Finance professionals are a diverse group. There’s no single mold for someone in this line of work — because finance is, of course, many different lines of work. You’re defined not only by what you do day-to-day but by how you fit into the larger financial ecosystem.
This “fit” is sure to influence your personal branding choices. But there are some general tactics that just about any finance professional can employ, whether they’re free agents, working for a big bank, or somewhere in between.
Table of Contents
Start with these six.
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Develop a “WIkiwide” Presence
Wikipedia isn’t the only “wiki” game in town. In fact, it’s fast becoming a victim of its own success.
You can now add yourself to several high-visibility online encyclopedias, most of which are easier to get (and stay) on than Wikipedia.
Case in point: this Everybodywiki entry for Steve Streit, a philanthropist and tech founder. Streit is probably “notable” (Wikipedia’s term) enough to get a listing on Wikipedia, but Everybodywiki and its ilk are much easier to use.
Not least because their moderators are more laid-back. Prioritize your self-promotion resources accordingly.
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Cozy Up to Relevant LinkedIn Groups
You’re almost certainly eligible to join multiple finance-focused LinkedIn groups. You can sort by local geography, of course, but you’ll also want to cast a wider net and apply for membership in national, niche-focused groups too.
Once you’re in, be active without being overbearing. Engage on topics you can justifiably call yourself an expert on; observe and learn otherwise.
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Join Lead-Generation Networks
There’s some overlap between finance industry LinkedIn groups and finance industry lead-generation networks. However, LinkedIn tends to be more inward-looking — financial professionals talking amongst themselves — while lead-gen networks are at least nominally client-facing.
Platforms like XY Planning Network serve as high-visibility venues for local, client-focused pros who might otherwise struggle to stand out from the pack. Even if they never become significant lead generators on their own, they help distinguish your personal and professional brand and boost your standing in organic search results.
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Join Local Finance Professional Organizations (Or Make Your Own)
These organizations might have a presence on LinkedIn — in which case, join them! But they’re distinct from pure LinkedIn groups because they also have real-world infrastructure for professional support, political advocacy, and the like. Which makes them absolutely essential for on-the-ground networking and brand development.
Don’t limit yourself to finance-focused organizations either. General-purpose professional organizations are fine too. The more visible you are in your local market, the more opportunities you’ll find come your way.
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Cultivate a Niche — And Make No Secret of It
There’s plenty of opportunity to carve out a place in the wide world of finance, but that’s only half the battle. You need to communicate what you’re good at — and to double down on it.
That means cultivating a robust digital and real-world presence that positions you as a legitimate thought leader in your field.
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Run Away From the Crowd (Without Burning Bridges)
As a finance pro, you know what a crowded trade looks like when you see it. Apply the same logic to your professional life — zigging when others zag and all that. Just do it without harming any relationships that could come in handy later.
Tell Them Why They Should Care
Strip everything else away and the goal of your personal branding campaign is clear: to stand out from the crowd in your notoriously competitive profession.
To do that, you need to tell the people you want to reach why they should care about you. Why they should give you more than two seconds of their time. Daresay, why they should hire you or pay for your services.
Your finance peers are already doing this. So inaction is not an option, however much you dread the thought of “putting yourself out there.”