Getting your player ready...
What is personal branding and why should it matter to you? If you think about personal branding at all, you may believe it applies mostly to people who are in sales or that it only matters when you are looking for a job. Here is another way to think about what personal branding means, why it matters, and how you can make it work for you.
In 1997, Tom Peters stated in Fast Company magazine, “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.” This is true today more than ever, as the job market is crowded with candidates competing for fewer jobs. A well-developed personal brand is one of the primary tools for distinguishing yourself and ensuring that your message is heard in a noisy market. Whether you are a pro at building your personal brand or are new to the concept, it pays to review the elements of a great personal brand. The best personal brand is consistent, memorable, engaging and genuine. Just as with a company brand, your brand is your promise. What problem are you best known for solving? If I hire you, what will I get? That refers not only to hard skills in your job function such as engineering or marketing, but also to the soft skills that ensure culture fit such as change management or team building. Your personal brand should answer the question “What is unique, better or different about how you get the job done?” How do you begin to answer that question? Begin by gathering all of your “career assets.” This includes performance evaluations, reference letters, LinkedIn recommendations, awards and sales reports. Dig deep and look for every possible proof point that will provide metrics, scope of impact, and measurable improvements that you directly influenced. This is your opportunity to shape success stories worthy of inclusion in interviews, in a powerful resumé and in a concise branding statement. This is your chance to claim fully all of your unique accomplishments. Advances in technology since Tom Peters’ statements in 1997 give you a decided edge in getting your message out quickly and effectively. Social media in its many forms is powerful, especially if you begin with a targeted strategy and keep your message consistent. Using LinkedIn wisely is a cornerstone of your branding strategy. Build a compelling profile and use discussion groups to establish your willingness to share your expertise. Find thought leaders in your industry to follow, and join in their blogs and discussions.No matter your employment status, your job from now on is to stay engaged in your professional community. Keep your personal brand fresh and vibrant through ongoing professional development, networking and continuously helping your colleagues. Make it a regular habit to express your personal brand in your community and you will see that great opportunities will find you. – Kathleen Winsor-Games is theprincipal of The Winsor Group, a Denver-based boutique firm offering career counseling and career transition coaching for professionals and executives.
www.thewinsorgroup.com.
