Your name, your narrative: A personal branding playbook for PR hopefuls
Tips on building and owning your personal brand
When I walked across the graduation stage, I had an internship offer from Highwire, but no full-time job lined up, no insider connection, and no clear path ahead. What I did have was a name and a burning desire to make sure people in this industry knew exactly what it stood for.
I wanted my name to signal resilience, creativity, and leadership. I wanted it to open doors for others who looked like me. I didn’t know how I’d get there, but I knew I wasn’t going to wait for someone else to hand me a blueprint.
That urgency is what led me to nominate myself for the WayUp Top 100 Interns list during my PR internship. I’d never heard of it until I googled “intern awards.” I crafted my submission as if it were a press release for my future. That win became a proof point I could reference, and it introduced me to new communities such as the Black Tech PR Society.
But more than that, it taught me the first rule of building a personal brand: if no one’s handing you the mic, pick it up yourself.
Since then, I’ve worked in PR, tech, and now advertising, where I craft culturally resonant campaigns for Starbucks. Along the way, I founded The PR Habitat, a digital community of over 15,000 Gen Z communications professionals that helps young talent navigate the industry, connect with mentors, and access resources they won’t find in textbooks.
Every step of that journey has come back to one thing: personal brand. Not in the “aesthetic Instagram grid” sense, but in the clarity of what people associate with your name and why that matters.
For the emerging leaders out there figuring it out like I was, here’s my personal branding playbook:
1. Know what you stand for. Then make it clear
What three words do you want people to associate with your name? For me, it’s “community,” “strategy,” and “courage.” You don’t need a polished elevator pitch, but you do need clarity on what values drive your work and what themes show up consistently. That’s your narrative. Own it.
2. Google yourself often
Yes, seriously. When someone hears your name in a meeting or reads it in an email, they’re likely typing it into a search bar. What comes up should reflect who you are and where you’re headed. Update your LinkedIn. Revisit old bios. Make sure your online footprint supports your current ambitions, not just your past experiences.
3. Tell your story before someone else does
Your “unconventional” path is often your biggest differentiator. For example, if you’re a first-gen college grad, say that. If you didn’t start with connections, say that too. Sharing your story publicly (on LinkedIn, in your portfolio, or even in a podcast guest spot) can turn obstacles into origin stories.
4. Be your own publicist
Use your platforms with intention. Did you launch a project? Speak on a panel? Publish a blog post? Document it. Visibility compounds, especially in this industry.
The more you share your work, the more people associate you with doing great work. And if you’re not a fan of self-promotion? Frame it as a community celebration. Shout out your collaborators. Credit the people who helped you. It still elevates your brand.
5. Build as you grow
I didn’t start The PR Habitat because I had everything figured out. I built it because I didn’t. I wanted to create the kind of space I was searching for, a space where young pros could ask questions, find resources, and not feel alone. Personal branding isn’t just about showing your polished self. Sometimes, it’s letting people witness you grow.
At the end of the day, a personal brand isn’t a logo or a tagline. It’s the feeling people get when they hear your name.
And if you’re still writing that story?
You’re not behind. You’re just beginning.
I’d love to hear from you! Share your thoughts, ideas, or questions in the comments below and join the conversation.
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Meet Damaryan
Damaryan Benton is an LA-based account executive, brand strategist, and founder of The PR Habitat, a digital community for Gen Z communications professionals. His dynamic career spans top PR firms, advertising, and clients including Foot Locker, Mars Petcare, PayPal, and Google Maps. Now at Anomaly, he crafts culturally resonant campaigns for Starbucks.
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