What is personal brand?
It is what distinguishes you from others and sets you apart. Your personal brand conveys your capabilities and attributes via non-verbal communication.
Most of us have been guilty of forming impressions of people within a few minutes of meeting them. Our first impressions are based on the other person’s body language, clothes and the manner in which they speak. In most cases, the content of what they are saying is not a factor.
I recently worked with a client who was a great technical resource within her team. She knew her stuff back to front. Yet promotion eluded her. Even though on many occasions she had successfully led change within her team, her manager perceived her as someone not strong enough to drive decisions at a senior level. Clearly there was a disconnect between this person’s skills and the perception others had of her – Unknowingly, she had established a personal brand which was not serving her well.
Personal brand helps you communicate without words. Conflicts arise where the brand you communicate is not in line with how you perceive yourself.
Why is personal brand important?
In today’s world, there are a number of opportunities for everyone. Just as the opportunities have grown, so has the competition. A large number of people are competing with each other for the same opportunity.
Moreover, the face of corporates has changed. According to Monster.com, only 26% of employees are confident in their job security, 54% are currently looking for their next job, and 90% of those polled have considered making a career change in the last year.
Even within an organization most people work in a matrix organization with more than one reporting line. To rise above and be seen has become more imperative than ever before.
If you have paid attention to your personal brand, then you are already ahead of most others. Personal Brand is not established in one day. It takes shape over time. Don’t let your personal brand take shape by chance. Learn the steps and take charge of the brand you want to establish.
Establishing a framework for your personal brand.
Step 1: What is the purpose for establishing your personal brand?
- Is it for personal success?
- Is it for Business expansion?
- Is it as a public figure?
- Is it as a corporate profile?
Step 2: Clearly define the message you want to communicate about who you are.
- Are you a parent?
- Are you a corporate executive?
- Are you a senior manager?
- Are you a subject matter expert?
- Are you a technician?
- Are you an entrepreneur?
Step 3: Who are you really? Ensure your message is in line with who you are – be authentic
- What are your values in life?
- What are your priorities in life?
5 simple criteria to establish your personal brand
1. Web Presence
Social media is a fact of life. Most of us have a facebook or twitter presence at the very least. What do your facebook updates and your tweets say about you? Is it in line with your personal brand?
What results does a google search on your name return? What message does this result set give a stranger who has never met you before?
2. Clothes
This is where most personal brand experts concentrate. Black vs grey vs colour? Pin-stripes vs plain? Skirts or trousers? The list goes on and on and on.
While the way you dress impacts what people think of you, it is only one of the criteria. Some simple tips to remember:
- Be comfortable in what you wear.
- Ensure that your clothes are in line with the occasion. Just like you would not turn up at a formal dinner in your sleepwear, you would not want to wear denims in an organisation where everyone is in suits.
- If you have a personal distinct style, stick with it – just make sure it is not offensive to others and it does not violate any established dress code within the organisation.
- Ensure the clothes you wear fit well and are of acceptable quality.
3. Body Language:
Enough books have been written on body language and how not to cross your arms etc. While there is a lot of truth in these analyses, I like to simplify it a bit:
- Be aware of the cultural nuances when meeting someone for the first time.
- Believe in what you are going to deliver. If you are unsure of yourself, you will project that outward and people will pick up those signals.
- Hold yourself well. Be in command of your own body.
4. Communication:
- How well prepared are you on your topic of expertise?
- Do your words convey your knowledge?
- Use correct terminology. While simplification is great, use of terminology helps people pin you as an expert.
5. Who do you associate with?
- You will be judged by the company you keep. Unfortunate but true. Also the first rule of networking. If you continually hang around with builders when you actually want to become a chef is not going to help you much!
- Your network not only helps keep your knowledge up to date, it also helps you find opportunities
Remember – a brand is not built in a day. Be consistent in your approach, and in time you will have established a solid brand which resonates with and accurately reflects who you are.
I wish you the very best in your personal branding exercise and look forward to hearing your success stories.