You’ve probably heard the phrase “your network is your net worth.” It’s true although in the modern finance world, your personal brand matters just as much.
A personal brand isn’t about selling yourself like a product. It’s about curating your professional story and showing people what you stand for, what you’re curious about, and where you’re headed. And the best time to start building it isn’t after you graduate. It’s now, while you’re still studying.
Because when you graduate, you won’t be competing on grades alone. You’ll be competing on visibility, confidence, and clarity of purpose and that’s exactly what a personal brand helps you build.
What Personal Branding Really Means in Finance
In a world full of analysts, interns, and aspiring grads, personal branding is how you cut through the noise. It’s not about being loud, it’s about being recognisable for something real.
Maybe you’re passionate about ethical investing. Maybe you’re fascinated by how behavioural economics explains financial markets. Whatever sparks your interest, your personal brand helps people see it.
Finance is built on trust, and trust begins with credibility. When someone Googles you, what do they find? A thoughtful LinkedIn post on market trends? A student competition result? Or a blank page?
Your brand is already being shaped, even by what you don’t post. So you might as well take control of it and build it with intention.
Start with Self-Awareness
Before you post anything, get clear on your story.
Ask yourself:
What am I learning that genuinely excites me?
What areas of finance do I want to explore deeper?
What kind of professional do I want to be known as?
This isn’t about having everything figured out, it’s about curiosity and direction. If you know you’re drawn to corporate finance, fintech, or sustainability, that’s enough to start curating your presence around those themes.
Think of it as shaping your professional “narrative arc” early. The more authentic your story feels, the more people will trust it.
LinkedIn: Your Digital Resume (and Conversation Starter)
If you’re serious about a career in finance, LinkedIn isn’t optional. It’s the marketplace of ideas and introductions. But the trick is to use it strategically — not performatively.
Start by completing the basics properly:
Use a clean, professional photo (not stiff — just friendly).
Write a headline that says more than your degree title. For example:
“Finance student exploring data analytics and ESG investing.”
Use the “About” section to tell your story in your own words — why you chose finance, what you’re learning, what you hope to contribute.
Then start showing up. That doesn’t mean posting daily — it means engaging thoughtfully.
Like, comment, or share posts that align with your interests. Add your perspective, not just emojis. Over time, people start to associate you with insightful conversation in your area of curiosity and that’s the beginning of influence.
Authenticity Over Aesthetics
Students often worry that their profile isn’t “impressive enough.” But employers aren’t looking for perfection; they’re looking for self awareness and initiative.
Sharing your learning journey, even the messy bits is powerful. Post about a finance case study that surprised you, a podcast episode that changed how you think about investing, or an article you found inspiring.
Transparency builds trust. And trust builds reputation.
You don’t need to know everything, in fact, being open about what you’re learning makes you more relatable and more memorable.
Beyond LinkedIn: Build in Layers
While LinkedIn is your anchor, your personal brand can extend further.
If you love writing, start a Medium page or contribute to student finance blogs. If you’re visual, create short explainer videos or data visualisations on market trends. If you prefer face-to-face networking, volunteer for finance clubs or student competitions.
Every time you share your curiosity publicly through a blog, project, or collaboration you’re signalling initiative and confidence.
Even small gestures, like mentoring a younger student or running a financial literacy workshop, add depth to your brand. They show that you don’t just study finance, you live it.
Your Brand in Real-World Settings
Personal branding isn’t confined to the internet. It’s in how you show up at events, interviews, and internships.
When you introduce yourself at a networking night, how do you summarise what you’re about? Having a sentence or two that reflects your direction helps people remember you. For instance:
“I’m in my final year of finance at UNSW, and I’m really interested in how data is shaping sustainable investment strategies.”
That short statement gives the other person something to connect to a hook for meaningful conversation.
At internships, your personal brand lives in your work ethic and attitude. Reliability, curiosity, and follow through are branding, too. Because when mentors remember your enthusiasm and initiative, they’ll mention your name when opportunities arise.
Consistency Is the Quiet Superpower
The hardest part of building a personal brand is consistency. Anyone can post once; it’s the people who stay engaged who get noticed.
Set small habits:
Engage on LinkedIn once a week.
Read one finance article or podcast summary a week and share a thought.
Reflect quarterly on what themes you’re building around — markets, fintech, ESG, behavioural finance, etc.
These micro actions compound over time, just like good investing.
Before long, you’ll have a digital footprint that tells your story authentically and attracts opportunities naturally.
Balancing Professionalism and Personality
In finance, credibility and relatability go hand in hand. You can be professional without being robotic. Use your voice. Inject warmth and curiosity. If you’re funny, let that come through. If you’re thoughtful, write reflectively.
People connect with people not polished résumés.
Your personal brand should feel like you at your best: informed, curious, and ambitious, but still human.
And remember: your brand isn’t just about landing your first job, it’s about shaping a career that reflects who you are.
Future-You Will Thank You
The finance world moves fast. Roles evolve, industries transform, and technology keeps reshaping how we work. Your personal brand is the one thing that evolves with you - it’s your through-line.
When you start building it now, you’re not just getting a head start on job applications. You’re creating visibility, credibility, and community long before you need them.
So while you’re studying formulas, theories, and case studies, take a few hours each month to invest in yourself. Share your curiosity. Connect with mentors. Reflect publicly on what you’re learning.
Because when opportunity knocks - whether it’s an internship, graduate program, or dream role you won’t have to introduce yourself. You’ll already be known.