Personal Branding Proxy

If you think about the various consumer products that you use, most of them enjoy significant brand equity. Each brand name represents a series of attributes: when you think of IBM, for example, you might think of dependable technology for big business; Apple, on the other hand, might represent sleek, easy-to-use technology for the younger generation. As we relate to those attributes, we develop an affinity towards that brand - and possibly make a purchase. The stronger the brand equity, the stronger affinity that product will have with it's target market - and the easier it will be to make the sale.

The same holds true with your own "personal brand". What is it that you represent? What underlying attributes do you have that a prospective client, employer, or friend might develop an affinity for? And how do you describe your brand, if asked? One technique is to borrow the attributes of something that already has brand equity. This could be an animal, a car, or even a consumer product:

• I am like the turtle that wins the race: steady, dependable, and a great example to my younger colleagues.
• I am like a cougar: excited about the hunt, always looking to close the next sale
• I am like a Mercedez roadster: Great engineering - great experience - will always win the race.

The benefits of this technique is that an existing brand, chosen well, can often describe your attributes more effectively than an entire hour-long interview or sales meeting. And it is far more memorable.

This week's action item: What animal, car, company, product, or character can work as your personal branding proxy? After you've chosen something, find an opportunity to use it during the week.

Randall Craig is an expert on Career Planning, Work-Life Balance, and Networking; to find out how his workshops, webinars, and keynotes can help your team or add to your event, contact him through www.PersonalBalanceSheet.com, or by email at editor@ptadvisors.com.

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Copyright © 2009 Knowledge to Action Press and Randall Craig. All rights reserved.
Publication Date: Feb 10, 2009