Google yourself. No, really. Go on, do it. Chances are, someone will Google you in your life — whether it be a potential date, friend, customer or employer. What information is available about you online? This can help you identify any inaccuracies or outdated information that may be giving off a negative or unrepresentative first impression. If you find that the information available is not "on brand" for you, there are steps you can take to improve your online presence to build your personal brand.

A personal brand is the combination of unique skills, experiences and character traits that make you who you are. It is a way to differentiate oneself and stand out in a competitive job market or industry. Building and managing a personal brand can help you advance your career and achieve your professional goals.

Effective personal branding should:

• Set you apart from your competition and help you stand out from the pack

• Help to build a connection between you and your audience

• Help build credibility by showcasing your achievements and contributions

• Help with future professional growth by positioning you as an expert in your field or industry

Your personal brand should be relevant, authentic, values-driven, credibility-building, visible, unique, flattering and consistent — maintaining the same image and message across all platforms.

Consider these questions when defining your personal brand:

• How did my upbringing influence who I am?

• What are my passions?

• What are my values and beliefs?

• How would others describe me?

• What is unique about me?

• What kinds of personality traits do I seek out in others?

By answering these questions, you'll be able to define your personal brand and communicate your unique strengths, values and personality to others.

It's equally as important to define your audience.

Ask yourself these questions to narrow down who it is you're trying to reach:

• What is the age range of my audience?

• Where are they located geographically?

• Is my audience gender-specific?

• Am I speaking to a specific job title or industry?

• What drives my audience?

• What do they worry about?

• What makes them happy?

By understanding your audience, you can create a personal brand that speaks to their needs and interests and helps you to build a connection with them.