Marketing
Issue No. 42 - August/September 2008
What brand do you think you are?
by Ali Uren
Our personal brand is the most important asset we have, yet most of us neglect it.
Think about it. In an environment where people regularly change jobs and career paths, personal brand is the constant. It is what you are known for, rather than who you work for. It is the essence of ‘you’ in the minds of others.
Most importantly, your brand precedes you and forms the basis for your networking initiatives.
Let’s be clear on this – personal branding is not optional. We are judged every day, but are you creating a positive impression? Fortunately, you have the power to influence the perception of your brand by ‘packaging’ yourself to relevant target markets. These markets
could include a potential employer, existing or
potential clients.
It is a combination of technical excellence, industry knowledge and personal brand that will elevate you above your competitors. To begin packaging your brand, you should consider the following steps:
Who you are
If your self-perception doesn’t align with what others think of you, then your brand needs urgent attention. The 360-degree review, where your peers and clients can provide confidential feedback on your performance and operating style, is an excellent development tool used by many organisations.
Be advised that you may find this process and the outcomes rather confronting. You have the choice to dismiss it and insist no-one knows you as well as you do, or constructively take the verdict on board and use it as a development opportunity. Those who choose to consider the feedback of others in their personal growth tend to move forward very quickly.
What you do
It’s your greatest skills and strengths that will compel others to work with you. Think about what you want to be famous for, and the steps to get you there. Reflect on your achievements and leverage them for your benefit. Don’t be modest; you can’t ...
