Why Your Messaging and Brand Need to Be Consistent

“The style of ancient Egyptian art is transcendently clear, something 8-year-olds can recognize in an instant. Its consistency and codification is one of the most epic visual journeys in all art, one that lasts 30 dynasties spread over 3,000 years. – Jerry Saltz, Pulitzer Prize for Criticism (Art)

Job seekers can learn a lot from the Egyptians, specifically the importance of consistent personal branding.

What is a personal brand exactly? It is all about creating a reputation, aka a brand. This reputation is about who you are, what it is you do, how you work, and where you are headed.

Personal branding online is especially critical to your success these days.  Employers search online before interviewing perspective employees 80% of the time, according to a Huffington Post article, “What 80% Of Employers Do Before Inviting You For An Interview”. And there are so many examples where qualified candidates were turned down simply because they ignored their online “image” or there was little or nothing to represent them online.

Building your personal brand, think of it as a marketing plan for a product (aka “you”), will show you in a more professional light. At the same time it will tell your potential employer what you’re about and what you’re an expert in. A strong personal brand can act as the foundation of a successful career.  It can also provide you with personal direction, increase your ability to find new job opportunities and help communicate the value you bring to the table.

A huge part of building your brand and your messaging is consistency. Consistency builds trust.  Being seen as consistent is also an essential quality of being an effective leader.

Consistency likewise aides in establishing other important values:

  1. When you have a consistent track record of performance, people see you as reliable and dependable.
  2. When your communication style is clear and consistent, you are reinforcing a brand that is trustworthy and direct.
  3. When you present yourself in a positive mindset and mood, people see you as positive and easy to work with.

Your presence online has a large impact on the perception that future business contacts and prospective employers have of you. Posting regularly, staying on message/brand, keeps you on the minds of your network and contacts.  Staying front and center with a consistent reputation puts you at the front of the line for your next great job opportunity.