“We knew it was bad when you ALL showed up.” That’s what my friend said the day our leadership team walked into the facility to close it - 500 people lost their jobs that miserable day. Our presence signaled that the storm had arrived, and we had a brand, just not the kind any of us wanted.
I’ve been on both sides of layoffs—delivering the news, watching family members navigate job loss, and experiencing my own unexpected exit early in my career. Each time, I witnessed how circumstances beyond our control capsized our careers and aspirations.
That’s why I do this work. A strong personal brand is like a well-built boat—it doesn’t stop the storm, but it can help keep you afloat when the waves hit. The key? You don’t wait for the storm to start building.
Your brand, when built intentionally, shapes your career and reputation. In today’s interconnected world, everything you do—online and offline—contributes to the vessel that carries you forward. Here’s how to ensure your brand is sturdy enough to weather any change.
Craft a Consistent Message
The Client: When Mark was laid off, his biggest frustration wasn’t finding job openings—it was realizing he couldn’t articulate what made him stand out. His LinkedIn said one thing, his resume another, and he found himself rambling in interviews, unsure how to communicate his value.
For Reflection: A lighthouse guides ships through the fog, but only if its beam is steady. Your brand message should be that steady beacon—clear, authentic, and strong enough to cut through uncertainty.
Ways to refine and strengthen your brand story:
✅ Identify your unique strengths, vision, and passions.
✅ Craft a compelling, relatable story that aligns with your values and authentic self.
✅ Stay focused on how you solve problems for your audience.
✅ Seek feedback and adjust your message as you grow.
The Bottom Line: If your message is inconsistent, people won’t know what to rely on. Whether networking, speaking at a conference, or posting online, ensure you keep your brand story steady.
Cultivate a Strong Online Presence
The Moment: When Priya started job hunting, she assumed her network knew her work. Then, she realized that her LinkedIn profile hadn’t been updated in years and that her digital presence was nearly invisible. Even though she was highly skilled, recruiters weren’t finding her.
How to Maintain Direction: Think of your online presence as the sails on your boat. You won't catch any wind if they’re neglected, tattered, or nonexistent—even if you’re the most skilled navigator.
Ways to support your brand online:
✅ Complete every part of your LinkedIn profile, including a strong ‘about’ summary, complete skills and experience sections, and a good headshot and banner pic.
✅ Network with industry peers and engage in relevant LinkedIn groups.
✅ Share valuable insights, comment on posts, and build visibility.
✅ Publish or share thought-provoking content that reflects your expertise.
What’s Happening: 87% of recruiters check LinkedIn before making hiring decisions. You don’t have to be an influencer, but you're missing opportunities if no one can find you. Keep your online sails strong and ready to catch the right wind.
Develop Vital Soft Skills
The Learning: Alex had the perfect resume—top schools, extensive experience, and technical expertise. But after multiple interviews with no offers, he realized something was off. A recruiter finally told him, “You seem stiff. People want to work with someone who can lead, not just execute.”
How to Captain: A ship’s strength isn’t just in its structure—it’s in how well the crew works together to navigate rough waters. Soft skills are the teamwork that keeps everything moving smoothly.
Ways to develop and refine soft skills:
✅ Practice active listening and clear communication.
✅ Learn to manage uncertainty with confidence.
✅ Adapt your leadership approach to different situations.
✅ Improve time management to boost productivity.
✅ Seek feedback and invest in learning new interpersonal skills.
Zoom in: Leaders with strong soft skills engage employees and foster collaboration. No matter how impressive your credentials, people will remember how you made them feel. Build a brand that leads with connection.
Complete a Brand Analysis
The Story: Sophia had been with the same company for 15 years. She was great at her job, but when she was suddenly laid off, she realized she hadn’t updated her skills or network in over a decade. She had been sailing in calm waters, never preparing for a storm.
The Reset: Even the best sailors check their navigation regularly. You risk drifting aimlessly if you don’t calibrate your compass to match your destination.
Ways to assess and strengthen your brand:
✅ Review job descriptions for roles you aspire to.
✅ Research competitors and speak to professionals in your target field.
✅ Identify emerging skills, certifications, and qualifications.
✅ Develop a long-term learning plan that evolves with industry shifts.
The Reality: Your personal brand is a living thing—it grows or stagnates based on your effort. Regular check-ins keep you moving toward the right destination, no matter how the tides change.
Your Personal Brand is Your Lifeline
Storms in your career are inevitable. Layoffs, industry shifts, unexpected changes—they happen. But if you’ve built a strong personal brand, you won’t be left struggling to stay afloat.
Be the lighthouse, the steady sail, the strong crew. Craft a clear message, cultivate an online presence, develop soft skills, and assess your direction regularly. Do the work now, so when the waves hit, you’re ready.
Hillary Hufford-Tucker helps growth-minded professionals build confidence, navigate career transitions, and turn challenges like layoffs, career gaps, promotions, pivots, and pre-retirement into opportunities. With expertise in personal branding, career strategy, resume writing, and LinkedIn optimization, she provides individualized guidance to help clients find strategic focus and take meaningful action. ➡️ Visit www.berelevated.com to start your brand journey.
Comments