We’ve all Googled ourselves at some point — but when was the last time you truly audited your online presence?
Your personal brand already exists online, whether or not you've intentionally shaped it. What people see when they search your name, visit your LinkedIn profile, or land on your portfolio site affects how they perceive your credibility, personality, and expertise.
That’s why a personal brand audit is the second step in building a powerful, aligned identity.
🔍 What Is a Personal Brand Audit?
A personal brand audit is a structured way to review how others experience you online — your search results, social media profiles, website (if you have one), content, and even the tone of your bio.
The goal is to identify where your current digital presence aligns (or conflicts) with your desired brand.
You’ll uncover:
Gaps in consistency (e.g., different bios across platforms)
Outdated or irrelevant content
First impressions that don’t reflect who you are today
🛠️ Step 1: Google Yourself (Like a Stranger Would)
Start by opening an incognito browser window (to avoid personalized results) and typing your full name.
Look at:
The first 3 pages of results
Images that appear
Your LinkedIn, personal website, articles, and anything else linked to you
Ask yourself:
Is this the impression I want someone to have of me?
Are the top results positive, neutral, or outdated?
What would someone assume about me based on this?
👉 Tip: Try using variations of your name (e.g., with/without middle initial), and also add keywords like your job title or city.
Most people’s first impression comes from social media — especially LinkedIn. Make sure your profiles reflect your brand purpose.
For each platform (LinkedIn, Instagram, Twitter/X, etc.), review:
Element | What to Look For |
|---|---|
Profile picture | Professional, consistent across platforms, on-brand |
Headline/bio | Clear, value-driven, not just job title |
Content/posts | Aligned with your voice and purpose? |
Links | Do they lead to active, relevant destinations (e.g., website)? |
Username/handle | Consistent if possible, or at least recognizable |
Pro tip: Even if you don’t post regularly, your presence should still make sense to someone visiting for the first time.
🖥️ Step 3: Review Your Website or Portfolio
If you have a personal website, treat it like your home base. It should reflect the best version of your personal brand.
Checklist:
✅ Clear headline or positioning statement on the homepage
✅ Updated bio/about page with storytelling (not just a CV)
✅ Contact info or call to action that aligns with your goals
✅ Visual branding (colors, typography) that matches your tone
✅ SEO basics: your name in the title, good meta description, and fast load time
Even a one-page website can make a powerful impression if it’s focused and intentional.
📥 Step 4: Check Content You’ve Created
Whether it’s a blog post, podcast guest appearance, YouTube video, or tweet — your content builds your brand.
Review anything that’s public and ask:
Does this reflect my current expertise and interests?
Is my tone consistent across platforms?
Do I still stand behind what I said or how I said it?
It’s okay if your brand has evolved — but consider unlisting or updating things that no longer serve you.
📣 Step 5: Evaluate Consistency Across Channels
Consistency builds trust. You want someone who discovers you on LinkedIn to have the same impression as someone who reads your blog or meets you in person.
Use this quick consistency check:
Platform | Does it match your tone and values? | Is the bio/headline aligned? | Is the photo on-brand? |
|---|---|---|---|
✅/❌ | ✅/❌ | ✅/❌ | |
Twitter/X | ✅/❌ | ✅/❌ | ✅/❌ |
✅/❌ | ✅/❌ | ✅/❌ | |
Personal website | ✅/❌ | ✅/❌ | ✅/❌ |
Even if you’re casual on one platform and formal on another, there should still be a cohesive identity behind it all.
🔄 Step 6: Align with Your Purpose
Now that you've done the audit, revisit your personal brand purpose (defined in the previous guide).
Ask yourself:
Does my online presence reflect that purpose clearly?
Would a stranger be able to describe who I am and what I offer after seeing a few of my channels?
Is there anything that contradicts or distracts from my mission?
If the answer is "not yet" — that’s OK. The goal of this audit is to close the gap between where you are and where you want your brand to be.
🧭 What to Do With Your Audit Results
Here’s a simple action plan:
✅ Fix outdated bios or photos first — these have big impact.
✅ Unpublish or archive content that no longer reflects your brand.
✅ Update your website with your new personal brand statement.
✅ Plan future content that aligns with your voice and values.
✅ Create a recurring calendar reminder (monthly or quarterly) to re-audit.
Your brand is a living thing — treat it like your reputation online.
🪞 Final Thought: Be Proud of the Mirror
When someone Googles your name or visits your profile, it should feel like looking in a mirror — one you recognize and respect.
A good brand audit isn’t about chasing perfection. It’s about showing up intentionally and authentically.
🔗 What’s Next?
Once your digital presence reflects who you are, it’s time to tell the story behind it.
➡️ Read next: Your Brand Story Blueprint: How to Tell Your Narrative