Personal Branding - It's the Real Thing

What comes to mind when you think of Coca Cola? Likely, it has less to do with sugar, caffeine and cost, and more to do with friends, refreshment and satisfaction. Savvy marketers know that if they "connect" their brands emotionally and logically with their consumers, then they'll get the sale.

This same concept is useful for managing your career. Each person has a personal "brand", but often it is confused, difused - or worse, unrecognized. Your personal brand isn't skin deep - it needs to permeate - and be congruent.

If you're not sure what your "current" personal brand is, ask a few of your friends and workmates how they would describe you to their friends - this will give you some clues. Then look at your performance appraisals to fill in a few more blanks.

Your personal brand is conveyed in three ways: What others see, What you do, and What you represent. It is What others see and What you do that defines What you Represent. Here are some examples:

What others see: your clothing, your speaking style, your "warm-ness", your business cards, the formatting of your resume and cover letter.

What you do: your college/university grades, your work experience, your punctuality, your promise-keeping, your business knowledge, your community involvement.

What you represent: Your underlying personal attributes, such as honesty, strong work ethic, analytical and logical, creative thinker, sales dynamo, etc.

This week's action item: Is your personal brand congruent and focused? Are you firing your cylinders all in the same direction? Most people know that at least one area that can be improved. Which one is yours? Once you know, work on making a lasting improvement. Companies look for people whose brand synchronizes with their own; these are the people who get hired - and then promoted.

Make It Happen Tipsheet
Comments or questions?
Let us know: editor@ptadvisors.com.

Copyright © 2006 Knowledge to Action Press and Randall Craig. All rights reserved.

Publication Date: October 10, 2006