are clear about your mission, values and goals; they can better understand your mindset. If you don’t know what you stand for, then it will be easy for others to create their own narrative.

The importance of becoming confident in our careers is owning our story and creating our narrative. I have worked with first-generation Latinas and when they reflect on their past job experiences, they often replay the negative reasons they left the job. Instead they can focus on what was learned in the job and what skill sets and experience did they take with them to make them a better person or leader. Usually, the reason they left their job is due to their values or commitment to the field/family/community, and that is the story that they should share. Therefore their personal brand would demonstrate that they are committed, connected with the community they serve and ethical.

What is at the core of your professional brand?

Understanding what your values are and what you want to be known for will help guide you in developing your professional brand.

In my Career Development Workbook, I have worksheets to help new professionals develop their career with confidence and building clear branding and vision is essential to having career success. Here is one of the journal prompts in the Career Development Workbook:

I want you to envision you late in life, 80 years old. When you look back, what are things that you want to be known for? Take time to think about how you want to feel and don't have any boundaries in your dreams!

This is the core of your professional brand. A brand is the image that you want to portray and be remembered for.

Maya Angelou — 'I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.'

What would you say is your personal brand and what differentiates you as a professional?

Your personal brand is your characteristic traits and might include your: disposition, attitude, personality, intellect, sense of humor, ethics, work ethic, sensitivity, confidence, etc.

While a professional brand can stem off of that and include how people see you in the workplace, working in a team and can include these

Professional Brand Key Terms:

  • Enthusiastic

  • Trustworthy

  • Entrepreneur

  • Creative

  • Disciplined

  • Patient

  • Innovative

  • Fundraiser

  • Service-Oriented

  • Determined

  • Dedicated

  • Honest

  • Versatile

  • Administrative

  • Communicator

  • Public Speaker

  • Crisis Manager

  • Resourceful

  • Team Leader

How do you work towards building your professional brand?

A brand is not built overnight, but with time and intentional practices you can build a strong brand that continues to develop as you do. I encourage you to take time and reflect on your long-term goals and the legacy that you want to create. From there, you are going to work on establishing core values and that will frame your decision-making in the future.

Register for the Career Success Bootcamp to help you build a strong foundation for your career success, by understanding your values, your passions and developing language around your skill sets.

For more information, public speaking requests or private coaching, please email

23 views0 comments


bottom of page