In developing an online personal brand, you must solicit feedback throughout your career. Much of an online personal brand is based on impressions, so it is up to you to understand them. It is a matter of not only accepting feedback as it comes naturally to you (like a performance review), but also building it into your normal routine – conversations, focus groups, emails, etc. Moreover, when you do get feedback, you should be prepared as a receiver to make the most out of it. You want to ask the right follow-up questions, for example. Optimize the experience by preparing yourself as the receiver and those giving you the feedback as the givers.
(Regarding feedback…) the real leverage is creating pull. Creating pull is about mastering the skills required to drive our own learning… the key variable in your growth is not your teacher or supervisor. It’s you. (pg. 6)
According to the book Thanks for the Feedback, there are three types of feedback: appreciation, evaluation, and coaching. You want to get each type of feedback, but keep them separate.
Naturally, you want to have some positive feedback in the form of appreciation. Everyone needs some form of loving; it is what fuels our motivation. Start by getting some general comments and perceptions from your audience. Are you getting appreciated the way you think you should be?
With the evaluation aspect, try to get quantifiable ratings that you can use in a longitude study – something you can compare results over a period of time. This might be rankings or grades. A typical performance review includes a lot of evaluation feedback, which is often tied to compensation and promotions. Be proactive. Do not rely on HR personnel and leadership to perform the task as a formality because it is your opportunity.
Leave open the possibility for feedback givers to coach you. You might try to do some prompting with open-ended questions, where you get some valuable nuggets of advice. When I review the results of a survey, I always start by reading the unadulterated comments.
As you pick an audience, make sure you include a wide sample of people you work or interact with on a normal basis. Make sure there are workers with a lower status than you. They might have a refreshingly different perspective on things, so give them a chance; let them speak openly and freely without fearing your wrath.
Feedback leads to greater self-awareness and knowledge, which leads to a competitive advantage in delivering an authentic, effective personal brand. To learn more about personal branding, buy the book Online Personal Brand: Skill Set, Aura, and Identity
 Douglas Stone and Sheila Heen. Thanks for the Feedback: The Science and Art of Receiving Feedback Well. Penguin (2014, New York).
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