You Are Your Brand – Six Steps to Sharpen & Shine
Why should you take the time and effort to consciously develop and maintain a positive personal brand? Like it or not, your brand is truly the holistic essence of who you are and what you bring to the job. It is more than your reputation or first impression.
Your personal brand is the combination of your values, goals, skills, attitudes and associations. It distinguishes you from others. It also is how others experience you. Amazon founder Jeff Bezos has said, “Your brand is what people say about you when you’re not in the room.”
According to the Harvard Business Review, intentionally defining and expressing your brand can support your professional development, career and overall well-being. Below are six tips to consider for managing your personal brand.
Define your purpose. Think through your personal mission and values. Ask yourself what difference you want to make both personally and professionally. What are the values that drive you and what are you passionate about? What do you hope others will say about you? Commit the answers to these questions to paper.
Identify your niche. Consider what value you bring to the table. What skills, attributes and experience do you possess that contribute to your work, community and relationships? For example, are you a natural leader, a problem solver, an organizer or a connector? Ask others what they value most about you and what makes you unique.
Tell your story. According to media company Forbes, building a “true narrative” is important to developing your brand. This means communicating clearly and concisely what you hope to contribute and how you want to engage with others. Some refer to this as your elevator speech. Build your network and use social media channels like LinkedIn or a blog to position and showcase your brand. As you share your story with others, they will become valued ambassadors.
Be consistent. Be sure to deliver on your brand’s promise. Create a unique tagline, service, specialty or characteristic that others can associate with just you. It can be anything from offering to kick off meetings with humor or volunteering for specific roles on your team.
Packaging matters. How you physically show up impacts your brand. Let’s face it, COVID had many impacts. Among them was the complete deterioration of “business attire.” Sure, it was fun to Zoom in our sweats and slippers, but we need to leave that world behind. Looking sharp sends the message that you are a professional and communicates respect to your various audiences.
Adjust as needed. Forbes Magazine reminds us that “a personal brand is a lifelong project that constantly evolves and changes. It requires attention and retooling along the way.” Ask yourself, “How am I being received? Does the narrative fit my personal and career goals?” You may need to take additional actions to sharpen your brand, such as leadership courses, volunteering to lead a new task force or mentoring a junior team member. Evaluate your actions and impact and adjust as needed.
Now is the time to think about your personal brand and how you can build on your success and legacy. Embody your brand wherever and whenever you show up.