If you are not familiar with the term “personal brand” than I want to be sure to introduce you to it. In the world of marketing, branding is the establishment of your name so it is immediately recognized by all who hear it. The best branding is when the name of the product and the product itself are interchangeable. Personal branding is identifying the factors that set you apart from the guy down the hall. Once you identify your personal brand you will realize that your greatest product is you. And you are on your way to developing leadership as personal development.
First articulated by Tom Peters in 1995 in a magazine article, the process of personal branding requires you to understand who you are, what you want and ultimately, what value you provide. It is critical to focus on developing a personal brand in order to stay on goal. Once you identify your unique value promise, it is integrated into all that you do, resulting in added value and increasing your visibility.
You will want to begin with some self-exploration. Look at yourself from an internal as well as external perspective. What is your vision for the world and what part are you going to play in achieving that vision? What purpose will you serve? How do your beliefs and values underlie your work and your decisions. What are you passionate about? What are your drivers?
Like any map to a destination, you will need to identify your mileposts or road signs. Establishing specific goals along the route will be your map to success. Set increment goals: this year, two years, five years. All goals need to be specific, timely, realistic and measurable. They are the metrics of your journey. These goals, once set on paper, become your strategic plan and will keep you focused.
Every brand uses descriptors. What are your descriptors? Use simple words to describe yourself, your value. What about your personality? Are you outgoing or shy? Relationship based or data oriented? In what areas are you an expert? Think about the words used to describe you in your last performance review.
To get a complete picture, you will need to reach outside yourself to get feedback. You will want to talk to your colleagues, managers and even clients or direct reports to get some constructive feedback on what you do well and yes, on those things that need some improvement. You might want to consider outside groups you are active with, like community, church or civic organizations.
Ask them what they see as your core strengths and the value you bring to the group. Ask them to be honest, not flattering, as this feedback is important to you. Then, you need to assess how their feedback jibes with your self-assessment.
Just as you would if you were developing a new product, you should conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). Focus on your strong points so that you can move into a position where those skills are. Keep your weak points in the back of your mind, so you can be aware of them and always know what you can improve.
You need to identify your target audience. Who do you want to respond? Scribble down the words to use that you think will attract the decision makers. Once you have identified your target audience, you are almost ready to begin positioning yourself.
The final step is to identify your competition. Articulate how you are different from them? What unique qualities and value can you bring to the table? What makes you the clear choice?
Now you have a clear and concise package that showcases how your value, personal strengths, attributes, and passions, contributes to your value proposition. In other words, you have created the message that your greatest product is you.
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