[TIME TO READ: 5MINS]

I can speak from authority on this topic – because I am indeed a GenXer. Born in 1975, I am slap-bang in the perfect middle of this generation. Colour TVs had only just made it to South Africa when I was a year old.

I am more technology-friendly than many of my friends, because I was always ahead of my time. I got on Facebook in 2004, Twitter in 2009 and LinkedIn in 2007. I started a social media specialist agency in 2010 when I still had to draw pictures to explain what it was.

So – I get it, but I am also not a dinosaur. If you know what I mean.

What personal brand looks like to Generation X

The phrase ‘personal brand’ has more slimy connotations for us than anything else. Speaking for myself – it’s thrown into what feels like a hell-mix of phrases like being ‘famous’, or an ‘influencer’, or a trend setter.

The sheer thought of “branding” (or packaging-up) oneself, as a human being, feels inherently wobbly and weird.  Honestly – it does give me an itch from head to toe if you looked at it that way. (Cue: any Kardashian)

However – we have a reality to face here. We are living in a tech-driven world we didn’t really ask for. We have also survived through vast amounts of change in how work is done, where it’s done and heck even…what work looks like.

We’ve come so far, so fast and, what’s alarming, is that we have decades of hard-won experience which we are being told is ‘worthless’ when anyone can ask a machine a question and get the answer. (I didn’t say: a good answer. Note that.)

What I think about personal brand

For me, I think of personal brand as a way to share yourself in a manner that feels comfortable and to provide the digital world (who is looking to engage you) with enough to showcase your credibility.

I approach personal brand strategy as a mix of high-level reframing of your lens on yourself (and how others see you), together with professional personal development, and a very honed focus on what you want for your life in the next few years.

I help clients build their personal brand as an asset that leverages their humanity and expertise in a way that makes them hard to ignore.

Consider a different angle on personal brand

My goal isn’t to change your mind about personal brand, but to consider it from a different angle. One that WORKS for you.

I think smart people should question the way things are – because many systems right now are broken.

The fact remains that most of us still have to negotiate or provide evidence of our market value in this modern working world.

The gate keepers to opportunities are math algorithms now. Think about that. You need to buck up and figure out how to work the system FOR YOU.

A Personal Brand Sanity Guide for Gen X Professionals

Here’s my guide to not losing your mind and approaching this sensibly:

#1 Accept the reality of our modern workplace

You have to have a professional online presence. This is non-negotiable. Get over yourself and update your LinkedIn profile. If you don’t have one – get one. Be sure to look back on all your experiences and connect with the people who made a difference to you.

#2 Take it personally – it’s a race to be seen

You will have to look at what you can and want to do – to ensure that you have some kind of ‘presence’ and are seen. This means sharing you and your work through content, on podcasts, on blogs, etc. Pick one that you can do well. Be consistent and keep it up over time. You can be a guest on things, you don’t have to start things.

#3 Avoid mimicking. Buck the trends.

Please, please, please. As long as you can be consistent from #2, the next thing is to stay true to yourself and show up. Try to avoid ‘trendy’ shiny things – they are time wasting. I promise you. You don’t have time for rabbit holes.

#4 Update your professional lens

Work on your personal brand strategy. Take time to really reflect on where you are now, how you came to be doing the work you do and what are your real outstanding human talents (that AI can’t do yet). What problems do you solve – and for who? That may have changed years ago. You need to update how you talk about yourself.

#5 Your Job Title is not the whole of you

This is why personal brand strategy is important – it’s your career insurance. Your reputation goes with you wherever you go – regardless of job. The way you do things and your personality are a big part of that. Nail this all down and keep being you – not your job title.

#6 Trust signalling

We have witnessed some diabolical politician behaviour over the last decade. It is up to us as Gen X professionals and leaders in business to look after people, do good work and bring society back. Work on your trust signals – so you can help.

#7 Demonstrate your work

We come from a background where it was enough to just do good work, build your reputation and update your CV. Now – we have to do that and more. Sit and work on how you can demonstrate and talk about the work you do, and how you do it. Do it simple terms. Talk about what your colleagues or clients say. (Share this in conversations – but also in content or when being interviewed.)

#8 Strategise your ‘humanity’ like a PRO

With Artificial Intelligence biting the heels of every single thing, process and industry work out what it hasn’t yet touched. I still feel like we can stand out as the sane option once everyone gets over their grey advice and ‘inspired’ input from AI tools (that have no context, perspective or critical thinking).

#9 Plan according to your energy, life and sanity

All of the above sounds like a lot, but once you have worked it out, shape it around what you CAN feasibly do that helps you. As GenXers or late millennials – we are not just working but managing home responsibilities, aging parents, teenagers and constantly shifting work opportunities in an unstable economic environment. It’s a lot.

#10 Take a breath – you are not a machine

Look after yourself. We are not machines – we need to rest, reset and calibrate if what we are doing is right for us. It’s ok to do that and may feel like it’s happening more frequently right now – but do what you need to do.

If you’d like to work with me on your professional lens and figure out what you can feasibly do to give you this discoverability in a way that feels good, book a call with me.

I’d love to meet you and reminisce over Blockbusters. ☹