Personal Branding: The Lighthouse Branding Model

Much more and much more persons are talking about the relevance of individual branding, each in job exploring and in profession growth. Helpful particular branding not only tends to make you stand out from the crowd to businesses and recruiters, it can also improve your task safety by speaking your price as a leader and group participant to your organization.

What is particular branding?

Individual branding is the method of figuring out the exceptional and differentiating benefit that you bring to an firm, team and/or project and communicating it in a skillfully unforgettable and constant manner in all of your actions, equally on-line and offline, to all existing and prospective stakeholders in your job.

The Lighthouse Private Branding Model

The lighthouse is a terrific design for breaking down the branding approach into four critical measures: the basis, the beacon, the tower and the beam.


Your basis is your unarguable strengths and encounter in your picked location. To identify your possess foundation, create down the strengths that differentiate you from the relaxation and question your close friends, spouse and children and colleagues/administrators to do the exact same for you. Recognize the leading 3 to 5 overlapping strengths that help the career direction you want to go after.


Your beacon is the memorable and dependable conversation of your strengths and encounter. Now that you have discovered your foundation, it truly is time to build your beacon by finding a term or phrase that signifies these strengths and can turn into your brand name. Acquire a brief pitch that can abide by your brand name, describing your strengths in far more detail. Be certain that your term or phrase is functional and can improve with your route.


Only put, your tower is your visibility, arrive at and presentation, equally on line and offline, which help the beacon. This is actually anything you do to proactively build your personal brand name. The better you build your tower with your initiatives, the extra seen you will be to likely profession stakeholders. Right here are some methods to proactively establish your model and believability in entrance of your target viewers:

  • Create a LinkedIn profile and observe the instructed measures to full your profile 100 p.c, producing guaranteed you contain your private model and pitch in your subtitle and summary sections.
  • Build a Google account and profile for improved research engine optimization.
  • Incorporate your private model on your resume, cover letter, small business playing cards, email signature, voicemail concept and across your other social networks, this kind of as Twitter and Fb.
  • Look at building a individual website/weblog website where by you can dwelling all of your facts, including expertise, schooling, abilities, honors, entrepreneurial efforts and far more.
  • Start out your own website with a unique place of see on your marketplace/area of fascination.
  • Lead benefit in your reserve or merchandise critiques, your tweets, your remarks on other blog posts, your possess website article content or article content for print publications, your conversations in LinkedIn Teams and your information by way of LinkedIn Answers or other forums.
  • Get started a enterprise entire-time or on the facet with suitable and worthwhile products/services/sources for the sector.
  • Publish and provide print and/or electronic publications.
  • Get quoted in the media by joining HARO (Enable a Reporter Out) and contributing guidance, activities and insights to writers and journalists searching for pro sources.


Your beam is your career path and extra lively private branding and vocation search tactic. It includes you attaining and projecting a sturdy comprehension of where you want to go, what you want to go after and how you will go after it. 1st, you require to establish what functional space, geography and industries/firms you want to concentrate on. Then, you want to actively community your brand with prospective vocation stakeholders. In this article are some techniques to begin:

  • Be a part of associations or networking teams in just your sector and attend situations to meet new contacts and construct your goal network. Be sure to share your personalized brand name with all those new contacts.
  • Carry out informational interviews with concentrate on community contacts (no matter if or not you’re trying to find a job) and share your personalized model with them in your introductions.
  • Locate methods to provide fellow marketplace believed leaders alongside one another on a challenge or at an occasion.
  • Uncover means to lead to the initiatives or events of fellow sector industry experts.
  • Get proposed on LinkedIn and screen testimonials from shoppers, consumers and partners

Particular Application

I used this product to assist build my individual particular brand through my MBA profession lookup. Possessing recognized my foundation to be my limitless vitality, out-of-the-box creative imagination, connection making and challenge resolving, I seemed for a phrase that could pull all of those strengths alongside one another into 1 memorable manufacturer concept. The beacon I selected was “generator” as I make vitality, creative imagination, associations and methods to problems. I was pursuing a vocation in advertising and brand administration, and as a result, I grew to become a model and advertising and marketing generator. I proactively created my tower by incorporating my model immediately into my on the net profiles, my resumes and my entrepreneurial endeavours. I then took a far more energetic technique, focusing on the “beam” by incorporating my personal model in my interview responses, networking introductions and informational interview outreach. It was this course of action that aided me effectively safe my existing work, and this model proceeds to help manual all of my professional and entrepreneurial ventures.

As you build, develop and strengthen on your particular brand name, keep the lighthouse in thoughts as a visual model and guide to personal branding results.