PERSONAL BRANDING

How regularly do you think about or work on your personal brand? Have you actively created an image, mind set or persona of how you’d like to be viewed in the minds of others’ from a professional perspective? Do you know how you are viewed in your area of expertise or market?

Maybe we should take a couple of steps back, to what is a brand? A brand is everything from a design, image, colour, emotion, impression, tone, symbol etc that separates one thing from another; the unique identifiers. From a business perspective we know what this means and why we do it. We all know the golden arches of McDonalds, from childhood we associate this with fries and a burger, knowing that no matter what McD’s we go into we can guarantee what we’re going to encounter. But why would we do it from a personal perspective? The answers include the likes of better job prospects, extending your networks, recognition, reward, progression and development. Your personal brand is your reputation and your calling card, so in essence we’re building a brand around our careers to ensure they grow.

People with strong personal brands know their strengths; they know who they are and where they’re going. Personal brands are made up of values, passions, purpose and goals. To do this you’re going to need to know your why. I recently attended a seminar by Brand Strategist Phil Pallen (philpallen.co) hosted by the wonderful team at IMNZ who recommends refining your brand why to one sentence – that includes the essentials “What’s In It For Them” in terms of what you can do for other people. His being that “People need brands and companies need to show more personality” which tells us in a nutshell what he’s all about. Phil further believes that “the best branding recreates an in-person experience”. Meaning your brand needs to be authentic.

To be authentic you need to think both about yourself, and your audience. Knowing your audience will play a huge part in the marketing plan for your personal brand. It boils right down to the way you communicate, dress and present yourself, so be mindful of all of these things when thinking about your brand style. Yesterday I attended JobFest in Auckland, an event aiming at getting youth into employment and onto career paths. They had specifically been coached on the importance of the first impression, the way they dressed, approached hiring organisations, spoke and the way they carried themselves. Many of these young adults had taken this on-board and done a really impressive job of putting their best foot forward with their audience (hiring organisations) in mind. But others still had a long way to go so think too about where you sit on this scale and whether there are changes you could make, no matter how big or small to improve your outward-facing personal brand.

After these initial stages ensuring your brand is multiplatform is key to success. But more important is choosing platforms that sit well with you and what you’re trying to achieve with your brand, particularly when it comes to social media. Doing one or two exceptionally well will get a lot more cut through than spreading yourself too thin. Again, it’s important to keep the tone, look, feel and imagery consistent – it should all become instantly recognisable as you/your brand.

If you can back up social with further activity such as blogging, speaking at events, contributing to white papers, all the better as these will all contribute to growing your profile. Stick to the subject matters and areas you know you excel at, that provide a “what’s in it for me” for your audience. It’s also important to commit to continuing to learn and grow to stay relevant and continue to “solve problems” and engage that audience.

Having written this post I realise it’s a great reminder and there are certainly a few more things/changes I could make to my own brand. What changes will you put in place? And is there anything you would add to above that I’ve missed?

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