Have you heard of it? Personal branding used to be just for celebrities or Fortune 500 executives, but in today’s world everyone can and SHOULD think about and work on their personal brand. Times have changed—on average a person stays with a company for 4 years and then moves on. Your personal brand is an important part of navigating your career.
Personal branding is a hot topic right now, fueled by the growth of social media networks. These cyber groups and the technology behind them provide excellent platforms and tools for launching, positioning and promoting your personal brand. There is a terrific article by Tom Peters in Fast Company called “The Brand Called You“. Tom explains that our most important job is to be the the head marketer of Me Inc.
My favorite definition of this term is: Personal Branding is how people describe you when you are not around. In other words, it is a combination of your reputation, your strengths, your personality, your skill set and your position in your company or organization.
Do people around you know enough about your strengths, successes and skill set? If not, your reputation could use some bolstering, because chances are the people who surround you–from acquaintances and neighbors to co-workers and professional peers–will play a role in your career. Your social network is often the source of your next contract, job recommendation, referral or line on a new position.It’s essential that you establish your personal brand within this network: an image that conveys a combination of your strengths, personality, skill set and your reputation and position in your field.
What is the difference between a personal brand and a brand for a product such as Nike or Adidas? The answer is simple– not much. A personal brand is based on authenticity, just as true brands are. Personal branding is about determining what makes you different or special in comparison to, dare I say, your competition. It is about strategically managing your image and making sure your image fits the image you want to portray to others.
So, what does personal branding involve? It starts with a self assessment, followed by a check to see if your identity matches how you are perceived by others. After this analysis comes the fun part– creating your authentic brand and communicating it to your world of peers, associates, cohorts– your network.
Personal Branding Playbook:
1. Register your name (both first and last) with a .com extension. If your name is already taken, try registering it using your middle initial or another slight variation.
2. Create a simple website at that URL. Regularly add to this website by listing your media coverage, awards, testimonials, and published works. Do it yourself, or hire it out. But do it right.
3. Establish a profile at key online venues for additional visibility. Examples include LinkedIn, Facebook, and Twitter. Also make sure to sign up for a Google account , Create personal profiles at Google and Yahoo profile, including Yahoo’s MyBlogLog.
4. Link all those profiles to your personal website. Now people can find you no matter which social media site they use.
5. Create your community. Build a community of loyal fans and followers at social sites such as Facebook or LinkedIn.
6. Create a body of work online. Establish a reputation as an expert by creating online content of in your subject area. Use a Blog, Twitter, video on YouTube, audio podcast interviews, ebooks and reports that can be downloaded in PDF form. Social Media expert, Debbie Weil offers some great tips on blogging.
7. Share your Expertise. Don’t be afraid of sharing your knowledge or giving out helpful tips or information about your industry. Share your powerpoint presentations online. Think of it as offering your target market “samples” of your product. You never know you could be your next employer or client!
Every one of us has the power to build a brand. I’m here to help you build yours. Let’s talk about executing your personal branding playbook.
“Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
- Tom Peters in Fast Company, 1997 -
Sources:
Fastcompany.com, Personal Branding Magazine, May 2009 (pg. 11)
U R A Brand, Catherine Kaputa © 2005, Self Brand
Authentic Personal Branding, Dr. Hubert Rampersand, Information Age Publishing 2009
