Creating and Communicating a Personal Brand That Leads You to Success

How do others perceive you?

How do you want them to see you?

You are a brand. If you want the answers to both those questions to match, you've got to be intentional in how you build your personal brand and then do incredible work to support your reputation.

 

Take control of your personal brand

As a young business professional, I admit I paused when my first boss said I was "pragmatic." I wasn't sure I wanted to be pragmatic.

My point in bringing this up isn't so you'll get to know me better; it's to point out that whether we like it or not, we each have a personal brand. It was at that point in my career that I realized if I wanted to be in control of that personal brand, I needed to be deliberate. If people were going to throw around descriptions when talking about me, I wanted to be certain I was in control of what those images were.

 

It's a bit like product or service brands

Think of yourself as a business. Why do you buy certain products? Perhaps you buy Lexus because you value safety and reliability. Or purchase Nike products because they’re synonymous with fitness and health. Many of us buy from brands that connect with us and make us feel good about our purchases. They have consistent reputations and we feel that we know what we're going to get.

Building a strong personal brand and communicating that brand consistently should be top considerations for any business professional. Your brand matters!

Consider these famous individuals and their brands (sometime synonymous with a product):

• Guy Kawasaki

First responsible for marketing Apple's Macintosh computer line in the 1980s, Guy Kawasaki popularized evangelism marketing, a word-of-mouth marketing strategy in which customers who believe so strongly in a brand or product that they voluntarily advocate for it, convincing others to buy and use it. For Kawasaki, his personal brand is about building trust with the products or brands he is passionate about. As an author, publisher and entrepreneur, he also shares his knowledge and teaches others how they can improve their own skills.

• Beyoncé

From her early days as the lead singer for Destiny’s Child to a solo recording career, several television and movie appearances, brand endorsements, the launching fragrance and fashion lines, Beyoncé has had undeniable success in building an incredible personal brand. She has furthered her brand by supporting numerous charities and social causes.

 

Determining your own personal brand

Building a personal brand takes introspection and perhaps some input from trusted colleagues. What do you stand for? 

It's also something you should regularly revisit because the things that are important to us can change over time. Personal brands can shift as we grow in our lives and careers. But, let's get started considering where you should start.

 

6 Questions to ask yourself to help you consider what you personal brand should be:

1. What are my strengths? Consider your accomplishments and skills (both technical expertise and people skills). Are there things you feel that you’re naturally good at?
2. What am I passionate about? Consider things you do that you find meaningful.
3. What are my core values? These are the things that guide your life choices. Here’s a big list to get your started if you’re having trouble narrowing things down.
4. What makes me unique compared to others doing my same job?
5. How do I want others to describe me?
6. What is the motivation behind my personal brand? 

As you work on your personal brand, don't worry if it's perfect. You can adjust it as your mind continues to process these questions. Once you've got a good starting point, use this brand to guide your actions and decisions. Then consistently use this brand as your beacon. Does your online presence represent the things that are important to you? Are you connected to people who value the same things you do?

Consider how your expertise and voice can add to the online conversation or fill gaps you see. Earning respect and recognition online depends on bringing something unique and useful to the existing conversation. To be successful, find your voice and contribute regularly.

Stretch outside the boundaries of your current job. Consider how you can get involved in local activities or causes to extend your personal brand’s reach.

Developing and creating a personal brand can be fun and eye opening ... even for those of us who are ... perhaps a teeny bit pragmatic!