Tool Box
Issue No. 48 - August/September 2009
How to profit from by personal branding
by David Dercho
Until very recently, many industries were riding the same powerful wave as the nation’s banks, mining giants, commercial developers and retail sector. Work lobbing on the doorstep uninvited was hardly the catalyst for an overhaul of your go-to-market strategy. How things have changed. Some firms have dramatically reduced their marketing focus, while others have done the opposite and consider the downturn a great opportunity.
Is it enough that your corporate brand is one most people recognise? You might be able to leverage your brand strength to open doors and establish immediate credibility but if you think your corporate brand alone is the key to success, it is time for a serious re-think. The brands of your people will be a deciding factor in your firm’s success.
Although personal branding is a core asset, most of us neglect it. In an environment where people regularly change jobs and career path, their personal brand is the constant. It’s 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. Personal branding is not optional. You are judged every day; are you creating a positive impression? Fortunately, you can influence how your brand is perceived by ‘packaging’ yourself to relevant target markets. These markets could include potential employers, existing or potential clients. It is a combination of technical excellence, industry knowledge and personal brand which will distinguish you from your competitors.
To begin packaging your brand, you should consider the following steps:
Who you are - If your self perception doesn’t align with how others think of you, 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 many organisations use.
