The Power of Personal Branding for Students
How to Stand Out in the Digital Age
Photo Credit: Squarespace
Whether you’re a college student starting your career journey or a senior preparing to graduate, having a personal brand allows you to express who you are and showcase your skills, passions, and professional identity. In today’s competitive job market, a strong personal brand can help you stand out and keep you top of mind to employers, internship coordinators, and networking opportunities (MailChip). A well-crafted personal brand can be the key to standing out in a saturated market, securing your dream internship or job, and building long-term career success!
But what exactly is personal branding, and how can students build one that truly represents them?
Personal branding is the way you present yourself to the world, both online and offline. It is a combination of your skills, passions, experiences, and personality that shapes how others perceive you in a professional setting. Just as companies create their own unique brand to communicate who they are and what they offer, your personal brand tells others who you are and what you bring to the table. Professionals and potential employers should be able to identify your unique strengths, expertise, and value, making them more likely to take an interest in what you have to offer.
So, you may be asking, why is it important for me–a college student–to build a personal brand? If you are looking for a job or internship to gain hands-on experience in your field, having a strong and up-to-date online portfolio can set you apart. Creating a professional digital presence will showcase your skills, achievements, and experiences in a way that grabs the attention of recruiters and makes them interested to learn more about you.
According to LinkedIn, 75% of recruiters agree that a well-established personal brand can have a major impact on hiring decisions. Crafting a unique brand for yourself can make you more appealing to potential employers and set you apart from other candidates. It demonstrates that you’ve taken the time to carefully shape and present your professional identity, showcasing your skills, values, and passion in a way that resonates with recruiters.
Defining your personal brand
When building your personal brand, there are several key factors to consider. Start by analyzing the industry you want to enter and researching what successful professionals in that field are doing. In the PR field, for example, many experts have strong LinkedIn profiles and curated portfolios to showcase their work. Observing these industry leaders can provide valuable insight into how to present yourself effectively and highlight your skills in a way that appeals to potential employers.
Ask yourself questions like:
What are my strengths and current experience?
What are my passions and long-term career goals?
What industry do I want to break into (whether that be music, sports, beauty, or government)?
What values and qualities set me apart from others?
By answering these questions, you’ll gain a clearer picture of who you truly are and what you want to represent. This insight will help you create a personal brand strategy that aligns with your current skills and long-term career goals. Think of it as building a personal brand kit that evolves with your experiences and highlights your strengths for future employers and industry professionals to see.
Building your brand kit
Once you’ve identified your values, strengths, and unique voice, the next step is building your personal brand kit using both visual and verbal tools that can help bring your identity to life. Having this prepared allows you to be ahead of the game and ready to present a consistent version of yourself to potential employers.
Your brand kit is more than just a LinkedIn bio or a good profile picture. It includes consistent colors, fonts, logos, and imagery that reflect your personality and industry, along with your voice, tone, and messaging that shows up across all your platforms. When all of these elements align, you create a personal aesthetic and voice that employers and professionals will remember.
Putting your brand kit to work
Once your brand kit is in place, it becomes a powerful tool to elevate your personal brand. Use it to enhance your LinkedIn profile visuals, keep your resume and portfolio cohesive, and create professional-looking content on social media. Consistency helps reinforce your unique value proposition (UPV) and ensures that when someone finds you on Instagram, reads your email, or connects on LinkedIn, they know they are reaching the same clear, professional version of you.
Your brand kit allows you to amplify what you uniquely offer, not just through visuals, but through your voice and tone. As a Canva branding guide explains, “somewhere in between your knowledge, personal experience, and passion will be your true, unrivaled niche.” No matter what your interests are, your brand should reflect what you genuinely bring to the table. When it’s rooted in authenticity, your brand becomes both memorable and valuable in a crowded digital space.
Insights from PR Professionals
Professor Jennifer Newton, a seasoned PR professional and instructor of Digital Tools for Public Relations at CSULB, reminds students “Your personal brand is your reputation. Make sure it reflects the professional you want to be.” She recommends checking your profile photo on both mobile and desktop to ensure it looks polished and represents you well. Another tip: enhance your Work Experience section by adding media like project files or links to published work to help your accomplishments stand out visually.
Alex Torres, a CSULB alumni working in the PR industry, emphasizes that intentionality is key when building your personal brand. He encourages students to be thoughtful about how they present themselves across school, work, and professional spaces. “Your personal brand is built not just through your resume or Linkedin, but through how you connect with others, how you follow through, and how you make people feel.” Torres also reminds students that while hard skills can open doors, it’s mastering soft skills like communication, reliability, and professionalism that helps you succeed and stand out in the PR community.
Final Thoughts
Building a personal brand takes time, but the effort pays off in the long run. By defining your brand identity, optimizing your online presence, networking strategically, and showcasing your expertise, you can position yourself as a strong candidate in your desired industry.
For students looking to break into competitive fields like PR and marketing, having a strong personal brand isn’t just a bonus, it’s essential! Authenticity is what makes you memorable and builds real connections.Your personal brand is a reflection of the professional you; highlight your personality, passions, and values.
Take charge of your digital identity today, and open doors to the career opportunities you've been working towards!
Aileen Aguilar-Frias
Business Administration Major with a concentration in Marketing, Public Relations Minor, Spring 2025
