Guest post by Meg Guiseppi, CPBS, MRW, CPRW
With all the buzz about personal branding these
days, perceptions and definitions vary greatly and misconceptions abound.
Based upon Tom Peters’ insights when he coined the
term "personal branding" in his 1997 article “The Brand Called
You” in Fast Company, and my own professional training, I describe it this
way:
"Personal Branding links your passions, vision,
key personal attributes, and strengths with your value proposition, in a
crystal clear message that differentiates your unique promise of value from
your peers and resonates with your target audience."
What’s great about branding is that it generates
the kind of chemistry that helps people assess what kind of person you are and
whether they should hire you or do business with you.
1. What are your vision and purpose?
Before clearly defining your brand, look externally
at the bigger picture of your vision for the world, and then internally at how
you might help the world realize your vision.
2. What are your values and passions?
You have to know yourself and what you want and
need before you can move forward. Your belief system and operating principles
are at the core of determining whether an opportunity in front of you will be a
good fit for you. If the passions that drive you aren’t met, you probably won’t
be happy.
3. What are your top goals for the next year, 2
years, and 5 years?
Work on projecting what you intend to accomplish so
you can put together a strategic action plan to get there.
4. Do a self-assessment of your top brand
attributes.
What 3 or 4 adjectives best describe the value you
offer? What words do you use to define your personality? Once you pinpoint what
feel like the right kinds of words, it’s a good idea to consult a thesaurus to
precisely nail the exact words. Here are some possibilities, but don’t limit
yourself to these:
Collaborative, resilient,
forward-focused, risk-taking, connected, international, visionary, diplomatic,
intuitive, precise, enterprising, ethical, genuine, accessible.
5. What are your core strengths or motivated
skills?
In what functions and responsibilities do you
excel? For what things are you the designated “go-to” person? What gap would your
company be faced with if you left suddenly? The possibilities are endless, but
here are a few suggestions:
Identifying problems, seeing
the details, leading, delegating, performing analysis, fact finding, crunching
numbers, anticipating risk, motivating, mentoring, innovating, managing
conflict, writing, listening, communicating.
6. Get feedback from those who know you best – at
work, at home, anywhere.
The true measure of your brand is the reputation
others hold of you in their hearts and minds. Notice how they introduce you to
others. Ask them what your top brand attributes and core strengths are. How
does your self-assessment jibe with their feedback?
7. Do a SWOT analysis (Strengths – Weaknesses –
Opportunities – Threats) on yourself.
Don’t dwell on your weak points, but keep them in
mind so that you don’t move into a position where that function is the main
thrust of the job.
8. Who is your target audience?
Determine where you want to fit in (industry and
niche area of expertise). Learn what decision makers in that field are looking
for when they’re vetting candidates. Find out where those decision makers hang
out and what key words will attract them. Then position yourself in front of
them and capture their attention.
9. Who is your competition in the marketplace and
what differentiates you from them?
Determine why decision makers should choose
whatever you’re offering over all the others offering similar value. What makes
you the best choice? What makes you a good investment? What value will you
bring that no one else will?
10. Remember the 3 Cs of personal branding:
Clarity – be clear about who you are and who you
are not.
Consistency – steadfastly express your brand across
all communications vehicles.
Constancy – strong brands are always visible to
their target audience.
Your takeaway:
The work involved in uncovering your brand may seem
daunting, but your efforts can benefit you immeasurably. If this all looks too
overwhelming to accomplish on your own, consider working with a professional
who will guide you through the process.
In job search, developing and communicating your
personal brand can pre-qualify you as a good fit, clearly showcase why you’re
the best hiring choice, and position you to land your next great gig.
Related posts:
Personal
Branding Quiz: How Strong Is Your Executive Brand?
4
Super Fast Strategies to Build Online Executive Branding
© Copyright Meg Guiseppi, 2009. All rights
reserved. Used with permission.
About Meg
A C-level/Senior Executive Branding, Online Identity, and Job Search
Strategist, Meg Guiseppi loves collaborating with forward-focused corporate
leaders to differentiate their unique value proposition, demystify the new
world of executive search, and strategically position them for job search
acceleration. With 20 years experience in the careers industry, she is one of
only a handful of professionals to hold both the Reach Certified Personal
Branding Strategist and Master Resume Writer credentials. Meg is also a Certified
VisualCV Creator and Certified Professional Resume Writer. For a wealth of
insider tips on personal branding and executive job search, visit her Executive Resume Branding Blog/Website.
Follow Meg on Twitter.
-Thanks Meg – what a wealth of information. It’s true – everyone has a brand
whether they realize it or not. How you manage that brand online or off is
important and could mean the difference between an opportunity or a door
slammed shut. Take the time to analyze you strengths, leverage them into a
power message and people will respond.
