Meet Paul Lawton: Developing your brand with style and confidence

Paul Lawton is a PhD candidate in Sociology from the University of Calgary, where he was one of the pioneers in studying how the social internet started to influence society. He researched topics like online influence, social media, and how social media changed the relationships between patients and their health care providers.

“I’ve long been fascinated by how technology shapes our culture and behaviour. Eleven years ago, I switched gears and became a brand strategist. I have worked in some of the top creative and communications agencies in Canada, such as Weber Shandwick and Cossette, where I helped some of the biggest brands in Canada adapt to the new world we live in.”

Paul worked as an adjunct professor from 2007-2012. He wanted to work with McMaster Continuing Education to contribute to his local community and is now an instructor for an Essentials Programs course, Developing Your Social Media Brand with Style and Confidence – a course designed for anyone who feels like they have something to say but lacks the confidence or the steps in consistently building an online profile outside of interacting with friends or family.

“I developed this course to help people create and maintain a professional and engaging social media presence that reflects their personal and/or professional brand. Social media has the power to transform your career opportunities and expand your network.”

Personal branding is a way of presenting yourself to others in a positive and distinctive way that showcases your unique qualities and values. It is a strategic process that involves creating, positioning, and maintaining a consistent image and message of yourself across different platforms and contexts.

“The outcome of this course work will help you establish a competitive advantage in the minds of your target audience, such as potential employers, customers, or followers. We also focus on the individual personal brand, or the set of characteristics that define who you are and what you stand for, such as your attributes, values, beliefs, skills, passions, goals, etc. It is the way you communicate these characteristics through a differentiated narrative and imagery that reflects your personality and style.”

In the dynamic world of personal branding, clarity is power. Start by defining your niche and audience: your personal brand should have a clear focus and purpose. What is your niche? What are you good at? What are you passionate about? What are your goals? Who is your target audience? What are their needs, interests, and preferences? How can you help them or add value to them?

“I have lived my life online, and it has been a key area of focus and research for the last 20 years. I have seen so many people benefit from consistency and focus, and I live to share these insights with people.”

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­­­Learn more about the McMaster Continuing Education Essentials Programs, the Developing Your Social Media Brand with Style and Confidence course and the Delivering Powerful Presentations course.
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