How to Build a Personal Brand as a Government Affairs Professional

Having a personal brand and a strong network matters in any profession. But in government affairs, it takes on a unique level of importance.

“Having a personal brand is especially important for the field of government relations because in the work that we do, your brand or reputation is often your currency,” says Ryann Hill, founder and CEO of Indigo Hill Strategies. “People in D.C. have a very long memory, so if folks  struggle with building a brand that’s reflective of the professional they want to be,  it will often follow them.”

A strong brand also helps you position yourself as an authority to clients and other stakeholders. Shana Glickfield, partner at Beekeeper Group, explains, “As we move through this phase of disinformation and AI, personal branding will be even more important as government affairs stakeholders will increasingly seek to rely on known, trusted professionals.”

Establishing a brand is a skill that any government affairs professional can master with time, dedication, and a willingness to engage with their community.

What Is Your Brand?

The best personal branders can strike the perfect balance between being true to who they are and being strategic about what traits and talents they highlight publicly.

“The way that I approach branding is to think about what you want people to say about you when you’re not in the room,” Hill recommends. She suggests writing a list of words you want associated with you on a sticky note. “Then, you have to make sure that you’re constantly showing up in a way that aligns with that.”

Your list of words may include personality traits like authenticity, creativity, or a strong work ethic. It may also involve knowledge or expertise of the industry you work in.

“Defining a personal brand as a government affairs professional means demonstrating your expertise to build trust in the information you share,” Glickfield says.

Choose What Platform to Use

Just as you want to be strategic about what you communicate, it’s also important to know who you should communicate it to.

Consider what audience you want to reach, including colleagues in government affairs, government staffers, and external stakeholders in your industry. Once you’ve determined your ideal audience, ask yourself where they go online or what types of publications they read. These outlets should be the places you prioritize when building your brand.

“Platforms are now fragmented, so it's best to pick the one or two you're most comfortable with (and therefore most likely to use) and post and engage regularly,” says Glickfield. Engaging regularly on a few carefully chosen platforms will do far more good than spreading yourself too thin by using all of them.

Develop a Plan for Engagement

Posting on social media is likely the first thing most people think of when they think of personal branding, and it’s certainly a valuable tool. “Nowadays, with how prevalent social media is, the people who are really good at branding themselves are utilizing it,” Hill says.

However, social media is just one option in your personal branding toolkit. Email newsletters, guest contributions to industry publications, and speaking engagements at industry events also provide excellent opportunities to build your personal brand. If creating original social media content regularly feels overwhelming, content curation can still position you as a thought leader. "You can still be a part of the dialogue by connecting and commenting on relevant online conversations, as well as reposting news and information as a curator," Glickfield says.

Authenticity is key to creating a brand that sticks whatever mode you choose. “I always have people think about the things they see on social media that make them roll their eyes,” Hill says.  “If it rubs you the wrong way, you want to make sure you’re not doing that.” Even if a mode of engagement is trending or appears successful, if it’s not authentic to you, it’s not sustainable.

Prioritize In-Person Networking

Digital branding is only half the battle. In-person networking gives you the industry recognition and credibility necessary to open doors for you and your clients.

“You want to make sure you are surrounding yourself with people who are also in government affairs, or who are staffers on the hill or career staff at a federal agency, and building relationships with them so you get information that’s helpful for your job. And you build those relationships by networking,” Hill says.  

The key to successful networking is to start by connecting with people you’re interested in learning from or getting to know as friends, not as purely transactional relationships.

“Networking is getting to know people, getting coffee with people, not asking for anything,” Hill says. “When you approach it from a perspective of thinking about ‘What can I get from this person?’ it feels inauthentic, and then it tanks your brand.”

To build your network, look for opportunities to attend industry events and or networking events specific to government relations. Joining professional associations also allows you to meet new people, and there are government affairs associations for nearly any type of industry or demographic.  

When you find events you’re interested in, Hill recommends attending some alone. “It makes you open up, and it makes you talk to people you don’t know,” she says.

After you’ve met someone you’re interested in forming a professional relationship with, “set up a lunch or coffee to solidify connections made in passing,” Glickfield advises. “In a world where eye contact and handshakes have become rarer, in-person meetings are now a helpful way to turn networking into true business relationships.”

Grow Your Influence in Your Field

No government affairs professional works alone. Whatever industry or cause you represent, your success depends on the authority of your personal brand and the size of your professional network. Often, one benefits the other; those with a strong brand will have an easier time building a network and vice versa.

Branding and networking require consistent effort and understanding how to form authentic connections with others in your field. Some careful strategizing and planning around these points will set you up to grow your industry credibility and, by extension, your career.

Many government affairs professionals are challenged to find the time for networking and building a brand since they're buried beneath a pile of legislative clutter. PolicyNote is designed to help you free up time so you can do more of the work you're meant to be doing. Request a demo to learn how PolicyNote can help you find more time to build your brand, network in person, and influence policy.