As graduate students we spend a substantial amount of time preparing for our future by developing the necessary skills and credentials to succeed in research or practice. However, we often fail to consider how to best communicate these aspects of our expertise and training to fellow researchers, peers, supervisors, or potential employers. This component of professional development is critical to establishing your own unique niche in a competitive job market. In the words of branding expert Tiffany Poeppelman, “if you’re not branding yourself, you can be assured others are doing it for you. A brand is your reputation, professional identity, and how you show up” (personal communication, August 25, 2016). In this TIP-TOPics column, we explore how to create and sustain your own personal brand using social media to optimize your network and create impact so others are less likely to do it for you.