We're surrounded by brands--from the coffee you sip to the shirt on your back. It's how we decide between Motel 6 and the Four Seasons. Each has its strengths and benefits. Both offer very different experiences.
The same goes for your personal brand. It distinguishes you: What you value, offer colleagues or employers and how you're different.
Have a Goal
What do you want? A new role? Greater visibility in your profession? A promotion? Get clear on where you want to land as this helps identify your audience or the key eyeballs you need to reach and persuade.
What's Unique About You
Consider your audience and industry: What value do you bring that's important or prized? What qualifications? Niche skills? What traits or superpowers make you stand out?
Other questions to spark ideas:
What achievements are you most proud of?
What unique experiences set you apart?
What unusual trait(s) have others noted about you?
What are you passionate about?
HINT: If you're breaking into a new industry, ask new contacts for input! What traits would make you stand out?
Be Consistent Across Sectors
Branding extends beyond your CV or resume. How are you presenting on LinkedIn? In real life? During networking Zoom calls? Be intentional and emphasize the traits, experiences and skills your new industry is seeking. Be sure to dress the part and use language that reflects your industry know-how.
Pull Value from Feedback
When crafting or redefining your personal brand, don't rely on your perceptions, alone. According to Dan Schawbel, author of Me 2.0, personal branding should also consider others' perceptions and experiences with you. What strengths have supervisors praised? What have colleagues noted you do well, but you've dismissed or overlooked because it comes easily? Even constructive feedback, if reframed as a positive, can be used to guide your branding.
Harness High Status Associations
Worked for the Smithsonian? Educated at Stanford? Intern at Google? You might not have known it at the time, but top-tier institutions have status that you share by association. So don't hide your strong brand associations. If you can, lead with them. Their reputations can strengthen your credibility, raise your prestige in the eyes of new contacts and help you and your personal brand stand out. It's not about ego, it's about leveraging favorable associations.
Authenticity is Crucial
This is big. When making a leap in a new direction, insecurity can run high. We may be tempted to amplify or distort who we are in order to fit the role. Resist this temptation. Authenticity has power. Lead with your strengths and be honest about what you're growing. When you speak from a place of honesty and passion, people notice.
Want more? Watch here for more branding resources SOON!
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