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In the fast-paced world of finance, we all know that building a strong personal brand is crucial for women looking to stand out and advance in their careers. A well-crafted personal brand not only highlights your expertise but also opens doors to new opportunities.
This blog is about how you can develop a powerful personal brand, leverage LinkedIn effectively, and position yourself as an expert in the financial profession. I’ve tried to add a ‘what I did’ section for each part too, as I had some feedback that this was helpful in a previous blog post!
1. Define Your Unique Value Proposition
The first step in building a strong personal brand is understanding what sets you apart. Take time to reflect on your skills, values, and strengths. Are you an expert in protection? Do you have a knack for translating complex financial concepts into simple, actionable strategies? Your unique value proposition should clearly articulate what makes you special and why people in the finance industry should take notice.
How I did it:
At the start all I knew was I wanted people to know that this isn’t about complex maths and intelligence, that it’s about organisation and being well informed. I also knew I was a pretty good people person, tending to gain peoples trust easily. I also love Cats and Pink. I just stuck with that. Writing in a way people understood and being authentic to myself.
Sometimes that means being vulnerable and open, whilst juggling being confident and assured. There’s nothing worse than meeting someone face to face but them being nothing like the online persona they have (in a good or bad way - I’ve experienced both). I want people to get the same experience from me in all settings, online, face to face, audio, video… Your brand should be a reflection of who you are and of course, how you bring value to their life.
2. Build a Strong LinkedIn Profile
LinkedIn is a powerful tool to connect, network, and showcase your expertise. Think of your LinkedIn profile as your digital business card. It’s often the first place recruiters, colleagues, and potential clients look to learn more about you.
How I did it:
I don’t know that I did this very well until a few years ago – but I think I’ve gotten better!
Use your headline to reflect your expertise and the value you offer. Avoid generic job titles and instead, highlight what makes you a leader in your space. Always use a professional headshot but ensure this is on brand - for example not to formal if you aren’t (above).
Mix up your content between business-based posts, financial education etc and personal insight posts. The best interactions are when you show some vulnerability, celebrate a personal success or showcase something more personal or relatable to a message you want to convey, but it’s got to be true and real life and less of this than the business posts. We don’t have something amazingly insightful to say every day or even every week (or at least I don’t!)
3. Position Yourself as Though Leader and Expert
Establishing yourself as a though leader and / or expert in your field requires consistent effort and new ideas, but it pays off. By showcasing your knowledge and staying visible and relevant, you can build a reputation as a go-to professional in your area of expertise or passion.
How I did it:
Creating Content: Share insights through blogs or posts. Content creation helps position you as a thought leader and keeps your name top-of-mind. Try and make some of the content a little different to what every other financial planner is pushing. This might just be in style, imagery or way of delivery (maybe some video).
Be willing to provide comments for editors when requested (need to be quick and agile for this). You can create a media contact sheet for this and send them to editors and press. I got featured in Women’s Own this way!
With social media, ensure you are consistent – maybe consider outsourcing this to a specialist, who can help you – it’s well worth the investment for the consistency of message.
Speaking at Events: Take part in webinars, conferences, and panel discussions. Public speaking is scary, but it seriously elevates profile and establishes credibility. Tip – start easy on a panel!
Network Strategically: Surround yourself with other professionals who align with your goals. Build relationships with mentors and peers who can offer guidance, share opportunities, and help amplify your brand. This includes people in and out of our profession.
4. Mentorship and Championing Other Women
Building a personal brand isn’t just about self-promotion. Becoming known as a mentor and advocate for other women in finance can significantly enhance your reputation. Helping others rise in the industry demonstrates your leadership abilities and commitment to diversity and inclusion, which are highly valued today.
Being a mentor creates a positive brand ‘halo’. It shows that you're invested not only in your success but also in lifting others, which can make you more attractive to leadership roles, speaking engagements, or industry awards.
How I did it:
Well 🤣…. I set up FFEM and the Women Talking Money podcast! But before that I was Chairman of the CISI wales Branch (was on the branch committee for years before that creating content ideas) and also sat on the Financial Planning Advisory Panel at the PFS. I also mentor via the Verve Incubator programme and also take one to one requests for initial calls from people wanting to join the profession.
Put yourself forward for a voluntary role in the sector. Assist or mentor via a program available supporting women entering finance or those looking to break into leadership roles. This can be within your organisation or a professional network. I’m happy to take volunteers for FFEM or to help you find the right spot.
Regularly promote your mentoring activities on LinkedIn, sharing success stories and advice for others looking to grow in the profession.
5. Engage in Podcasting or Guest Appearances
Podcasting is a great a platform for us to share insights and engage in discussions on industry trends. Starting a podcast, or regularly appearing as a guest on established financial or business podcasts, can help you position yourself as a thought leader and expand your network.
Podcasting gives you a platform to share your knowledge in a more personal and vibrant way. By engaging in meaningful conversations and showcasing your expertise, you'll reach new audiences and enhance your credibility.
How I did it:
My first podcast (as a guest) was about 7 years ago. Since then, I have regularly been a guest interviewee on podcasts about business and finance. Then, on lockdown I created and produced my first podcast Financial Changemakers. This was a short 8 episode, 2 season podcast. It really taught me a lot about it and how much it really costs to do it well! This year I started Women Talking Money. This is something I love doing, but that is also gaining traction and really positive feedback.
If you don’t feel up to starting your own, maybe approach an existing podcast to being regular guest host or speaker? Just ask!
Conclusion
Mastering personal branding as a woman in finance is all about showcasing your strengths, staying visible, and positioning yourself as a leader.
By developing a stand out / clear personal and professional brand and value proposition, leveraging LinkedIn (and other platforms), and consistently engaging with your audience, you can build a brand that not only sets you apart, remains true to yourself and also boosts your career.
It’s worked for me and it can for you!
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