When I saw Nicole’s Facebook post
yesterday, I yelped out a ‘yes’ and did a happy dance in the middle of cooking
breakfast (and my poor toddler was wondering what’s going on). It was the
perfect setup for what I am writing about – Personal branding… What is personal
branding? Like McDonald’s golden arches or Nike’s swoosh, personal branding is
all about how you will be recognized. What distinguishes you from others in the
world of information overload? This is especially important if you are a small
business owner, a one-person business or in direct-sales. Your customers will
most likely associate your product or services with you as an individual. Even
if you work in a corporation, personal branding is still extremely valuable as
it humanizes the business relationship and a strong personal brand makes you
more unforgettable. Given the significance of personal branding, let’s figure
out how to build your personal brand.
Know
yourself, know where you want to be. Personal branding is all about trust and authenticity. Faking it may work
in the short run, but it is a matter of time before it becomes draining or
causes issues. What do you stand for? What makes you strong? What makes you
weak? Don’t be afraid and take the time to peel back those layers. This very first
step provides you the foundation on how you will build your personal brand.
Need a starting point? I recommend PwC’s personal branding workbook
Understand your target audience. Now that you defined who you are and where you want to be, let’s take a look at your target audience. Your target audience extends beyond your customer or employer. For long-term success, you need to look into building a community of peers, influencers, supporters, etc. who you can offer value or lean on. Identifying your target audience will not only allow you to see how your brand aligns your current state of affairs, it will help you map out a game plan to achieving your vision.
Audit your assets (not the kind that your momma gave you). What do you currently have to broadcast your brand? Think beyond the online medium (such as website, blog, or social media). Consider traditional mediums (such as business cards, brochures) and word-of-mouth. Be sure your assets are consistent with your brand message – If your brand is about providing premium services, your business cards (for example), better be of superior quality: For instance, ultra-thick, linen, with embossing. And don’t panic if you find yourself lacking the assets. Rome is not built in a day, and neither is personal branding. Develop a plan where you can accumulate and develop robust assets.
Establishing your brand. The rubber officially hits the road after understanding what your mediums and assets are. You will need to demonstrate your credibility and value, may it be developing your own materials, sharing what is relevant, or even speaking at an event. When it comes to sharing content, be purposeful about it. You have worked hard to identify your personal brand – Make sure what you are sharing is in line with how you want your brand is perceived! Also, consider strength in numbers: Partner with other people or organizations that can elevate your brand. You may just uncover opportunities that you have never thought to tap into before…
Monitor and reinvent. Maintaining a personal brand is an ever evolving process. Your story may change a year or a couple down the road and your brand should evolve with it. Even if your story remains the same, new information is available each and every day. Stay updated to demonstrate your competitive edge and distinguish yourself from your peers.
Understand your target audience. Now that you defined who you are and where you want to be, let’s take a look at your target audience. Your target audience extends beyond your customer or employer. For long-term success, you need to look into building a community of peers, influencers, supporters, etc. who you can offer value or lean on. Identifying your target audience will not only allow you to see how your brand aligns your current state of affairs, it will help you map out a game plan to achieving your vision.
Audit your assets (not the kind that your momma gave you). What do you currently have to broadcast your brand? Think beyond the online medium (such as website, blog, or social media). Consider traditional mediums (such as business cards, brochures) and word-of-mouth. Be sure your assets are consistent with your brand message – If your brand is about providing premium services, your business cards (for example), better be of superior quality: For instance, ultra-thick, linen, with embossing. And don’t panic if you find yourself lacking the assets. Rome is not built in a day, and neither is personal branding. Develop a plan where you can accumulate and develop robust assets.
Establishing your brand. The rubber officially hits the road after understanding what your mediums and assets are. You will need to demonstrate your credibility and value, may it be developing your own materials, sharing what is relevant, or even speaking at an event. When it comes to sharing content, be purposeful about it. You have worked hard to identify your personal brand – Make sure what you are sharing is in line with how you want your brand is perceived! Also, consider strength in numbers: Partner with other people or organizations that can elevate your brand. You may just uncover opportunities that you have never thought to tap into before…
Monitor and reinvent. Maintaining a personal brand is an ever evolving process. Your story may change a year or a couple down the road and your brand should evolve with it. Even if your story remains the same, new information is available each and every day. Stay updated to demonstrate your competitive edge and distinguish yourself from your peers.
As true to my style of leaving you with a good infographic, here is one providing more detailed steps to a personal branding strategy from Jeff Bullas.
Until next time.
Yours truly,
Christina
About Christina: Christina is a business consultant who has
worked alongside with companies, ranging from international for-profit
corporations and non-profit grass root organizations. Armed with over a decade
of experiences and a MBA degree, she will be able to provide strategies and
guidance for your startup or growing company. Having a mind for the big
picture, she can also look at your business to help you seize new opportunities
as well as determine changes that may be needed. As her personal motto to be a
woman for others, Christina offers a host of services to empower business
owners as well as individuals. Connect with her to
get your journey started!
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