What do Apple, BMW, Coca-Cola and Brad Pitt have in common? In
addition to being fabulous, they all have a well-known reputation, a brand.
Now, if you are anything like me, this seems obvious for the large
organizations on this list but Brad Pitt? A person as a brand? Doesn’t that
only work for people like Mark Echo?
Beyond the Buzzword
The short answer is of course no. Everyone has a brand
(whether you are keen to admit it or not). The term personal branding is a pretty hot buzzword being thrown around
these days and you are probably familiar with the concept. But for those of you
who may not spend your afternoon reading miscellaneous business blogs littered
with the newest lingo and for those of us who can always use a refresher, here
is a simple definition of personal branding: a self-application form of
marketing, where you articulate your value to an audience, with the sole
mission to build a reputation and credibility for your niche or idea - essentially,
how to be yourself with skill.
As a Millennial business professional I realize just how
critical this task is. With a world of possibilities in front of me it is
essential to brand myself in such a manner that intrigues future employers,
empowers the team around me and sets the tone for my career development. The
same is true for you.
However, knowing about this concept and actually using it
are two very different things. So this leaves us wondering, “How can I use
personal branding to advance my career?” This is an excellent question. While personal
branding is an expansive topic and we will not be able to cover everything
right here and right now, I want to share a few things that can help guide you
when developing your personal brand.
“How can I use personal branding to advance my career?”
1. Embrace the Youness of You
First, do you know what makes you exceptional? A wise man
once stated, “Today you are You, that is truer than true. There is no one alive
who is Youer than You.” While the little children who read these words of the
trusted Dr. Seuss often wonder, “how can I be anyone but me,” it is scary how
often we lose sight of who we are in the midst of the humdrum of everyday
adulthood. The first step in developing a powerful personal brand is simply
getting to know you.
Ask yourself: What do you stand for? What drives your
motivation? What defines success? What do you LOVE to do?
2. Stand Out Above The Crowd
We intuitively know that everyone is different, like
snowflakes taking on unique shapes and patterns, yet we are taught from a young
age to only focus on similarities so that conflict will not arise. Often we
revert back to this habit in the workplace and mute our differences for the
sake of corporate culture and not wanting to rock the boat. Yet the truth is everyone
has something that marks him or her as a unique asset. Something not limited to
a company or position (although certainly something that benefits the
organization). Something good. The challenge is to find what differentiates you
and how that difference is a strength, not only for your company and team, but
for your career. Now is the time to stand out, not to blend in.
Ask yourself: Why are you different? What makes you better,
different, or more special? What makes you unique? What makes you stand out?
3. Marketing Matters
After establishing what you stand for and what makes you
stand out, the question remains: “what makes you compelling?” The third element
of an effective personal brand lies in your ability to articulate your value.
You know what you do for your company better than anyone. You know the
intricacies of the work, the role that you play, and how your efforts
contribute to the success of your company. Marketing yourself in the workplace
may seem shady or selfish but it is critical if you desire to grow your career.
Let me suggest a paradigm shift from marketing to markEDing – where your goal
is not to sell yourself but to educate your audience about the awesomeness of
you. While possibly the most challenging of the three, this is the most
important for advancing your career because it involves making connections,
knowing your audiences and communicating your value.
Ask Yourself: What is one thing you have done for your
current (most recent) employer that wouldn’t have happened if you weren’t
there? In what critical areas do you add value? How does your team and/or
organization benefit from your work?
The Light At the End
Using these elements to craft a well-executed personal
branding campaign creates a strong, consistent, and specific association
between you and the value you offer. To say that creating a brand and living up
to it is easy would be a lie. It takes commitment to create, cultivate, and
maintain a positive brand but the results far exceed the effort.
Personal branding:
- Is the most effective way to clarify and communicate what makes you different, special, and valuable to employers and customers – and use those qualities to guide your career.
- Is the most effective and innovative strategy you can use to achieve professional success and fulfillment.
- Allows you to clearly communicate the unique promise of value that you have to offer.
- Enables you to leverage what distinguishes you from others with similar skills and abilities.
Authored by Taylor Fitzpatrick in association with The Learning Cafe (www.thelearningcafe.net)
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