Personal Branding: The Lighthouse Branding Model

Willard Rich

More and far more people today are speaking about the great importance of individual branding, equally in vocation looking and in profession enhancement. Successful private branding not only helps make you stand out from the group to companies and recruiters, it can also raise your job protection by speaking your worth as a leader and crew player to your organization.

What is own branding?

Own branding is the procedure of determining the one of a kind and differentiating value that you bring to an organization, workforce and/or project and speaking it in a professionally memorable and steady way in all of your actions, each on the net and offline, to all existing and possible stakeholders in your vocation.

The Lighthouse Individual Branding Model

The lighthouse is a great model for breaking down the branding system into 4 critical steps: the basis, the beacon, the tower and the beam.


Your foundation is your unarguable strengths and practical experience in your selected region. To determine your personal foundation, write down the strengths that differentiate you from the relaxation and inquire your good friends, spouse and children and colleagues/professionals to do the very same for you. Discover the prime a few to 5 overlapping strengths that assist the occupation path you want to go after.


Your beacon is the unforgettable and consistent interaction of your strengths and working experience. Now that you have determined your basis, it really is time to create your beacon by acquiring a term or phrase that represents these strengths and can come to be your brand. Establish a shorter pitch that can observe your brand, describing your strengths in extra element. Make sure that your phrase or phrase is versatile and can adjust with your way.


Only put, your tower is your visibility, achieve and presentation, equally online and offline, which assist the beacon. This is actually everything you do to proactively build your personal brand name. The larger you develop your tower with your attempts, the more seen you will be to possible vocation stakeholders. In this article are some means to proactively develop your brand and trustworthiness in entrance of your focus on viewers:

  • Develop a LinkedIn profile and observe the advised actions to complete your profile 100 per cent, creating absolutely sure you involve your particular brand name and pitch in your subtitle and summary sections.
  • Make a Google account and profile for improved lookup motor optimization.
  • Include things like your personalized brand on your resume, deal with letter, small business cards, email signature, voicemail information and across your other social networks, this sort of as Twitter and Fb.
  • Contemplate building a individual web-site/web site web site where by you can property all of your facts, including experience, education and learning, expertise, honors, entrepreneurial initiatives and much more.
  • Get started your individual weblog with a exceptional level of view on your marketplace/place of curiosity.
  • Contribute worth in your book or solution testimonials, your tweets, your responses on other blog posts, your individual website articles or articles for print publications, your conversations in LinkedIn Teams and your advice by means of LinkedIn Answers or other discussion boards.
  • Get started a business total-time or on the facet with pertinent and beneficial products/services/assets for the industry.
  • Publish and offer you print and/or electronic publications.
  • Get quoted in the media by joining HARO (Support a Reporter Out) and contributing assistance, experiences and insights to writers and journalists trying to find pro resources.


Your beam is your career course and more lively personal branding and vocation research technique. It entails you attaining and projecting a solid comprehension of where by you want to go, what you want to go after and how you will go after it. To start with, you have to have to determine what purposeful spot, geography and industries/firms you want to concentrate on. Then, you have to have to actively community your model with probable job stakeholders. Listed here are some strategies to start off:

  • Sign up for associations or networking teams within your industry and show up at occasions to meet up with new contacts and establish your concentrate on community. Be certain to share your particular brand with all those new contacts.
  • Conduct informational interviews with target community contacts (irrespective of whether or not you are seeking a work) and share your own brand with them in your introductions.
  • Find strategies to bring fellow marketplace believed leaders alongside one another on a project or at an celebration.
  • Come across techniques to contribute to the initiatives or situations of fellow market professionals.
  • Get proposed on LinkedIn and display testimonials from customers, shoppers and partners

Personalized Software

I made use of this design to assistance create my own individual model all through my MBA job research. Acquiring discovered my foundation to be my endless electrical power, out-of-the-box creative imagination, partnership building and dilemma solving, I seemed for a phrase that could pull all of those people strengths together into one particular memorable brand name information. The beacon I selected was “generator” as I deliver power, creativity, interactions and solutions to problems. I was pursuing a vocation in marketing and brand management, and consequently, I turned a brand and advertising generator. I proactively built my tower by incorporating my brand right into my on the web profiles, my resumes and my entrepreneurial endeavours. I then took a additional lively solution, concentrating on the “beam” by incorporating my own manufacturer in my job interview responses, networking introductions and informational interview outreach. It was this system that assisted me effectively protected my present work, and this model proceeds to aid manual all of my specialist and entrepreneurial ventures.

As you produce, construct and increase on your particular brand name, hold the lighthouse in thoughts as a visual product and information to personalized branding achievements.

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